Course curriculum

  • 1

    Section 1: Introduction to marketing automation

    • 1.1 Welcome to this unit

    • 1.2 Introducing marketing automation

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding marketing automation

    • 2.1 Welcome to section 2

    • 2.2 Understanding the three pillars of automation

    • 2.3 Using email automation

    • 2.4 Using chatbots

    • 2.5 Best practices for chatbots

    • 2.6 Using website push notifications

    • 2.7 Best practices for website push notifications

    • 2.8 Other forms of automation

    • 2.9 Using lead scoring systems

    • 2.10 Section 2 quiz
  • 3

    Section 3: Preparing for automation

    • 3.1 Welcome to section 3

    • 3.2 Confirming budgets, resources and timelines

    • 3.3 Determining objectives

    • 3.4 Understanding the target audience

    • 3.5 Mapping the customer journey

    • 3.6 Identifying triggers and responses

    • 3.7 Prioritising automations

    • 3.8 Section 3 quiz
  • 4

    Section 4: Implementing automation

    • 4.1 Welcome to section 4

    • 4.2 Running marketing automation

    • 4.3 Developing technical briefs

    • 4.4 Technical brief template

    • 4.5 Engaging specialists

    • 4.6 Documenting an automation plan

    • 4.7 Automation plan template

    • 4.8 Preparing content to be automated

    • 4.9 Testing and launching automation

    • 4.10 Section 4 quiz
  • 5

    Section 5: Reviewing automation

    • 5.1 Welcome to section 5

    • 5.2 Analysing results

    • 5.3 Recognising successes

    • 5.4 Identifying improvements

    • 5.5 Documenting recommendations

    • 5.6 Recommendations report template

    • 5.7 Presenting recommendations

    • 5.8 Futher enhancing automation

    • 5.9 Section 5 Quiz
  • 6

    Section 6: Marketing automation summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of marketing automation

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 The Ultimate Marketing Automation Guide

    • 7.3 The Definitive Guide to Lead Scoring

    • 7.4 Chatbots and Conversational UI Guide

    • 7.5 B2B Marketing Automation Platforms Guide

    • 7.6 An Introduction to Lead Generation

    • 7.7 The 2023 State of Email Workflows Report

    • 7.8 2023 State of Email Design Report

    • 7.9 Digital Customer Journey Template

    • 7.10 Abandoned Cart Email Templates from HubSpot

    • 7.11 Glossary of digital marketing terms