Digital Marketing and CRM for Increased Sales Course

Lesson 1 • CRM Fundamentals and Business Value

Explains what CRM systems do, why businesses adopt them, and how they store and organise customer data. Connects CRM capabilities directly to revenue growth.

Lesson 2 • Aligning Marketing Goals with Sales Outcomes

Bridges marketing activity metrics to sales KPIs such as pipeline value and close rate. Establishes the accountability mindset required throughout the course.

Lesson 3 • Digital Marketing Ecosystem Overview

Defines digital marketing channels, their roles, and how they interconnect. Provides the conceptual map students need before exploring individual tactics.

Lesson 1 • CRM-Based Segmentation Techniques

Applies behavioural, firmographic, and lifecycle segmentation directly within a CRM. Students practise creating dynamic segments that update automatically as data changes.

Lesson 2 • Collecting and Validating Customer Data

Covers first-party, second-party, and third-party data sources and methods for ensuring data quality. Accurate data is the prerequisite for every segmentation technique that follows.

Lesson 3 • Building Buyer Personas

Guides students through qualitative and quantitative research to construct detailed persona profiles. Personas become the reference point for all messaging and channel decisions.

Lesson 1 • Personalisation and Dynamic Content

Shows how CRM data enables personalised content experiences across web, email, and ads. Personalisation techniques learned here are applied in the email and automation chapters.

Lesson 2 • Copywriting for Conversion

Teaches persuasive writing frameworks including AIDA and PAS for ads, emails, and landing pages. Students practise writing headlines, body copy, and calls to action that prompt measurable responses.

Lesson 3 • SEO-Driven Content Creation

Covers keyword research, on-page optimisation, and content structuring for search visibility. Organic traffic generated here feeds the top of the funnel addressed in later chapters.

Lesson 4 • Content Distribution and Amplification

Identifies owned, earned, and paid distribution channels and selects the right mix per content type. Students build a distribution plan that maximises reach without inflating budget.

Lesson 1 • Email Analytics and Revenue Attribution

Connects email engagement metrics to pipeline and revenue outcomes using CRM tracking. Students build an email performance report that demonstrates ROI to stakeholders.

Lesson 2 • Automation Workflows and Trigger Logic

Builds welcome series, lead nurture sequences, and re-engagement flows using behavioural triggers. Trigger logic connects CRM events to automated actions without manual intervention.

Lesson 3 • A/B Testing and Email Optimisation

Establishes a structured testing methodology for subject lines, content, timing, and send frequency. Students interpret test results and apply findings to improve open and click rates.

Lesson 4 • Email Marketing Strategy and List Health

Covers list building, permission practices, deliverability factors, and list hygiene routines. A healthy, permission-based list is the foundation for every automation workflow that follows.

Lesson 1 • Search Advertising and Keyword Strategy

Covers keyword match types, negative keywords, ad copy formulas, and landing page alignment for search. Students build a search campaign structure mapped to buyer intent stages.

Lesson 2 • Paid Advertising Fundamentals

Explains auction mechanics, bidding strategies, quality scores, and ad ranking across major platforms. Understanding these mechanics prevents wasted spend in every campaign students run.

Lesson 3 • Campaign Budget Management and ROI

Teaches budget allocation, bid adjustments, and cost-per-acquisition targets tied to sales revenue goals. Students produce a campaign performance report linking ad spend to closed deals.

Lesson 4 • Retargeting and Audience Nurturing

Designs retargeting sequences that re-engage website visitors and CRM contacts who have not converted. Retargeting bridges paid advertising with the nurture workflows built in the previous chapter.

Lesson 1 • Pipeline Architecture and Stage Design

Defines pipeline stages, entry and exit criteria, and probability weightings aligned to the actual sales process. A well-designed pipeline is the prerequisite for accurate forecasting covered later.

Lesson 2 • Sales Forecasting with CRM Data

Uses pipeline stage probabilities, historical close rates, and deal age to produce reliable revenue forecasts. Students build a forecast model and present it in a format suitable for leadership review.

Lesson 3 • Sales Enablement Content and Tools

Equips sales reps with CRM-integrated content, templates, and playbooks that accelerate deal progression. Students map enablement assets to each pipeline stage for maximum relevance.

Lesson 4 • Activity Tracking and Deal Hygiene

Establishes logging standards for calls, emails, and meetings to maintain accurate deal records. Clean activity data enables the forecasting and reporting covered in the next section.

Lesson 1 • Loyalty Programmes and Advocacy Campaigns

Structures points-based, tiered, and referral loyalty programmes that reward repeat purchase and advocacy. Students design a loyalty programme framework integrated with CRM contact records.

Lesson 2 • Onboarding Programmes That Reduce Churn

Designs structured onboarding sequences that drive early product adoption and reduce early-stage churn. CRM automation delivers onboarding touchpoints at the right time without manual effort.

Lesson 3 • Customer Lifetime Value and Retention Metrics

Calculates CLV, churn rate, and net revenue retention to quantify the financial impact of retention efforts. These metrics establish the business case for every retention investment that follows.

Lesson 4 • Upsell and Cross-Sell Campaign Design

Uses purchase history and behavioural CRM data to identify and target upsell and cross-sell opportunities. Students build triggered campaigns that present relevant offers at optimal moments.

Lesson 1 • Strategic Planning and Budget Allocation

Uses performance data to build a quarterly marketing plan with channel-level budget recommendations. Students present a data-backed strategy that aligns marketing investment to revenue targets.

Lesson 2 • Attribution Modelling and Revenue Tracking

Compares first-touch, last-touch, linear, and data-driven attribution models and selects the right one per use case. Accurate attribution ensures budget flows to the channels that actually drive revenue.

Lesson 3 • Marketing Analytics Foundations

Defines key metrics across acquisition, engagement, conversion, and retention and explains how they connect. A shared metrics vocabulary prevents misalignment between marketing and sales teams.

Lesson 4 • Conversion Rate Optimisation

Applies heatmaps, session recordings, and funnel analysis to identify and fix conversion bottlenecks. CRO findings feed directly into content, email, and paid campaign improvements.