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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).

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.")

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

It’s time to dig into the data! This lesson will walk you through the basic process of analyzing the initial data, how to revisit the big picture questions, consider the result segments and how to best present your data to your team.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

A well-structured research report enables you to tell a powerful and effective story. Learn all of the aspects you need to include in your report to tell a powerful story.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

The best research tells a story, and properly designed survey questions ensure that you tell a story that makes your data sing and increases your reputation.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

The most valuable real estate in your email? Your From line. Learn why your name matters to your audience—and how you can use it to earn their trust and attention.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Subject lines: What works? And what doesn't? Learn how to write a good email subject line that speaks to your readers' interests and gets the email opened.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

What should you write about? How much should you write? Your email creative—and your success—depends on your goals. Define your goals to define your content.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email marketing is just that: Marketing. Getting people to take action. Learn how to craft a compelling call to action (CTA) so people respond the way you want them to more often.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Email service providers give you a lot of data. What's important? And what can you safely ignore? Find out what really matters and how to use that data to improve your email marketing.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

Without automation you'll be stuck at your desk waiting for the best moment to send your message. Learn how to automate your email marketing, freeing your time and improving your response rates.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This is not your typical lesson about mindset; instead, it focuses on when you should (and should not) conduct research. It also offers an overview of the IDEA model so marketers can understand the flow of the following lessons and explore a sample timeline.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

The Storytelling Framework that helps decide what to keep—and what to cut out—to make your brand story memorable.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Seven essential points to remember when crafting your story to keep it concise and influential.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

20+ real-world examples of effective B2B storytelling.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

A map is all about getting somewhere! In this lesson, you'll determine the goals of both your brand and your customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Discover how to utilize your marketing and customer experience data, feedback from customers, and input from employees to see things from your customer's perspective.