Growth Marketing Academy
Learn growth marketing the way top teams practise it
Six tracks, from funnel economics to pricing and expansion. Every lesson pairs a clear model with an interactive tool, a real case study and a quick knowledge check — for B2B SaaS and e-commerce teams alike.
- 6 tracks
- 24 lessons
- 6.2 h total
- Free no sign-up
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The guided path
Take the tracks in order. Foundations unlocks everything; after that, follow the prerequisites below or jump to the track your business needs most.
- Track 1 Foundations & Funnel Economics Map your funnel, pick a North Star and learn the unit economics every growth decision rests on. Outcome You can read your funnel, size LTV:CAC and payback, and spot your biggest bottleneck.
- Track 2 Acquisition & Growth Loops Move from one-off campaigns to compounding loops: viral, content/SEO and paid acquisition built on channel-model fit. Outcome You can design a growth loop and choose channels that fit your business model.
- Track 3 Activation & Onboarding Engineer the aha moment, cut time-to-value and score the friction that stops new users. Outcome You can define activation, measure time-to-value and redesign onboarding around it.
- Track 4 Retention, CRM & Lifecycle Read retention curves, segment with RFM and orchestrate email, push and WhatsApp journeys that bring people back. Outcome You can diagnose churn, segment customers and build lifecycle flows that lift retention.
- Track 5 Experimentation & CRO Write testable hypotheses, prioritise with ICE/RICE, run statistically sound A/B tests and tear down pages. Outcome You can run an experiment programme that produces trustworthy wins.
- Track 6 Monetization, Pricing & Expansion Choose a value metric, design paywalls, trigger upsells and grow net dollar retention. Outcome You can price, package and expand revenue from the customers you already have.
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Foundations & Funnel Economics
Map your funnel, pick a North Star and learn the unit economics every growth decision rests on.
- 1.1 AARRR Pirate Metrics: Map Your Funnel and Find the Bottleneck Break growth into Acquisition, Activation, Retention, Referral and Revenue, put a number on every step, and find the one stage that is quietly capping your growth.
- 1.2 North Star Metric: Pick One Number and Build Its Input Tree Choose a North Star Metric that captures the value customers get, then break it into 3 to 5 input metrics that teams can actually move every week.
- 1.3 LTV, CAC and Payback: The Unit Economics Behind Every Growth Decision Calculate LTV, blended and paid CAC, LTV:CAC and gross-margin payback correctly, including D2C contribution margin after returns, shipping, COD and RTO.
- 1.4 Cohort Analysis: Read Retention Triangles Like a Pro Build cohort tables, read retention triangles in three directions, tell logo cohorts from revenue cohorts, spot smile curves, and build it all in a spreadsheet.
Acquisition & Growth Loops
Move from one-off campaigns to compounding loops: viral, content/SEO and paid acquisition built on channel-model fit.
- 2.1 Growth Loops: Build Acquisition That Compounds Funnels describe how users leak. Loops describe how users create more users. Learn to map, quantify and choose the loop that fits your product.
- 2.2 Viral Loops and the K-Factor: The Math of Users Bringing Users Calculate your viral coefficient, cycle time and amplification factor, and design incentives that raise K without attracting fraud or low-quality users.
- 2.3 Content and SEO Loops: Pages That Keep Bringing Users Build content, UGC and programmatic SEO loops, organise them into topic clusters, and measure throughput from page published to customer won.
- 2.4 Paid Acquisition Architecture and Channel-Model Fit Structure paid accounts, run a creative testing cadence, read CAC by channel, blended CAC, MER and ROAS correctly, and pick channels your price point can afford.
Activation & Onboarding
Engineer the aha moment, cut time-to-value and score the friction that stops new users.
- 3.1 Aha Moment Engineering: Find the Activation Metric in Your Data Find the behaviour that predicts retention, set the threshold and time window from your own cohorts, then prove it is causal before you build onboarding around it.
- 3.2 Time-to-Value: Measure It, Then Shrink It Measure how long new users take to reach first value, read the distribution not just the average, and cut it with templates, sample data, smart defaults and concierge help.
- 3.3 Friction Scoring and Progressive Profiling Score every signup, onboarding and checkout step for fields, decisions, waits and context switches, cut the highest-weight friction first, and collect profile data only when you need it.
- 3.4 Habit Loops: Designing Products People Come Back To Use the trigger, action, reward and investment loop to build repeat behaviour, match it to your product's natural usage frequency, and set ethical limits before you ship.
Retention, CRM & Lifecycle
Read retention curves, segment with RFM and orchestrate email, push and WhatsApp journeys that bring people back.
- 4.1 Retention Curves and Churn Math: Read the Curve, Do the Compounding Read cohort retention curves for flattening and smiles, convert monthly churn to annual correctly, separate logo from revenue churn, and find the ceiling your churn puts on growth.
- 4.2 RFM Segmentation: Score Every Customer and Act on the Right Ones Score customers on recency, frequency and monetary value, name the segments, give each one a playbook, and build it in a spreadsheet or SQL. Includes the B2B usage version.
- 4.3 Lifecycle Orchestration Across Email, Push, SMS and WhatsApp Design trigger-wait-split journeys that pick the right channel per user, respect consent, frequency caps and quiet hours, and follow India's WhatsApp and TRAI rules.
- 4.4 Win-Back and Resurrection: Bring Dormant Users Back and Prove It Worked Define dormant and resurrected users, time win-back to your usage cycle, choose offers and product-led reasons to return, and measure true incremental lift with holdouts.
Experimentation & CRO
Write testable hypotheses, prioritise with ICE/RICE, run statistically sound A/B tests and tear down pages.
- 5.1 Hypothesis Design: Turning Hunches into Testable Bets Write research-backed hypotheses with a clear change, expected effect, primary and guardrail metrics and a minimum detectable effect your traffic can actually reach.
- 5.2 ICE and RICE: Prioritising Your Experiment Backlog Score growth ideas with ICE and RICE, calibrate the scales so scores mean something, avoid the classic gaming traps and keep a backlog that stays honest.
- 5.3 A/B Testing Statistics That Hold Up Size tests correctly, understand power and significance, avoid peeking, catch sample ratio mismatch, handle novelty and multiple comparisons, and know when not to test.
- 5.4 Landing Page and Checkout Teardowns A repeatable teardown method and scoring rubric for landing pages and checkout: message match, clarity, friction, trust, CTA, mobile and speed, for SaaS and D2C.
Monetization, Pricing & Expansion
Choose a value metric, design paywalls, trigger upsells and grow net dollar retention.
- 6.1 Pricing and the Value Metric Pick the unit you charge for, package it into good/better/best tiers, research willingness to pay and localise prices for India and other PPP markets.
- 6.2 Paywall Design: Freemium, Trials and the Moment You Ask Choose between freemium, free trial and reverse trial, place the paywall at the right moment, and pick hard or soft gates. D2C memberships included.
- 6.3 Usage Pricing and Upsell Triggers Design usage-based and hybrid pricing, fire upsells from limits, seats, feature gates and PQL signals, and grow D2C order value with bundles and cross-sell.
- 6.4 Net Dollar Retention: The Metric That Compounds Calculate NDR and GRR correctly, split revenue change into expansion, contraction and churn, and pull the levers that push NDR above 100%.
Final step
View the exam → Become a Certified Growth Marketing Practitioner
A 25-minute, 20-question scenario exam drawn from all six tracks. Score 80% or more to earn a verifiable credential you can download and add to LinkedIn. Lessons are open to everyone; certification needs a free account.
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