⦁ Introduction to Building Your Model
⦁ Role of Marketing
⦁ Importance of Modern Marketing
⦁ Framework for Building Your Marketing Model
⦁ Step 1: Know Your Numbers
⦁ HOMEWORK: KNOW YOUR NUMBERS
⦁ Step 2: How to Measure the Right Numbers
⦁ The Art of Experience Mapping
⦁ The Buying Process
⦁ HOMEWORK: BUYER JOURNEY QUESTIONS
⦁ Step 3: Conversion Rates
⦁ Do You Know Your Industry Averages?
⦁ Step 4: Building Your Model
⦁ Knowing the Value of a Lead
⦁ HOMEWORK: BUILD YOUR MODEL
⦁ Step 5: Building Your Scenarios
⦁ HOMEWORK: BUILD YOUR FUNNEL
⦁ Practical Campaign Models
⦁ Next Steps

⦁ Introduction to the Belief Framework
⦁ Rule 1: Everybody has Beliefs
⦁ Rule 2: Belief is a Strong Motivator
⦁ Rule 3: Belief Precedes Behavior
⦁ Rule 4: All Beliefs can be developed
⦁ Rule 5: Beliefs can be measured
⦁ The 5 Belief Framework Principles
⦁ Principle 1: Act like a Mentor
⦁ Belief Framework: Definition of Mentorship
⦁ Belief Framework: A Mentor is Other-Centered
⦁ Belief Framework: A Mentor is Authentic
⦁ Belief Framework: A Mentor is Empathetic
⦁ Belief Framework: A Mentor is an Authority
⦁ Belief Framework: A Mentor is Committed
⦁ Principle 2: Your Customer is Human
⦁ Introduction to Personas
⦁ HOMEWORK: DEFINING YOUR TARGET MARKET
⦁ Elements of a Good Persona
⦁ Telling Your Persona’s Story
⦁ HOMEWORK: PERSONAS
⦁ Principle 3: Identify and Establish the Need
⦁ Defining Consumer Needs
⦁ Discovering Your Genuine Contribution
⦁ Create or Satisfy Needs?
⦁ HOMEWORK: IDENTIFY AND ESTABLISH THE NEED
⦁ Principle 4: You Have the Solution
⦁ Journey Specific Solutions
⦁ HOMEWORK: ESTABLISHING THE SOLUTION
⦁ Content Types per Stage
⦁ HOMEWORK: DEFINING THE BUYING PROCESS
⦁ Principle 5: People Respond to Direction
⦁ Ad & Brand Exposure
⦁ Two Types of Actions
⦁ Creating the Belief Framework
⦁ HOMEWORK: THE BELIEF FRAMEWORK
⦁ Values-Based vs Fear-Based Marketing
⦁ Features vs Benefits

⦁ Introduction to CRO
⦁ Defining Conversion
⦁ Building Your Conversion Plan
⦁ STEP 1: MEASURE
⦁ 3 Primary Methods of Data Analysis
⦁ Data Tools and Tags
⦁ HOMEWORK: INSTALLING TOOLS
⦁ Important KPIs@
⦁ Funnel Pages
⦁ HOMEWORK: DASHBOARD & REPORTS
⦁ HOMEWORK: SEGMENTS xxxx
⦁ STEP 2: ANALYZE
⦁ Funnel Touchpoints
⦁ Hypothesize
⦁ Prioritize
⦁ HOMEWORK: CRO WORKLOG
⦁ STEP 4: DESIGN
⦁ Mobile Design
⦁ Buzzword Compliance
⦁ User Experience
⦁ Consumer Focus
⦁ What’s Missing?
⦁ STEP 5: IMPLEMENT
⦁ STEP 6: LEARN
⦁ Key CRO Takeaways

