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Self-paced online digital marketing courses on all things conversion optimization, digital analytics and growth marketing.
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running experiments | customer base studies | prioritization
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 6 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
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, Program Manager @ Microsoft Experimentation Platform
Advanced acquisition strategies to level-up your SEO strategy and build traffic-driving assets that convert for the long term.
SEO | link building | content assets
Gain a practical understanding of AI to drive more revenue for your business
A/B testing | CRO | marketing
Leverage knowledge of the human brain and buyer behavior to increase sales.
user behavior | emotional resonance | attention and perception
Learn how to speak to your audience in a way that engages followers and drives sales.
copywriting | brand tone and purpose | brand core values
Build, maintain, and leverage a strong brand to gain clients, revenue, and results.
branding | brand hospitality | audience desires
Combine qualitative research with quantitative methods to build truly representative personas.
user segmentation | qualitative user research | quantitative methods
Learn a solid content strategy to drive B2B leads with your content marketing efforts.
lead generation | SEO | measurement
Learn skills and know-how to deliver consistent revenue gains on any website you optimize.
optimization best practices | conversion research | testing strategies | CRO program management
Learn how to build, manage, and scale an optimization program.
building an optimization team | CRO tools and methods | client management
Wield retention as a growth strategy to improve customer lifetime value and retention rates.
customer experience | customer journeys | measurement
Learn effective visualization techniques to create compelling stories with data
Course length: 9h 30m
Google Data Studio | reports | analytics strategy
Use Google Data Studio to create interactive dashboards, reports, and data visualizations.
data sources | filters | data visualization
Optimize your web design using a proven, repeatable UX framework.
Google Analytics | user recordings | landing page and form UX
Learn in-depth skills for the Google suite of analytics tools to become a data-driven specialist who can set up any needed tracking and turn data into insights and money.
Google Analytics | Google Tag Manager | Google Data Studio | Excel | Analytics APIs
Pass all three exams with a 90% score to become a CXL Institute Certified Digital Analyst. You can reattempt any exam after 24 hours.
Use proven psychological frameworks to improve your website, understand behavior, and influence purchase patterns.
neuromarketing | persuasion | applied behavioral psychology
Apply a 3-lever framework and scale your ecommerce company.
customer retention | AOV | acquisition
Optimize your email marketing strategy to maximize ROI.
email list growth | email content | campaigns
Use Excel and Google Sheets to find actionable marketing insights.
pivot tables | named ranges | VLOOKUP | string manipulation
Design high-performing forms that increase conversions and decrease cart abandonment.
desktop and mobile form design | user interaction | form copy
Learn to build a predictable, scalable and repeatable lead generation machine that will help your company generate qualified leads for years to come
content strategy | lead acquisition | outbound marketing
Understand psychology to craft persuasive copy and calls to action.
persuasion | motivation | copywriting
Apply the basics of Google Analytics to improve product, marketing, and strategy decisions.
GA reports | event tracking | data analysis
Advanced-level Google Analytics training for marketers who want to extract insights from their data to solve specific business problems.
GA admin configuration | advanced functionality and reports | performance marketing
Apply basic GTM knowledge for increased power and control over data measurement.
tracking | the data layer | tagging
Learn to accelerate your business by running growth experiments, optimizing the channels that work best for you, and scaling your growth program.
data and analytics | growth channels | experimentation
Time to complete minidegree (approximation):
Apply strategic, structured frameworks to improve your optimization program.
heuristic evaluation | user behavior analysis | prioritization
Learn how to set up a Facebook marketing plan that won’t be obsolete in 2 years time.
Facebook lead ads | campaigns | boosted posts
Apply intermediate-level Google Analytics skills to enhance your marketing strategy with data-driven insights.
attribution | custom reports | data audits
Use intermediate-level GTM knowledge for greater data governance and control over tag management.
tags | variables | triggers | GTM APIs
Gain skills and knowledge related to landing pages, research, and user psychology for a better optimization strategy.
conversion research | wireframing | copywriting
Implement a lifecycle email marketing strategy to increase the ROI from email efforts.
segmentation | opt-ins | the customer lifecycle
Apply a 3-step process to generate huge ROI from your LinkedIn Ads strategy
funnel optimization | campaigns | audience targeting
Learn to build and leverage audiences for PPC campaigns: Reach the right people who will actually convert.
retargeting | audiences | remarketing
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
Set up and apply personalization to improve conversions across the customer lifecycle.
segmentation approaches | A/B and MVT testing | B2B and B2C personalization
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
Instructor: Matthew Brandt, Digital Analyst @ Bexio and Co-founder of Cook Eat
Product marketing is your company’s best growth lever. So why aren’t more marketers upskilling in this area?
From positioning to designing a measurable product launch, learn how to make product marketing a cross-functional powerhouse for your business.
In just 6 sessions, you’ll be able to…
- Build high-impact go-to-market strategies for your company.
- Develop messaging and positioning frameworks that make your product stand out and win sales.
- Turn product marketing into a conversion and sales engine for your company.
- Create high-converting content that aligns messaging with customer needs and values.
This course teaches you the skills needed to be a product marketing manager who builds alignment, wins sales and drives results.
Instructor: Lucas Weber, Product Marketing Manager @ Nosto
Improve your messaging strategy through customer research and analysis.
voice-of-customer research | value propositions | copy design
Build a product-led growth strategy to convert more free trial users into paid customers.
product qualified leads | segmentation | onboarding
Learn core lessons in digital psychology and how to apply them to your conversion funnel.
emotional design | cognitive psychology | design audits
Get more out of your existing customer base by building, implementing, promoting and optimizing a referral program.
referral programs | customer lifetime value | 4 levers of referral marketing
Develop in-depth customer acquisition skills to bring consistent, highly targeted traffic via SEO and PPC.
SEO | PPC campaigns | keyword research
Understand statistical hypothesis testing to execute efficient A/B tests and correctly interpret results.
significance and confidence intervals | sample size and statistical power | various types of tests
Apply UX methodologies and a user-centric mindset to your marketing strategy.
wireframing | user research | information architecture | user journeys