Marketing Automation Specialist Course

Lesson 1 • Core Concepts: Leads, Contacts, and Records

Explain how leads, contacts, accounts, and records are structured inside automation platforms. Foundational for all segmentation and workflow chapters ahead.

Lesson 2 • What Marketing Automation Actually Is

Define marketing automation, distinguish it from CRM and email tools, and map its role in the modern marketing stack. Establishes shared vocabulary for the entire course.

Lesson 3 • Business Case and ROI Fundamentals

Quantify the value of automation through efficiency gains, revenue impact, and cost reduction metrics. Connects platform investment to measurable business outcomes.

Lesson 4 • Setting Up Your Automation Environment

Walk through account configuration, user roles, domain authentication, and baseline settings. Ensures a properly configured workspace before building any campaigns.

Lesson 1 • Segmentation Strategies and Logic

Build static and dynamic segments using behavioural, demographic, and firmographic criteria. Segmentation precision directly determines marketing campaign relevance and conversion rates.

Lesson 2 • Importing and Organising Contact Data

Cover CSV imports, field mapping, and data normalisation techniques to populate a clean database. Directly enables accurate segmentation and personalisation downstream.

Lesson 3 • Progressive Profiling and Data Enrichment

Use progressive forms and third-party enrichment tools to deepen contact profiles over time. Richer profiles enable the advanced personalisation techniques taught in later chapters.

Lesson 4 • Consent Management and Compliance

Implement opt-in workflows, preference centres, and unsubscribe mechanisms that meet global consent standards. Protects sender reputation and ensures legal compliance.

Lesson 1 • Personalisation and Dynamic Content

Insert merge tags, conditional content blocks, and dynamic sections that adapt to each recipient's data. Personalisation is the primary lever for improving open and click rates.

Lesson 2 • Deliverability Optimisation

Diagnose and improve inbox placement through sender reputation management, authentication protocols, and list hygiene. Deliverability underpins every email metric in the course.

Lesson 3 • Automated Email Sequences and Drip Campaigns

Configure time-based and trigger-based email sequences that nurture contacts through defined journeys. Sequences built here feed directly into the workflow automation chapter.

Lesson 4 • Email Design and Template Architecture

Build responsive email templates using drag-and-drop editors and HTML, applying design principles for readability and brand consistency. Templates created here are reused throughout the course.

Lesson 1 • Workflow Architecture and Planning

Map automation logic using flowcharts before building, defining triggers, conditions, and actions systematically. Planning prevents costly rework during the build phase.

Lesson 2 • Internal Actions and Notifications

Automate internal tasks such as task creation, owner assignment, Slack alerts, and CRM field updates within workflows. Internal actions align sales and marketing teams around shared data.

Lesson 3 • Testing, Debugging, and Deploying Workflows

Use test contacts, enrolment previews, and activity logs to validate workflow logic before going live. Systematic testing prevents data corruption and missed communications.

Lesson 4 • Branching, Conditions, and Decision Logic

Use if/then branches, wait steps, and goal conditions to create adaptive workflows that respond to contact behaviour in real time. Branching logic is the core of intelligent automation.

Lesson 1 • Lead Scoring Fundamentals

Explain explicit and implicit scoring dimensions, point assignment logic, and score decay. Scoring models built here power the lead routing and nurturing workflows in subsequent sections.

Lesson 2 • Lead Lifecycle Stages and Status Transitions

Define lifecycle stages from subscriber to customer and configure automated status transitions based on score and behaviour. Stage accuracy is essential for pipeline reporting.

Lesson 3 • Lead Routing and Sales Handoff

Automate lead assignment to sales reps based on territory, score, and round-robin rules, with handoff notifications. Proper routing reduces lead response time and improves conversion.

Lesson 4 • Building a Custom Scoring Model

Translate ideal customer profile attributes and behavioural signals into a weighted scoring matrix. A well-calibrated model reduces wasted sales effort on low-intent leads.

Lesson 1 • Integration Troubleshooting and Maintenance

Diagnose sync errors, duplicate records, and field mismatch issues using integration logs and audit tools. Proactive maintenance prevents data quality degradation over time.

Lesson 2 • CRM and MAP Integration Architecture

Explain native connectors, API-based integrations, and middleware options for linking CRM and MAP systems. Architecture decisions made here affect every downstream data workflow.

Lesson 3 • Using CRM Data in Automation Workflows

Trigger and personalise automation workflows using CRM properties such as deal stage, owner, and close date. CRM-driven triggers create highly relevant, timely communications.

Lesson 4 • Field Mapping and Data Sync Rules

Map corresponding fields between CRM and MAP, define sync direction, and set conflict resolution rules. Accurate field mapping prevents data loss and record corruption.

Lesson 1 • Reporting Automation and Data Exports

Automate recurring reports, schedule data exports, and connect to BI tools for advanced analysis. Automated reporting frees time for strategic work rather than manual data pulls.

Lesson 2 • Core Marketing Automation Metrics

Define and calculate open rate, click-through rate, conversion rate, and workflow completion rate. Metric literacy is the foundation for every optimisation decision in this chapter.

Lesson 3 • Attribution Modeling for Automation Programmes

Apply first-touch, last-touch, and multi-touch attribution models to measure campaign contribution to revenue. Attribution clarity justifies automation investment to leadership.

Lesson 4 • Building Custom Dashboards and Reports

Create role-specific dashboards for marketing managers and executives using native reporting tools. Custom dashboards translate raw data into actionable business intelligence.

Lesson 1 • Account-Based Marketing Automation

Configure account-level scoring, company-based workflows, and coordinated multi-contact sequences for ABM programmes. ABM automation aligns marketing and sales on high-value target accounts.

Lesson 2 • Automation Governance and Documentation

Establish naming conventions, folder structures, change logs, and ownership protocols for scalable programme management. Governance prevents technical debt as automation complexity grows.

Lesson 3 • Automation Audits and Continuous Improvement

Conduct systematic audits of active workflows, scoring models, and database health to identify and resolve performance gaps. Regular audits sustain long-term programme effectiveness.

Lesson 4 • Multi-Channel Automation Orchestration

Coordinate email, SMS, ads, and web personalisation within unified automation workflows for consistent cross-channel experiences. Orchestration maximises touchpoint relevance across the buyer journey.