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Complete Marketing MASTERCLASS for Startups and Leaders

Advanced Marketing Strategy: Digital Marketing, Belief Framework, CRO, SEO, Content Engagement Plan, Multi-Channel Leads
Instructor:
Brian Bozarth, M.A. Marketing
32,013 students enrolled
English [Auto-generated]
You'll be able to understand modern marketing, spread your ideas and gain empathy for those you seek to serve.
Lead a marketing team
Oversee marketing strategy
Understand the modern and essential elements of marketing.
Implement a strategic marketing playbook for your organization.
Outline full-funnel marketing campaigns for the entire year.

JUST UPDATED FOR 2019 WITH THE LATEST TRENDS IN MODERN MARKETING!!

Too many people know WHAT to do in marketing but they don’t know WHY they are doing it!

Does this sound familiar? Anyone can learn how to post to social, write a blog post, or learn what SEO is, but quantity is not what works. What works are people who actually know WHY and WHEN certain marketing activities work.

That’s the purpose of this course. By the end, you will have developed an actual marketing strategy, your own personal marketing playbook, that will guide you and your brand into the right marketing activity.

Think about it – no more guessing or assuming. You will be able to inform others and act personally based on the correct information!

Three reasons to TAKE THIS COURSE right now!

  1. You get lifetime access to lectures, including new lectures every month (content is added/updated constantly).

  2. You can ask me questions and see me respond to every single one of them thoughtfully!

  3. What you will learn in this course is original, tested, and very detailed! It comes from years of graduate-level education and 20+ of marketing leadership experience across dozens of industries.

There are plenty of people who can teach you shortcuts and fast tactics. 

This is a course for people who are truly willing to understand marketing strategy. A course for people who would rather do it right than hustle and hassle people. Once you work your way through these 200 lessons, your strategy will become more clear, your empathy will deepen and you’ll begin to see the market as it is, instead of merely wishing it to be what you want. You will have your own complete marketing playbook!! No more guessing.

★★★★★  “This is the best marketing innovation I have seen in years.” – Ignacio Agacevic

The Marketing Leadership Masterclass is split into 6 different online sessions, each focusing on a different aspect of marketing leadership.

In Session 1 we will focus on Building Your Model.

As you may know, more and more marketers are constantly under pressure to justify their marketing effectiveness, prove ROI, and create efficiency at scale. Since most marketing today is digital marketing, all the digital tools available make this task easier.

To do this well, every brand should have a model for how they track consumers from anonymous visitor all the way to loyal customer and promoter. The goal of building a model is to ensure that you have a way to track and measure every primary step a consumer takes during the buying journey. Without a model you will simply be guessing at which marketing tasks will be the most effective.

The benefit of having multiple models of historical numbers is that you are then able to build out future scenarios by which you can more accurately gauge ROI, create efficiency at scale, and identify opportunities for marketing activities on each channel.

Session 2 – The Belief Framework. 

The Belief Framework is really the core, the foundation that pulls all the other sessions together. 

In modern marketing, we must come to an understanding that different people have different beliefs at different stages of the buying process. Some beliefs need to be exposed while other beliefs need to be nurtured or changed or directed, because, belief is one of the strongest motivators consumers have.

At the completion of this session, you will have developed your own Belief Framework based on your personas that you can immediately implement across all your marketing efforts.

Session 3 – Conversion Rate Optimization (CRO)

CRO has been considered by many the most important marketing activity because it makes every visitor exponentially more valuable. For example, if you double your conversion rate but keep the same traffic, you have essentially doubled your revenue. Digital marketing is analytics driven, smart marketing.

In this Session, you will learn how the best companies design and optimize sites that convert. The goal is to remove the fog of mystery around CRO by introducing you to a common-sense, data-informed, well-proven strategy for optimizing your conversion rate.

At the conclusion of this session you will have developed your own conversion rate optimization plan based upon each of your primary user touch points.

Session 4 – Search Engine Optimization

Search Engine Optimization (SEO) is an infamous, yet very important digital marketing discipline encompassing both the technical and creative elements of a user-centered website that results in increased rankings, more organic traffic, and increased awareness in search engines.

In this session, we dive deep into the weeds of both the theoretical and practical elements of modern SEO, while dispelling many of the myths and confronting some of the blackhat techniques still practiced today.

