This Master Class covers:
- An overview of Demand Generation and Marketing Automation and how not to confuse them
- How to combine marketing automation, buyer psychology, and content for demand gen success
- A deep-dive into the right type of content for three types of campaigns that will help your organization attract, sell, and nurture prospects and customers
- How to determine the right KPIs for tracking and how to set up your demand generation dashboard
- In-depth demonstrations on how to use a marketing automation platform
REV UP YOUR DEMAND GEN CAMPAIGNS WITH BEHAVIORAL PSYCHOLOGY
If you're looking for practical instruction on how to implement your demand gen programs—based on science and with real-life B2B examples—then you won't want to miss this MarketingProfs Master Class.
Join Kenda as she demystifies what's going on in the brain of your buyers along their journey to purchase. She'll show you how to use this knowledge to inform your demand strategy and build programs and content (in your automation platform) that engage your prospects and lead them to buy.
Note: The lessons are platform agnostic (and most automation tools have similar features). But instructor Kenda Macdonald uses HubSpot, so bonus if you're looking for some extra HubSpot how-tos!
You have multiple ways to complete the lessons and earn your certificate of completion:
- Attend all of the Watch Parties
- Attend some Watch Parties and complete the rest of the lessons on-demand
- Watch all of the lessons on-demand (after their Watch Parties) when it works for you
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
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.LENGTH: 10:34 minutes
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.LENGTH: 22:21 minutes
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).LENGTH: 10:18 minutes
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.LENGTH: 18:08 minutes
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.LENGTH: 6:29 minutes
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.")LENGTH: 6:07 minutes
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.LENGTH: 14:58 minutes
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.LENGTH: 11:51 minutes
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.LENGTH: 8:01 minutes
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.LENGTH: 11:26 minutes
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.LENGTH: 8:12 minutes
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.LENGTH: 6:00 minutes
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.LENGTH: 7:52 minutes
Let's face it: your newsletter is probably completely pants. (That's British for "rubbish.") A good newsletter—one that builds an ingroup and makes readers feel part of something valuable and important—is a fantastic long-term nurture tool. Learn how to make yours better by combining some fundamental dos and don'ts with a little bit of behavioral science. (This lesson includes a worksheet listed under "Supplementary Resources.")LENGTH: 18:46 minutes
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.LENGTH: 11:29 minutes
For more than a decade, marketers have thrown around the term "data-driven." But what does that even mean? It's not just being a report monkey, nor is it simply iterating specific tactics based on last month's lag indicators. Kenda Macdonald breaks it all down in this quick and dirty lesson.LENGTH: 5:12 minutes
Data, data, everywhere, but which metrics measure? From click-through rates to monetary return, discover which you should prioritize. Learn marketers' most common mistakes, what you should do instead, and the metrics that matter. (This lesson includes a worksheet listed under "Supplementary Resources.")LENGTH: 23:03 minutes
Your CMO, CTO, and CFO all want to know: are you investing in the right automation system? Instructor Kenda Macdonald says, "which is the best marketing automation platform?" is one of the most common questions she hears, and it's not simple to answer when you have 8,000 MarTech choices. This lesson covers how to identify your needs so you can choose the platform that's best for you. (This lesson includes a worksheet listed under "Supplementary Resources.")LENGTH: 4:21 minutes
In this "Put it to Work" lesson, you'll get your hands dirty under the hood of your demand generation machine by diving into lead magnet signup forms. You'll learn which fields you should include on your forms, when to use traditional progressive profiling, and how to get it all up and running. 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.LENGTH: 10:39 minutes
Don't be intimidated by the prospect of creating your first short-term nurture series (or at least your first seriously effective series). In this "Put it to Work" lesson, instructor Kenda Macdonald walks you through email templates proven to engage, provide value, and move consumers forward. 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.")LENGTH: 17:38 minutes
They say you only have one chance to make a first impression, and when it comes to demand generation automation, that first chance is your welcome campaign. This "Put it to Work" lesson gets into the nitty-gritty of how to do that, with templates designed to introduce, differentiate, and control the frame. 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.")LENGTH: 12:06 minutes
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.")LENGTH: 21:49 minutes
These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
- Registration required to access supplementary resources
Demand Gen -- Asset Tracking matrix
Demand Gen -- Awareness Journey worksheet
Demand Gen -- Data and Reporting worksheets
Demand Gen -- Download | Transcripts (zip)
Demand Gen -- Marketing Automation requirements
Demand Gen -- Newsletter worksheet
Demand Gen -- Nurture Series worksheet and templates
Demand Gen -- Sales Campaigns worksheet and templates
Demand Gen -- Sales Validation worksheet
Demand Gen -- Welcome Campaigns worksheet and templates
YOUR INSTRUCTOR: Kenda Macdonald
Kenda Macdonald is a forensic psychology major, the Demand Generation Consulting Practice Lead at MarketingProfs, and the founder of Automation Ninjas, the UK's leading behavioral automation agency. She's an international public speaker, a multiaward-winning businesswoman, a doting cat mom, and the author of the best-selling Hack the Buyer Brain.
LinkedIn: Kenda Macdonald
Program Advisor: Carlos Hidalgo
Carlos Hidalgo is a life design coach, marketing and sales consultant, author of The UnAmerican Dream, and a TEDx keynote speaker. He has held corporate roles, started entrepreneurial ventures, served in nonprofits, and sat on many corporate boards. Hidalgo and his wife host The Life Design Podcast.