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CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

If you think of progressive profiling as gathering new demographic data collected using signup forms, you're only partially correct. This lesson covers how to use modern, effective progressive profiling rooted in psychographics, not just demographics, so you're tracking how your consumers speak to you through their behavior.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Do you know what channels are more important to your customers? Understanding these interactions help define the moments where you can have the biggest impact.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

During this lesson, you'll learn how to evaluate your brand touchpoints—the building blocks and core elements—and determine which ones are most helpful in standing out in the hearts and minds of your customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

If you want to succeed at demand generation automation, you can't just tackle a little awareness here and a smidge of deal closing there. In this lesson, you'll learn a framework for planning the entire purchase journey, touching the four components of life cycle marketing—attract, engage, sell, and wow. Get ready to maximize customer lifetime value (CLV).

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

How do you combine the key elements of the demand generation automation journey—buyer psychology, life cycle marketing, and content—into a program that delivers results? In this lesson, instructor Kenda Macdonald shares how to do that using her award-winning, 10-step blueprint for creating a world-class automation journey.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Welcome campaigns are your chance to welcome and wow, set expectations, and provide context to new-to-file subscribers. Learn how to develop this must-have campaign, so you aren't wasting valuable follow-up and nurture time introducing yourself.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

In this "Put it to Work" lesson, you'll get your hands dirty under the hood of your demand generation machine by diving into lead magnet signup forms. You'll learn which fields you should include on your forms, when to use traditional progressive profiling, and how to get it all up and running. While this lesson walks you through the process using Hubspot, you do not need to use Hubspot as your automation platform to benefit from this lesson; most MAPs work similarly.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

They say you only have one chance to make a first impression, and when it comes to demand generation automation, that first chance is your welcome campaign. This "Put it to Work" lesson gets into the nitty-gritty of how to do that, with templates designed to introduce, differentiate, and control the frame. While this lesson walks you through the process using Hubspot, you do not need to use Hubspot as your automation platform to benefit from this lesson; most MAPs work similarly. (This lesson includes templates listed under "Supplementary Resources.")

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Brands today have to be transparent in what they say and what they do. Also, as complex as our world is, simplicity is key in standing out. During this lesson, you'll learn how to audit your brand for clarity—both in terms of transparency and simplicity.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This is not your typical lesson about mindset; instead, it focuses on when you should (and should not) conduct research. It also offers an overview of the IDEA model so marketers can understand the flow of the following lessons and explore a sample timeline.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

It’s time to dig into the data! This lesson will walk you through the basic process of analyzing the initial data, how to revisit the big picture questions, consider the result segments and how to best present your data to your team.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

A well-structured research report enables you to tell a powerful and effective story. Learn all of the aspects you need to include in your report to tell a powerful story.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

The best research tells a story, and properly designed survey questions ensure that you tell a story that makes your data sing and increases your reputation.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

The most valuable real estate in your email? Your From line. Learn why your name matters to your audience—and how you can use it to earn their trust and attention.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Subject lines: What works? And what doesn't? Learn how to write a good email subject line that speaks to your readers' interests and gets the email opened.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

What should you write about? How much should you write? Your email creative—and your success—depends on your goals. Define your goals to define your content.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email marketing is just that: Marketing. Getting people to take action. Learn how to craft a compelling call to action (CTA) so people respond the way you want them to more often.