Marketing Technology: Tips, Tools, & Tactics

  • Available Now: On-demand
  • Duration: 5 hours
  • Number of classes: 9
  • Cost: $595
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Marketing Technology. A buzz phrase that everyone's using but no one can quite define. In reality, it's not as simple as a single definition, but is made up of multiple inter-related parts: it's the hottest startup companies producing the latest cutting-edge tools; it's the way you use your CRM system to capture, nurture, and score leads; it's the creation of interactive, user-driven content; and much, much more.

The prevalence and complexity of marketing technology are just two reasons why you should join us for our newest MarketingProfs University course: Marketing Technology: Tips, Tools, & Tactics. This 5-hour course, broken down into 9 individual classes, focuses on the specific areas in which marketing technology is most helpful (and least understood).

At the end of this course, you'll be able to utilize the technology you have to better support sales efforts, get the most out of Google Adwords, use free external data sources to get a better read on your marketing efforts, create content specifically geared to inbound marketing, learn to automate your marketing, PR, analytics, and more!

During these 9 classes, you'll get a better handle on the available tools and platforms, as well as learn to use your existing technology in new and exciting ways. Plus, our expert instructors will provide you invaluable information and answer your questions in our exclusive Marketing Technology Facebook group.

How does it work?

Marketing Technology: Tips, Tools, & Tactics includes 9 classes (most 30–40 minutes long). All classes are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience for 12 months.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and class notes (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

Marketing Technology: Tips, Tools, & Tactics includes these nine classes:

SALES & MARKETING

Modern Sales and Marketing Alignment

Speaker:
Mathew Sweezey—Head of Thought Leadership, B2B Marketing, Salesforce

ON-DEMAND: View at your convenience for 12 months

Sales and Marketing have seemingly been at odds for years, but technology is helping to resolve the major hurdles between them. This class discusses modern strategies and sales tools for aligning marketing campaigns to support sales goals and shows you how to identify sales-ready leads using behavioral scoring.

At the end of this class, you'll be able to:

  • Put to use a modern toolset required for sales and marketing alignment
  • Correctly identify sales-ready leads based on behavioral lead scoring
  • Empower Sales and Marketing to work together for new lead generation and lead nurturing
GROWTH HACKING

Growth Hacker Marketing: The Myth & Legend

Speaker:
Garrett Moon—Founder, CoSchedule

ON-DEMAND: View at your convenience for 12 months

Many marketers turn their nose at the term 'growth hacking' as something that's not for serious marketers. The reality is that growth hacking brings together a unique combination of marketer, developer, technologist, and conversion strategist, with a relentless focus on continuous progress. This class is designed to help the modern marketer understand the technology behind growth hacking and how it can be applied to nearly any business.

At the end of this class, you'll be able to:

  • Explain growth hacking and demonstrate practical examples
  • Apply growth tactics to your current marketing strategy
  • Understand how content marketing and growth hacking work together
DEMAND GEN

Secrets of Demand Generation Using Google AdWords

Speaker:
Stephen Kapusta—Senior Search Marketing Project Manager, LunaMetrics

ON-DEMAND: View at your convenience for 12 months

Calculating return on advertising spend is easy when selling widgets—revenue minus expenses equals income—but for those of us who must also use Google AdWords to educate or generate awareness, the task becomes more complicated. This class demonstrates how to tailor AdWords to make determining your ROI easier as well as how to tackle broader marketing goals.

At the end of this class, you'll be able to:

  • Explain how search can influence search and other marketing channels
  • Select top-of-funnel keywords and use them to better support bottom of funnel (converting) keywords
  • Craft an effective message while minimizing ad spend
INBOUND MARKETING

Inbound Marketing at the Intersection of Content and Context

Speaker:
Shilpa Pandya—Senior Enterprise Inbound Marketing Consultant, HubSpot

ON-DEMAND: View at your convenience for 12 months

The old marketing playbook is broken: consumer behavior has fundamentally changed, and traditional marketing tactics are easier than ever to tune out. Enter inbound marketing, an approach focused on creating pertinent, high-quality content that draws people to your company. Learn how to publish the right content in the right place at the right time to make your marketing relevant and helpful—not interruptive.

At the end of this class, you'll be able to:

  • Determine the very specific content needs of your target audience
  • Incorporate the proper marketing channels into your marketing mix to reach that target audience
  • Implement 10 simple inbound marketing tactics guaranteed to accelerate your lead generation efforts in 2015
DATA SOURCES

Find and Integrate Disparate Data to Measure Marketing Efforts

Speaker:
Trina Arnett—Founder and CEO, Trinalytics

ON-DEMAND: View at your convenience for 12 months

So, you've got some data, but it isn't big data, and you don't think it is sufficient to really understand how your marketing efforts are working. Sound familiar? This class discusses the many free and low-cost data sources available to marketers. Learn how to extract data from those sources and integrate it using simple tools such as Excel and Tableau software. Discover why even small data is valuable and how it can be surprisingly effective at showing what is going on with your marketing.

At the end of this class, you'll be able to:

  • Find and download free data to measure your marketing efforts
  • Identify other low-cost supplemental sources and tools that might be helpful
  • Use Excel and Tableau to integrate this data into interactive, visual dashboards that help derive insights
DATA PRESENTATION

Executive Marketing Dashboards: The 360° Diagnosis

Speaker:
Elissa Fink—Chief Marketing Officer, Tableau Software

ON-DEMAND: View at your convenience for 12 months

Executives want information about their business in a way that is accurate, accessible, and easy to understand. Leaders must be able to communicate marketing's immediate contribution to revenue and make acute strategic moves and course adjustments. This class shows you how to use your data to tell an inspiring and complete story to executive management. Learn how to present data to get buy-in, understand your return on investment risk, and demonstrate the value you are providing.

