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Launch date

event November 13, 2018

timer 9 sessions

done Enrollment open

keyboard_arrow_right $499.00

An effective marketing strategy or campaign depends on a reliable marketing tech stack. With endless tech options available, a tech stack may include but is not limited to marketing automation software, tools for analytics and data piping, a CRM, support and live chat systems, community forums, and prospecting tools. Many companies are at the beginning of their digital transformation and lack the fundamentals they need to effectively track ROI for their marketing campaigns. Your marketing tech stack is where you solve that problem! Having a marketing stack you can use to grow revenue for your business is critical. Google Analytics and trusting your gut is not enough. Stop messing around and build out your stack to deliver on sales and marketing automation, business intelligence, and a whole host of other things your company needs. In this 8-class training program, you’ll learn how to:
  • Choose and set up the right tools for your stack.
  • Build a taxonomy guide to scale your business
  • Integrate tools to build a holistic marketing machine
  • Set up Segment.com to power your stack integrations
  • Track lead and engagement scoring to identify hot leads
  • Use hacks to get shit done without engineering
  • Convert more customers using your stack
After taking this class, you’ll know how to select the right tools for your stack to set them up in an integrated way.  You will improve your conversions with marketing automation, testing, and data-driven decision-making. Instructor: Dan McGaw, CMO @EffinAmazing

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Optimizing your marketing tech stack

Instructor(s): Dan McGaw

Launch date

event December 3, 2018

timer 8 sessions

done Enrollment open

keyboard_arrow_right $499.00

Land Bigger Deals Faster with Account-Based Marketing.

Account-Based Marketing (ABM) is the hottest topic in B2B because, when done right, it WORKS. Companies of all sizes, in all industries, are closing bigger deals faster and more efficiently by thinking and operating very differently.

Others are struggling to implement ABM because they fail to understand how fundamentally different it is from traditional inbound and outbound B2B sales and marketing. Their shortcuts and missteps waste time and money, then they write ABM off as another fad while their competitors leave them in their dust.

In just 8 sessions, you’ll be able to…

  • Clearly explain what ABM is, what it isn’t, and how it challenges so many of the beliefs, practices, and metrics taken for granted in almost every B2B organization.
  • Evaluate the three types of ABM and determine which one(s) are best for your company (hint: it’s very likely that a blended approach of two or even all three is best).
  • Gain enthusiastic executive and cross-functional alignment and co-ownership. Marketers who try to do it alone fail.
  • Develop an Ideal Customer Profile (ICP), tier strategy, cluster strategy, and contact identification plan that goes well beyond basic demographics and technographics.
  • Plan the right multi-threaded, multi-channel, multi-touch campaigns and cadences to cut through the noise and become a priority for your most valuable prospects.
  • Understand the ABM technology landscape, what tools may be right for your particular challenges, and when to introduce them. Don’t fall into the trap of buying new technology too soon.

Master the strategies, tactics, metrics, and wisdom you need to become an ABM leader and accelerate the growth of your company and of your career.

Instructor: Steve Watt, Chief Revenue Officer @ Rattlehub Digital

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Account based marketing

Instructor(s): Steve Watt

Advanced experimental design & analysis

Launch date

event December 17, 2018

timer 8 sessions

keyboard_arrow_right $499.00

A/B Testing is just the start. Harness the true power of experimentation.

Experimentation is much more than what your fancy new A/B testing can do. Understanding the limits of what can be tested, how to experiment like a scientist, and digging deep into data for gold are fundamental skill sets for maximizing the ROI of your optimization program…and we’re going to take it to the next level.

What this course will teach you …

In this course, Chad will peel back the curtain on the world of advanced testing strategies, data science, and statistics using common sense language and minimal math.

In just 8 in-depth sessions, you’ll be able to…

  • Understand how to generate sample size (the right way)
  • Never be dependent on your testing tool for analysis again
  • Learn how to build, launch, and analyze experiments offline
  • Use statistical techniques like regression and time series analysis for CRO
  • Generate powerful custom charts to communicate testing results

This course will teach you how to go beyond traditional A/B testing with advanced statistical techniques (no math background required), clear away numerous misconceptions about common and uncommon testing tropes, and open your eyes to the business-wide transformative strength of experimentation.

Instructor: Chad Sanderson, Senior Experimentation Product Manager @ SEPHORA

Enrollment opening soon

Advanced experimental design & analysis

Instructor(s): Chad Sanderson

Launch date

event January 28, 2019

timer 8 sessions

done Enrollment open

keyboard_arrow_right $499.00

How do you measure specific goals when the number of potential goals is nearly infinite?

Product analytics is all about being able to gather data, answer questions and deliver insights about product usage, even when the questions and goals are not defined beforehand.

In just 8 sessions, you’ll be able to…

  • Identify what is important when collecting data for product analytics
  • Analyze product-level data accurately
  • Implement and track common metrics used in the product industry
  • Implement a product analytics strategy to better achieve your company’s targets
  • Speak to your colleagues and answer questions regarding product analytics

After taking this course, you’ll understand the differences between traditional “classic” websites and products, and you’ll be able to apply methods to learn more about how to analyze your product effectively.

Instructor: Matthew Brandt, Digital Analyst @ Bexio and Co-founder of Cook Eat

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Product analytics

Instructor(s): Matthew Brandt

Adobe Analytics for beginners

Launch date

event February 25, 2019

timer 8 sessions

Adobe Analytics is a leading digital analytics tool for measuring the performance of your digital assets (websites, mobile apps and marketing campaigns). This course will help you gather actionable insights to make informed decisions. Learn how to shape data into information with Fiona De Brabanter.

Starting with an understanding of key concepts and how to use the different metrics, digital analytics expert Fiona De Brabanter explores reports, dashboards, workspace, and tools of Adobe Analytics, and shows how to set up and track campaigns and how to best leverage Report Builder. She’ll also show how to create and interpret mobile, video, path, visitor profile, retention, and other popular reports, and use the powerful custom segments and calculated metrics features.

In just 8 sessions, you’ll be able to…

  • Understand conversion and traffic variables
  • Use metric and item-level reports
  • Build and share dashboards
  • Create custom dashboards in workspace
  • Create and use calculated metrics
  • Set targets and alerts
  • Work with ecommerce reports
  • Track campaigns and leverage marketing attribution
  • Get data into Excel with Report Builder

After taking this course you will be able to seamlessly navigate the reporting interface, create engaging dashboards to answers your stakeholders’ questions and configure reports for effective decision-making. Using hands-on exercises, you will learn how to segment your data, create calculated metrics, implement powerful visualizations for analysis, perform more sophisticated and intelligent analysis on marketing performance using attribution metrics, and share your reports.

Instructor: Fiona De Brabanter, Digital Analytics & Optimisation Expert

Enrollment opening soon

Adobe Analytics for beginners

Instructor(s): Fiona De Brabanter

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