Marketing Automation Course

Lesson 1 • Core Components and Terminology

Introduces the building blocks: workflows, triggers, leads, and marketing campaigns. Provides the technical vocabulary needed for all later chapters.

Lesson 2 • Defining Marketing Automation

Covers the definition, scope, and business value of marketing automation. Establishes shared vocabulary used throughout the course.

Lesson 3 • The Marketing Automation Ecosystem

Maps the landscape of platforms, integrations, and adjacent tools. Students can position automation within a broader marketing technology stack.

Lesson 1 • Compliance and Data Privacy

Addresses consent management, opt-in practices, and data retention rules. Students apply privacy-first principles to every contact management decision.

Lesson 2 • Contact Properties and Data Models

Explains standard and custom contact properties and how data models drive personalisation. Proper modelling unlocks advanced segmentation later.

Lesson 3 • Segmentation Strategies

Teaches demographic, behavioural, and firmographic segmentation methods. Accurate segments are the foundation of every effective automated marketing campaign.

Lesson 1 • Building Forms for Automation

Teaches form field selection, progressive profiling, and hidden field tracking. Forms are the primary data entry point for all automation workflows.

Lesson 2 • Optimising Conversion Rates

Applies A/B testing and heatmap analysis to improve page and form performance. Ongoing optimisation compounds lead volume gains over time.

Lesson 3 • Thank-You Pages and Follow-Up Flows

Connects form submissions to confirmation pages and trigger-based workflows. Immediate follow-up maximises audience engagement while interest is highest.

Lesson 1 • Personalisation and Dynamic Content

Teaches merge tags, conditional content blocks, and personalisation tokens. Dynamic content increases relevance and measurably lifts open rates.

Lesson 2 • Email Design and Template Creation

Covers drag-and-drop builders, HTML basics, and mobile-responsive design. Well-structured templates improve deliverability and reader experience.

Lesson 3 • Deliverability and Inbox Placement

Explains sender reputation, authentication protocols, and spam filters. Strong deliverability ensures automated emails actually reach recipients.

Lesson 4 • Automated Email Sequences

Builds time-based and trigger-based email sequences from scratch. Sequences automate consistent follow-up without manual intervention.

Lesson 1 • Conditional Logic and Branching

Covers if/then branching, filters, and decision splits within workflows. Branching enables personalised paths based on individual contact behaviour.

Lesson 2 • Workflow Architecture Fundamentals

Introduces enrolment triggers, action steps, and exit conditions. Understanding architecture prevents common logic errors in complex workflows.

Lesson 3 • Internal Notifications and Task Automation

Automates sales alerts, task creation, and CRM updates within workflows. Internal automation aligns marketing and sales teams around shared data.

Lesson 4 • Testing and Troubleshooting Workflows

Teaches test mode, enrolment history review, and error diagnosis. Systematic testing prevents costly mistakes before workflows go live.

Lesson 1 • Measuring and Refining Scoring Models

Uses conversion data to validate and improve scoring accuracy over time. Continuous refinement keeps the model aligned with evolving buyer behaviour.

Lesson 2 • Automating Score-Based Actions

Connects score thresholds to workflow triggers, notifications, and CRM updates. Automation ensures no qualified lead is missed or delayed.

Lesson 3 • Building a Scoring Model

Walks through assigning point values to demographic and behavioural signals. A calibrated model reduces wasted sales effort on unqualified leads.

Lesson 1 • Campaign Performance Analysis

Applies analytical frameworks to diagnose underperforming campaigns and identify wins. Structured analysis drives continuous improvement across all automation.

Lesson 2 • Building Dashboards and Reports

Teaches native reporting tools, custom dashboards, and scheduled report delivery. Clear dashboards enable fast, data-driven decisions by stakeholders.

Lesson 3 • ROI Calculation and Reporting

Calculates cost per lead, cost per acquisition, and automation ROI. Quantified ROI secures budget and stakeholder support for automation programmes.

Lesson 4 • Key Metrics and KPIs

Defines open rate, click rate, conversion rate, and sales pipeline metrics. Selecting the right KPIs focuses optimisation effort on business-critical outcomes.

Lesson 1 • Building an Automation Roadmap

Guides students through prioritising, phasing, and presenting an automation roadmap. A clear roadmap aligns stakeholders and accelerates programme maturity.

Lesson 2 • Omnichannel Automation Strategies

Integrates email, SMS, social, and paid channels into unified automation flows. Omnichannel coordination delivers consistent experiences across every touchpoint.

Lesson 3 • Scaling Automation Operations

Covers governance frameworks, naming conventions, and team workflows for scale. Operational discipline prevents technical debt as automation programmes grow.

Lesson 4 • Account-Based Marketing Automation

Applies automation to ABM strategies targeting high-value accounts as a unit. ABM automation aligns marketing and sales around the same account data.