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Master Class Library
Master Classes are live virtual events featuring your favorite Inbound Professors and their guest industry experts. Learn advanced techniques and topics that build on the frameworks you've learned in our certification courses.
Michael Redbord: From Funnel to Flywheel
May 7, 2018
In this master class, Mark Kilens, VP of Academy, will be joined by Michael Redbord, GM of HubSpot’s Service Hub, to teach you how to rethink the marketing, sales, and services organizations in your business, and learn from exemplary companies that are turning customers into advocates.
Dylan Sellberg, Facebook Messenger
April 20, 2018
In this HubSpot Academy Master Class, join Product Manager, Dylan Sellberg, and Inbound Professor, Jorie Munroe, to learn an inbound approach to using Facebook Messenger to capture, engage, and develop meaningful, 1:1 relationships with your visitors.
Gil Roeder, Digital Advertising
April 19, 2018
Join HubSpot Academy social media professor Crystal King and Gil Roeder, director of the HubSpot Center for Inbound Advertising for a discussion on the latest social media advertising strategies.
Vittorio Banfi: Designing Bot Experiences
April 6, 2018
Chatbots offer up innumerable opportunities for marketers to create impactful, one-to-one experiences for their audience. With a renewed focus on the vast potential of conversational marketing, marketers and entrepreneurs the world over are learning the dos and don'ts of building bot experiences that leave a lasting impression and build brand value.
Brian Bagdasarian: Inbound Messaging Framework
March 13, 2018
It's easy for marketers to misuse new marketing channels, doing more harm than good for their marketing strategy. Outbound, disruptive marketing is easy after all. Inbound, on the other hand, takes diligence and empathy for your audience. As you take on the brave new world of chatbots, we want to prepare you with the knowledge you need to deliver value through one-to-one message.
Michael Redbord: Inbound Customer Success
February 20, 2018
Somewhere along the way, we lost our focus on customer success and took a more short sighted
battle against the support queue
approach. It's time to kill the queue, and enable customer success teams to be proactive in supporting your customers and take responsibility for their success. Only then, will you cultivate promoters and grow your business through inbound customer success.
The Role of Bots in Marketing
February 13, 2018
You've probably heard: Bots are the future. In fact, if you're wondering today whether or not your business should create a bot, the answer is likely a resounding "yes." The question is - where do you start? Bots offer unlimited opportunities to automate and accelerate digital interactions with your prospects, customers, partners, and even employees.
Ryan Deiss: Conversational Sales
February 8, 2018
The sales team of the future will need to be comfortable communicating, and even closing deals through newer media channels such as chat and Facebook Messenger. Join founder and CEO of DigitalMarketer, Ryan Deiss, to learn how to use Facebook Messenger, HubSpot Messages, and other chat apps to close more deals.
HubSpot's Lead Nurturing & Automation Manager
January 30, 2017
As you develop your lead nurturing and automation strategies for 2018, you'll need to think carefully about those key actions that demonstrate when a prospect is ready to talk to your sales team. In this master class, you'll learn how to plan and iterate on a lead nurturing strategy that delivers the right leads, at the right time, to your sales team. Join HubSpot's lead nurturing and automation team manager, Marwa Greeves, to learn advanced lead nurturing and automation strategies.
Larry Kim: Unicorn Marketing
December 12, 2017
What’s a marketing unicorn, you ask? It’s one of those magical campaigns that’s so effective it performs in the top 1-3% of all marketing campaigns. Marketing unicorns are so special that, even though they’re rare, they end up delivering almost half of the value of your overall marketing efforts. Join Larry Kim, CEO of MobileMonkey, Founder of WordStream, and top columnist at Inc.com for deep-dive into "unicorn marketing" the art and science of getting unusually great results across every marketing channel
HubSpot's Marketing Team on Full-Funnel Paid Advertising
December 7, 2017
It turns out, paid advertising can be employed with finesse to accelerate virtually all parts of your marketing funnel. Whether you're using YouTube ads to run brand awareness campaigns in a new region, or Facebook's lead ads to run account-based marketing campaigns for your sales team, inbound marketers are learning how to redefine advertising in the age of inbound.
Noah Kagan: Blogging for Growth
December 1, 2017
There's more to blogging than just, well, writing blog posts. Your blog can deliver compounding interest for years to come, solidify your place in search rankings, and set your brand apart from competitors. Not so fast - it takes diligence, consistency, and empathy for your readers to create a blog that makes an impact for your company. To help us learn how to blog for business growth, we've invited Noah Kagan to the master class stage.
HubSpot Research: Content Consumption Trends
November 14, 2017
HubSpot Research analyzed the digital habits of over 3,000 consumers to gain insights into the future of digital content consumption. Join Principal Research Analyst, Mimi An, to learn
how consumers in different age groups learn about, research, and buy products and services.
Paul Roetzer: Marketing in the Machine Age
November 7, 2017
Machines are not going to replace marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance.
Daysha V. Edewi: Crafting Viral Content
September 21, 2017
One of the tenants of inbound marketing is creating remarkable content - content worthy of being remarked upon, that is. Creating that shareable, likeable, I-have-to-show-my-friend-this content isn't easy. That's why we asked our friends at Buzzfeed to teach us a few tricks of the viral trade.
Learn from Buzzfeed Video Producer, Daysha V. Edewi, how to craft viral media.
