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CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.")

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

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.")

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

Learn the Pros and Cons of three basic ways you can get people to answer your survey: asking your audience, forming a partnership, and using a panel. When you understand the difference between B2B and B2C responses, you can decide the best path forward for your survey.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

Once you decide to conduct research, you need to determine what you want to study in alignment with your brand. This lesson walks through the three core things every great research topic has in common so you present something new and bring meaning to your audience.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

One easy-to-make mistake is to ask survey questions that result in boring insights. This lesson provides a general overview of making your research more meaningful and offers specific exercises like key dimensions, potential headlines, and inventory vs. story statistics.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This lesson focuses on drafting your initial survey questions using the typical survey outline to uncover the story you want to tell. You'll see a lot of examples of questions you can ask.

CONTENT TYPE: Master Class Lesson | TOPIC: None

A deep dive into how one report was repurposed in multiple ways by MarketingProfs to educate as well as grow brand recognition.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

You know the little preview you see before you open an email? That's the preheader. Discover how to write strong preheader copy to draw your reader into your marketing message.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

People make subconscious judgments within moments of seeing your email. Learn how to make a great first impression with your email marketing.

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.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Why you shouldn't don't dismiss short-form content and how to increase the stickiness of visual storytelling.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Increase your story's impact by using the right channel, the right context, and the right format at the right time.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Enjoy greater success with your stories by engaging with your community.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

On the spot for a story? Use the 6 Ps Framework to be prepared for a timely response.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Do you know what channels are more important to your customers? Understanding these interactions help define the moments where you can have the biggest impact.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

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

Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.