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  • Sales Pipelines

    Master Class Lesson

    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.

  • Onboarding: Communicating After the Sale

    Master Class Lesson

    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.

  • Can't Stop, Won't Stop: Upsells, Cross-Sells, and Downsells

    Master Class Lesson

    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.

  • Behavior-Based Progressive Profiling and Long-Term Nurture Campaigns

    Master Class Lesson

    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 That Converts: Create What Buyers Crave

    Master Class Lesson

    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.

  • The Ultimate Automation Journey

    Master Class Lesson

    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.

  • The Secret to My (Demand Gen) Success

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Demand Generation

    Join Kenda Macdonald for her Master Class: The Secret to My (Demand Gen) Success. In 22 bite-sized lessons, you'll learn how to combine marketing automation, buyer psychology, and content marketing to improve your demand gen programs immediately.

  • Demand Generation and Marketing Automation: An Overview

    Master Class Lesson

    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.

  • Buyer Psychology: Understanding Your Buyer's Brain

    Master Class Lesson

    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.

  • Life Cycle Marketing: A Framework

    Master Class Lesson

    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).

  • The 10 Brands Americans Feel Most Intimately Connected to in 2021

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Apple, Amazon, and Disney are the major brands people in the United States feel most intimately connected to, according to recent research from MBLM.

  • How iOS 15 Will Kill Email Open Rates—And How Marketers Can Prepare

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Email marketers place a lot of emphasis on open rate, but that's a metric that may not matter much, come iOS 15. Here's how marketers can prepare for the impending change.

  • 12 Key Digital Content Distribution Channels [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    This infographic from SEMRush covers 12 essential platforms and media types that you can use to share your content.

  • Optimize Connectivity Between Your Content and Customers

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    You can have the best content on the planet, but if it's not easily discovered and easily accessible, it doesn't really matter how good it is. It's time to coordinate and automate your content supply chain so that you're reaching your prospects and customers in powerful, revenue-driving ways. Sponsored by Widen.

  • B2B Enterprise Marketing Strategy in a Pandemic World: Chris Brogan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Executive-level strategist and best-selling author Chris Brogan lays a course for big B2B companies to get past planning and dig deeper to create an organizational (or even multi-organizational) marketing strategy.

  • Outcomes Are In: Why Outcome-Based Marketing Is So Successful

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing goals can become blurry for even the most seasoned pros. Switching to an outcome-based approach helps align those goals with business outcomes. Here's how it works.

  • How Emotional Intelligence Impacts Career Success [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Development

    This infographic from GradSchoolCenter delves into exactly what emotional intelligence is and why it's often key to career success.

  • How to Engage Your Marketing Audience With Hollywood Techniques

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Wouldn't you love to connect with your prospects and customers in the same powerful way that great actors connect with their audiences? Well, by applying principles of theatrical training—and brushing up on your emotional intelligence—you can! Sponsored by Vyond.

  • Four Reasons the CMO-CIO Relationship (Really) Matters [Infographic]

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    Having a very effective relationship between senior marketers and senior IT leaders is tied to a number of better martech outcomes, according to recent research from the CMO Council and KPMG.

  • How to Build an Effective B2B Customer Retention Plan

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Every business suffers from a certain degree of customer churn, but if you use the right tactics to retain customers, you can reduce churn. Start by creating an effective customer retention plan.