Marketing Automation Essentials

Course Details
Tuition (USD): $1,295.00 • Classroom (2 days)

Increase revenue, track marketing initiatives better, generate and nurture leads, align sales and marketing and integrate all your systems to create a powerful automated marketing system. As a marketer, you are under pressure to perform. You need to plan and execute campaigns that generate leads for your sales team, and you have to do it with a limited budget that makes it seem impossible to accomplish. This is where marketing automation can help. With marketing automation, you accomplish more while making your marketing campaigns more relevant to the needs of your target audience. It improves efficiency and effectiveness. But what is marketing automation? And, more importantly, how can you get started with it? In this class, we will introduce you to marketing automation, explain the concepts of the inbound marketing methodology and show you how to develop a roadmap for introducing marketing automation in your organization. You will also get a glimpse of different options for marketing automation platforms and learn benefits and drawbacks to help guide you to the right decision for your organization.

Skills Gained

  • Learn to integrate marketing automation into your current marketing processes, including how to implement changes and connect with your website
  • Understand how to measure your marketing automation efforts and report the results of weekly and monthly sprints to your management team
  • Improve marketing's visibility and alignment with your organization's business and sales goals
  • Learn what marketing automation campaigns to create and how to build each one from the ground up, including trickle campaigns
  • Create a centralized marketing platform that allows you to manage all marketing activities and email delivery within one tool
  • Understand the essentials behind lead scoring/nurturing. Learn the best way to identify and capture the right kinds of leads that convert into sales
  • Understand how marketing automation helps you convert anonymous website visitors into sales-ready leads
  • Learn how to execute complex marketing campaigns in hours, not weeks
  • Determine how to smoothly transition and integrate your current systems with your marketing automation plan, including IT systems, customer relationship managers, current email providers and any other databases used in your organization
  • Learn where to attribute ROI and how to measure the effectiveness of each marketing campaign

Who Can Benefit

  • Marketing Directors
  • Marketing Managers
  • Marketing Assistants
  • Communication Specialists
  • Lead Generation Managers
  • Email Marketing Specialists
  • Chief Marketing Officers
  • Advertising Agency Account Managers
  • Sales professionals responsible for their own campaigns
  • CRM Professionals
  • Senior leaders who oversee or interact with marketing teams in their organization


Students need to bring their own laptop and access to their chosen platform or any organizational databases they wish to work on in class.

Course Details

Marketing Automation Overview

Provide an introduction to marketing automation and help students understand how marketing automation developed and where it fits in their marketing program. Specific topics to cover include:

  • An overview of the marketing technology landscape.
  • A brief history of the development of marketing automation.
  • A look at the leading marketing automation platforms in the market today.
  • Comparison of costs and benefits of leading marketing automation platforms.

Intro to Inbound Marketing

Marketing automation is built upon the concept of inbound marketing. In this section, students will learn the basics of the inbound marketing methodology and explore how they can be applied within their organization.

  • What is inbound marketing?
  • How inbound differs from traditional marketing.
  • The four stages of inbound marketing.
  • What potential customers think of your marketing campaigns (and what you need to do about it).
  • The role of content.

Core Elements of Marketing Automation Platforms

All marketing automation platforms have several core elements that marketers must be familiar with in order to master marketing automation. In this section, we will introduce students to each core element and explain the role they play in your marketing automation program.

  • What is a content strategy?
  • Common elements of a content strategy.
  • Creating a content strategy that connects with your target audience.
  • Lab: Identifying content assets for your strategy
  • Managing your content strategy.
  • Connecting your content strategy to your marketing automation program.

Content Strategy

The heart of marketing automation is content. In order to create the right kinds of content to connect with your customers and to generate enough of it, you will need a content strategy. Students will learn the basics of developing a content strategy, which can be applied to their marketing automation program.

  • Email marketing
  • Social media monitoring and management
  • Campaign management
  • Lead nurturing
  • Personas
  • Forms
  • Landing pages
  • Blogging

Are You Ready for Marketing Automation?

To get started with marketing automation, you need to make sure that your organization is ready to operate in a marketing automation environment. In this section, students will learn the essential pieces that should be in place before introducing a marketing automation platform.

  • Setting expectations: what marketing automation platforms can and cannot do for your organization and the timeframe you should expect for implementation.
  • The role of a CRM.
  • Documenting the customer journey.
  • Developing common customer personas.
  • Lab: Developing a customer persona.
  • Alignment of sales and marketing teams.
  • Common definitions for MQLs and SQLs.
  • Setting up your Marketing Automation platform and getting started.

Developing Your First Campaign

Students will learn how to plan for, set up and execute their first campaign within a marketing automation environment. The goal for this section is to make certain that students have the confidence to develop campaigns within their marketing automation platform that align with their marketing goals.

  • Identifying your first campaign.
  • Flow-charting marketing automation campaigns.
  • Lab: Flow-chart your first marketing automation campaign.
  • Selecting the right tools within the marketing automation platform.
  • Creating a campaign’s content/assets.
  • Setting up the campaign within your marketing automation platform.
  • Executing your campaign.


In this section, students will learn how to use a combination of marketing automation reporting tools and Google Analytics to develop a measurement and reporting structure that will evaluate their marketing campaigns and keep their organization’s leadership and stakeholders informed of progress.

  • Why measurement and reporting is essential.
  • Alignment of marketing automation with overall business objectives.
  • Overview of common marketing automation reports.
  • Lab: Developing a KPI spreadsheet.
  • Establishing a reporting rhythm.

Advanced Topics

To help students go further with marketing automation, we will explore some advanced topics, which will build on the foundations developed in this class.

  • Building a marketing automation team.
  • Agile marketing and marketing automation.
  • Lead scoring. Alignment of sales and marketing to generate qualified leads.
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