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CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.

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

In this first lesson, you learn the importance of setting realistic goals and four important questions that will guide you to select goals that align with your organization (and if all else fails, Samantha suggests a pint of ice cream can help).

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

In this lesson, Samantha shares why she cut leads in half and yet grew revenue by 20%. You too will learn to evaluate your metrics and make decisions that change behavior.

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

Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.

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

We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Stories help us build brands that stand out. In this lesson, you'll learn how to tell your brand's core story, identify your main character, and define your brand voice.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

People are key to building a strong, authentic brand. In this lesson, you'll develop a system for developing strong relationships among your community of brand advocates—from your employees to your best customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Content is the lifeblood of your demand gen automation program. But odds are there are things you're not getting right. Learn why content is so important to demand generation automation, how to use it to move consumers through the awareness stages, and which content programs work the best for each life cycle marketing phase.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Demand generation marketers aren't just responsible for generating leads and warming them to marketing qualified lead (MQL) status—they're always thinking of conversions. Sales campaigns are structured communications designed to get people to purchase. Learn how to qualify and move customers through the sales pipeline using this campaign type.

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: 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: 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.