July 19, 2018

Learning the marketing skills relevant to ... now

Jen Sharp | GreenFig Student
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Jen Sharp | GreenFig Student

Our Student Stories blog series highlights the experiences of GreenFig students currently enrolled in our Digital Marketing Science course.  Here, we will introduce you to several current students, find out what drove them to GreenFig, what skills they are developing right now, and what they aim to achieve with their microdegree from GreenFig.

Fall 2017 Digital Marketing Science: Learning the marketing skills relevant to…… now

“If I had only known this back then…”

That was Jen Sharp’s initial thought when she reflects on the first half of her experience as a student in GreenFig’s Digital Marketing Science course.

Her second thought, “And now, if I could only work for one of these people.”

Before enrolling in the course this fall the former inside marketer at a healthcare software company wanted to broaden her skills and gain an understanding of higher-level business strategy. In her previous position, she was responsible for implementing tactical initiatives such as sending out campaigns, managing outside vendors, and handling logistics for tradeshows.

Jen says she did not have a deeply rooted understanding of skills areas such as SEO or content marketing and her company’s “strategy” often felt like throwing marketing darts at a board and hoping one lands.

While her degree is in project management, her skills and understanding of digital marketing were largely self-taught.

What she was missing, she says, was a higher-level view of how multiple marketing tactics coalesce to support a broader company-wide marketing strategy.

“Just in the short time I have been taking this course, I have already learned more than I did from my entire college degree,” Jen says. “The information is very relevant to what is happening and what you need to land a great position right now.”

Jen credits her industry instructors, many of whom are current CMOs, with helping her hone her technology skills and understand the importance of foundational aspects of marketing, such as crafting personas.

“The instructors go so in-depth,” she says. “When you wear a lot of hats you do not get to dive deep into SEO or content or whatever it may be. It is refreshing to learn from leaders that support what it takes to have a really good marketing program.”

Jen hopes to leverage her microdegree from GreenFig to land a marketing or sales position or a hybrid role, where she can apply her new skills in alignment. To that end, networking with her fellow students and with course instructors have been an unexpected bonus.

“I’m learning that marketing is extremely complex and changing on almost a daily basis,” she says, adding “If you are not keeping up, you are falling behind”.


Related Posts.

GreenFig Education Series Sneak Peek Week 4: Smarter Business Decisions

Introduction to GreenFig Education Series As part of GreenFig’s mission to enable lifelong learning and to accelerate skill development for high demand jobs with our microdegrees in applied business science, we are offering you a sneak peek into the GreenFig experience with our four week Education Series. We provide highlights from the Digital Marketing Science classes taught by Tracy Eiler, CMO of InsideView. She is a marketing pioneer who is passionate about shaping the next generation of marketers. She was recently named a B2B Demand Marketing Game Changer, and is ranked among the Top 30 Most Influential Women in B2B Marketing Technology. Ms. Eiler moonlights as a GreenFig instructor, teaching the same cutting edge topics that she’s advancing at InsideView, including how to align sales and marketing, define total addressable market, and determine ideal customer profiles. We’re excited to offer our blog readers a taste of the job-ready skills our students are gaining this fall to prepare themselves for high-trajectory careers in the digital economy. Putting it together: Turn Total Addressable Market into Closed Deals This is the fourth and final post in a four-part series explaining the concept of total addressable market and providing tips to help you begin identifying, gathering data on, and targeting your company’s TAM. Don’t forget to read part one’s overview of total addressable market, part two’s tips on defining your ideal customer profile, and part three’s tips for turning TAM into your target list. Why are these concepts – the notion of distilling your target market down to the granular level and putting them into practice - critical to growing your B2B business? The answer is simple: ROI. Companies who focus their efforts on these initiatives experience better return on their marketing dollar investment. Put Sales and Marketing to Work by Turning Total Addressable Market into Targets As you look to expand and grow, total addressable market (TAM) is also used to gauge the size of new markets to enter, to justify or expand investments in a current market, or to research new product opportunities. In every case, having an accurate view of your TAM is critical to making the best business decisions. Being able to visualize your market is a bonus that helps with defining and assigning territories, allocating field resources, and focusing marketing efforts. A good example comes from HgCapital, a private equity investor based in London and Munich, who says that “being able to tell a clear story of what truly defines a company’s addressable market is a great starting point for thinking creatively about where to invest for growth”. If, for example, your average contract value is expected to be $25,000 and the total number of potential customers in a market is 1,237, then simply multiplying those two values puts the potential market opportunity at roughly $31 million. If your TAM is inaccurate, even by a small margin, you might make the wrong go/no-go decision. Again, having a “clear story” of the TAM is critical to good decision-making, at every level, from an individual marketing campaign to a strategic business-changing initiative. If you missed the previous installments in this series, you can find them here: Part 1 Maximize Growth by Targeting Your Total Addressable Market Part 2 Ideal Customer Profile Brings Total Addressable Market into Focus Part 3 Put Sales and Marketing to Work by Turning Total Addressable Market into a Targetable List Blog written by Jyothsna Durgados See Tracy in Action GreenFig students not only learn these business-critical concepts, but execute them as well. Our course curriculum includes a mini-internship, providing each student the opportunity to run a real-world marketing campaign for a real-world company. Upon graduation, GreenFig students are then prepared with the skills and experience to make an immediate impact at work. Find out how how quickly you can gain the skills needed to thrive in the digital economy. Drop us a line. Paula Sansburn, COO

Thursday, July 19, 2018

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