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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: Branding

During this lesson, you'll learn how to evaluate your brand touchpoints—the building blocks and core elements—and determine which ones are most helpful in standing out in the hearts and minds of your customers.

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: Demand Generation

Demand generation marketers are accountable for the entire purchase journey, from attracting interest through conversion (and even after). In this lesson, you'll learn the three critical components needed for demand gen success—behavior, life cycle marketing, and content—and how to pull them together into a demand generation automation strategy designed to achieve your goals.

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

If you want to succeed at demand generation automation, you can't just tackle a little awareness here and a smidge of deal closing there. In this lesson, you'll learn a framework for planning the entire purchase journey, touching the four components of life cycle marketing—attract, engage, sell, and wow. Get ready to maximize customer lifetime value (CLV).

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

How do you combine the key elements of the demand generation automation journey—buyer psychology, life cycle marketing, and content—into a program that delivers results? In this lesson, instructor Kenda Macdonald shares how to do that using her award-winning, 10-step blueprint for creating a world-class automation journey.

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

Believe it or not, a lead magnet isn't just top-of-funnel content for lead generation. You can (and should) use them throughout the sales process to demonstrate your authority, educate your consumers, and increase lead quality. In this lesson, you'll learn what makes a good lead magnet, what types of content and offers work as lead magnets for top-, middle-, and bottom-of-funnel activities, and where buyer psychology fits in.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

When done well, lead nurturing campaigns are demand generation automation at its finest: they boost engagement in the short term and maintain that engagement over the long haul. This lesson covers the three fundamentals of an effective demand generation automation nurture program—short-term nurture, long-term nurture, and sales-supporting nurture.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Welcome campaigns are your chance to welcome and wow, set expectations, and provide context to new-to-file subscribers. Learn how to develop this must-have campaign, so you aren't wasting valuable follow-up and nurture time introducing yourself.

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

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

They matter to your customers. Here's how to identify your purpose and promise and how to make them unique to you.

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

20+ real-world examples of effective B2B storytelling.