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The Workshops at B2B Forum

Everybody Writes, Customer Experience, and Digital Branding

April 19–21, 2022

WELCOME!

Thanks for registering for the Workshops at B2B Forum on April 19, 20, and 21.

Check out the tabs above for a full breakdown of each workshop's activities and to download your workbook (starting 24 hours prior to workshop kickoff) and access your companion e-learning (which you can jump into right away). Once the workshop room is open, you'll see a log in button to the right.

These are full-participation workshops, not passive webinars, so get ready to get actively involved in the exercises and conversation (we think it's the best way to learn). But that also means there are a few things you'll need to do to prepare to have the very best day ever:

GENERAL PREPARATIONS

  1. Be there or be square—This is a live workshop. A recording will not be available for on-demand viewing, so showing up, paying attention, and taking notes in the moment is key.
  2. Use your real name—When you log into Zoom and join the workshop room, please be sure to display your real name. First name or preferred nickname is fine so long as we can clearly identify and call on you during exercises and sharing.
  3. Get mic and camera ready—Be prepared to turn on your mic and video if you're called on to share what you did in an exercise, discuss a point, or ask a question. We don't care if you're in your jammies (we fully support comfort), we just want to see your smiling face when we chat.
  4. Earn your certificate of completion—Everyone who attends this workshop will receive an officially-official certificate of completion. But there's a (confirmation) catch: near the end of the session you'll need to press a button to confirm that you really did show up. That's the only way to trigger your certificate, so don't miss out.

TECH CHECK

  1. Test your computer—We use a Zoom meeting room to run our workshops. If you don't use Zoom regularly, be sure to download and install the desktop app and run through the quick diagnostic test to ensure that you can access all the needed platform features and you're ready to go.
  2. Find a headset (and a mic)—Have we mentioned already that this is a full-participation event? (Just kidding; of course we have.) We recommend a USB or wired headset with a built-in mic to maintain great sound and keep the two-way communication open the whole way through. If you choose to use wireless headphones, be sure they are fully changed so you don't miss a thing.
  3. Plug in an Ethernet cable—If you have access to a hard-wired internet connection, use it. It's the best way to guarantee a consistent connection for five hours.
  4. Fly solo—It should go without saying, but if you and your marketing bestie are participating from the same location, you'll each need your own machine with your own audio and video at all times.
  5. Show up early—Even Zoom veterans can experience audio and video issues (we know; we've been there). Please arrive up to 20 minutes before we start to check your settings, confirm your equipment and Zoom are playing nice, and you're able to see, hear and be heard. We're here to help, but we don't want to take up any more of the scheduled workshop time with troubleshooting than necessary.

DIY TROUBLESHOOTING
Having trouble connecting—or staying connected—to Zoom?

  1. Confirm that you're on an active internet connection.
  2. If you're using the Zoom web app, confirm that you're using a supported browser and clear the browser cache. Better yet, install the desktop app.
  3. Turn off other bandwidth-hungry programs like email, browser windows, or video players.
  4. If your Wi-Fi is temperamental, use a hard-wired connection. If you're using a hard-wired connection, turn off your Wi-Fi beacon.
  5. Try connecting from another computer.
Unable to hear audio?
  1. Confirm that your speakers are on and adjust your volume.
  2. If you're using the Zoom web app, try refreshing your browser. If that doesn't work. Close your browser and restart.
Others are unable to hear you?
  1. Make sure your microphone isn't muted—both in the app and on your physical device.
  2. Navigate to your computer's Control Panel and select the proper microphone.

Thanks for attending! This workshop series is now over.

Please visit the Workshop pages to access your companion e-learning and download materials through June 21.

Everybody Writes

This workshop will be live Tuesday, April 19.

YOUR WORKSHOP MATERIALS

Sorry, a PDF of the workshop slides will not be provided as a takeaway.

  • Complete Your Companion e-Learning

    Our Everybody Writes companion e-learning dives even deeper into persuasion, storytelling, inclusive writing, and proven tips and tricks to further improve your writing skills. It supports your learning experience and augments what you learn "in class." Start it now, or access it any time up to 60 days after the workshop.

    To be eligible to take the MarketingProfs Certified Marketing Writer exam, you must complete all these e-learning materials. Get started now »

  • Download the Workshop Workbook

    Your workbook contains all the exercises you'll do and discuss on the big day. Download it now and bring it with you to the workshop.

