Expert leadershipStartups and digital venturesProduct experimentation practice

Inbound marketing strategy

Learn to connect search intent, useful content, proof and enquiry in the “Product experimentation practice” specialisation. This programme for startup and product teams asks you to produce a inbound acquisition journey, then verify qualified enquiries generated by content. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.

Estimated workload · 16 hr 3 min · including workshops8 modules · 24 lessonsCompletion certificate

01Frame the strategic issue: inbound acquisition journey3 lessons · 118 min0/3

02Map dependencies and risks: inbound acquisition journey3 lessons · 125 min0/3

03Build three decision scenarios: inbound acquisition journey3 lessons · 115 min0/3

04Assess impacts and conditions: inbound acquisition journey3 lessons · 122 min0/3

05Make the stakeholder trade-off: inbound acquisition journey3 lessons · 121 min0/3

06Stress-test edge cases: inbound acquisition journey3 lessons · 119 min0/3

07Decide and document governance: inbound acquisition journey3 lessons · 118 min0/3

08Transfer the expert operating standard: inbound acquisition journey3 lessons · 125 min0/3

LEARN · PRODUCE · PROVE

A programme built around a professional outcome.

Start from your situation, practise a professional operation and build Inbound acquisition journey · expert operating standard and decision scenarios — startup and product teams.

Assignment

evaluate a complex decision and document its governance while building a inbound acquisition journey for startup and product teams

Learning case

Nexa Flow — a digital acquisition journey being improved

Expected evidence

qualified enquiries generated by content

Final assessment: defend an evidence-based decision and make the approach transferable using the inbound acquisition journey and the criterion qualified enquiries generated by content. The certificate confirms programme completion; it is not a state-recognised qualification or CPF certification.

Your working template

A blank template and completed example to download in every lesson.

How your work will be assessed

Four explicit checks before completing your work.

Varied activities

21 workshop minutes in the first lesson, followed by audits, simulations, comparisons, calculations and decisions according to the subject.