⦁ Introduction to SEO
⦁ Defining Modern SEO
⦁ The 5 Primary Keys of SEO
⦁ Common SEO Myths and Misconceptions
⦁ Why is SEO Important?
⦁ The SEO Plan
⦁ PART 1: TECHNICAL SEO
⦁ Wrapped into Next Video
⦁ Meta Tags
⦁ Meta Tag: Title
⦁ Meta Tag: Description
⦁ URL Construction
⦁ Duplicate Content
⦁ PART 2: CONTENT
⦁ Stage 1: Keyword Research
⦁ 4 Steps of Keyword Research
⦁ HOMEWORK: KEYWORD LIST
⦁ Stage 2: Content Audit
⦁ Conducting a Content Audit
⦁ Stage 3: Competitor Analysis
⦁ HOMEWORK: SITE COMPARISON
⦁ Stage 4: User Experience
⦁ PART 3: LINKING
⦁ Internal Linking
⦁ External Linking
⦁ Link Flywheel
⦁ Link Types
⦁ Link Building Strategies
⦁ Social’s Impact on SEO
⦁ HOMEWORK: SOCIAL INFLUENCERS
⦁ METRICS
⦁ Metric: Keyword Rankings
⦁ Metric: Backlinks & Linking Root Domains
⦁ Metric: Organic Traffic
⦁ Metric: Average Time-On-Page
⦁ Metric: Pages Per Session
⦁ Metric: Returning Users
⦁ Metric: Bounce Rate
⦁ Metric: Page Speed
⦁ Metric: Traffic By Device
⦁ Metric: Conversions

⦁ Introduction to Content Engagement Plan
⦁ Modern Marketing Funnel
⦁ Why Content Fails
⦁ What Makes Content Valuable?
⦁ Interactive Content
⦁ Personalize Content
⦁ Full-Funnel Content Plan
⦁ Defining Content Type
⦁ Consumer-Centric Content
⦁ STAGE 1: TOFU CONTENT
⦁ TOFU Spotlight: Social Media
⦁ TOFU Content Examples
⦁ STAGE 2: MOFU CONTENT
⦁ MOFU Goals and Tactics
⦁ MOFU Content Examples
⦁ STAGE 3: BOFU CONTENT
⦁ BOFU Goals and Tactics
⦁ BOFU Content Examples
⦁ STAGE 4: RETENTION CONTENT
⦁ Retention Goals and Content Types
⦁ Retention Content Examples
⦁ Measuring Success
⦁ HOMEWORK: CONTENT ENGAGEMENT PLAN

⦁ Introduction to Multi-Channel Lead Acquisition
⦁ DATA INFORMED
⦁ Primary Success Metrics
⦁ Syncing Your Accounts
⦁ Tracking & UTM Codes
⦁ HOMEWORK: UTM CODES
⦁ Custom Dashboards
⦁ HOMEWORK: DASHBOARD & REPORTS
⦁ HOMEWORK: SEGMENTS xxxx
⦁ ALL CHANNELS ARE PART OF THE JOURNEY
⦁ INTEGRATED MARKETING COMMUNICATIONS (IMC)
⦁ IMC Defined
⦁ IMC Strategy
⦁ IMC Examples & Marketing Mix
⦁ DEVICE AGNOSTICISM
⦁ BRANDED STYLE GUIDE
⦁ Manual of Styles
⦁ Example Style Guides
⦁ CHANNEL: EMAIL
⦁ Email Metrics
⦁ Email Design
⦁ Email Personalization
⦁ Lead Nurturing Campaigns
⦁ Different Types of Lead Nurturing Emails
⦁ Growing Subscribers
⦁ CHANNEL: SOCIAL
⦁ LinkedIn
⦁ Facebook
⦁ Twitter
⦁ YouTube
⦁ Other Social Networks
⦁ CHANNEL: SEARCH MARKETING
⦁ #1: Be Found at Every Stage
⦁ #2: Drive Dual Strategies
⦁ #3: Boost Conversions
⦁ #4: Dominate the SERPs
⦁ #5: Conversions
⦁ Integrate, Don’t Separate
⦁ CHANNEL: REMARKETING
⦁ Why Remarketing Works
⦁ Different Types of Remarketing