Module 1: Tokens
Build campaigns faster
Imagine you just built an event campaign. Then you learn that the location, time and speaker have all changed.
Without tokens, you’d have to update every asset manually. Say goodbye to your lunch break.
With tokens? You can make the update in a few clicks.
In this module:
- Step-by-step guide for building campaigns faster with tokens
- The different types of tokens and when to use them
- 70+ common person and company tokens you should know about
Module 2: A/B Testing
Optimise your campaigns for conversions
A/B testing is the gift that keeps on giving. Because A/B tests reveal insights that make your future campaigns more successful.
Plus, A/B testing is an in-demand skill that more and more marketing teams want.
In this module:
- Step-by-step guide for running A/B tests on your emails and landing pages
- Expert recommendations for what to test and how long
- Assignment: Build an Email Send A/B test and get expert feedback on your work
Module 3: Dynamic Segmentation & Content
Master campaign personalisation
There’s no debate: the more personalised your campaigns, the better your results.
But personalising your campaigns beyond “Hi {{firstname}}” is daunting if you don’t understand how Dynamic Segmentation and Content actually work.
In this module:
- Step-by-step guide to create dynamic segments and apply dynamic content
- How to quickly personalise assets by company, demographic or behavior
- Assignment: Create a dynamic segment and get expert feedback on your work
Module 4: Lead Database
Finally understand how the lead database actually works
It’s okay — this is a safe place to admit you don’t fully understand how the Marketo lead database actually works. Most marketers don’t.
That’s why this module demystifies the lead database. Now you can quickly target the exact right audience for each campaign.
In this module:
- How to save yourself hours by building pre-configured audiences
- How to use exclusion lists to ensure you never send campaigns to the wrong contacts
- How to clean the data that’s throwing off your team’s analytics
Module 5: Advanced Smart Lists
Save yourself hours of work each month
Do you ever feel like you’re doing a lot of manual work for a tool that’s supposed to be automated?
It’s time to learn how to get Marketo to do your work for you.
In this module:
- How to build an exclusion list that saves you hours each month
- Get more sophisticated with categories, filters and constraints
- How to ensure your campaigns don’t go to the wrong audience
Module 6: Lead Detail
Make updates on the fly
Need to force that one contact through so they receive your campaign?
Or pull one contact out so they don’t?
See how you can quickly update lead details to ensure your campaigns go to everyone they’re supposed to. And no one they aren’t.
In this module:
- How to view and change all the information about each lead in your database
- The 25 actions you can take at the lead level
- How to troubleshoot when leads are or aren’t receiving campaigns
Module 7: Design Studio
Cut hours of manual work from your week
The Marketo pro never rebuilds assets from scratch.
Instead, the pro uses Marketo’s advanced functions to build assets once and reuse them over and over. This is another reason the Marketo pro never needs to stay at work late.
If you want to build more personalised campaigns in less time, this module is for you.
In this module:
- How to save yourself hours of work each month with Global Assets
- How to use snippets to improve your segmentation and personalisation
- When to use snippets to save yourself time
Module 8: Advanced Forms
Convert more leads by building better forms
Forms might be the most important asset you ever build in Marketo. Because forms are where your leads actually convert.
One of Marketo’s most popular advanced features, Progressive Profiling, helps you convert more leads by capturing lead data over the course of the customer journey.
In this module:
- How to make forms look and behave the way you need them to
- How to build user-friendly forms that capture data in the right format
- How to build logic into your forms to give each lead the right experience
Module 9: Advanced Smart Campaigns
Run more sophisticated campaigns. Get more impressive results.
This is where the Marketo pro truly outshines their colleagues.
When you get more sophisticated with Smart Campaigns, you can deliver more leads and revenue — without adding a minute to your workday.
In this module:
- How to build and automate trigger campaigns to best practice standards (<– This might be the most important thing you’ll learn in this course)
- How to quickly standardise your data for accurate reports
- Assignment: Build a trigger-based sales alert email and get expert feedback on your work
Module 10: Marketo and SFDC CRM Sync
Finally understand how Marketo and Salesforce work together
You know Marketo and Salesforce work together. But like most marketers at this stage you’re not exactly sure how.
What syncs? When? In both directions? Or just one way?
In this module:
- How CRM syncing works
- The key differences between campaigns in Marketo and Salesforce
- Assignment: Build a scalable sales alert for an event and get expert feedback on your work
Module 11: Reporting
Find the right report for the story you want to tell
Contributing more leads and revenue feels great. But no one will ever know how much value you’re adding if you can’t prove it.
Luckily, it’s easy to tell the story you need to tell when you use the right report.
In this module:
- The 6 most useful reports and how to use them
- How to build meaningful reports that tell a story
- How to use period costs to see ROI
Module 12: Marketing Calendar
Get a clear view of your organization’s campaigns
In marketing, coordination is key.
Who’s sending what, when?
How do you ensure your campaign doesn’t conflict with someone else’s?
Marketo’s Marketing Calendar has all the answers.
In this module:
- How the Marketo Marketing Calendar works
- The 4 types of entries you can use
- How to make quick changes with drag and drop
Module 13: Piecing it All Together
Become an expert-approved Marketo pro
Build a campaign to drive attendance for a virtual event. And put your new skills to the test. From A/B testing to performance reports.
Now you can see how far you’ve come in such a short time.
- Prove that you’re now a Marketo pro
- See where you have opportunities to improve your skills
- Get feedback and guidance from experts