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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: Demand Generation

This "Put it to Work" session takes you into the nuts and bolts of creating messages that work and getting your campaigns running with perfect timing toward your destination—conversions. 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: Marketing Content

Research can mean different things to people. This lesson provides examples of original survey-based research to help you achieve your goals and shares why this type of content is effective.

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

Learn the Pros and Cons of three basic ways you can get people to answer your survey: asking your audience, forming a partnership, and using a panel. When you understand the difference between B2B and B2C responses, you can decide the best path forward for your survey.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

Once you decide to conduct research, you need to determine what you want to study in alignment with your brand. This lesson walks through the three core things every great research topic has in common so you present something new and bring meaning to your audience.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

One easy-to-make mistake is to ask survey questions that result in boring insights. This lesson provides a general overview of making your research more meaningful and offers specific exercises like key dimensions, potential headlines, and inventory vs. story statistics.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This lesson focuses on drafting your initial survey questions using the typical survey outline to uncover the story you want to tell. You'll see a lot of examples of questions you can ask.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This lesson shares some high-level ideas on how to program and launch your survey, including the importance of a soft launch. You’ll also learn the basics of cleaning your data.

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

It's time to get your research into the hands of your ideal audience. Understand the critical elements of a basic launch plan, including deciding if/what you want to gate from your findings, choosing a key page, and determining the next steps.

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 true power of doing research is not just in the data that you collect but in all of the different ways you can repurpose that data to help your audience and grow your brand recognition and authority.

CONTENT TYPE: Master Class Lesson | TOPIC: None

A deep dive into how one report was repurposed in multiple ways by MarketingProfs to educate as well as grow brand recognition.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

You now understand how important doing your own research is, so now what? What you should do next to get started.

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: Customer Experience

Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

A map is all about getting somewhere! In this lesson, you'll determine the goals of both your brand and your customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Discover how to utilize your marketing and customer experience data, feedback from customers, and input from employees to see things from your customer's perspective.