Curriculum
- 7 Sections
- 37 Lessons
- 5 Days
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- Section 1: Marketing Automation Fundamentals6
- 2.1Define marketing automation
- 2.2Explain how marketing automation impacts the sales funnel
- 2.3Identify key components of marketing automation in Marketo (e.g., engagement engine, database, targeting your audience, creating marketing programs)
- 2.4Define buyer personas and how they enhance the effectiveness of marketing automation
- 2.5Given a scenario, explain the benefits of creating a content marketing strategy that uses early, mid, and late-stage content
- 2.6Describe the benefits of lead scoring
- Section 2: Audience Targeting and Data Management7
- 3.1Explain how to gain insights into your audience and effectively target them
- 3.2Given a scenario, explain how to target your audience using appropriate filtering techniques
- 3.3Identify strategies that can be used to generate new leads
- 3.4Explain how data is added to the Marketo database
- 3.5Given a scenario, demonstrate the ability to align content that is relatable to your audience’s stage
- 3.6Explain the definition of a marketable lead
- 3.7Given a scenario, demonstrate how to market to your audience based on their lifecycle stage
- Section 3: Email Marketing Fundamentals8
- 4.1Given a scenario, demonstrate the ability to perform a scheduled email send
- 4.2Demonstrate the ability to create a gated-content email program
- 4.3Given a scenario, demonstrate the ability to create a triggered email based on a person’s web activity
- 4.4Identify best practices for optimizing email deliverability
- 4.5Demonstrate the ability to use operational and non-operational emails in the appropriate scenarios
- 4.6Given a scenario, describe the options for using A/B testing to optimize your emails
- 4.7Given a scenario, explain options for personalizing emails
- 4.8Demonstrate ability to track and analyze email deliverability metrics
- Section 4: Landing Pages6
- 5.1Define the types of landing pages available in Marketo and how they can be used
- 5.2Identify best practices for creating engaging landing pages
- 5.3Demonstrate ability to use the tools in the landing page editors
- 5.4Given a scenario, explain options for personalizing landing pages
- 5.5Identify methods for analyzing landing page performance
- 5.6Given a scenario, describe how to use metadata to enhance search engine optimization
- Section 5: Form Basics4
- Section 6: Analytics and Reporting2
- Section 7: Events and Webinars4
- 8.1Demonstrate the ability to update My Tokens in Marketo
- 8.2Given a scenario, demonstrate your knowledge of when to use the event program type
- 8.3Understand channels and statuses available for event programs
- 8.4Demonstrate the ability to connect a Marketo event program to a LaunchPoint partner event (webinar provider)
Explain how marketing automation impacts the sales funnel
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