Marketing Automation Course

Lesson 1 • What Marketing Automation Actually Is

Defines marketing automation beyond email blasts, covering its full scope across channels. Establishes shared vocabulary used throughout the course.

Lesson 2 • The Marketing Automation Ecosystem

Maps the landscape of platforms, integrations, and data flows that power automation. Students understand how tools connect before selecting any stack.

Lesson 3 • Business Case and ROI Fundamentals

Quantifies the value automation delivers through efficiency, revenue, and retention gains. Connects investment decisions to measurable business outcomes.

Lesson 4 • Key Roles and Team Structures

Identifies who owns, operates, and benefits from automation within an organization. Clarifies cross-functional responsibilities to prevent execution gaps.

Lesson 1 • Contact Database Architecture

Explains how to structure contact records, custom fields, and object relationships. Proper architecture prevents data silos and enables complex automation logic.

Lesson 2 • Data Hygiene and Enrichment

Addresses deduplication, decay, and third-party enrichment to maintain database health. Clean data is a prerequisite for accurate reporting and effective automation.

Lesson 3 • Audience Personas and Profiles

Translates raw data into actionable buyer personas that guide content and workflow design. Personas bridge data analysis and campaign personalisation.

Lesson 4 • Segmentation Strategies

Teaches demographic, behavioural, and firmographic segmentation for precise targeting. Segmentation directly determines relevance and engagement rates.

Lesson 1 • Personalisation and Dynamic Content

Implements merge tags, conditional blocks, and behavioural triggers for individualised emails. Personalisation increases relevance and conversion at scale.

Lesson 2 • Copywriting and Design for Automation

Covers subject lines, preheader text, body copy, and responsive layout principles. Effective design and copy maximise open and click-through rates.

Lesson 3 • A/B Testing Email Campaigns

Structures controlled experiments on subject lines, content, and send times. Systematic testing compounds performance improvements across the programme.

Lesson 4 • Email Programme Strategy

Defines email programme goals, cadence, and message hierarchy before any send. Strategic planning prevents list fatigue and conflicting message streams.

Lesson 1 • Behavioural Signal Mapping

Catalogues high-value behaviours such as page visits, content downloads, and email clicks. Mapping signals to intent stages ensures scores reflect real purchase readiness.

Lesson 2 • Fit Scoring with Firmographic Data

Weights company size, industry, and role data to measure ideal customer profile match. Fit scoring filters out high-activity but low-potential contacts.

Lesson 3 • Sales Handoff and MQL Definition

Establishes the marketing-qualified lead threshold and the handoff process to sales. Clear MQL definitions reduce friction and improve sales acceptance rates.

Lesson 4 • Lead Scoring Fundamentals

Introduces demographic, firmographic, and behavioural scoring dimensions and their logic. Scoring translates diverse signals into a single actionable priority number.

Lesson 1 • Onboarding and Welcome Automation

Builds automated onboarding flows that activate new contacts and customers quickly. Strong onboarding reduces churn and accelerates time-to-value.

Lesson 2 • Re-engagement and Win-Back Workflows

Identifies dormant contacts and deploys targeted sequences to revive engagement. Re-engagement protects list health and recovers revenue from lapsed relationships.

Lesson 3 • Workflow Testing and Quality Assurance

Applies pre-launch checklists, test contacts, and error-handling protocols to workflows. Rigorous QA prevents costly errors from reaching live audiences.

Lesson 4 • Nurture Campaign Architecture

Designs multi-touch nurture sequences aligned to buyer journey stages. Structured nurture moves contacts toward conversion without overwhelming them.

Lesson 1 • Shared Reporting Between Teams

Builds dashboards that surface marketing influence on pipeline and revenue for both teams. Shared metrics foster accountability and reduce attribution disputes.

Lesson 2 • Feedback Loops and Continuous Alignment

Establishes structured processes for sales to feed lead quality data back to marketing. Continuous feedback improves scoring models and campaign targeting over time.

Lesson 3 • Pipeline Visibility for Marketing

Gives marketers access to deal stage data to trigger relevant, timely campaigns. Pipeline visibility enables marketing to support sales at every deal stage.

Lesson 4 • Sales Enablement Automation

Automates content delivery, task creation, and rep alerts based on prospect behaviour. Enablement automation reduces rep research time and increases follow-up speed.

Lesson 1 • Behavioural Personalisation at Scale

Uses browsing history, purchase data, and engagement patterns to tailor every interaction. Behavioural personalisation drives relevance without manual segmentation effort.

Lesson 2 • Omnichannel Automation Orchestration

Coordinates email, SMS, push, and web channels into a unified, consistent experience. Omnichannel orchestration prevents message duplication and channel conflict.

Lesson 3 • Customer Journey Mapping Methodology

Teaches touchpoint identification, emotion mapping, and gap analysis across the full lifecycle. Journey maps become the blueprint for all automation design decisions.

Lesson 4 • Personalisation Testing and Optimisation

Applies multivariate testing and control groups to validate personalisation effectiveness. Optimisation ensures personalisation investments produce measurable lift.

Lesson 1 • Dashboard Design and Reporting Cadence

Builds role-specific dashboards and establishes weekly, monthly, and quarterly review rhythms. Structured reporting keeps stakeholders informed and decisions data-driven.

Lesson 2 • Core Metrics and KPI Frameworks

Defines the essential metrics for email, workflow, and pipeline performance measurement. A clear KPI framework prevents vanity metric reporting and focuses optimisation.

Lesson 3 • Funnel Analysis and Conversion Optimisation

Identifies drop-off points across the funnel and applies targeted fixes to improve conversion. Funnel analysis turns reporting into a direct revenue improvement tool.

Lesson 4 • Continuous Improvement Frameworks

Implements structured review processes such as retrospectives and optimisation sprints. Systematic improvement compounds gains and prevents performance plateaus.