What our students are saying

Our pilot class included students from corporations, associations, agencies, and suppliers. Here’s what our students are saying about the class:

“Great class today Liz! I appreciated that you provided real like examples for the different components of digital marketing. That is helpful to bring all of what we learn together and better understand how it is applied.”

“Great class – and perfect for where I am in my career.”

“I just watched the past two weeks and I am LOVING the content! “

“Very thought provoking and spot on for the projects I’m currently working on.”

“The first class exceeded all my expectations. Not only was the content excellent, but your bubbly personality and whit made it so enjoyable. As you know, I’ve been at [my company] for a long time and feel I’ve become complacent. I think this course was a wakeup call. There is so much I don’t know even though I’ve been in the industry for so long. I’ve been in a bubble. There is an entire industry out there and for the first time in a long time, I’m feeling energized and excited to learn more about it. The first lesson was 2 thumbs up and looking forward to the others.”

Week 1: Introduction to the Funnel

The first in our 6-week course will introduce you to the modern marketing concept of the marketing funnel, the buyer’s journey, and the buyer persona. We’ll cover:

  • Demand gen / lead gen / performance marketing
  • Buyer’s journey
  • Persona / cohort / avatar
  • Full funnel marketing

Week 2: Performance Marketing

In our 2nd week, we’ll dig deeper into demand generation by exploring:

  • Campaigns
  • Qualifying leads and lead scoring
  • Opportunities and wins
  • ToFu, MoFu, and BoFu
  • Crucial definitions and business lingo like VL, VLRC, AQL, MQL, SQL, SAL, pipeline, opportunity, revenue, WC and WR

Week 3: Digital marketing

In week 3, we’ll dive into digital marketing tactics and definitions, including:

  • CRM
  • Marketing automation
  • E-nurture and nurture streams
  • Gated content
  • Lead magnets
  • Channel / Multichannel / Omnichannel marketing

Week 4: Digital marketing tactics

Now that you know the concepts of marketing marketing, week 4 is where we’ll begin to apply them to your event portfolio. We’ll cover:

  • Traffic & funnels
  • Value Ladder
  • Product Launch Formula
  • Owned vs Earned traffic
  • ROI / ROO
  • Account Based Marketing

Week 5: Using these tactics for events

In week 5, we’ll get tactical, and put actions behind our strategy:

  • Top of funnel content and activities
  • Post-event assets that progress deals
  • When to use hospitality events
  • How to optimize events for a digital audience

Week 6: The perfect audience acquisition blueprint

In our final week, you’ll get everything you need to drive attendees to your events:

  • Email blueprint (using the funnel) for audience acquisition
  • Pre-event tactics to engage attendees
  • Internal toolkit for sales enablement
  • How to partner with affiliates and influencers

More information & launch date coming soon!