     

     

 

WORKSHOP STARTS—11:00am ET

11:00am–1:00pm ET | Part One

Getting Started
  • Icebreaker
  • Introduction to Ann Handley's 12-step GPS
  • Discussion: What readers need to know and what do they care about
  • Reader-centric and self-service content
  • Discussion: Consulting sources
GPS Steps
  • Have a goal
  • Reframe
  • Exercise and discussion: So what?
  • Data and examples
  • Individual writing activity: Organization
1:00pm–1:15pm ET | Break: 15 minutes

1:15pm–2:45pm ET | Part Two

GPS Steps
  • Voice and Tone
  • Exercise and Discussion: Write a snippet using your tone
  • Audience segments
  • Exercise: Audience segments and tone shifts
  • Ugly first draft
  • Walk Away
  • Rewrite
  • Discussion: What's your first step of tackling a rewrite?
  • The big decisions and small decisions
  • Quiz: Is it developmental or line editing?
  • Work with what's left
  • Individual writing activity: Rewrite
2:45pm–3:00pm ET | Break: 15 minutes

3:00pm–4:00pm ET | Part Three

Headlines
  • Ways to give your article a great headline
  • Poll: Reader or sender-centric
  • Calls to Action (CTAs)
  • Individual writing exercise: Headlines
  • Real headlines and CTA examples
  • Individual writing exercise: Headline analyzers
  • (Have Someone Else) Edit
  • Publish

WORKSHOP ENDS—4:00pm ET

BECOME A MARKETINGPROFS CERTIFIED MARKETING WRITER

For the first time ever, Everybody Writes attendees can earn our brand-new MarketingProfs Certified Marketing Writer credential. Becoming certified demonstrates that you understand the fundamentals of good marketing writing and have put in the work to become a better writer.

But it takes more than registering for this workshop to claim this credential. Here's a breakdown of what you need to do:

  1. Attend the entire live workshop. This workshop will not be available on-demand afterward.
  2. Complete the companion e-learning. You can dig in starting now or after the workshop through June 19, 2022.
  3. Pass the certification exam by June 19, 2022. Completing the workshop and companion e-learning unlocks the final step: the certification exam. This 50-question test covers what you learned from the workshop, companion e-learning, and supplementary materials. You'll have three chances to take and pass the exam within 60 days of the workshop.

Voila—once you've successfully completed these three steps, you're officially a MarketingProfs Certified Marketing Writer! We'll issue your new, verifiable digital credential through Accredible so you can share far and wide to prove what you know.

Questions about certification? Contact us at support@marketingprofs.com.

EVERYBODY WRITES

Thanks for attending! This workshop is now over.

Access your companion e-learning materials and download the workshop workbook through June 19, 2022.

Get Certified
Once you've attended Everybody Writes live and completed the companion e-learning, it's exam time. The MarketingProfs Certified Marketing Writer test consists of 50 questions and you must receive a score of 70% or above to pass. Good luck!

Start Exam

Content for Customer Experience

This workshop will be live Wednesday, April 20.

YOUR WORKSHOP MATERIALS

Sorry, a PDF of the workshop slides will not be provided as a takeaway.

  • Complete Your Companion e-Learning

    Workshop instructor Jeannie Walters' two-hour MarketingProfs Master Class, Customer Journey Maps for Marketers, serves as the companion e-learning for this workshop. It supports your learning experience, augments what you learn "in class," and provides a great foundation before you dive into the content-focused CX goodness on workshop day (don't worry, you'll have access to it for 60 days after the workshop). Get started now »

  • Download the Workshop Workbook

    Your workbook contains all the exercises you'll do and discuss on the big day. Download it now and bring it with you to the workshop.

     

     

 

WORKSHOP STARTS—11:00am ET

11:00am–12:00pm ET | Part One

Getting Started
  • Intro
  • Housekeeping
What is Customer Experience?
  • Customer Journey Basics
  • Content Journey Basics
  • Exercise: What are your customer's top questions?
  • Exercise: Where do you think your customers need help?
  • Self-Service as a Strategy
  • Exercise: What content is available today?
  • Post Workshop Assignment: Action Steps
12:00pm–12:10pm ET | Break

12:10pm–1:10pm ET | Part Two

What Customers Want You to Know
  • Content Journey Basics
  • Exercise Where do customers get stuck?
  • Finding the :CX Clues
  • Exercise: Search on Social
  • Where Customers Seek Information
  • Exercise: Where might your customers gather for intelligence?
  • Checking Online
  • Don't Forget the Real World!
  • Exercise: Events and Media Clues
  • Post Workshop Assignment: Action Steps
1:10pm–1:20pm ET | Break

