COURSES IN THIS LEARNING PATH

• A Scientific Approach to Metrics, Measurement, and Marketing ROI

  ELEMENT: Management | LESSONS: 7 | TIME TO COMPLETE: 60–90 minutes

  It's easier than ever to quantify the impact of your marketing and recreate success. Where do you start? By learning to identify your metrics, measure your programs, structure your marketing analysis, test conclusions, and present results.

  Course Learning Objectives

  1. Determine what business outcome you're trying to measure and reverse engineer the right metrics
  2. Use available data sources to quantify the relationship between specific metrics and stated goals
  3. Learn to analyze the results of your marketing
  4. Test the conclusions and insights you reached during analysis
  5. Scale up the marketing tactics that work based on your previous analysis
  6. Learn to effectively report your results to others at your company
• How Well Are You Connecting: Analyzing Engagement Across Target Accounts

  ELEMENT: Analyze | LESSONS: 6 | TIME TO COMPLETE: 60–90 minutes

  Performance is measured differently with ABM campaigns. You want to know account-specific information. Learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM.

  Course Learning Objectives

  1. Identify the key metrics used for account-based marketing
  2. Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
  3. Develop a scorecard to track success across your target accounts
  4. Evaluate and pinpoint an attribution model best suited for your organization
  5. Understand how buying signals can help you analyze where accounts are in the buying process
• Analyzing the Results of Your Content Marketing Campaign

  ELEMENT: Analyze | LESSONS: 5 | TIME TO COMPLETE: 60–90 minutes

  Part of any marketing campaign is determining if your hard work is paying off. This course shows you how to set up your data for easy analysis and how to optimize your campaign in real time.

  Course Learning Objectives

  1. Set up a dashboard to track data from multiple sources
  2. Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
  3. Make real-time adjustments as necessary to optimize your campaign results
  4. Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization
• Analyzing Your Demand Generation Programs and Campaigns

  ELEMENT: Analyze | LESSONS: 6 | TIME TO COMPLETE: 60–90 minutes

  Gathering and analyzing data to see how your demand generation campaigns perform is a key step in becoming data-driven. It's also key to ensuring success with any future campaigns. If you aren't contributing to the financial growth of your organization... well, then we need to talk.

  Course Learning Objectives

  1. Determine the campaign KPIs for your organization to measure
  2. Determine the most useful reports you'll use and how to structure your report guidebook
  3. Establish a process for validating your reports, including data, systems, and processes
  4. Utilize visualizations to easily contextualize the data and to share insights with your team
• Analyzing the Results of Your Email Marketing Campaign

  ELEMENT: Analyze | LESSONS: 5 | TIME TO COMPLETE: 60–90 minutes

  Email marketing gives you a massive number of opportunities for testing. And that means endless ways to tweak and improve your results. But you need to know how to gather, analyze, and interpret the data into clear, actionable marketing insights.

  Course Learning Objectives

  1. Review email analytics data to assess how well your campaign is meeting stated goals
  2. Use analytical tools to perform campaign analysis
  3. Analyze and compare the results of different email campaigns
  4. Report key findings on the effectiveness of your email marketing campaign to stakeholders at your organization