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CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Demand generation doesn't end with conversion. Boosting customer happiness after the sale is equally important if you want to eliminate buyer's remorse and increase adoption, delight, loyalty, and, ultimately, customer lifetime value (CLV). This lesson on customer onboarding covers two vital parts of that equation best driven by good demand generation marketing: new customer welcome campaigns and ongoing, post-purchase nurturing.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Demand generation marketers must support the sales process, including activities often overlooked after the contract is signed. Learn how to combine your automation expertise with upsells, cross-sells, and down sells to generate more marketing-attributed revenue.

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: 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.

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.