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Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go. —Seth Godin
Our technical marketing track will train you to become a comprehensive digital
marketer: performance and content marketing, plus a focus on generating actionable insights from data analytics.
Marketing is about anticipating a customer’s needs and then creating the opportunity for a sale to occur. Today’s digital marketers are tasked with designing campaigns that speak to multiple audience segments, inspiring them into action, and measuring the results to make data-fueled business decisions.
Marketers in the innovation industry are scrappy, creative, and agile—able to drive big growth on a small budget and with limited resources. Our technical marketing track will train you to be a self-sufficient marketer, whose aim is to help a company increase their customer base by a factor of 10. Lesson delivery focuses on relevant industry tools like Google Analytics, Adwords, and Mailchimp. You’ll get hands-on experience with SQL queries and implement SEO best practices on your own landing page and customized blog. To deliver on these goals, you’ll learn content and inbound strategies to organically improve your rankings.
KEY SKILLS AND CAPABILITIES
• Email marketing and landing page optimization• Best practices for inbound and outbound marketing plans • Working with analytics platforms and SQL
• Placing, testing, and optimizing paid advertising
• Improving website visibility through content development and targeted keyword usage
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“
I literally use the skills I learned at Startup
Institute every single day of my life. Before, I was
digitally lagging; I didn’t even know what HTML/
CSS was, nor SEO, or anything associated with
technical marketing. But I dug in, drank from the
fire hose, and became a sponge. I now use the
technical skills every day in my current position.
Additionally, Startup Institute gave me a network
of fellow marketers who I can turn to when I
need help or answers on the job. It’s all been
extremely valuable.
8-WEEK INTENSIVE PROGRAM
8-WEEK INTENSIVE PROGRAM
Week 1 2 3 4 5 6 7 8 Technical Marketing Curriculum Core Curriculum Networking & Immersion Activities Curriculum overview Marketing plan Introduction to wordpress HTML/CSS Design for
conversion Search engineoptimization Analytic platforms Inbound sales & marketing Paid placements Content & email marketing Social media Inbound challenge Advanced analytics Structured query language Track project
presentations The integrated team: cross-track knowledge share Introductions and program overview Your résumé is a story Immersing yourself in the tech community Startup growth & fundraising Innovation culture Event networking Alumni Q&A panel Communication styles Get to know your hiring partners Ideal job description & positioning statement Résumé/ LinkedIn workshopping Mentor sessions Your personal narrative Pipeline to follow-up Mentor sessions Situational leadership Interview styles Mock interviews Mentor sessions Network assessment & action plan Negotiating salary & equity Mentor sessions
How to give & receive feedback Mentor sessions Public speaking workshop Pitch practice Mentor sessions The alumni experience Onboarding to digital alumni career tool Mentor sessions Fireside chats Alumni happy hour Fireside chats Coffee chats Fireside chats Coffee chats Fireside chats Coffee chats Hiring Partner Fireside chats Coffee chats Fireside chats Coffee chats
Open Doors Partner project Fireside chats Coffee chats Talent Exposition Introverts and extroverts Introduction to EQ Pitch practice
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COURSEWORK
Pre-work: Content & Coding
The introduction to technical marketing begins before the program starts. Your first assignment will be to set up a Wordpress website, publish two blog posts, and complete an introductory HTML/CSS online course.
Marketing Plan
We kick off the immersive with a tour of the “marketing plan,” and break down the components of developing a strategy from the ground up. We’ll discuss PR and branding, social media, content and SEO, and paid search to discover how these pieces come together to create an effective marketing mix. You’ll learn the key
differences between B2C and B2B marketing and gain real-life experience developing marketing plans for local companies.
Introduction to Wordpress
This is your chance to debrief on the work you completed pre-program. You’ll troubleshoot challenges you faced and explore Wordpress functionality alongside a skilled content marketer. This session will develop your understanding of content optimization best practices and how to utilize native tools.
Blogging
Diving deeper into Wordpress, you’ll discover the technical aspects of content development, learning how to create visually appealing content and optimized blog posts using HTML/CSS.
Design for Conversion
The best marketers keep their finger on the pulse of the human psyche to drive engagement. Learn to leverage data intelligence to design conversion-optimized webpages for a specific marketing campaign. A/B test your pages to strengthen performance and analyze existing landing pages for improved performance.
Search Engine Optimization
Learn tips, tricks, and best practices for boosting your company’s rankings for organic search, while gaining a high-level understanding of how SEO fits into an inbound marketing strategy. We’ll discuss the nonstop evolution of the SEO landscape and proven tactics.
Analytics Platform
This session will teach you to measure the performance of your digital marketing efforts using Google Analytics.
Inbound Sales & Marketing
Learn the different elements that make up an inbound marketing campaign and why inbound marketing is so effective for high-growth companies. Understand the role that content and social media play in inbound marketing and sales. Then, apply these skills to create and present a landing page.
Advanced Analytics
Dig deeper into Google Analytics by engaging with advanced features, including creating custom dashboards, mobile tracking, multi-channel funnels, and filters.
Paid Placements
Explore the different types of online ad platforms and how to assess which platform is right for a particular situation. Compare benefits and features alongside overall marketing strategy, understand best practices for each, and know how to measure results.
Structured Query Language
Marketers need to be able to segment their databases to draw meaningful conclusions about customers. Practice running SQL queries to be more insightful and self-reliant—without the need for a developer.
Content & Email Strategy
Learn to develop a content and email marketing strategy from scratch and analyze and optimize the results. Gain experience in data capture, segmentation, and content planning.
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TECHNICAL MARKETING GRADUATES ARE EMPLOYED BY:
Practical Learning Activities:
• Inbound Challenge • User Persona Challenge
Track Deliverables
• Wordpress blog
GET IN TOUCH
Want to talk? We’re here to answer your questions and help you determine if our program is right for you.
Katie Bickford
Director of Admissions
katie.bickford@startupinstitute.com
Ben Yudysky
Admissions Team Lead ben@startupinstitute.com
Global HQ 50 Milk Street Boston, MA 02109 USA startupinstitute.com info@startupinstitute.com 888-425-5557