Eric Enge: SEO for Video
August 24, 2017
Join Eric Enge, founder and CEO of the award-winning Stone Temple digital marketing agency. Eric
co-authored "The Art of SEO" with MOZ Founder, Rand Fishkin, a widely used textbook in many university courses.
During this master class, you'll learn how to harness the power of massive video search engines like YouTube and Google Video with SEO for video.
David Meerman Scott: Owning Your Content Marketing
August 7, 2017
Join renowned marketing and sales strategist, keynote speaker, and international best-selling author of
The New Rules of Marketing & PR
, David Meerman Scott to learn how to balance investment in owned and rented content marketing, and why owning your content marketing distribution channels can future-proof your strategy.
Charles Duhigg: The Secret Power of Setting SMART Goals
June 22, 2017
High performing sales and marketing teams work as one unified revenue team. When their goals, processes, and technology are aligned, marketers and salespeople can achieve outsized growth for their organizations. In this class, Kyle Jepson invites Pulitzer prize winner and New York Times best-selling author, Charles Duhigg to discuss setting SMART goals for sales and marketing teams.
Whitney Johnson: Companies Don't Disrupt, People Do
May 16, 2017
In this master class, come prepared to be inspired and learn what it takes to apply disruptive thinking to your own career. What is disruptive innovation in the context of your own career? Learn from best-selling author, speaker, coach, author, former investor, wife, and mother of two, Whitney Johnson how you can find meaningful work/life balance while challenging your personal status quo.
Michael Aagaard: Demystifying Conversion Rate Optimization (CRO)
May 11, 2017
Conversion rate optimization (CRO) is a systematic approach to increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. HubSpot Academy CRO Professor Joel Traugott invites Unbounce Senior Conversion Optimizer Michael Aagard to debunk some of the most common myths around conversion rate optimization for digital marketers.
Jamie Shanks: How to Train Your Sales Team on Social Selling
April 25, 2017
What gets measured, gets managed, right? For most sales organization, social selling starts out as a few "hacks" or one-off tactics that show results. The better the results, the more likely other reps on the team are to join in and innovate on their own. So how do you turn one-off tactics into a framework that you can train your team? Even more importantly, how to measure the impact that these tactics have on your goals?
IBM Watson: The Not So Distant Future of AI in Digital Marketing
April 18, 2017
In a recent research report, HubSpot Research found that Artificial intelligence (AI) technologies are already widely used today - people just don’t realize it. In fact, of the 1,400 consumers we surveyed, 63% of them didn't realize they were already using AI! Join our panel of experts from IBM Watson, HubSpot Research, and Equals3 to see what digital marketing and AI looks like today, and where we're heading in the future.
Steve Bookbinder: Pipeline Management for Sales Managers
March 28, 2017
Being a sales manager requires managing a lot of moving parts. When you manage sales, your role is to strategize, support, and sell the vision to your sales team. Every now and then, you need to take a step back and reassess where your sellers are focusing their time and effort.
Join Steve Bookbinder, CEO of HubSpot Sales Advisory Partner DMTraining and HubSpot Academy Inbound Sales Professor Kyle Jepson to learn the tenets of pipeline management.
Tom Shapiro: Using Neuroscience to Optimize the Customer Acquisition Process
February 21, 2017
Bombarded with 3,000–5,000 marketing messages daily, we are faced with information overload, putting a tremendous strain on our brains to figure out what to pay attention to and what to ignore. With so much noise all around us, our minds automatically turn off and dismiss much of the marketing that’s targeting us. Just by knowing how the brain works and what it's programmed to like and dislike, you'll improve your marketing results drastically.
Sujan Patel: Growth Marketing for Content Marketers
February 14, 2017
New channels of communication are frequently coming out to surface. Facebook, Twitter, Instagram, Pinterest, SnapChat, and so on are becoming dominant channels for sources of information. The old-school digital marketing players, like SEO, PPC, display, and retargeting, and email marketing, are still important, but they’ve become increasingly more crowded, making it harder to stand out.
David Hoffeld: The Science of Asking High Gain Questions
January 18, 2017
In sales, there are three distinct “layers” or “levels” of questions you can ask. Each level is built on the previous one, and together will guide you in creating dynamic follow-up questions.
Asking layered questions is a straightforward process. In this Master Class, you'll learn from Chief Sales Trainer, David Hoffeld of the Hoffeld Group and HubSpot Academy Inbound Professor, Kyle Jepson, the science of layering sales questions and driving commitments from your prospects.
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Eugene Woo: How to Create & Use Beautiful Infographics in Your Inbound Marketing
September 27, 2016
Infographics are an great way to present information. When you combine data visualization, contextual information, and engaging graphics, it's much easier to capture and maintain the attention of your audience. However, creating well-designed infographics that actually help increase your traffic can be quite the process. With so much information, where do you start? What colors should you use? Which data should you represent?
Chelsea Hunersen: How to Future-Proof Your Social Media Marketing Strategy
June 23, 2016
Social Media Marketing is no longer an emerging channel - it's a vital part of every marketer's inbound marketing strategy. Social networks have changed the way buyers shop and learn about new products and services. As the social media landscape continues to evolve, how can busy marketers separate "trends" from must-have tactics?
Isaac Moche: Email Marketing: How To Cut Through The Noise
December 2, 2015
Contrary to popular belief, email marketing is more popular than ever. In fact, 76% of marketers say they use more email than they did three years ago. Breaking through the inbox clutter means that your recipients get tangible value every single time they open an email from your company. After this master class, your marketing emails will be a welcome sight in your recipients inboxes.