Marketing Automation

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the marketing automation field. Module 1 explores the buying cycle and purchase funnel, along with measuring content strategies and calculating the value of customers, followers, likes, and mobile loyalists. Module 2 introduces the single customer view as it relates to cultivating leads and covers customer relationship management and email marketing, with emphasis on multi-touch campaigns and lead scoring. It also discusses loyalty programs and methods for measuring their effectiveness. Finally, learners will combine this knowledge with business concepts in order to better inform marketing decisions for their firm. Learning Outcomes 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