Relevance is the killer app in today’s always-on marketing landscape. Yet, our content strategies don’t always support efforts to accelerate customers through a decision journey. It’s time to put ourselves into our customer’s shoes to understand how they are trying to solve the problem we can answer. When that happens, marketers better understand the audience’s decision journey and how to be relevant at every step.

Marketing expert Lauren Teague reveals the strategies and frameworks used by the world’s best marketers and gives you the tools to use them, too. In this workshop, attendees will develop a relevancy toolkit to create marketing campaigns for your organization that your audiences can’t help but pay attention to. You’ll leave understanding how to identify exactly what kind of content is needed instead of wondering what to work on next.

After this workshop, you’ll be able to:

• Develop robust audience profiles for stakeholders
• Build decision journey maps that identify audience motivations and ideal response
• Analyze existing content efforts and identify gaps
• Implement a system for creating relevant and impactful content
• Plan for how to activate and build effective marketing campaigns

COVID has changed consumer behavior, and showing up in Google searches is more important than ever before. In this masterclass, you’ll learn how Google actually works and how to optimize your digital presence to attract more customers. You’ll learn specific tactics to help boost visibility in searches and leave with a detailed playbook for 2021. Whether you handle your own SEO or you’re looking to hire an SEO partner, this masterclass will give you everything you need to know to grow your business in 2021.

At the end of this Masterclass, you’ll be able to:

• Understand how Google’s algorithm functions and which elements it uses for ranking
• Identify technical issues that could be hurting visibility and user experience
• Learn how to write content that customers love and Google rewards
• Learn how to acquire links from other websites to help boost relevance
• Learn how to gain more visibility in local searches
• Learn how to optimize Google My Business
• Learn how to use Google Analytics to track organic performance and site actions
• Create a prioritized strategy for SEO in 2021

Marketing teams around the globe are tackling the resurgence of the Inbox in their buyer’s journey. The challenge is that many organizations don’t know how to develop their email programs from one-size-fits all campaigns to those that are timely, targeted, and relevant for individual subscribers. You’ll walk away from this half-day session with recommendations and ideas for developing additional personalization and segmentation opportunities, along with advanced email design tactics and metrics that measure the short- and long-term impacts of email programs.

One of our highest-rated speakers, Michael Barber, will guide you through this masterclass designed for intermediate and advanced email marketers, as well as those marketing leaders and business owners looking to broaden their email marketing knowledge. You’ll receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises and personalize the information you learn to your company or brand.

At the end of this Masterclass, you’ll be able to:

• Explain why email still matters
• Understand the difference between simple and robust email programs
• Develop a roadmap for managing inactive subscribers
• Leverage advanced design tactics for your templates
• Make your emails more accessible
• Better understand how the ISPs (internet service providers) score your campaigns
• Move from “”batch and blast”” to segmented and personalized campaigns
• Develop a robust email metrics dashboard
• And, see what the future of email might look like