Course Descriptions

Version 12

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    Foundation Build Workshop

     

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    Prerequisites:

    •    New to Marketo on demand

    •    Quick Wins in Community

    Learning Goals

    1: Manage Customer Data

    Learn how to get people into the database and manage information associated with each record. Then target your audience by creating Smart Lists

    •    Field Mgmt and Custom Fields

    •    System Smart Lists

    •    Creating My (Static) Lists

    •    Cleaning Data, Single Flow Actions

    •    Targeting Your Audience

    •    My Smart Lists

    2: Marketing Programs: Content

    Teaches all you need to start building out your first Marketo Email Program, including managing images, designing emails and landing pages, creating a form and A/B testing.

    •    Images and Files

    •    Forms—progressive profiling, hidden fields

    •    Landing Pages

    •    Emails

    •    Testing Digital Assets

    3: Email Program

    Learn how to choose which program you should use, create automated campaigns, score people for a maximum win rate.

    •    Channels, Tags, and Costs for Reporting

    •    Email Program with a/b testing

    •    Test the Program

    •    Foldering and Cloning

    •    Tokens

    Time Available in CLASSROOM ONLY:

    Social Buttons

    •    Create

    •    App Settings & Share Flow

    •    Add to Page

    Facebook Publishing

    •    Import Template

    •    Publish Page

    •    Change Tab Image

    Social Form Fill

    •    Available Fields

    •    Add Social Form Fill to a form

    •    Testing with different Social Networks

    4:  Engagement Program and Basic Scoring 

    Nurture your customers with the Engagement Program, and learn how to use standard reports in Marketo.

    •    Content

    •    Streams

    •    Lead Scoring

    •    Behavior and Demographic Lead Scoring

    •    Build Lead processing campaigns that work with Lead Scoring protocol

    •    Data Management : Create Data Management program, e.g. Blacklist, Marketing Suppression

     

    Email Deliverability

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    Prerequisites:

    •    None

    Learning Goals

    •    Evaluate the use of email deliverability

    •    Identify ways to improve email deliverability

    •    Explain email and privacy laws

    •    Identify best practices for adhering to privacy laws and standards

     

    Landing Page with a Simple Form

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    •    None

    Learning Goals

    •    Create a very simple Form

    •    Create a Landing Page – pick a template and use the properties sheet

    •    Add Assets to the Page – add images, apply a form, position assets, change colors

    •    Publish Your Page

     

    Email Editor 

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    •    None

    Learning Goals

    •    Basic Set Up

    •    Modifying text

    •    Placing, modifying and linking images

    •    How and when to use tables

    •    Add the Forward To a Friend Link

    •    Proofing tools.

     

    Forms 2.0

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    None

    Learning Goals

    •    Creating a Form

    •    Form Settings

    •    Choosing a Form Theme

    •    Adding custom CSS to a form

    •    Understanding General Settings of a Form

    •    Progressive Profiling

    •    Custom HTML

    •    Advanced Than You pages

    •    Using Social Form Fill Thank You page

    •    Field Details

    •    Understanding Field Details display area

    •    Field Properties

    •    Field Behavior

    •    Approve and Close a Form

    Email Program

     

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    Delivery Types:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    None

    Learning Goals

    •    Audience- list import and smart lists

    •    Basic Email creation

    •    Schedule the email send

    •    Approving the program

    •    Resend Campaign

    •    Reporting Dashboard

     

    Engagement Program

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    None

    Learning Goals

    •    Create a Program

    •    Add Content

    •    Manage Content

    •    Add People to the Program

    •    Use the Reporting Dashboard

     

    Programs Channels and Tags

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    •    Level: Advanced

    Learning Goals

    •    Why Programs?

    •    Program Types

    •    Tags & Channels

    •    Reporting

    Multi Stream Engagement and Champion Challenger

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    •    Level:  Advanced

    Learning Goals

    •    Create a Multi-stream Engagement

    •    Exercise on Building an Engagement Program with campaigns

    •    Other Options and Solutions for Engagement that may fit your company: Drip Nurtures, Additional Campaigns

    •    Basic Nurture Reports: Successes, Channel, Opps

    •    Key Takeaways and Tips

     

    Personalizing with Dynamic Content

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    •    On-Demand

    Prerequisites:

    •    Level: Advanced

    Learning Goals

    •    Dynamic Content Overview: what is dynamic content, what can you do with and some ways to help you think about how you might use it.

    •    Segmentations:  learn how to use the new leads segmentation feature to create dynamic content targets.

    •    Snippets: creating little bits of content, either images file or text, to use across all Marketo programs

    •    Dynamic Emails and Landing Pages: how to build your emails and landing pages, adding in Dynamic Content Elements based

    •    Lastly, you will learn how to Modify an Email Template for Dynamic Content.

     

    Tokens System Lead and Program

     

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    Delivery Method:

    •    Instructor Led Online (Premium – Subscription only)

    Prerequisites:

    •    Level: Advanced

    Learning Goals

    •    What are Tokens?

    •    Personalization Tokens

    •    System Tokens

    •    My Tokens and a good My Token Strategy

    •    Token Overall Strategy

    IBM Email Deliverability Tool

     

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    Delivery Method:

    •    On-Demand only

    Prerequisites:

    •    Must have IBM Email Deliverability package

    •    Level: easy-ish

    Learning Goals

    •    Learn the email preview function

    •    What is an Email Score?

    •    How to interpret deliverability stats

    •    Controlling test sends to remain in-budget

     

    Scoring and Score Tokens

     

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    Delivery Method:

    •    Instructor Led Online

    •    On-Demand

    Prerequisites:

    •    None

    Learning Goals

    •    Two Basic Types of Scores

    •    Common Campaigns

    •    Program Import Library

    •    Scoring Tokens

     

    Lifecycle

     

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    Delivery Method:

    •    Instructor Led Online

    •    On-Demand

    Prerequisites:

    •    None

    Learning Goals

    •    What is the Funnel?

    •    Pushing Qualified Leads to Sales

    •    Lifecycle Campaign vs Marketing Campaigns

    •    Setting Up Sales Alerts

     

    Basic Reports

     

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    Delivery Method:

    •    Instructor Led Online

    •    On-Demand

    Prerequisites:

    •    Have run several programs to have data to analyze

    Learning Goals

    •    Program Dashboards

    •    Reports in Programs

    •    Reports in Analytics

    •    Customizing Reports

    •    Report Subscription

    Acquisition and Attribution

     

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    Delivery Method:

    •    Instructor Led Online

    •    On-Demand

    Prerequisites:

    •    Have run several programs to have data to analyze

    •    Experience in Basic Reports

    Learning Goals

    •    Uncover which nurturing/acquisition programs to continue to invest and which to discontinue/make changes

    •    Learn why is this important & how to make it happen

    •    Determine what is effective in generating and closing opptys