KEY DETAILS
- Number of lessons: 12
- Time to complete: 60–90 minutes
- Element: Management
- Topic: Marketing Technology
- Contributor: Majda Anwar
- Instructional Designer: Felicia Bonavita-Isoldi
- Price: This is a PRO exclusive—subscribe to PRO for $279.
- You own this course; to access ALL courses, contact us to apply your payment to a PRO upgrade.
- This course is part of your PRO subscription.
ABOUT THIS COURSE
Maybe you're considering adding a Marketing Automation Platform (MAP) to your tech stack. Maybe you already have, and maybe you understand how the technology itself works generally, but you're unclear how to best make it work for you and your business. Or perhaps you're using it regularly but are not one of the 10% of marketers who'd rate their use of automation as "heck-yes effective."
"Wait. Just 10%?"
Yes. Every year, more companies license marketing automation platforms. Every year, more marketers also realize that implementing an automated campaign effectively using that MAP isn't so easy, and they're not sure how to do it right. Or maybe they aren't squeezing all the value they could out of their MAPs.
If this sounds like you, we got you covered. Putting in the hard work early really will save you time. Doing so will allow you to create more personalized experiences. And it will bring you far better results later. Isn't that the promise of any automated system, after all?
Introducing Marketing Automation Made Easy.
With 12 video lessons, plus additional tools and handouts, Marketing Automation Made Easy is designed to teach you what goes into the best automated campaigns. It shows you how to execute them the right way, so that you can market to your leads with the right message at just the right time, no matter their persona or stage of the buying journey.
You'll learn how set up your automated campaigns, from choosing the right objectives, to planning each campaign element, to measuring and optimizing your results.
So, roll up your sleeves with us—we've got work to do. Your marketing isn't going to automate itself!
LEARNING OBJECTIVES
- 1 Select specific marketing objectives for each campaign, with the goal of moving leads through your sales funnel
- 2 Implement Marketing Automation Platform (MAP) best practices and formalize campaign documents
- 3 Pinpoint internal and external team members to help drive campaign success
- 4 Leverage your MAP alongside other elements of your marketing technology stack to increase efficiencies, including data management and email deliverability
- 5 Create an optimization plan that identifies what you will be testing and connecting that metric to a particular campaign variable
LESSONS IN THIS COURSE
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Select the Right Marketing Objectives to Reach Your Campaigns' Goals
No one comes to you knowing exactly what to buy. It's up to you to create the necessary momentum to fuel the later stages of the buying journey, while also qualifying the leads. In this lesson, you will learn how to select realistic objectives for your campaigns and select the right metrics to measure your goals.
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Understanding Campaign Types to Accomplish Your Goals
Buying Stage nurture. Welcome nurture. "Wake the Dead." There are so many different campaign options—each with a different goal. In this lesson, learn which campaign types work best for each stage of the funnel.
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Campaign Documentation Essential for Execution
Campaign documentation is essential. In this lesson we'll show you examples of campaign briefs, blueprints, and calendars. Having all your details in a central location means that everyone on the team can refer back to a single source of truth about how to manage your campaigns in your MAP.
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Selecting Your Marketing Automation Dream Team (Internal and External)
Selecting your Dream Team: what should your Dream Team look like? What sort of skills are needed to create campaigns in your MAP? It's time to learn who you really need on your team if you're going to be an automated demand-gen machine. Plus, find out which roles you could outsource externally, if you don't have the resources to get them in-house.
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Setting Up Your Martech Stack for Campaign Success
You don't need to go all-in on every new martech tool du jour to fuel your automation success. In this lesson, you'll learn which three technologies you really need. (Hint: a MAP is one of them!) You'll also learn how the three work together to help you create the complete experience and push leads down the funnel.
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Data Management 101: Scrubbing Up Dirty Data
You can have the best plans and buy the best technology, but if you don't have the best data or the cleanest data... well, let's just say you're not going to get far. In this lesson, we'll define key data concepts you need to know if you're going to master marketing automation and, more importantly, how to clean up your dirty data.
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Data Management 201: Email Deliverability
Do you have a bad address? Do they have a full inbox? Or are prospects just not responding? And what does this mean about your data, anyhow? Learn some quick tips for managing data and how to recognize those hard and soft bounces, so you can check it out, clean it up, and remove the riffraff from your database.
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Keep Leads IN, Not Out of Your Funnel
Identifying entry and exit points are important. Why? Because leads can fall out of your funnel all. the. time. Learn to take a holistic view of what the complete path for nurture emails and landing pages should look like for every entry and exit your prospects and customers may experience.
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Sales and Marketing Alignment FTW!
Let's talk about what sales needs to know to prepare for a wave of incoming leads. (Thanks, MAP campaigns!) Let's also see what enablement tools you need to provide them along the funnel—things like phone scripts and email templates. Because having sales in the know (and on your side) is a win all around!
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Digital Lead Acquisition: Understanding Multi-Channel Campaigns Today
A lead doesn't (normally) give their info after one click, never mind make a purchase. It takes many engagements and channels. Luckily, you can capture and track digital behaviors in your MAP and keep score as you go. In this lesson, you'll learn the communication channels that marketing automation touches and how to select the right ones for conversion.
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Before Your Press the Button: Testing and Launching Best Practices
In this lesson, you'll learn how to think of your campaigns as a series of experiments that you can hypothesize, test, tweak, and repeat. Plus, you'll learn how to leverage your MAP to provide stakeholder updates and how a pre-flight checklist can ensure campaign success. Got that? Good. Now you can PRESS the button!
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Measuring Your Campaigns: Determining KPIs and Analyzing Your Data
Pop quiz: What's the most important part of the automation process? Answer: Measuring campaign success. Since so many of your campaigns will be email-specific, this lesson will take a close look at KPIs best for this channel—specifically tactical, operational, and revenue KPIs.
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