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Today’s Marketers Have to Be More Agile than Ever Before.

From the desk of Ryan Deiss
December 14, 2021

Fellow marketer,

Before reading any further, there are 2 terms you should know…

Generalists: those who can do a little bit of everything. (I.e. your typical “Jack of all trades, master of none.”)

Specialists: those who choose a single specific route and focus their work only in that area. 

Now that you know them, I want you to FORGET about becoming either of them…

…because one thing is certain in marketing today:

Generalists & Specialists Are Extinct...

If that seems harsh, consider where your customers or clients are coming from:

Because they can only speak to their particular skill, specialists are limited in their abilities.  

And generalists, while capable of leading marketing teams through campaigns, don’t have time to keep up with new strategies and test-worthy trends emerging every day. 

So what’s the happy medium?

Someone who’s able to link the core areas of digital marketing with expertise in about 1-3 of them, and can create a holistic strategy. 

Otherwise known as…

What Exactly is a "T-Shaped" Marketer?

Every single facet of digital marketing can be used to inform the marketing strategy of another. 

For example, you can use:

  • Facebook Ads to build a larger email list… 
  • Email to encourage people to join your community…


  • Community conversations to inform your content calendar. 

In fact…

There are endless ways to connect all the skills in digital marketing: 

A content marketer has perfected the art of growing an audience through organic traffic strategies. 

But a T-shaped content marketer can take their content and use it to build a full-fledged marketing plan by incorporating…

  • Keyword research to determine which blog post topics to rank for
  • Data and optimization tactics for updating content and staying relevant, and
  • Social media sharing to build authority and brand awareness

In another field, a copywriter is tasked with writing promotional copy for email, paid ads, and products. 

But a T-shaped copywriter knows the exact language that reaches their intended audience by understanding…

  • Email Marketing best practices
  • The stages of the Customer Value Journey
  • Community Management

And that’s where the picture starts to get a little bit clearer.

As a marketer, you already know what you’re especially good at or passionate about (this is the bottom of your T). 

You might even have a broad idea of each digital marketing discipline (the top of your T), but not enough confidence to build a full marketing plan or offer those services to clients. 

But T-shaped marketers have a competitive edge because they combine the strengths of generalists and specialists.

So that you can be a “Jack (or Jill) of all trades,” and master of whatever you choose!  

And this concept doesn’t ONLY apply to digital marketing. You see it in musicians, artists, and even athletes.

T-Shaped Marketers & Personal Marketability

Ever wonder why the best of the best professionals seem to be involved in countless other endeavors?

Star athlete Serena Williams isn’t just one of the best tennis players EVER. She’s also an accomplished entrepreneur with her own clothing line and a seat on Survey Monkey’s Board of Directors.

Ben Affleck isn’t just one of the most bankable actors in the world. You might remember he won an Oscar for co-writing Good Will Hunting with Matt Damon. And remember Argo, the Best Picture winner of 2012? Affleck directed it.

Daymond John isn’t just the billionaire creator of FUBU. He served as President Barack Obama’s Ambassador of Global Entrepreneurship and has invested in numerous businesses through his role in Shark Tank.

What do these three people all have in common? Personal marketability.

All of them have expertise in one area of their professional lives—tennis, acting, apparel—but they didn’t stop there. They became proficient in other areas like fashion, filmmaking, and investing.

As a marketer, you’re more attractive to potential clients and employers when you AREN’T just an expert in one particular area…

But when you can contribute in MANY areas of marketing.

AKA: agility.

For example, email marketing may be your first love, and what you’re best at. But you’d be more marketable if—in addition to sending outstanding emails—you are also able to build the funnel, write the landing page, and analyze the results of your campaigns.

If you want your marketing to be as top-notch as possible, you need to develop a FULL toolbelt of transferable skills before dedicating yourself to a specific offering. 

And that’s why we created…

Digital Marketing Mastery

This course is hands down, the most comprehensive digital marketing training in the industry today. 

We start by making sure you get crystal clear on the most important part of any digital marketing plan: 

Your customers. 

