Marketing automation training

Lesson 1 • Business Value and ROI Drivers

Examines why organisations invest in automation and how it generates measurable returns. Connects financial justification to strategic marketing goals.

Lesson 2 • Marketing Automation Ecosystem Overview

Maps the landscape of platforms, integrations, and adjacent technologies. Helps learners understand where automation sits within the broader martech stack.

Lesson 3 • Core Components of Automation Systems

Identifies the functional building blocks common to all automation platforms. Provides a mental model for evaluating any tool encountered later.

Lesson 1 • Segmentation Strategies

Explains how to divide contacts into meaningful groups based on behaviour, demographics, and lifecycle stage. Segmentation is the prerequisite for personalised automation.

Lesson 2 • Data Quality and Compliance Practices

Addresses ongoing data maintenance, consent management, and privacy obligations. Clean, compliant data protects deliverability and organisational reputation.

Lesson 3 • Building and Importing Contact Lists

Covers methods for collecting and importing contacts into an automation platform. Establishes data hygiene practices from the start.

Lesson 4 • Contact Properties and Custom Fields

Teaches how to define and use standard and custom data fields to enrich contact records. Rich data enables precise targeting in later automation workflows.

Lesson 1 • Email Design Principles for Automation

Covers responsive layout, visual hierarchy, and brand consistency in automated emails. Good design directly improves open and click rates.

Lesson 2 • Email Testing and Optimisation

Introduces A/B testing methodology and performance analysis for email campaigns. Continuous testing transforms email from a one-time send into an improving asset.

Lesson 3 • Automated Email Campaign Types

Surveys the primary categories of automated email programs and their strategic purposes. Learners can select the right campaign type for each business goal.

Lesson 4 • Deliverability and Sender Reputation

Explains the technical and behavioural factors that determine inbox placement. Strong deliverability is foundational to every email automation program.

Lesson 1 • Calls to Action and Offer Design

Teaches how to craft compelling CTAs and lead magnets that motivate contact action. Strong offers increase top-of-funnel volume for all downstream automation.

Lesson 2 • Landing Page Strategy and Structure

Defines the role of landing pages in the automation funnel and the principles of high-converting page design. Strategy precedes execution for every page built.

Lesson 3 • Form Design and Optimisation

Covers form field selection, layout, and friction reduction to maximise submission rates. Forms are the primary data capture mechanism for automation.

Lesson 1 • Workflow Testing and Quality Assurance

Provides a systematic approach to testing workflows before going live. Thorough QA prevents costly errors and ensures contacts receive the correct experience.

Lesson 2 • Internal Notifications and Task Automation

Explains how to automate sales alerts, task creation, and team notifications within workflows. Internal automation accelerates handoffs and reduces manual follow-up.

Lesson 3 • Designing Lead Nurture Sequences

Covers how to map and build multi-touch nurture paths that move leads through the funnel. Nurture sequences are the most common automation use case in B2B and B2C.

Lesson 4 • Behavioural Trigger Automation

Teaches how to fire automations based on real-time contact actions such as page visits and clicks. Behavioural triggers create timely, contextually relevant experiences.

Lesson 1 • Lead Handoff and MQL Definition

Defines the criteria and process for passing marketing-qualified leads to sales. Clear handoff rules reduce friction and improve sales acceptance rates.

Lesson 2 • Sales Enablement Through Automation

Shows how automation delivers contact intelligence and content to sales reps at the right moment. Automation-powered enablement shortens sales cycles.

Lesson 3 • CRM and Automation Platform Sync

Explains how data flows between marketing automation and CRM systems. Proper sync configuration prevents data conflicts and ensures a single source of truth.

Lesson 1 • Funnel and Conversion Analysis

Covers how to analyse drop-off points and conversion rates across the full automation funnel. Funnel analysis identifies the highest-impact optimisation opportunities.

Lesson 2 • Key Metrics and KPI Frameworks

Establishes the essential metrics for evaluating automation programs across email, workflows, and conversion. A clear KPI framework focuses optimisation efforts.

Lesson 3 • Attribution and Campaign ROI

Explains multi-touch attribution models and how to calculate the ROI of automation campaigns. Attribution connects marketing spend to revenue outcomes.

Lesson 4 • Continuous Optimisation Frameworks

Introduces structured processes for ongoing testing, learning, and improvement of automation programs. Systematic optimisation compounds performance gains over time.

Lesson 1 • Scaling and Maturity Roadmapping

Provides a framework for assessing current automation maturity and planning a growth roadmap. Roadmapping aligns automation investment with long-term business strategy.

Lesson 2 • Automation Governance and Documentation

Establishes naming conventions, change management, and audit processes for large automation libraries. Governance prevents technical debt and enables team scalability.

Lesson 3 • Omnichannel Automation Orchestration

Extends automation beyond email to coordinate SMS, ads, social, and web personalisation. Omnichannel orchestration delivers consistent experiences across every touchpoint.

Lesson 4 • Advanced Segmentation and Personalisation

Covers predictive segmentation, behavioural scoring, and AI-assisted personalisation at scale. Advanced personalisation drives measurable lifts in engagement and revenue.