At the end of this class, you'll be able to:

  • Decide which metrics should earn a spot on your marketing dashboard
  • Build interactive dashboards that address time-sensitive questions on the fly
  • Understand and implement dashboard best practices
AUTOMATION I: ANALYTICS

Automate Analytics and Free Up Hours in Your Day

Speaker:
Andrew Garberson—Manager, Search Marketing, LunaMetrics

ON-DEMAND: View at your convenience for 12 months

Who has hours every week to manually review Google data? Instead, spend that time learning how to automate data reporting for the rest of the year. This class not only focuses on setting up key pieces in Google Analytics, but also includes some tips on gaining insight from Google AdWords and Google Webmaster Tools.

At the end of this class, you'll be able to:

  • Use Google Analytics to create and implement custom reports, dashboards, and alerts
  • Implement several free reports and dashboards that can be used for your company
  • Gain insights from Google AdWords reports and Google Webmaster Tools alerts
AUTOMATION II: SOCIAL MEDIA/PR

Integrating Social Media and PR Into Your Marketing Automation System

Speaker:
Stacey Miller—Senior Social and Media Relations Manager, Cision

ON-DEMAND: View at your convenience for 12 months

Marketers have to reach the right customers at the right time to make a sale. However, there are two commonly ignored marketing tactics that can make a big difference in results, especially with automation: social media and public relations (PR). Social media and PR help to not only attract new customers but also retain current clients. Learn how to combine social media and PR with marketing automation for a powerful 1-2 punch.

At the end of this class, you'll be able to:

  • Determine which social media and PR efforts to focus on in your marketing automation system
  • Execute fully-integrated social media and PR tactics with the help of marketing automation
  • Measure your automated social and PR efforts
AUTOMATION III: MARKETING

Strategies to Get More From Marketing Automation

Speaker:
Frank Days—Vice President, Marketing, Correlsense

ON-DEMAND: View at your convenience for 12 months

Many of us invest in marketing automation and then face the challenge of effectively using it to optimize our marketing programs. This class shares some strategies that are necessary to get the most out of your investment and improve the performance of your workflows and programs.

At the end of this class, you'll be able to:

  • Devise strategies for testing new approaches and workflows
  • Identify new content opportunities
  • Work with your sales team to get the better lead follow-up

As a Marketing Technology: Tips, Tools, & Tactics student, you'll also receive these free course materials:

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. An all-new MarketingProfs How-To Guide: A Step-By-Step Guide to Marketing Automation Success (a $49 value)
  3. PRO Seminar: The New Business Development Ecosystem (a $129 value)
  4. PRO Seminar: How to Get your sales and Marketing Teams on the Same Page to Meet Customer Needs (a $129 value)
  5. PRO Seminar: How to Use Google Analytics' Secret Data to Improve Your Search and Social Campaigns (a $129 value)
  6. PRO Seminar: Put LinkedIn to Work: Five Simple Steps to Generate, Manage, and Close Leads (a $129 value)
  7. PRO Seminar: The Power of More: How Knowing More About Your Website Visitors Drives Greater ROI (a $129 value)
  8. Take 10 Video Tutorial: Day One with Marketing Automation, What do Do? (a $10 value)
  9. Take 10 Video Tutorial: Communication is Key—How to Organize a Successful Distributed Team Meeting (a $10 value)
  10. Take 10 Video Tutorial: How to Interpret Data to Create Great Content (a $10 value)
  11. Take 10 Video Tutorial: The Four Most Important Reports in Google Analytics (a $10 value)
  12. Plus, 2 popular bonus classes hand-picked from previous courses (a $258 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.

Andrew Garberson

Andrew Garberson is manager of Search Marketing at LunaMetrics, a Google Analytics-certified partner and search marketing consultancy. In addition to leading the firm's SEO and ...

Elissa Fink

Elissa Fink is Tableau Software's chief marketing officer. With more than 20 years of experience helping companies improve their marketing operations through applied data analysis, Elissa has held ...

Frank Days

An early pioneer in agile marketing, Frank Days has helped several fast-growing technology companies realize the full potential of marketing. He joined Tesora from TwinStrata, ...

Garrett Moon

Garrett is one of the founders at CoSchedule, the social media editorial calendar for WordPress. Ranked as one of the top marketing tools by startups on Entrepreneur.com, CoSchedule ...

Mathew Sweezey

Mathew Sweezey is principal of Marketing Insights at Salesforce.com and a regarded marketing thought leader. Mathew's work is often cited in publications such as Forbes and the ...

Shilpa Pandya

Shilpa Pandya is a digital marketing professional with extensive experience creating content-rich, metrics-driven campaigns for a wide variety of companies. She has worked with clients across industries, successfully ...

Stacey Miller

Stacey Miller is the senior social and media relations manager at Cision. Her writing has appeared in top business publications and more than 500 blogs. ...

Stephen Kapusta

Stephen Kapusta is a senior search marketing project manager at LunaMetrics. Because of his interest in consumer behavior and all things digital, he is drawn to search engine ...

Trina Arnett

With 20 years of experience in market research and analytics, Trina Arnett has worked in marketing and advertising on both the agency and client sides. Her focus ...

This is the future of marketing. Lots of great tips, idea generators, and insights.

Lynn Sheriden

Very helpful, even for advanced level users. Provided a lot of new ideas/tactics that have either been forgotten or hadn't thought about from that perspective.

Megan O'Shea

A must-attend for not only marketing leaders but sales personnel as well.

Robert Burke