#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
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Transcript of #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
![Page 1: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/1.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
#CNX14
CPA, CPC, CP…What?!The Non-Marketer’s Guide to Marketing
Matt Byrd
Senior Marketing Manager, Litmus
@mparkerbyrd
![Page 2: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/2.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
How I came to <3 email
![Page 3: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/3.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 4: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/4.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 5: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/5.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 6: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/6.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 7: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/7.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
My career path
![Page 8: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/8.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Nobody wants to be a digital marketer
![Page 9: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/9.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
What kids want to be when they grow up
• Police officer – 16%• Zookeeper – 14%• Firefighter – 13%• Doctor – 10%• “I don’t want to work” – 6%• Digital marketer – 0%
![Page 10: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/10.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
MarketingComputer ScienceVisual Communication
CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production
Digital Art
Chemical Engineering
FinanceAnthropology
GermanViolin PerformanceArchitecture
TheaterBroadcast
BiologyJournalism
Criminal JusticeMicrobiologyPolitical ScienceEconomics
ClassicsSecretarial Training
MusicIT
PsychologyFilm
The backgrounds of digital marketers
![Page 11: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/11.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
MarketingComputer ScienceVisual Communication
CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production
Digital Art
Chemical Engineering
FinanceAnthropology
GermanViolin PerformanceArchitecture
TheaterBroadcast
BiologyJournalism
Criminal JusticeMicrobiologyPolitical ScienceEconomics
ClassicsSecretarial Training
MusicIT
PsychologyFilm
53% of digital marketers have had no relevant, formal training.
The backgrounds of digital marketers
![Page 12: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/12.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“Email marketing is something I stumbled upon and kind of didn't expect to like it
as much as I do now.”Laura Manley
Email Marketing Team Lead
![Page 13: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/13.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“My first exposure to HTML was during a marketing internship. My boss gave me a ‘Teach Yourself HTML’ book and told me to ‘learn this.’”
Tommy GrimesEmail
Marketing Manager
![Page 14: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/14.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“There are still no real good courses. By the time something is a best practice, the course is still 3
years away from existing.” Dave Mossop
Manager, Interactive Marketing
![Page 15: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/15.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Key takeaway:None of us know what we’re doing.
We’re figuring it out as we go.
…And you can too!
![Page 16: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/16.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
What’s a digital marketer to do, then?
![Page 17: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/17.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
To navigate the ever-changing digital landscape…
1 2 3
Focus on networking
Read, read, read
to stay current
Realize you know more than
you think
![Page 18: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/18.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking
![Page 19: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/19.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
It’s the water cooler of our industry.
Follow (and interact with):• Thought leaders• Other marketers• Conference hashtags • Marketing brands/vendors
![Page 20: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/20.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
Not participating on Twitter at marketing
events =Skipping the reception at a wedding
![Page 21: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/21.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 22: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/22.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 23: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/23.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
MARKETING/STRATEGY• @kyleplacy• @litmusapp• @exacttarget• @meladorri• @unmarketing• @chadswhite• @email_expert• @jkrohrs• @mparkerbyrd
![Page 24: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/24.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
MARKETING/EMAIL DESIGN• @rodriguezcommaj• @KEVINgotbounce• @iamelliot• @becskr• @omgitsonlyalex• @yarcatt• @flcarneiro• @briangraves• @stylecampaign
![Page 25: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/25.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
Always follow up with people you meet!
![Page 26: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/26.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Real, living, breathing people
I am pretty introverted.
Talking to strangers is hard for me.
The worst things in the world are ice breakers.
![Page 27: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/27.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
TEDCNTACC
CHEESY ICE BREAKERS.
I HATE THEM.
![Page 28: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/28.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 29: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/29.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
![Page 30: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/30.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Real, living, breathing people
So let’s do one!
![Page 31: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/31.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Read to stay current
![Page 32: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/32.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
The first 15: Give yourself 15 minutes
Start each workday with 15 minutes of industry news and blogs.
Make it easy by using a newsreader, like Feedly
![Page 33: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/33.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
A few must-reads
http://blog.exacttarget.com
http://www.litmus.com/blog
https://www.campaignmonitor.com/blog
http://www.clickz.com
http://blog.kissmetrics.com
http://www.growthhackers.com
![Page 34: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/34.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
A few must-reads
http://www.marketingprofs.com
http://www.moz.com/blog
http://www.copyblogger.com/blog
http://www.unmarketing.com
http://www.searchengineland.com
![Page 35: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/35.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Some books that shaped my thinking
YOUtility – Jay Baer
Data Smart – John Foreman
Audience – Jeff Rohrs
Lean Analytics – Alistair Croll and Benjamin Yoskovitz
![Page 36: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/36.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
For basic technical skills…
You don’t need to be an HTML expert, but you should understand the fundamental concepts.
![Page 37: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/37.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Understand a lot; specialize in a little
![Page 38: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/38.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Pro tip: Bringing it all together!
If you particularly enjoy an author’s blog post or book,
tweet at them and let them know!
![Page 39: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/39.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Realize you know more than you think
![Page 40: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/40.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Be more concerned with qualities than specificknowledge
![Page 41: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/41.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
scrappy
![Page 42: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/42.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
goal-oriented
![Page 43: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/43.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
daring
![Page 44: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/44.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
curious
![Page 45: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/45.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
a sponge
![Page 46: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/46.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
on your toes
![Page 47: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/47.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
but above all else…
![Page 48: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/48.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
a human being
![Page 49: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/49.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Think about people first.Everything else will follow.
![Page 50: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/50.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Before we go…
![Page 51: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/51.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Pro tip: Get the most out of conferences
You are here to get ideas and meet people.
Make sure you do both.
![Page 52: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/52.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Pro tip: Get the most out of conferences
NewPeople
Short-term Wins
Long-termIdeas
![Page 53: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/53.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
Prizes!
$50Starbuck
sGift Card Session speaker
@mparkerbyrd
#CNX14
![Page 54: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/54.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Questions?
![Page 55: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/55.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
![Page 56: #CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)](https://reader035.fdocuments.us/reader035/viewer/2022062513/5562956ad8b42a68128b5127/html5/thumbnails/56.jpg)
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd