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CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

The buyer's mind isn't a mystery. (It's true! There's research!) This lesson on buyer psychology covers what's happening in the buyer's brain during their purchase journey. Because once you understand how consumers think and what increases reward activation, you can start formulating an evidence-based demand generation approach.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Creating an effective content plan is all about understanding and catering to the buyer's awareness stages—unaware, problem aware, solution aware, product aware, and most aware. This lesson digs into each awareness stage and how to use them when planning your attract and engage content. (This lesson includes a worksheet listed under "Supplementary Resources.")

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Marketers too often think of sales pipelines as some kind of secret outbound magic squirreled away by the Sales team. But it shouldn't be that way. This lesson covers how demand gen marketers can provide the tools and structure to make the Sales' processes more automated and effective, so Sales can do what they do best—build the 1:1 relationships that close deals.

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

The idea of branding may seem old school, but a strong brand is needed to help you stand out from in the noise. In this introductory lesson, we'll talk about these challenges and you'll get an overview of the seven dynamics you'll need to stand out.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Your brand is more than just your logo and slogan. Everything you say and do is a part of the meaning you create in the hearts and minds of those you serve. In this lesson you'll learn how to build a strong foundation by defining your brand spark and brand promise.

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

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email service providers give you a lot of data. What's important? And what can you safely ignore? Find out what really matters and how to use that data to improve your email marketing.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Without automation you'll be stuck at your desk waiting for the best moment to send your message. Learn how to automate your email marketing, freeing your time and improving your response rates.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

The Storytelling Framework that helps decide what to keep—and what to cut out—to make your brand story memorable.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Seven essential points to remember when crafting your story to keep it concise and influential.