And to do that, we kick things off by mastering 3 foundational topics:

  • The Customer Avatar Canvas – WHO your ideal customers are
  • The Core Message Canvas – WHAT your business offers to your customers
  • The Customer Value Journey – HOW your customers interact with your message

Then, with instructors who are T-shaped marketers themselves, we’ll take an in-depth look at the core digital marketing competencies, including:

  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • Community Management
  • Digital Advertising
  • Data & Optimization
  • Search Marketing

Furthermore, the instructors relate each specialty back to the stages of the Customer Value Journey so that you can see how all areas of digital marketing do their job of attracting, converting, and ascending customers. 

Not just once, but as a machine that turns your prospects into leads, and leads into customers.

After earning your Digital Marketing Specialist Certificate you’ll have the tools to effectively reach your (or your clients’) target audience through a full-scope marketing strategy.

Your Path to Becoming a Marketing MVP

Up to now, our newest and most comprehensive marketing course was only offered for a limited time to new DigitalMarketer Lab subscribers. 

But now, we’re making it available to purchase on its own for the lowest price it will ever be. 

Meaning there will never be a better time to become a T-shaped marketer who can confidently:

  • Create a marketing strategy from A-Z for yourself and your clients
  • Lead a team of marketing professionals who understand how their roles work together
  • Collaborate with colleagues to create winning strategies that form a cohesive marketing plan

The Digital Marketing Mastery Certification is your competitive edge, and the pathway to bigger and better opportunities. 


With our engaging and instructional approach to marketing training, a newly-minted T-shaped marketer like you might be tempted to quit your day job for the greener pastures of SEO or Community Management.

But even if you don’t, you’ll know precisely how to implement those respective skills into your existing or desired marketing profession. 

And We Want To Give It To You (A $995 Value) For FREE

Up to now, our newest and most comprehensive marketing course was only offered for purchase at a reasonable $997…

But we want to give it to you for free.

Now, before we get into WHY, let me ask you a question…

Do you ever find yourself Googling your way through marketing?

Or maybe it’s that one Youtube channel you love…

Or even that Facebook group you’re a part of…

If you’re constantly on the search for the answers to solve your marketing problems…crossing your fingers and hoping the person you are listening to knows what they are talking about…you’re not alone.

For the better part of my career, that’s what I did, too.

And for a while, it worked.

But as my business grew and marketing became more complicated, “winging it” just didn’t cut it anymore.

Now don’t get me wrong.

It’s great to have access to so much information, but if you’re anything like me, you’re living in a constant state of information overload. Drowning in content and you’re not even sure where to start.

But wouldn’t it be better if there was one place that had everything you ever needed?

I thought so too, so I did something most business owners only dream of…

I assembled my entire team (and we have a lot of really smart people) and for the last 9 years, I’ve had them carefully systematize each and every aspect of their job…

PLUS I’ve brought in a trusted faculty of leading digital marketing experts to share exactly how they get results, too.

When we we’re done, we had it.

…A one stop shop for all marketing knowledge
…A searchable database of step-by-step trainings and checklists
…A community of peers where you can get answers to all your most pressing questions

It was our own private marketing laboratory.

So when we released it to the public, that’s exactly what we called it…

Introducing... DigitalMarketer Lab

We created DigitalMarketer Lab to give you everything you need to be a successful modern marketer and nothing you don’t.

There’s no theory and absolutely no fluff, just the templates and checklists you need to get marketing done.

So if any of the following tasks are on your marketing to do list…

  • Launching a new Facebook or Google ad campaign…
  • Creating an email followup series…
  • Building a landing page…
  • Launching a brand new offer product…
  • Setting up a retargeting campaign…
  • Creating a content marketing plan…
  • Defining your customer avatar…
  • Architecting a sales funnel…
  • Designing a new homepage…
  • And much, MUCH more…

…then DigitalMarketer Lab is for you.

Ready To Make Marketing Easy?

Activate Your Account for Instant Access to:

PLUS Claim Your Copy Of Digital Marketing Mastery (A $995 Value) Absolutely Free!


Look, I’m No Bill Gates, Warren Buffet, or Sara Blakely…

…but I’ve done pretty well.

I don’t like to brag about how much money I make and you’ll never see a picture of me standing in front of a Lamborghini…

But I’ve done well enough that I don’t have to.

