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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: 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

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

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: 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.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Each customer's journey is unique, but every customer journey includes certain stages. Learn what typical stages you can use to build your journey map.

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Discover what your customers are actually experiencing as they travel through their journey with your brand.

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

Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

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

In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

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

In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

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

Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

You build your brand through everything you do, from traditional one-way touchpoints like advertising to interactive touchpoints like social media. In this lesson, you'll learn to map your brand experience—both online and off—and address any gaps you may have.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

With the seven dynamics mastered, it's time to focus on the ongoing work of brand building. During this final lesson, you'll learn to connect your day-to-day branding to important organizational concepts, like company culture and growth.