Having started my SEO career in 90s, I look forward to uncovering the many layers of modern SEO that today’s marketing leaders need to know.

Session 5 – Content Engagement Strategy

As you know, technology has made content creation and marketing far more complex, and an emphasis on data-driven approaches has forced all of us to rethink the communications industry.

The keys to breaking through today’s immense marketing clutter are quality content, compelling experiences, and their effective distribution. 

As such, every piece of content should have a defined purposed that traces back to the Belief Framework we developed in Session 2. In today’s modern marketing, this is a table-stakes requirement that you cannot afford to get wrong.

Therefore, in this Session, we will focus on helping you develop evergreen content that will shape, nurture, and grow the beliefs of your target market based on the personas you have developed earlier.

Session 6 – Multi-Channel Lead Acquisition

In today’s world of the fully integrated consumers, it is more important than ever to understand the priority and role of every channel and device in your marketing toolkit.

Which is why, in this Session, you will learn how your business can design and optimize lead acquisition campaigns through the major channels including social, search, and email.

The purpose of this lesson is for you to comprehend and develop multi-channel lead acquisition and lead nurturing programs based on what you have already developed with Your Models in Session 1, The Belief Framework in Session 2, and the Content that fills out the Belief Framework in Session 5.

This Session is the culmination of all prior Sessions. So I look forward to pulling together all that we have learned in the previous lessons so that you complete this course with the necessary skills and knowledge to be an effective leader in today’s business world.

What are the requirements?

  • No experience or audience required.

  • Suitable for all types of businesses (digital product, physical product, service, B2B, B2C).

Why take this Course?

  • Become a Leader – Learn how to think & act like a strategic marketing leader.

  • Modern Marketing – The world of marketing is in constant flux. Don’t get left behind.

  • “Why” of Marketing – Learn the “Why” of marketing rather than just the “How.”

What am I going to get from this course?

  • Practical theory – Great marketers and great entrepreneurs are great learners. We’ll cover the theory that you need to understand to drive your own Demand Gen program.

  • Hands on – Throughout the course, we give you multiple opportunities to slow down and apply what you have learned by building out the real-world plan that your company needs.

  • Peer Learning – Your instructors are peers, start-up founders and fellow marketers with decades of tangible experience in every stage and level of an organization.

What is the Target Audience?

  • Business Owners – Increase your business revenue, pipeline, and ROI by building out transformative demand generation programs that actually work.

  • Startups – Leverage proven marketing processes and practices to establish and increase your user-base and business revenue. 

  • Marketers – Increase your current marketing knowledge by learning the most effective tactics, best practices, and processes.

Go from Beginner to Advanced

No matter what level of marketer you are, you will go from beginner to advanced marketing leader as we walk you through building your own model.

All the strategies, tips and tools recommended are either included, free or very cost effective.

You’ll also get:

✔ Lifetime Access to The Course

✔ Fast & Friendly Support in the Q&A section

✔ Udemy Certificate of Completion Ready for Download

✔ A 30 Day “No Questions Asked” Money Back Guarantee!

Introduction

1
Welcome to Session 1
2
SESSION 1 HOMEWORK LINK

Build Your Model

1
Introduction to Building Your Model
2
Role of Marketing
3
Importance of Marketing
4
Introduction to Building Your Model

Step 1: Know Your Numbers

1
Step 1: Know Your Numbers
2
HOMEWORK: KNOW YOUR NUMBERS

Link to the Google Sheet Homework:

https://docs.google.com/spreadsheets/d/1O3c-RlC3jQw9acgCG6Bzeol3kMcKFnwfTeAYk_ajS5Q/edit?usp=sharing

Step 2: Measuring

1
Step 2: Measuring
2
Experience Mapping
3
The Buying Process
4
HOMEWORK: BUYER JOURNEY QUESTIONS

Link to the Google Sheet Homework:

https://docs.google.com/spreadsheets/d/1O3c-RlC3jQw9acgCG6Bzeol3kMcKFnwfTeAYk_ajS5Q/edit?usp=sharing

Step 3: Conversion Rates

1
Step 3: Conversion Rates
2
Industry Averages

Step 4: Building Your Model

1
Step 4: Building Your Model
2
Knowing the Value of a Lead
3
HOMEWORK: BUILD YOUR MODEL

Link to the Google Sheet Homework:

https://docs.google.com/spreadsheets/d/1O3c-RlC3jQw9acgCG6Bzeol3kMcKFnwfTeAYk_ajS5Q/edit?usp=sharing

