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  • Sales Pipelines

    Master Class Lesson

    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.

  • 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.

  • 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.

  • 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 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

    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.

  • 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 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.

  • 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

    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).

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

  • 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.

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

  • 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.

  • 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.

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

  • 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.

  • 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.

  • 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.