Learning path
Marketing Generalist / Executor learning path: everything to study, topic by topic
The hands-on marketer who runs a small team (or is the team). Executes content, community, events, email, landing pages, and partnerships with discipline. Moves the needle on pipeline instead of producing reports. Built for founders whose one marketer must ship, measure, and iterate weekly.
Short answer
To learn Marketing Generalist / Executor, work through 6 modules and 24 topics in the order they build on each other. It starts with Content Calendar & Production, then moves on to Community Management (IG / LinkedIn / WhatsApp groups) and Event & Webinar Execution. Use the map as a checklist, or measure your level and study only what is missing.
What you will study
Topics are grouped by module. Open one to see its objectives and key concepts.
1 · Content Calendar & Production4 topics
Editorial Calendar Discipline
Build and maintain a weekly/monthly editorial calendar that coordinates channels, owners, dependencies, and deadlines. Keep content shipping predictable even with limited resources.
Objectives
- Build a 4-week editorial calendar covering IG, LinkedIn, and email
- Assign owners and deadlines for each calendar slot
- Adjust the calendar when a launch is delayed
Key concepts
- weekly cadence
- channel mix
- content ownership
- deadline management
- calendar templates
Content Pillar Strategy
Define 3-5 content pillars aligned to buyer pain, product positioning, and brand voice. Use pillars to keep output focused on pipeline-relevant topics instead of random trends.
Objectives
- Define 4 content pillars for a B2B SaaS audience
- Map each pillar to buyer pain and funnel stage
- Kill a pillar that is not driving engagement
Key concepts
- content pillars
- audience pain points
- brand voice
- topic clusters
- message-market fit
Content Repurposing Workflows
Turn one piece of hero content into 8-12 smaller assets across channels. Design a repurposing system that a single marketer can operate weekly without burning out.
Objectives
- Turn a 30-min webinar into 10 social posts, 3 emails, and 1 blog post
- Build a repurposing checklist for a solo marketer
- Prioritize which formats to repurpose given limited time
Key concepts
- hero content
- atomic content
- channel adaptation
- repurposing system
- content multiplier
SEO Basics for Social & Blog
Apply fundamental SEO: keyword research, on-page optimization, meta tags, and social-platform discoverability (LinkedIn hashtags, IG keywords in captions). Drive organic pipeline without a full SEO team.
Objectives
- Pick 10 long-tail keywords a small company can realistically rank for
- Optimize a blog post for a target keyword
- Use LinkedIn hashtags and IG keywords to extend reach
Key concepts
- keyword research
- on-page SEO
- meta titles and descriptions
- social discoverability
- long-tail keywords
2 · Community Management (IG / LinkedIn / WhatsApp groups)4 topics
Engagement Cadence (IG / LinkedIn)
Define and hold a consistent engagement cadence: replies, comments, story interactions, proactive mentions. Build community habits that compound into follower growth and pipeline.
Objectives
- Design a 30-min daily engagement routine for IG and LinkedIn
- Set SLAs for comment and DM response times
- Measure whether engagement drives follower growth
Key concepts
- response SLA
- daily engagement blocks
- proactive commenting
- story interactions
- engagement log
Crisis Response in Comments
Handle negative comments, misinformation, and trolls without escalating. Use calm, factual, on-brand responses; know when to delete, hide, or escalate to leadership.
Objectives
- Respond to a viral negative comment in under 1 hour
- Decide when to delete vs. respond publicly
- Brief the CEO on a comment crisis in 3 bullets
Key concepts
- crisis response playbook
- troll vs. critic
- hide vs. delete policy
- escalation path
- brand tone under pressure
DM Outreach & Social Selling
Run compliant, respectful DM outreach that generates qualified conversations without feeling spammy. Balance volume with personalization and integrate with the sales pipeline.
Objectives
- Write 3 DM openers tailored to different buyer personas
- Measure DM-to-meeting conversion rate
- Hand off a qualified DM conversation to the AE
Key concepts
- DM opening lines
- personalization tokens
- handoff to sales
- volume vs. quality
- anti-spam discipline
WhatsApp Groups Management
Set up, moderate, and grow branded WhatsApp groups and broadcast lists. Keep spam under control, drive real engagement, and convert group members into pipeline without burning the list.