Step 5: Building Your Scenarios

1
Step 5: Building Your Scenarios
2
HOMEWORK: BUILD YOUR FUNNEL

Link to the Google Sheet Homework:

https://docs.google.com/spreadsheets/d/1O3c-RlC3jQw9acgCG6Bzeol3kMcKFnwfTeAYk_ajS5Q/edit?usp=sharing

3
Practical Campaign Models

Next Steps

1
Next Steps
2
End of Session

SESSION 2 INTRODUCTION

1
Welcome to Session 2
2
SESSION 2 HOMEWORK LINK

The Belief Framework

1
Introduction to the Belief Framework

Rules of Belief

1
Rule 1: Everybody has Beliefs
2
Rule 2: Belief is a Strong Motivator
3
Rule 3: Belief Preceeds Behavior
4
Rule 4: All Beliefs can be Developed
5
Rule 5: Beliefs can be Measured

The Belief Framework

1
THE 5 BELIEF FRAMEWORK PRINCIPLES

Principle 1: Act Like a Mentor

1
Principle 1: Act Like a Mentor
2
Definition of Mentorship
3
A Mentor is Other-Centered
4
A Mentor is Authentic
5
A Mentor is Empathetic
6
A Mentor is an Authority
7
A Mentor is Committed

Principle 2: Your Customer is Human

1
Principle 2: Your Customer is Human
2
Introduction to Personas
3
HOMEWORK: DEFINING YOUR TARGET MARKET

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

4
Elements of a Good Persona
5
Telling Your Persona's Story
6
HOMEWORK: PERSONAS

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

Principle 3: Identify and Establish the Need

1
Principle 3: Identify and Establish the Need
2
Defining Consumer Needs
3
Discovering Your Genuine Contribution
4
Create or Satisfy Needs?
5
HOMEWORK: IDENTIFY AND ESTABLISH THE NEED

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

Principle 4: You Have the Solution

1
Principle 4: You Have the Solution
2
Journey Specific Solutions
3
HOMEWORK: ESTABLISHING THE SOLUTION

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

4
Content Types per Stage
5
HOMEWORK: DEFINING THE BUYING PROCESS

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

Principle 5: People Respond to Direction

1
Principle 5: People Respond to Direction
2
Ad & Brand Exposure
3
Two Types of Actions
4
Creating the Belief Framework
5
HOMEWORK: THE BELIEF FRAMEWORK

View Session 2 Homework:

https://docs.google.com/spreadsheets/d/10n6ODukitfJkTjzzJ9WglxZX7NjTZLVAIMWMWb0Ilcw/edit?usp=sharing

Important Tensions

1
Values-Based vs Fear-Based Marketing
2
Features vs Benefits
3
End of Session

SESSION 3 INTRODUCTION

1
Welcome to Session 3
2
SESSION 3 HOMEWORK LINK

Conversion Rate Optimization (CRO)

1
Introduction to CRO
2
Defining Conversion
3
Building Your Conversion Plan

STEP 1: MEASURE

1
Measure
2
3 Primary Methods of Data Analysis
3
Data Tools and Tags
4
HOMEWORK: INSTALLING TOOLS

View Session 3 Homework:

https://docs.google.com/spreadsheets/d/1sJ8pOMA5ebfoSjCi6edvPf_BaH-FtLhDIICU3vdpVrk/edit?usp=sharing

5
Important KPIs
6
Funnel Pages
7
HOMEWORK: DASHBOARD & REPORTS

View Session 3 Homework:

https://docs.google.com/spreadsheets/d/1sJ8pOMA5ebfoSjCi6edvPf_BaH-FtLhDIICU3vdpVrk/edit?usp=sharing

8
HOMEWORK: SEGMENTS

View Session 3 Homework:

https://docs.google.com/spreadsheets/d/1sJ8pOMA5ebfoSjCi6edvPf_BaH-FtLhDIICU3vdpVrk/edit?usp=sharing

STEP 2: ANALYZE

1
Analyze
2
Funnel Touchpoints

STEP 3: STRATEGIZE

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