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  • Data-Driven: A Definition

    Master Class Lesson

    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.

  • Building With Data in Mind

    Master Class Lesson

    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.")

  • Your CMO, CTO, and CFO all want to know: are you investing in the right automation system? Instructor Kenda Macdonald says, "which is the best marketing automation platform?" is one of the most common questions she hears, and it's not simple to answer when you have 8,000 MarTech choices. This lesson covers how to identify your needs so you can choose the platform that's best for you. (This lesson includes a worksheet listed under "Supplementary Resources.")

  • 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.

  • Don't be intimidated by the prospect of creating your first short-term nurture series (or at least your first seriously effective series). In this "Put it to Work" lesson, instructor Kenda Macdonald walks you through email templates proven to engage, provide value, and move consumers forward. 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.")

  • 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.")

  • 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 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.

  • The Ultimate Automation Journey

    Master Class Lesson

    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.

  • Creating an effective content plan is all about understanding and catering to the buyer's awareness stages—unaware, problem aware, solution aware, product aware, and most aware. This lesson digs into each awareness stage and how to use them when planning your attract and engage content. (This lesson includes a worksheet listed under "Supplementary Resources.")

  • Attract and Engage: Lead Magnets

    Master Class Lesson

    Believe it or not, a lead magnet isn't just top-of-funnel content for lead generation. You can (and should) use them throughout the sales process to demonstrate your authority, educate your consumers, and increase lead quality. In this lesson, you'll learn what makes a good lead magnet, what types of content and offers work as lead magnets for top-, middle-, and bottom-of-funnel activities, and where buyer psychology fits in.

  • When done well, lead nurturing campaigns are demand generation automation at its finest: they boost engagement in the short term and maintain that engagement over the long haul. This lesson covers the three fundamentals of an effective demand generation automation nurture program—short-term nurture, long-term nurture, and sales-supporting nurture.

  • 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.

  • Sales Campaigns

    Master Class Lesson

    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.

  • Sales Pipelines

    Master Class Lesson

    Marketers too often think of sales pipelines as some kind of secret outbound magic squirreled away by the Sales team. But it shouldn't be that way. This lesson covers how demand gen marketers can provide the tools and structure to make the Sales' processes more automated and effective, so Sales can do what they do best—build the 1:1 relationships that close deals.

  • Demand generation doesn't end with conversion. Boosting customer happiness after the sale is equally important if you want to eliminate buyer's remorse and increase adoption, delight, loyalty, and, ultimately, customer lifetime value (CLV). This lesson on customer onboarding covers two vital parts of that equation best driven by good demand generation marketing: new customer welcome campaigns and ongoing, post-purchase nurturing.

  • Demand generation marketers must support the sales process, including activities often overlooked after the contract is signed. Learn how to combine your automation expertise with upsells, cross-sells, and down sells to generate more marketing-attributed revenue.

  • 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.

  • 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.

  • 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.