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Kristan Ruona, Instructor - Build It! Strategic Marketing Plan

Kristan Ruona

Has 20 years of B-to-B marketing experience in the IoT, internet, data analytics and finance industries. She also worked for large enterprises like Wells Fargo & Autodesk and participated in many Silicon Valley & San Francisco startups. Kristan conducted numerous branding and marketing workshops for over 100 clients.

Instructor: Kristan Ruona

Two senior marketing executives lead you to develop your own marketing strategy

  • Learn how to develop a lead generattion campaign.
  • Gain an understanding of the current marketing technology.
  • Instructors have more than 40 years of combined marketing experience. 

Duration: 1h 11m

Course Description

Understand your business, customer and competition. Develop positioning, messaging and branding. Gain lead generation strategies using the latest tools and strategic next steps for turning leads into customers and customers into promoters.

What am I going to get from this course?

Skills to be gained:
  • Marketing research
  • Branding, positioning and messaging fundamentals
  • Customer lifecycle and funnels-based marketing
  • approaches
  • Lead generation campaign development
  • Content marketing
  • Nurturing, contact strategies and customer marketing
  • fundamentals
  • Understanding of current marketing technology

Prerequisites and Target Audience

What will students need to know or do before starting this course?

Some tactical marketing experience would be helpful.


Who should take this course? Who should not?

Business executives and marketing professionals wanting to develop a deeper understanding of today’s holistic and data-driven marketing approaches and how to get started implementing more impactful campaigns to grow revenue and build loyalty.


Module 1: Intorduction

Lecture 1

Module 2: Marketing Strategy

Lecture 2 About Marketing Strategy

Module 3: Customers

Lecture 3 The Discovery process: Your Customers

Module 4: Company

Lecture 4 The Discovery Process: Your Company

Module 5: Product

Lecture 5 The Discovery Process: Your Product

Module 6: Competition

Lecture 6 The Discovery Process: Your Competition

Module 7: Positioning

Lecture 7 Next Steps: Your Positioning

Module 8: Brand

Lecture 8 Next Steps: Your Company Brand

Module 9: Messaging

Lecture 9 Next Steps: Your Messaging

Module 10: Lead Generation

Lecture 10 Campaign First Step: Lead Generation

Module 11: Beyond Lead Generation

Lecture 11 Strategic Next Steps: Beyond Lead Generation

Module 12: Conclusion

Lecture 12 Summary and Conclusion