Marketing Automation: Strategy & Implementation
4.3 (96 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
4,692 students enrolled

Marketing Automation: Strategy & Implementation

Step-by-Step Guide
4.3 (96 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
4,692 students enrolled
Created by Alina Jingan
Last updated 3/2018
English
English [Auto]
Current price: $20.99 Original price: $29.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 1.5 hours on-demand video
  • 3 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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What you'll learn
  • Choose the right marketing automation strategy/ solution for your business
  • Learn the technical ins and outs of marketing automation system in the deep dive section
  • Incorporate tools such as lead scoring, database segmentation, funnel optimisation, smart content, etc.
Requirements
  • Willing to learn
  • Basic familiarisation with a computer, email and the Internet
Description

The Marketing Automation Specialist course is designed for those who seek to break into marketing automation career or learn new skills by understanding how to design and implement marketing campaigns through various automation platforms.

How is this course different?

There are many courses on marketing automation out there, however most of them are provided by vendors and focus on the product functionalities.

This course is teaching you how to understand and think about marketing automation, indifferent of the platform that you choose to use.


Who this course is for:
  • Marketers just starting off in marketing automation
  • Marketers who want to learn new skills
  • Enthusiasts who seek to break into a marketing automation career
  • Senior marketers wishing to further develop their knowledge
Course content
Expand all 51 lectures 01:38:42
+ MARKETING AUTOMATION OVERVIEW
5 lectures 10:06

To define Marketing Automation we could say that it’s the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.

The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible.

So marketing automation is both, the platform and the practice.

When coupled with an inbound strategy, Marketing Automation can help you to convert strangers into your company's best promoters.

The good news is that all this doesn't have to be complicated – but you do need to have a strategy and resource to implement the best practices, something that we’ll be exploring in the next modules.

What is Marketing Automation
01:01
What does Marketing Automation involve?
01:19
Marketing Automation vs CRM
02:14
+ HOW TO BECOME A MARKETING AUTOMATION SPECIALIST
3 lectures 05:12
Role of Marketing Automation Specialist
01:47
Marketing Automation Certifications
02:09
+ SETTING THE STRATEGY
4 lectures 13:04
Defining Objectives
01:52
Auditing Current Practices
01:49
Setting The Strategy
08:36
[Free Persona Template]
Create Detailed Buyer Personas for Your Business
1 question
Use the template attached to spend time evaluating your current position and to setup your monthly targets across the funnel.
Set up Marketing & Sales Targets
1 question
+ CREATING A PROJECT ROADMAP
4 lectures 06:28
Roadmap Creation
01:33
Involving Key Stakeholders
01:06
Stakeholders Engagement Plan
01:16
+ RESEARCH & SELECTION OF A MARKETING AUTOMATION VENDOR
3 lectures 08:01
Top Priorities In This Section
01:16
Marketing Automation Key Requirements
02:17
Marketing Automation Vendor Comparison
04:28
+ TECHNICAL SETUP: DEEP DIVE
8 lectures 09:40
Set up Tracking Code
01:49
Set up Tracker Domain aka CNAME
00:50
Email Authentication
00:55
IP Whitelisting
00:52
User Roles
01:12
Integrating CRM & Marketing Automation
01:22
Integrating Your Marketing Automation System Within Your Tech Stack
00:55
+ PLATFORM CUSTOMISATION
6 lectures 06:59
Setting Your Time Zone
00:47
Setting Your Currency
00:47
Setting Your IP Address Filters
01:05
Creating Custom Properties
01:19
Set up Your Cookies Disclaimer
01:38
+ DATABASE  SEGMENTATION
8 lectures 09:46
Lifecycle Stages Definitions
01:46
Lead Stages Example
00:44
Setting Up Lifecycle Stages
00:52
Segmenting your database
00:56
Lead Flow Example
01:24
Practice crafting an optimised lead flow process
Develop a Lead Flow Process
1 question
Database Segmentation Framework & Example
01:16
Lifecycle Stage Sync
00:36
+ MARKETING AUTOMATION FEATURES
8 lectures 22:50
Top Priorities In This Section
01:06
Forms: Fields & Setup
02:43
Forms & Progressive Profiling
01:51
Landing Pages
01:33
Workflows/ Drip Campaigns
03:52
Lead Grading & Scoring
07:28
Dynamic/ Smart Content
01:51
Campaigns Setup
02:26