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CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Your CMO, CTO, and CFO all want to know: are you investing in the right automation system? Instructor Kenda Macdonald says, "which is the best marketing automation platform?" is one of the most common questions she hears, and it's not simple to answer when you have 8,000 MarTech choices. This lesson covers how to identify your needs so you can choose the platform that's best for you. (This lesson includes a worksheet listed under "Supplementary Resources.")

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email marketing isn't just about quick sales, nor is it constant content. It's important to understand the basic components so you know what to test—bringing you to higher response rates.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Stock photos, graphics, videos, GIFs: Images in your email define your style and convey information. Here's what the data says about successful images in your email marketing—and what to avoid.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

The most overlooked, yet essential, part of any sales letter? The ending! Learn how to use your signature to strengthen your authority and a postscript (P.S.) to reinforce your email's main message.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Does it matter when you send your emails? You bet it does. Learn the best days and times, in general, to send emails—and how to adjust your timing based on your own results.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Get the quick and easy tactics, adjustments, and changes that impact email marketing today, based on data and testing (not conjecture and guesswork).

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Every business has a story to share. Here's how to cut through the myths around storytelling so you can resonate with the right audience.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Where and how to find inspiration for your Micro and Macro Stories.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

The best storytellers are like the best marketers: always improving based on what they learn.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Take your audience for a ride and they'll never forget you: how your marketing changes with the quality of your storytelling.

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 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 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

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: Measurement & Analytics

Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

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

In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

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

In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

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

Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

You build your brand through everything you do, from traditional one-way touchpoints like advertising to interactive touchpoints like social media. In this lesson, you'll learn to map your brand experience—both online and off—and address any gaps you may have.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

With the seven dynamics mastered, it's time to focus on the ongoing work of brand building. During this final lesson, you'll learn to connect your day-to-day branding to important organizational concepts, like company culture and growth.