More importantly, my companies have done well…

They’ve done VERY well.

To date, my partners and I have started 13 companies, advised and acquired dozens more, and have been involved in literally hundreds of successful exits.

We created the largest marketing event in North America…

We’ve grown 5, 8-figure businesses…

We’ve had 3 companies on the Inc 500 list simultaneously. And…

We literally wrote THE book on digital marketing.

Over the years, we have directly advised hundreds of CEOs and entrepreneurs on how to grow and scale their companies.

And if you count up everyone who has purchased one of our products or attended one of our events, you could safely expand that influence to many tens of thousands of marketers and entrepreneurs.

Including the likes of Uber, HarperCollins, Keap, Maropost, and Shopify.

I Don’t Say Any of This to Brag…

In fact, any astute business person will be quick to point out that, it’s not how much you make, but how much you keep that matters.

And I agree.

Fortunately, the systems we built not only allowed us to grow and scale, they also dramatically increased our profits and margins.

In other words, we actually KEPT more money.

But we also decided to not KEEP all our secrets to ourselves.

We have taken ALL our systems and checklist…

EVERYTHING we have used to grow hundreds of businesses…

And open sourced them to other business owners, entrepreneurs, and marketing professionals.

We call it DigitalMarketer Lab (or DM Lab for short) because that’s exactly what we are…

A business growth “laboratory” where we get to test out new and interesting marketing ideas…

And share the winners AND losers with you..the good, the bad, and the ugly.

Frankly, DigitalMarketer Lab Truly is an Unfair Advantage For Any Marketer.

Whether you’re a beginner looking for a place to start or a seasoned marketer looking to up-level your skills, DigitalMarketer Lab has everything you need to get marketing DONE.

Virtually every aspect of marketing, promoting, and growing your business (the exact same stuff we used to grow ours)–documented in step-by-step detail for all to see.

Our goal is simple: We want to help double the size of 100,000 businesses.

And over the past decade we’ve helped 126,000+ markets and companies improve their marketing including the likes of Uber, HarperCollins, Keap, Maropost, and Shopify.

Not to mention, these are the exact same trainings and tactics we use internally across our portfolio of companies that has led to 5 businesses scaling to 8-figures and 3 ending up on the Inc 500 list simultaneously

And we want to share it all with you.

Membership comes with everything a modern marketer could need, including:

  • Up-to-date trainings so you’re always one step ahead of the competition
  • Proven step-by-step playbooks so even complex tasks get done the right way, the first time
  • A community of peers so you never have a question that goes unanswered again

PLUS access to Digital Marketing Mastery (A $997 Value) Absolutely Free!

I May Be Crazy...But I’m Not Stupid

You might be asking yourself, ‘what’s the catch’?

Well, it may not come as a surprise, but I do have a sneaky, ulterior motive for making this offer.

One of the challenges we’ve had in the past is that because DigitalMarketer Lab is so comprehensive, new members didn’t know where to start.

The volume of content is helpful once you know where to look, but in the beginning it can feel overwhelming.

Also, many of our new members simply lacked the foundational, full stack marketing knowledge to get the most out of their membership.

In other words, they were “I” shaped instead of “T” shaped.

So by including Digital Marketing Mastery, we’re not only ensuring you have a clear and obvious starting point, we’re also ensuring that you’ll have the full stack marketing knowledge you need to fully benefit from your membership.

Which for us, means you’ll stick around longer, have more success, and tell more people about us.

Your success is our success, so we know that by investing in your success, our investment will more than pay for itself.

Now, if for some reason Lab isn’t a fit, that’s ok, too.

There are no contracts or obligations, you can cancel at any time.

Fair enough? Good.

As soon as you create your account, you’ll get instant access to the entire DigitalMarketer laboratory…

…All of our Playbooks, workshops, checklists, community, discounts, and more.

Plus your free access to the flagship Digital Marketing Mastery training and certification will be right there waiting for you.

It’s that simple.

So go ahead and click the button below to get started today.

And welcome to the DigitalMarketer family!

