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Course Overview

Develop a solid understanding of the basic concepts and techniques you will encounter as a practitioner in the marketing automation field. This course breaks down into two modules:

  • Module 1 introduces the buying cycle and purchase funnel, how to measure content strategies, and how to calculate the value of customers, followers, likes and mobile loyalists.
  • Module 2 dives deeper into the single-customer view of cultivating leads. You’ll learn about customer relationship management and email marketing, emphasizing multi-touch campaigns and lead scoring, as well as loyalty programs and methods for measuring their effectiveness. Finally, you will combine this knowledge with business concepts to better inform your firm’s marketing decisions.

Skill Level: Intermediate

Key Takeaways

  • Understand marketing automation and its key components and value
  • Describe the functions of a CRM system and an email marketing system
  • Discuss the types of data that are useful in lead capture and understand the value of lead scoring
  • Understand the use of dynamic content
  • Explain the use of explicit and implicit data in lead nurturing
  • Discover strategies for building customer loyalty

Are you an AMA Professional Certified Marketer®️? This training is worth 3.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Learning Format

This self-paced course features a mobile-friendly mix of videos, real-world case studies and games. You’ll also have access to a subject matter expert in case you have questions along the way.



You will leave to make this purchase.

This course is hosted by our approved learning partner, MindEdge. You’ll be sent to their site to purchase this training, and their customer service team can answer any additional questions you have about the course. As an official partner, the AMA may receive compensation for your enrollment.