1:20pm–2:20pm ET | Part Three

Use Content to Get Customers Through Your Digital Door
  • Micromapping
  • Exercise: Are the moments along your customer's journey aligned with your content strategy?
  • Exercise: Map your customer's big complaints/inquiries with your content
  • Exercise: Prioritize your micromoments
  • Exercise: Determine the content and resources your customers need to move forward
  • Know your customers, find the data
  • Post Workshop Assignment: Action Steps
2:20pm–2:30pm ET | Break

2:30pm–4:00pm ET | Part Four

How to Use Feedback to Improve the Customer Journey
  • Customer Feedback Basics
  • Develop a customer feedback strategy (5 questions)
  • Exercise: Conduct an inventory
  • Where on the journey should you ask for feedback?
  • Exercise: Collecting Feedback
  • Different Ways to Gather Feedback
  • Don't Forget Conversational Feedback
  • Exercise: Key Milestones or moments to set up listening posts
  • Exercise: What Feedback do you want to collect and how will you act on it?
  • Post Workshop Assignment: Action Steps

WORKSHOP ENDS—4:00pm ET

CONTENT FOR CUSTOMER EXPERIENCE

Thanks for attending! This workshop is now over.

Access your companion e-learning materials and download the workshop workbook through June 20, 2022.

Digital Brand Activation

This workshop will be live Thursday, April 21.

YOUR WORKSHOP MATERIALS

Sorry, a PDF of the workshop slides will not be provided as a takeaway.

  • Complete Your Companion e-Learning

    Workshop instructor Nick Westergaard's three-hour MarketingProfs Master Class, How to Build a Standout Brand, serves as the companion e-learning for this workshop. It supports your learning experience, augments what you learn "in class," and provides a great foundation on brand building before you dive into brand digital on workshop day (don't worry, you'll have access to it for 60 days after the workshop). Get started now »

  • Download the Workshop Workbook

    Your workbook contains all the exercises you'll do and discuss on the big day. Download it now and bring it with you to the workshop.

     

     

 

WORKSHOP STARTS—11:00am ET

11:00am–12:00pm ET | Part One

Getting Started
  • Icebreaker
  • Housekeeping
Brains Before Budget
  • Mapping Your Marketing
  • Exercise: Why are you doing this?
  • Starting With Why
  • Strategy in Action
  • Next Steps
  • Exercise: Strategy First
  • Creating Your Compass
  • Exercise: Compass Points
  • Exercise: Objective First
  • Exercise: Ideas Everywhere
12:00pm–12:10pm ET | Break

12:10pm–1:10pm ET | Part Two

Do More With Less
  • Standing Out Is Hard to Do
  • Listening First
  • Engaging Content
  • Exercise Content Helps
  • Exercise: Questions That Spark
  • Exercise: Relentlessly Repurpose
  • Exercise: Utilize Historic Content
  • Exercise: Curate Content
  • Exercise: User-generated
  • Transparency and Trust
  • Exercise: Social Media Marketing
  • Exercise: Your Engine
  • Exercise: Teamwork
  • Next Steps
1:10pm–1:20pm ET | Break

1:20pm–2:20pm ET | Part Three

Connect Your Digital Dots
  • Implementation
  • Exercise: Embrace Your People Power
  • Staffing Models & Policy
  • Staffing in Action
  • Next Steps
  • Exercise: People
  • Exercise: Talent
  • Exercise: Terror
  • Exercise: Scrappy Staffing
  • Exercise: External
  • Exercise: Culture
  • Connecting Your Dots
  • Digital Integration
  • POEM Integration
  • Crisis
  • Next Steps
  • Exercise: Paid
  • Exercise: Owned
  • Exercise: Influencers
  • Exercise: Crisis Ready?
  • Exercise: Don't Forget Email
2:20pm–2:30pm ET | Break

2:30pm–4:00pm ET | Part Four

Plan For Growth
  • Analytics
  • Measuring Digital: Engagement Data and Website Analytics
  • ROI, KPI, and Money
  • Next Steps
  • Exercise: Get Cooking
  • Exercise: Digital Scorecard
  • Experience
  • Online Experience
  • Offline Experience
  • Exercise: Your Experience
  • Exercise: A Greater Whole
  • Putting It Together

WORKSHOP ENDS—4:00pm ET

DIGITAL BRAND ACTIVATION

Thanks for attending! This workshop is now over.

Access your companion e-learning materials and download the workshop workbook through June 21, 2022.

Questions?

Email us at support@marketingprofs.com.