Talk soon,

See What Others Have To Say About Lab…

DigitalMarketer is the reason I know that my future is in marketing. My original business (The Dojo) has created marketing campaigns using the material in Lab that allowed us to grow from $0 to $500k in revenue in just 3 years.
Kyle Porter
Owner, GuidePost Marketing
Long story short, because of what I've learned through DM and a bit of tenacity, I've succeeded in edging my way into an educational organization I LOVE. I have moved through the ranks of this organization all the way from student to marketing consultant.
Christina Estrada
Fractional CMO, SEO DFY
I would like to say a huge thank you to Ryan and the DigitalMarketer team for this fantastic resource & community. The value DigitalMarketer Lab offers is unmatched. I'm super proud to be part of this community. Thank you so much.
Uzair Kharawala
Partner, SF Digital Studios

Retail Price: $995

Get This Course For FREE (When You Join Lab)


Still On The Fence?

Take A Look At Everything You Get Inside Of Lab...

36+ Marketing “Playbooks” That GET STUFF DONE
36 (and counting) actionable, step-by-step checklists that produce specific results and allow you to understand and implement complex marketing tactics with ease and speed. Including:
Facebook Ads Playbook
How to leverage Facebook to quickly (and cheaply) launch, test and scale your traffic campaigns

Retail Price: $27
Included with Membership
Google Ads Playbook
How to set up a Google Ads account and launch a new Search Campaign—budget, bidding, and all

Retail Price: $27
Included with Membership
Email Follow-Up Campaign Playbook
Plan and create a follow-up campaign to help you win back customers and increase overall engagement

Retail Price: $27
Included with Membership
Editorial Calendar Playbook
Create an editorial calendar that will streamline your content creation and maximizethe amount you’re able to crank out on a regular basis.

Retail Price: $27
Included with Membership
Landing Page Builder Playbook
Learn the 15 key elements every successful landing page needs and build out a page that is ready to generate email opt-ins and sales for your business.

Retail Price: $27
Included with Membership
Promo Calendar Playbook
Build a promotional calendar that roadmaps your customer communication to keep it consistent across all channels and media.

Retail Price: $27
Included with Membership
Product Launch Playbook
How to from nothing to launching a new product—and getting your first customer

Retail Price: $27
Included with Membership
Funnel Builder Playbook
Build and launch a marketing funnel that drives leads and conversions and gets your customers to keep coming back

Retail Price: $27
Included with Membership
Email List Builder Playbook
The roadmap that will take you through every deliverable you need to build out a funnel to attract new leads and email subscribers.

Retail Price: $27
Included with Membership
1-Minute Facebook Video Ad Playbook
The 5-step roadmap to create a 1-minute video that turns ice-cold prospects into buyers and promoters of your business.

Retail Price: $27
Included with Membership
Blog Content Engine Playbook
A duplicatable system to crank out share-worthy, clickable blog content that gets traffic & converts that traffic into sales

Retail Price: $27
Included with Membership
Customer Avatar Playbook
Learn what a customer avatar is and the steps to create it so you can finally get clear on who you're selling to and craft a tailored message for your audience.

Retail Price: $27
Included with Membership
Lead Magnet Builder Playbook
How to create a Lead Magnet that will provides value and drive a steady stream of leads to your business

Retail Price: $27
Included with Membership
Homepage Builder Playbook
How to create, and audit, a custom homepage that is sure to dazzle your customers—without being a designer

Retail Price: $27
Included with Membership
Plus 22 More Playbooks
(with new ones added every month)

Retail Price: $594
Included with Membership
Tactical Workshops That Keep You on the Cutting Edge
Every month we hold an in-depth workshop on a specific, timely tactic that you can attend live or watch the recording. Some of our past workshops (which you’ll get full access to) include:
Create a Video Ad That Sells
Craft an engaging & entertaining video ad that turns ice-cold prospects into red-hot buyers & promoters of your business.

