Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform and user interface
- Fundamentals of marketing automation and lead lifecycle oversight
- Effective management of leads, accounts, and audience segments
- Establishing intelligent segmentations and dynamic lists
Module 2: Campaign Development and Essential Automation
- Setting up email programs and web forms
- Developing landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign effectiveness and refining results
Module 3: Sophisticated Automation and Personalization
- Crafting multichannel nurturing programs (email, social, web)
- Utilizing tokens and snippets for consistent content reuse
- Implementing AI-driven personalization via Adobe Sensei
- Connecting CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Stewardship
- Building dashboards and generating performance reports
- Grasping multichannel attribution and determining ROI
- Enforcing data governance and maintaining security compliance
- Adopting best practices for marketing campaigns in educational and commercial sectors
Module 5: Applied Workshop – Campaign Simulation
- Configuring a practical campaign scenario for higher education
- Developing automated workflows for student engagement and follow-up
- Assessing and presenting outcomes aligned with campaign goals
Conclusion and Future Directions
Requirements
- A foundational understanding of digital marketing and CRM principles
- Familiarity with email marketing and lead management processes
- A keen interest in automation and data-driven marketing approaches
Target Audience
- Faculty members and marketing professionals affiliated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic staff involved in communication, outreach, or enrollment marketing
Testimonials (3)
What I liked most about the training was the technical color and video performance theory session. It helped me clearly understand the reasoning behind key production decisions, such as why specific frame rates are chosen for different types of videos and how particular color spaces impact visual quality and performance. Having this theoretical foundation made the technical concepts more meaningful and easier to apply in practical scenarios.
Jason Lee
Course - Adobe Creative Cloud (After Effects, Premiere Pro, Illustrator, Animate, and Character Animator) for Beginners
Marko was very knowledgeable, friendly and explained in a very clear way. He also brought so many use cases, examples from his broad experience and was super interactive with us.
Delia Roxana Isfan-Stan
Course - Adobe Acrobat: PDF Creation and Editing
Marko’s openness to answer all our questions