Objectives
- Write rules and moderation policy for a 500-person WhatsApp group
- Convert a broadcast list into qualified conversations
- Avoid WhatsApp bans by respecting platform policies
Key concepts
- group rules
- broadcast lists
- moderation rhythm
- opt-in discipline
- LGPD / WhatsApp ToS
3 · Event & Webinar Execution4 topics
Webinar Production End-to-End
Plan, produce, and run a webinar: topic selection, promo plan, registration flow, rehearsal, live delivery, recording, and post-event asset distribution.
Objectives
- Write a run-of-show for a 45-min product webinar
- Drive 300 registrations with $0 paid budget
- Turn a webinar recording into 5 on-demand assets
Key concepts
- webinar topic brief
- promo plan
- registration funnel
- rehearsal checklist
- live run-of-show
On-Site Event Logistics
Coordinate physical event logistics: venue, A/V, signage, badges, check-in flow, staff briefing, and contingency planning. Make the event feel effortless from the attendee's point of view.
Objectives
- Produce a 100-person in-person event with a 2-person team
- Build a same-day contingency plan for AV failure
- Brief volunteers in 15 minutes on event day
Key concepts
- venue walkthrough
- AV checklist
- check-in flow
- staff briefing
- contingency plan
Speaker & Guest Management
Recruit, brief, rehearse, and support speakers (internal and external). Protect the brand and the audience experience while keeping speakers happy enough to come back next time.
Objectives
- Write a 1-page speaker brief for a customer-panel session
- Rescue a speaker who is going off-topic mid-rehearsal
- Retain repeat speakers for future events
Key concepts
- speaker brief
- talk outline
- rehearsal discipline
- bio and promo assets
- speaker thank-you
Attendee Follow-Up & Pipeline Conversion
Design and execute the post-event follow-up that converts attendees into pipeline. Segment by engagement, route to sales, and send value-driven follow-up sequences.
Objectives
- Design a 3-email follow-up sequence that converts 10% of attendees to calls
- Segment attendees vs. no-shows with different sequences
- Route hot leads to sales within 24 hours
Key concepts
- engagement scoring
- follow-up sequence
- sales handoff
- no-show re-engagement
- on-demand recording
4 · Email Marketing Basics & Automation4 topics
Nurture Sequence Design
Design multi-email nurture sequences aligned to buyer journey stages. Mix education, social proof, and clear CTAs. Avoid over-emailing and respect unsubscribe signals.
Objectives
- Design a 5-email nurture sequence for a new lead
- Write 3 subject lines per email in the sequence
- Define exit rules when a lead books a call
Key concepts
- buyer journey mapping
- email cadence
- education vs. sales emails
- CTA progression
- sequence exit rules
List Hygiene & Segmentation
Keep the email list clean: remove bounces, re-engage cold subscribers, manage unsubscribes, and segment by behavior. Clean lists drive better open rates and protect sender reputation.
Objectives
- Define a sunset policy for cold subscribers (90+ days inactive)
- Segment a 20k-contact list by last engagement
- Run a re-engagement campaign and remove non-responders
Key concepts
- hard bounce
- soft bounce
- sunset policy
- segment by behavior
- re-engagement campaign
Deliverability Basics
Understand the fundamentals of email deliverability: SPF, DKIM, DMARC, sender reputation, spam triggers, and inbox placement. Diagnose why emails are landing in promotions or spam.
Objectives
- Audit SPF/DKIM/DMARC for a new sending domain
- Diagnose why open rates dropped from 30% to 10%
- Reduce spam-trigger words in email copy
Key concepts
- SPF
- DKIM
- DMARC
- sender reputation
- spam triggers
A/B Testing Subject Lines
Design and interpret A/B tests on subject lines: sample size, statistical significance, test duration, and iteration. Avoid false conclusions from small samples.
Objectives
- Design an A/B test on subject lines with 2000 recipients per arm
- Interpret a 2% lift and decide whether to promote the variant
- Set up a quarterly subject-line testing calendar
Key concepts
- A/B test design
- sample size
- statistical significance
- control vs. variant
- iteration cadence
5 · Landing Page & Copy Discipline4 topics
Copy Structure: Hook-Body-CTA
Write landing-page and ad copy using the Hook-Body-CTA structure. Start with a sharp hook, build the case with benefits and social proof, and close with a single, unambiguous CTA.
