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CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Do you need email marketing? Yes: It's the cheapest, most direct way to stay in contact with your audience. Start here to discover how you will benefit from great email marketing.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email marketing is very forgiving. You send messages to your list. Some are read, some are not. Some get responses, some don't. The key? Don't let today's failure define you: Always be testing.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Should you send promotional emails or informational newsletters? Discover the strengths of each and how to write them to connect with your audience.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

With email marketing, there's plenty of wrong ways to promote your offer. Discover how to present your solution in a way that increases your clicks and response.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

When it comes to sharing information that's relevant to your client: How much is too much? Here's the (surprising) data that says you can be doing more.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email automation—a reader does this, your system responds with that—can be beneficial or detrimental to your relationship with your audience. Know the effects of your triggers (and how to fix them).

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Why send emails if they're not delivered? Learn to build (and keep) your reputation so your emails get delivered to the Inbox—increasing the chances they'll generate a response.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.")

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

The true power of doing research is not just in the data that you collect but in all of the different ways you can repurpose that data to help your audience and grow your brand recognition and authority.

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

Discover the overview of a successful story. Does your B2B story match?

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

What are the barriers that can stop your customer from progressing at each stage and touchpoint? Areas of friction. Roadblocks. Points where customers get stuck or frustrated.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this first lesson, you learn the importance of setting realistic goals and four important questions that will guide you to select goals that align with your organization (and if all else fails, Samantha suggests a pint of ice cream can help).

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, Samantha shares why she cut leads in half and yet grew revenue by 20%. You too will learn to evaluate your metrics and make decisions that change behavior.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Understanding what storytelling really is—a journey for the audience—and how to use your stories to connect with your community and buyers.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

To influence buyers with stories, you have to connect with their hearts and their heads—and know when to do each.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Discover these different story types and how to use them in your marketing.