Growth Marketing Notes | Shantanu Tyagi

Notes

Straight answers on growth marketing.

One question, one clear answer, drawn from live accounts — paid media, attribution, SEO and conversion rate optimisation. A new piece every week.

22 Sept 20266 min readAttribution · Paid media · GA4

What is CPL-Q (qualified cost per lead), and how do you use it?

CPL-Q is qualified cost per lead: total media spend divided by the number of leads sales actually accepts, rather than every form fill. You use it as the optimisation target in every campaign review, because raw CPL rewards cheap unusable volume while CPL-Q rewards pipeline.

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15 Sept 20267 min readCRO · B2B · Landing pages

How do you lift a B2B landing page conversion rate?

Lift a B2B landing page conversion rate by removing form fields that aren't needed to book a call, rewriting above-the-fold copy around the buyer's problem with visible proof, and then testing one variable at a time to significance. On a B2B IT page this took conversion from 1.8% to 3.1% — a 72% lift — with no extra media spend.

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