This training 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.
Completion Time
3.5 hours
Access Time
90 Days
Outcome
Individual Skill Course
Language
English
Training Level
Beginner
Delivery Information:
Description
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
Additional Information
This course includes an “Ask the Expert” feature. You can use this feature to submit questions about course content. A subject matter expert will provide guidance or point you to additional resources for the topics you’re studying. Questions are answered as quickly as possible and usually within 24 hours.
Learners must achieve an average test score of at least 70% to meet the minimum successful completion requirement and qualify to receive IACET CEUs.
Requirements
Technology Requirements
Hardware Requirements: This course can be taken on either a PC, Mac, or Chromebook.
Software Requirements: Software must be installed and fully operational before the course begins.
- PC: Windows 8 or later.
- Mac: macOS 10.6 or later.
- Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible. Cookies and JavaScript must be enabled
- The latest Adobe Reader/Acrobat Reader ( free download available at https://get.adobe.com/reader/ )
- Any modern Office suite: Microsoft Office, Apple iWork, OpenOffice, or LibreOffice
- Reliable internet connection. Broadband cable or highspeed DSL is recommended for optimal experience.
- E-mail account (to be able to register and to receive e-mail from the course system regarding registration, course status, etc.)
Reviews
"This digital marketing program was exactly what I needed. I learned extremely valuable information that I will be able to put to use immediately in my business."
Mark J.
"As a college graduate student, this information has been so helpful to take my next step in my educational career goals; my master's degree in marketing."
Delaney Patrici G.
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