Retail Price: $295
Included with Membership
Build a High-Converting Homepage from Scratch
Work with DigitalMarketer CEO Ryan Deiss to create a “sticky” and successful homepage that turns passive lurkers into engaged prospects and buyers.
Retail Price: $295
Included with Membership
Launch A YouTube Ad to Attract New Leads & Customers
Deploy a video ad on YouTube to a cold audience, and watch that ad get you more qualified leads and sales… automatically and predictably.
Retail Price: $295
Included with Membership
Build A Quiz To Attract New Qualified Leads
Leverage your very own quiz funnel to generate THOUSANDS of red-hot leads for your business… 24 hours a day, 365 days a year.
Retail Price: $295
Included with Membership
SEO 101: Create a Brand Strategy
Follow a proven process for deciding which keywords will make the biggest impact and drive tangible results for your organic efforts.
Retail Price: $295
Included with Membership
Craft an All-Star LinkedIn Profile
Leverage Social Selling's newest frontier to get back 80% of your leads... In less than an hour.

Retail Price: $295
Included with Membership
Craft a High-Converting Instagram Ad from Scratch​
Want an eye-catching and engaging Instagram ad that converts passive “scrollers” into red-hot leads and buyers? Now’s your chance…
Retail Price: $295
Included with Membership
Split Test Your Landing Page for More Leads and Sales
Set up a split-test using free (but powerful) software to optimize to get more from the traffic you already have and generate a consistent stream of leads and sales.
Retail Price: $295
Included with Membership
Grow & Scale Winning Facebook Ad Campaigns​
Construct a high-converting and repeatable Facebook ad system that is not only proven to generate leads and sales… it scales & grows with your business.
Retail Price: $295
Included with Membership
Create a “Value-Driven” Email Newsletter
Create a relevant, valuable, and content-packed newsletter that surprises and delights your customers... not just sells to them.
Retail Price: $295
Included with Membership
Craft a “Pillar” Blog Post that Sells
Build an engaging & entertaining blog post that establishes your brand as an industry authority, seamlessly mines leads, and converts those leads into repeat buyers.
Retail Price: $295
Included with Membership
Launch a Successful Podcast that Grows Your Brand​
Go from zero to “podcast pro” as we cover everything you'll need to execute to launch the first 5 episodes of your show.

Retail Price: $295
Included with Membership
Optimize and Build a Highly Engaging Facebook Page
Attract and keep adoring fans with a highly engaging Facebook page that publishes the types of content audiences respond to best.
Retail Price: $295
Included with Membership
The NEW Email Follow-Up Machine
Build an "Automated Selling Machine" that consistently converts cold leads into red-hot buyers... literally while you sleep.

Retail Price: $295
Included with Membership
Plus 19 More Workshops
(with new ones added every month)

Retail Price: $5,605
Included with Membership
A Community That Answers All Your Questions
(even if it's 2am)
Our private members-only group is made up of thousands of skilled and generous marketers who are ready to answer ALL your digital marketing and business-growth questions at any time, day or night.
Discounts and Deals on Must-Have Marketing Tools​
As the largest community of digital marketers on planet earth, we’re able to negotiate some pretty sweet deals for our members on services and tools such as…

Get This Course For FREE!

Retail Price: $995  (Free When You Join Lab)


Ready To Make Marketing Easy?

Activate Your Account for Instant Access to:

PLUS Claim Your Copy Of Digital Marketing Mastery (A $995 Value) Absolutely Free!


Frequently Asked Questions

This certification is a necessity for anyone who wants a better understanding of how full-blitz marketing campaigns are created, launched, tracked, and optimized through the core areas of digital marketing. 

More specifically, this course is a great fit for…

  • Entrepreneurs and startup founders who want a basic, clear understanding of how marketing professionals and their teams work together
  • Business owners and executives who want their marketing teams to work together to create and launch full-scale campaigns
  • Freelancers, solos, and marketing students who want to get ahead of the competition in their field
  • Agencies looking to add offerings to their menu of services (or improve the systems they already have in place)

It depends on who you are…

If you’re a business owner, this course is a great way to become a ‘T-shaped’ marketer yourself. It’s also a great way to train and certify members of your own team to ensure that they’re up to speed on the latest trends and best practices.

If you’re an agency, this course is a tangible way to show that you are a Certified Specialist across every digital marketing discipline that exists, which could help you attract and retain better, higher-paying clients.

If you’re a student, each of these courses can set you apart from other graduates who merely have a business or marketing degree, but specialized skills that employers today are desperately seeking.

