In this robust workshop designed for those with a grasp of email fundamentals, Jen Capstraw will reveal her arsenal of strategy secrets, highlighting common email marketer myths and mistakes—and how to correct course. You’ll reconsider what you thought you knew about email, and emerge with a fresh perspective that will accelerate ROI.

After this masterclass, you’ll be able to:

• List the components of a complete email program
• Determine email best practices worth busting
• Implement The Goldilocks Zone: A practical path to personalization
• Break free of batch ‘n blast
• Know when to just say no to A/B testing
• Name the essential components of preference centers that work
• Understand the future of email

Based on the shift to a digital-first marketing focus, it’s time to look at your digital marketing strategy (or create one) and engage with your audience at all stages of your customer journey.

This workshop examines the channels, tactics and tools needed to dive deeper into SEO, paid media, social media, email marketing, measurement and CRO.

If you are not building a ‘connected’ audience, you are falling further behind in this distracted and fragmented online marketplace.

After this masterclass, you’ll be able to:

• Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
• Strategize, ideate and create engaging user-focused content for each stage in the customer journey
• Know where, when and how to publish content in the right digital channels
• Understand what’s working, what’s not, and how to test with measurement and CRO
• Manage your ‘connected’ audience and prove the value it creates for your organization
• Evaluate your investment, ROI and how to communicate that with the C-Suite

You will leave this workshop well on your way to creating and growing a ‘connected’ audience with an effective digital marketing strategy. You’ll receive the tools, tips and references you need to complete the provided interactive workbook.

If we cannot measure it accurately, we cannot improve it adequately. Measurement is a critical element for any successful and long-sustaining marketing program. With an endless supply of data from an abundant variety of sources, the analyst’s challenge is no longer how to gather data, but how best to tame it. When properly planned and executed, a strategic analytics process can help us arrive at smarter business decisions with velocity.

If you are seeking ways to use measurement to improve your digital marketing programs, join this day long workshop to learn advanced digital analytics strategies and tactics. You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and customize the information and insights you learn to your company or brand. It has been designed to take it back to the office and begin implementing immediately.

We’ll cover topics including:

• Analytics Audit: Learn the criteria required to efficiently evaluate an existing analytics program and diagnose issues affecting data accuracy and measurement efficiency.
• Configuration: Get a blueprint for activating all the features necessary to produce a representative and rich data set.
• Reporting: Discover how to deliver clarity, accountability and vision with reporting structure, and learn how to automate your report generation process.
• Data Mining and Insights: Learn the tricks of the analytics trade pertaining to efficient data mining, finding exciting correlations and extracting insights to “wow” your team.
• Measurement Process: Find out the best ways to build, maintain and advocate for a solid analytics process that saves time, improves accuracy and fosters growth for your organization.

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

• Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
• Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
• Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
• Demonstrate a working knowledge of Google Tag Manager
• Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians
• Use Google Data Studio to automate your reporting process
• Compare and contrast different attribution models
• Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program”

As marketers, you know content is critical when it comes to driving awareness, consideration, and qualified leads, but when competition is high, how do you make sure your message is the message that not only stands out—but is built to last? How do you make sure it’s *also* flexible enough to appeal to your varied audiences? The good news is the answer lies in a content-building structure that can be easily duplicated time and time again. If you’re looking for answers to these questions, join this highly interactive workshop to learn not just the “how” of creating, but the “why,” as well. As we work together through a content-building workbook, you’ll learn a step-by-step process for finding and using the building blocks of content that rocks for *your *company or brand.

We’ll cover four key areas to test your content against, including:

• Relevance: How to identify the question your audience wants an answer to
• Resilience: How to make sure your message builds the best case for your idea
• Remarkableness: How to determine one aspect of your message that is unique to you
• Repeatability: How to summarize your message in a simple sentence so it’s strong enough to stick in the mind of your audience

After this masterclass, you’ll be able to:

• Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
• Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
• Develop outlines for content anywhere from 100 to 10,000+ words
• Explore and adopt the four Message Mindsets to add variety and interest to your content

This session is for marketers and content creators:

• Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
• Fluent in the company’s overall brand, vision, values, and mission
• Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients