A Kavanah Course — Free · 5 modules · Foundational

Marketing with Kavanah

Twenty lessons on the discipline of marketing — strategy, brand, channels, campaigns and measurement — taught honestly against the surfaces Kavanah actually has.

A practical course for founders, first marketing hires and small teams who have to make marketing work without a department behind them. It covers what marketing is for and how brands grow, research and positioning, brand, pricing and launches, choosing channels, search in the era of AI answers, lawful email and privacy as they stand in 2026, campaigns as projects, experiments that mean something, acquisition economics, the handoff to sales, and attribution's limits. Every lesson ends with what to do inside Kavanah and the numbers to watch — including the ones you will have to compute yourself.

20 lessons ~4 hr 16 min total20 of 20 published

An Introduction

Marketing, Without the Mythology

Who this course is for, what it teaches, and how to use it alongside the product.

Listen to the introduction

0:00 / ~3:47

Marketing is the most opinion-dense function in most companies. Everyone has a view, most views are confident, and very few are tested. Meanwhile the ground keeps moving: in 2026 a growing share of searches end in an AI-written answer, the largest mailbox providers enforce rules on bulk senders that did not exist three years ago, privacy law now differs state by state, and AI can produce more content in an afternoon than a team used to publish in a year. This course teaches the parts of the discipline that have held up under evidence, the parts of the current landscape you cannot afford to get wrong, and how to run all of it as accountable work rather than a stream of activity.

Who this is for

Founders doing their own marketing. The first marketing hire at a small company. Agency principals and consultants who market their own practice. Sales-led teams who know they need marketing but have never had a function for it. The course assumes no marketing training and no prior Kavanah experience. It does assume you want to know why a practice works, because marketing advice without its reasoning decays into imitation — copying what a large brand did, in a situation that shares none of the conditions that made it work.

How it is organized

Five modules. Twenty lessons. Each lesson is ten to fifteen minutes of reading and ends with two practical blocks: a Kavanah-in-practice section with steps you take inside the product, and a metrics block naming what to watch. The healthy ranges in those metrics blocks are our recommended starting points, not research findings — every lesson says so, and the research that does exist is cited at the bottom of each page.

Module 1 — Strategy. What marketing is for, how brands grow, customer research, segmentation and positioning, and the ideal customer profile and message.

Module 2 — Brand, product and price. Brand and creative effectiveness, product marketing and launches, pricing and packaging, and the borrowed-audience channels: partners, community and events.

Module 3 — Channels and content. Choosing channels, content and search in the era of AI Overviews, email marketing done lawfully, and privacy and consent as they stand in 2026.

Module 4 — Campaigns and experiments. A campaign run as a project, experiments honestly analysed, the content calendar as recurring work, and the economics of paid acquisition.

Module 5 — Measurement and operations. The funnel and the handoff to sales, lifecycle and retention, attribution and incrementality, and running a marketing team where an AI agent does part of the work.

How to use it — and what Kavanah does not do

Read in order; the later modules lean on definitions from the earlier ones. A reasonable pace is one module a week, doing the in-product steps between lessons.

One honest note before you start. Kavanah is a work-management and agent platform with real outbound tooling — cadences with A/B arms, a suppression list, a Deal Room pipeline, recurring work, reports, a knowledge base and an agent that can research the web. It is not a marketing analytics suite. It does not track email opens or clicks, it has no audience segment builder, and it does not attribute revenue to marketing sources. Where a lesson asks you to measure something Kavanah does not compute, it tells you so and shows you where to record the number you compute elsewhere. The in-app version lives at /learn/marketing-with-kavanah; the public version at /course/marketing-with-kavanah is the same content.

Good marketing is mostly unglamorous: being clear about who you serve, being remembered when they come to buy, keeping promises the law and your customers hold you to, and measuring honestly enough to stop doing what does not work. That is all teachable, and it is all work you can plan, assign and review. Start with what marketing is for.

Module 1

Strategy

What marketing is for, who it is for, and what it says

4 lessons · ~50 min

How brands grow, why brand and activation both matter, how to learn what customers are actually trying to do, and how to turn that into a target, a position and a message.

Module 2

Brand, Product and Price

Being remembered, launching well, pricing deliberately, borrowing audiences

4 lessons · ~49 min

Creative that builds memory, launches that carry substantiated claims, pricing as the highest-leverage lever, and the partner, community and event channels — with the disclosure rules that come with them.

Module 3

Channels and Content

Where to show up, what to publish, and the rules of the inbox

4 lessons · ~54 min

Choosing channels by reach and fit, content and search in the age of AI answers, email marketing within CAN-SPAM and the 2024 bulk-sender rules, and privacy and consent as of 2026.

Module 4

Campaigns and Experiments

Running marketing as planned, testable, recurring work

4 lessons · ~50 min

A campaign as a project with an owner and a premortem, experiments with a fixed sample size, the content calendar as recurring tasks, and the unit economics of paid acquisition you compute yourself.

Module 5

Measurement and Operations

The funnel, the handoff, retention, attribution — and an agent on the team

4 lessons · ~53 min

Lead definitions and the SLA with sales, lifecycle marketing, why attribution reports are not causal and what is, and how to govern an AI agent that drafts and sends on the team's behalf.

All courses

A Kavanah Course — Free · 5 modules · Foundational

Marketing with Kavanah

Twenty lessons on the discipline of marketing — strategy, brand, channels, campaigns and measurement — taught honestly against the surfaces Kavanah actually has.

20 lessons ~4 hr 16 min total20 of 20 published

An Introduction

Marketing, Without the Mythology

Who this course is for, what it teaches, and how to use it alongside the product.

Listen to the introduction

0:00 / ~3:47

Who this is for

How it is organized

Module 1 — Strategy. What marketing is for, how brands grow, customer research, segmentation and positioning, and the ideal customer profile and message.

Module 2 — Brand, product and price. Brand and creative effectiveness, product marketing and launches, pricing and packaging, and the borrowed-audience channels: partners, community and events.

Module 3 — Channels and content. Choosing channels, content and search in the era of AI Overviews, email marketing done lawfully, and privacy and consent as they stand in 2026.

Module 4 — Campaigns and experiments. A campaign run as a project, experiments honestly analysed, the content calendar as recurring work, and the economics of paid acquisition.

How to use it — and what Kavanah does not do

Read in order; the later modules lean on definitions from the earlier ones. A reasonable pace is one module a week, doing the in-product steps between lessons.

Module 1

Strategy

What marketing is for, who it is for, and what it says

4 lessons · ~50 min

How brands grow, why brand and activation both matter, how to learn what customers are actually trying to do, and how to turn that into a target, a position and a message.

Module 2

Brand, Product and Price

Being remembered, launching well, pricing deliberately, borrowing audiences

4 lessons · ~49 min

Module 3

Channels and Content

Where to show up, what to publish, and the rules of the inbox

4 lessons · ~54 min

Choosing channels by reach and fit, content and search in the age of AI answers, email marketing within CAN-SPAM and the 2024 bulk-sender rules, and privacy and consent as of 2026.

Module 4

Campaigns and Experiments

Running marketing as planned, testable, recurring work

4 lessons · ~50 min

A campaign as a project with an owner and a premortem, experiments with a fixed sample size, the content calendar as recurring tasks, and the unit economics of paid acquisition you compute yourself.

Module 5

Measurement and Operations

The funnel, the handoff, retention, attribution — and an agent on the team

4 lessons · ~53 min

Lead definitions and the SLA with sales, lifecycle marketing, why attribution reports are not causal and what is, and how to govern an AI agent that drafts and sends on the team's behalf.