OptimisationSmall businesses and compact teamsCross-team operating practice

Inbound marketing strategy

Learn to connect search intent, useful content, proof and enquiry in the “Cross-team operating practice” specialisation. This programme for small business teams asks you to produce a inbound acquisition journey, then verify qualified enquiries generated by content. At advanced level, you will compare meaningful alternatives and improve an observed outcome.

Estimated workload · 12 hr 51 min · including workshops8 modules · 24 lessonsCompletion certificate

01Establish the baseline: inbound acquisition journey3 lessons · 94 min0/3

02Define a testable hypothesis: inbound acquisition journey3 lessons · 101 min0/3

03Segment comparable cases: inbound acquisition journey3 lessons · 91 min0/3

04Build two controlled alternatives: inbound acquisition journey3 lessons · 98 min0/3

05Run the experiment: inbound acquisition journey3 lessons · 97 min0/3

06Interpret the observed difference: inbound acquisition journey3 lessons · 95 min0/3

07Correct the main friction: inbound acquisition journey3 lessons · 94 min0/3

08Document and reuse the learning: inbound acquisition journey3 lessons · 101 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 · comparative experiment and improvement report — small business teams.

Assignment

test two alternatives and correct the one producing friction while building a inbound acquisition journey for small business teams

Learning case

Ateliers Traverse — a digital acquisition journey being improved

Expected evidence

qualified enquiries generated by content

Final assessment: demonstrate improvement through a controlled comparison 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

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