FILTERS

clear all

Content Type

Events

Topics

Recency

Time to Complete

Subject Matter Expert

RESULTS

Refine Search
Sort by:

  • Put It to Work: Welcome Campaigns Template and Tutorial

    Master Class Lesson

    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.")

  • Put It to Work: Lead Magnet Sign-up Template and Tutorial

    Master Class Lesson

    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.

  • Always Be Awesome: Newsletters That Don't Suck

    Master Class Lesson

    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.")

  • Data-Driven: A Definition

    Master Class Lesson

    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.

  • Buyer Psychology: Understanding Your Buyer's Brain

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    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.

  • Life Cycle Marketing: A Framework

    Master Class Lesson

    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).

  • Behavior-Based Progressive Profiling and Long-Term Nurture Campaigns

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    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.

  • Content That Converts: Create What Buyers Crave

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    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.

  • Sales Campaigns

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    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.

  • Put It to Work: Sales Campaigns Template and Tutorial

    Master Class Lesson

    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.")

  • How the Pandemic Has Made It Harder to Close B2B Deals

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    Many B2B sellers say the COVID-19 pandemic has made it more difficult to close deals because buyers have put decisions on hold and/or reprioritized, according to recent research from Showpad.

  • Nurture Campaigns [Working Webinar Summer Series]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Join Kenda Macdonald to learn how to plan and create strategic Nurture Campaigns that generate real results. Part of our Working Webinar Summer series: One part workbook. One part webinar. 100% hands-on learning.

  • Demand Generation Friday Forum

    Friday Forum

    CONTENT TYPE: Friday Forum | TOPIC: Demand Generation

    As a marketer, you're always trying to improve both the quality and quantity of leads for your sales team. And even though there are more channels, platforms, and content formats than ever before, it probably seems harder than ever to create true connection with customers and prospects. It's time to up your demand-gen game. Sponsored by Adobe.

  • Three Reasons You Should Start Your Marketing Strategy While Your Product Is Still in Development

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Your shiny new product doesn't have to be ready to go before you start to market it. In fact, it's best to begin your strategy while the product is still in development to ensure you have an audience to sell to. Find out more in this article.

  • Apple's Hide My Email: A New Reason to Accept Only Corporate Email Addresses

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    When Apple rolls out its improved Hide My Email feature this fall, marketers will have to decide whether it's still worth accepting the "fake" relay addresses it generates. How big a problem will this be for your lead-gen forms and email list? Here's what you need to know.

  • Sales Campaigns and Sales Pipelines [Working Webinar Summer Series]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Join behavioral psychology and marketing automation expert Kenda Macdonald to learn how to build Sales Campaigns and Sales Pipelines that get your prospects to open and convert. Part of our Working Webinar Summer series: One part workbook. One part webinar. 100% hands-on learning.

  • Five B2B Video Marketing Tips to Boost Sales in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    The use of video in content marketing is becoming increasingly vital to B2B businesses. Create the best possible videos to boost your sales by using these five tips.

  • Can't We All Just Get Along? Why Sales and Marketing Need to Work Together

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The relationship between Sales and Marketing at most B2B companies has often been dysfunctional, even though coordinating the efforts of the two departments can have a big impact on the company's bottom line.

  • Doubleheader Event: Video for Inbound & Outbound, Demand Gen & Lead Gen, and More

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    The ability to create and use video in a way that drives leads and generates revenue is a top skill for today's marketers. And it's most effective when video is integrated into your marketing and content culture—because that allows you to authentically connect with prospects and customers consistently, and at scale. Sponsored by Vidyard.

  • Welcome Campaigns [Working Webinar Summer Series]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Join Kenda Macdonald for Welcome Campaigns, part of our Working Webinar Summer series. One part workbook. One part webinar. 100% hands-on learning. In this webinar, you'll discover how to create a welcome campaign strategy, and how to implement the campaign in your marketing automation.