If you’re an employee or marketing professional, this course can make you more valuable to your company in every aspect of digital marketing, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).

The certification itself is highly valuable if you need to set yourself apart from the competition. What’s far more valuable than any badge or certificate, however, is the actual knowledge you’re going to receive when you take this class and pass all the tests. You will understand every single aspect of digital marketing. I’ll say that again: YOU WILL UNDERSTAND EVERY SINGLE ASPECT OF DIGITAL MARKETING.

Yes, you may retake the test up to 2 times (for a total of 3 attempts). After 3 failed attempts, you will be required to retake the class (which you can do for free) before attempting the final exam again.

You can move at your own pace! We understand that life happens and that just because you enroll today, that doesn’t mean you’ll be able to finish (or even start) the class this week. And that’s ok! Take as long as you like. We aren’t going anywhere, and neither is this certification.

This class is 16 hours of video training, so if you are working at it full-time you could technically complete the class and take all the tests in one day (although this is not recommended). To fully understand and apply the materials, you should allow 3 – 7 days if you are working full-time, and 14 – 21 days if you are taking the class part-time.

No. A certification that can simply be purchased isn’t worth the paper it’s printed on. That’s why our courses are challenging. If we’re going to allow you to display a DigitalMarketer badge, you better believe you’re going to have to earn it.

The certification is actually included for free, with the class itself making up 100% of the cost. Consider the personalized certification and badge an added bonus and proof of your distinguished achievement as a Digital Marketing Specialist.

You’ll find that the test is “satisfyingly difficult.” By that I mean, it’s difficult enough that you need to actually know the materials, but it isn’t tricky or difficult just for the sake of being difficult. That said, to preserve the exclusivity and importance of this designation, we have made the tests challenging. The questions do pertain to our proprietary methodologies, so you shouldn’t expect to pass the test just because you have taken other marketing trainings or courses in the past. This training is different, and the exams will reflect those differences.

This is an “On-demand” training that you can access at any time.

Once your payment is submitted, you will receive an email with your login details for our flagship product, DigitalMarketer Lab, where you’ll be able to access the training. It is a go-at-your-own-pace training so you don’t have to worry about missing anything.


Marketing isn’t getting any easier, and today’s professionals have to be more agile than ever to compete for clients and their customers’ attention. 

The T-shaped marketer understands how to turn 1 or 2 specialized skills into many. With the full breadth of knowledge that comes from learning how each role fits into the larger spectrum of digital marketing, he or she is better equipped to handle the complexities of their role. 

The Digital Marketing Mastery uncovers and connects the core digital marketing competencies, including:

  • Content marketing
  • Email marketing
  • Social Media Marketing
  • Community Management
  • Digital Advertising
  • Data & Optimization
  • Search Marketing

With 16 hours of education, and certification once the final exam is passed, this course is hands down the most comprehensive digital marketing training in the industry today.

No problem. We offer a full 30-day money-back guarantee on your purchase, so if you don’t agree that it’s worth every penny, we will promptly refund your money. No questions asked. No hassle. 

Just send an email to, and if you’re still within the generous refund period, a member of the DigitalMarketer team will happily process your request.

Use this letter template to emphasis your interest to management in DigitalMarketer’s Courses:

Hi [Boss’ Name],

I appreciate that our company has a culture of supporting continuing education, professional development, and a more diverse pool of future leaders.

To that end, you’ve also mentioned in the past that the company will cover expenses for us to continue our learning as long as it benefits our team.

I’d like to become certified with DigitalMarketer’s mastery course in [TOPIC]. This marketing training would allow me to become highly proficient, enabling me to contribute to the team in a bigger way.

Here’s the breakdown of the info for the training:

Date: This certification is online and on-demand

Cost: $[Cost of Course, Full or Discounted]

More info: [Link to certification]

Is this something that I can pursue through our department?

Please let me know if you have any concerns. I’d be happy to schedule a time for us to chat more about this opportunity.

Thank you for being open to these kinds of suggestions and for supporting my growth and development here.


[Your Name]

Get This Course For FREE!

Retail Price: $995  (Free When You Join Lab)