The skills that make you a good CEO can hurt you when trying to lead a digital marketing team. In this first lesson we'll discuss how CEOs can effectively lead their Marketing teams without letting those CEO skills get in the way.

Winning at digital marketing doesn't require following a formula but instead requires finding your competitors weaknesses and destroying them.

We hear a lot about the importance of "product-led" vs "sales-led" strategies in Marketing. Both of these approaches have their strengths, but successful marketing in a competitive world requires the ability to see the world through the eyes of the customer.

You can't argue with the math and knowing the math is important for managing all digital marketing campaigns. How much is a click worth? How much can you afford to spend to get that click? Understanding what drives this math is critical to evaluating digital marketing campaigns.

Conversion Rate Optimization (CRO) is a tricky thing. Do you know why a really high conversion rate is as troublesome as a really low conversion rate? Learn how to balance growth with CRO.

It should never be difficult to measure the effectiveness of your digital marketing team, but it's important to align those measures of success in an ROI framework.

A-B testing is one of the most powerful digital marketing tools we have. There's no need to guess when we can test instead. But, A-B testing is both costly and difficult. Here's what the CEO should understand about how best to use A-B testing and some of its limitations.

Search engine traffic to your site is critical to your profitability. Most CEOs avoid SEO because results are difficult to achieve and not guaranteed. That's true, but the skills CEOs use to win are really important toward making the SEO strategy effective.

Marketing automation is a great way to push your message but it only works if people read the emails. Email open and click through rates continue to fall. Learn how to optimize for engagement with your Marketing Automation program.

The key to digital marketing is measurement Google Analytics is important to every digital marketer. CEOs need to understand how to cut through all that data and focus on the essential measures of success.

Social Media has enormous potential but at the same time it's the single misused digital marketing tool. Teams need to see social media as a tactic, not a strategy in and of itself.

CEOs don't need to know the nuts and bolts of PPC advertising, but they do need to know how to understand their team's performance and watch out for the profitability gotchas.

Online chat at the office is an important tool but it's also causing massive distractions for your team. The CEO needs to set the standard for company communications. Slack, and other online chat functions, require some CEO leadership in order to make this tool effective.

Content is the fuel that makes digital marketing go. But not all content is created equal. Creating great digital content is critical and something CEO's need to lead.

Good digital marketing experts need a unique blend of skills and talents. It's not enough to simply have digital experience, you want to make sure that your candidate possesses a few critical skills.