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1. Research Customers
WEEK 1 | Module 1: Research Customers
Glossary
What is Marketing Automation Software?
WEEK 1 | Module 1: The Company: Market Research
IN CLASS: Introduction to Market(ing)
Lesson 1 - Research a B2B Market (16:35)
EXERCISE 1: List 5 Marketing Automation Companies
Lesson 2 - Researching companies in a B2B market (13:06)
EXERCISE 2: Company Research
Lesson 3 - Research end markets and clients (6:48)
EXERCISE 3: Research Clients Served
Lesson 4 - Market solutions: Products & Services (17:24)
EXERCISE 4: Product Research
Lesson 5 - The market's proof points (11:23)
EXERCISE 5: Add Proof Points and Finish
WEEK 2 | Module 2: The Customer: Account & Lead research
IN CLASS: Introduction to Customers
Lesson 1 - The Company (Account) (12:00)
QUIZ: Search for a B2B Customer
Lesson 2 - Ideal Customer Profile (16:45)
EXERCISE 2: Build an Ideal Customer Profile for ActiveCampaign
Lesson 3 - The Account List (Crunchbase) (15:34)
EXERCISE 3: Download an Account List for ActiveCampaign
Lesson 4 - The Buyer (35:08)
EXERCISE 4: Build a Buyer Persona for ActiveCampaign
Lesson 5 - The Contact List (Hunter.io) (12:26)
EXERCISE 5: Contact Research Customer of ActiveCampaign
WEEK 3 | Module 3: The Competitor: Competitive Analysis
IN CLASS: Introduction to Competitors
Lesson 1 - The Competitor's Website Traffic (27:05)
EXERCISE 1: Competitor's Web Traffic (SEMRush)
Lesson 2 - The Competitor's Content Engagement (BuzzSumo) (28:07)
EXERCISE 2: Competitor's Content
Lesson 3 - The Competitor's Search Engine Performance (SEMRush) (21:09)
EXERCISE 3: SEO Performance
Lesson 4 - The Competitor's Social Media Activities (27:27)
EXERCISE 4: Social Media Activities
Lesson 5 - The Competitor's Paid Media - PPC (29:50)
EXERCISE 5: Complete The Competitive Analysis
QUIZ: Search for a B2B Customer
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