Objectives
- Rewrite a weak hero section using Hook-Body-CTA
- Cut a landing page that has 3 CTAs down to 1
- Write a hook that speaks to a specific pain in 10 words
Key concepts
- hook
- body (benefits + proof)
- single CTA
- headline discipline
- scannability
Conversion Rate Math
Model the landing-page funnel: traffic, visit-to-lead rate, lead-to-MQL rate, MQL-to-SQL. Identify which step is the bottleneck and where to invest limited time.
Objectives
- Model a landing page funnel with 4 stages
- Identify the bottleneck given conversion numbers at each stage
- Prioritize a test based on expected revenue lift
Key concepts
- funnel math
- visit-to-lead rate
- bottleneck analysis
- minimum detectable effect
- expected value
Form Friction Reduction
Reduce form friction: fewer fields, progressive profiling, smart defaults, inline validation. Balance lead quality with conversion rate for small-volume B2B funnels.
Objectives
- Cut a 10-field form to 3 without losing lead quality
- Implement progressive profiling across 3 form interactions
- Decide when to add a friction step (e.g., phone number)
Key concepts
- field count
- progressive profiling
- inline validation
- smart defaults
- quality vs. volume
Thank-You Page & Post-Conversion Flow
Design the thank-you page and immediate post-conversion flow: confirmation, next step, social share, upsell to a second CTA. Don't waste the moment of highest intent.
Objectives
- Design a thank-you page that offers a second CTA
- Embed a calendar booking flow after form submission
- Track conversions with pixels on the thank-you page
Key concepts
- confirmation clarity
- second CTA
- calendar embed
- social share prompt
- tracking pixel
6 · Partnership / Co-Marketing & Analytics Basics4 topics
Partner Outreach & Qualification
Identify, qualify, and open conversations with partnership candidates. Frame mutual value, propose small first experiments, and keep the relationship alive beyond a single campaign.
Objectives
- Qualify 10 potential partners and pick the top 3
- Write a partnership outreach email with mutual value framing
- Propose a minimum-viable first collaboration
Key concepts
- partner fit criteria
- mutual value pitch
- first small experiment
- warm intros
- relationship cadence
Co-Marketing Campaign Design
Design a co-marketing campaign with a partner: shared goal, asset ownership, promo plan, lead split, and measurement. Keep scope tight enough to ship in 4-6 weeks.
Objectives
- Design a joint webinar campaign with a complementary partner
- Negotiate lead-split rules and asset ownership
- Ship a co-marketing campaign in 4-6 weeks
Key concepts
- shared goal
- asset ownership split
- promo responsibilities
- lead split rules
- measurement plan
UTM Tracking Discipline
Apply consistent UTM conventions across campaigns, channels, and partners. Use UTMs to attribute pipeline and compare campaign ROI. Fix a broken UTM scheme without losing historical data.
Objectives
- Define a UTM naming convention for source, medium, campaign
- Audit broken UTMs across 20 existing links
- Attribute pipeline to partner vs. paid vs. organic using UTMs
Key concepts
- utm_source
- utm_medium
- utm_campaign
- naming conventions
- UTM builder / governance
GA4 Analytics Basics
Set up and interpret GA4: events, conversions, audiences, traffic sources, and key reports. Answer the founder's weekly question ('where did this lead come from?') without a data analyst.
Objectives
- Set up 5 GA4 conversion events for a B2B site
- Build a weekly GA4 dashboard for the founder
- Explain a 30% traffic drop using GA4 reports
Key concepts
- GA4 events
- conversion setup
- audiences
- traffic source reports
- GA4 vs. Universal Analytics
Levels: Junior, Mid, Senior, and Expert
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Frequently asked questions
Where should I start studying Marketing Generalist / Executor?
Start with Content Calendar & Production: Editorial Calendar Discipline, Content Pillar Strategy, and Content Repurposing Workflows. The map orders topics by what they depend on, so each one prepares the next.
How long does a full Marketing Generalist / Executor assessment take?
A full assessment of this path takes about 48 minutes. Study time depends on where you start; a diagnostic shows which topics you can skip.
Do I need an account to use this page?
No. The map, objectives and key concepts are open. You only need an account to be measured, get your gap by topic and receive a plan.