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  • Marketing Automation

    Navigate lead nurturing from the first touchpoint to the purchase funnel—ultimately informing and benefiting your future marketing automation decisions.

    Intermediate | 3.5 hours | 33 Modules

    $99 for non-members | $79 for members

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.

What You’ll Learn

  • Define marketing automation and explain its value
  • Define key terms used in marketing automation
  • Explain the key components of marketing automation
  • Define the buying cycle and the online marketing funnel
  • Explain the aspects of prospect intent in a buying cycle (AIDA)
  • Identify the key considerations in developing a content strategy
  • Name the major marketing channels
  • Define and explain what customer value is
  • Define and discuss the advantages of a single customer view
  • Describe the functions of a CRM system and an email marketing system
  • Discuss the types of data that are useful in lead capture
  • Explain the use of dynamic content
  • Explain the use of explicit and implicit data in lead nurturing
  • Articulate the value of lead scoring
  • Define strategies for building customer loyalty
  • Describe different methods of marketing automation measurement and control

You will gain access to this training for 90 days from purchase date.

Enroll Now

Marketing Automation





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.

Skills You’ll Gain

Buying Cycle Multivariate Testing CRM Basics Lead Gen

Skill Level: Intermediate

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

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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