Mastering Marketo Automation for High-Impact Marketing Careers
You're good at your job. But in today’s market, “good” isn’t enough. You’re competing with marketers who ship campaigns faster, personalise at scale, and prove ROI with data that turns heads in the boardroom. And if you're not fluent in Marketo Automation, you're one integration away from being left behind. The pressure is real. Missed KPIs, stagnant promotions, applications ignored. You know the tools matter, but diving in blind means wasted time, trial-and-error setups, and campaigns that underperform. You don't need more tutorials. You need a structured, battle-tested system that transforms your Marketo knowledge into measurable business impact. That’s exactly what Mastering Marketo Automation for High-Impact Marketing Careers delivers - a 30-day pathway from uncertainty to boardroom-ready expertise, complete with a professional-grade certification and a real campaign portfolio you can show hiring managers, clients, or leadership. Take Sarah Chen, Senior Marketing Strategist at a Fortune 500 tech firm. After completing this program, she redesigned her lead nurture funnel, increased conversion rates by 47%, and was fast-tracked for promotion within two quarters. She didn’t just learn Marketo. She learned how to speak Marketo - the way top-tier digital teams expect. This course isn’t about watching someone click through dashboards. It’s about doing, building, and mastering the exact workflows, segmentation logic, compliance protocols, and analytics frameworks that high-performing B2B marketers use every day. It gives you the clarity, confidence, and competitive edge to stop guessing and start leading. Here’s how this course is structured to help you get there.Course Format & Delivery Details: Build Expertise On Your Terms Self-Paced. Immediate Online Access. Begin the moment you enrol. No waiting for cohort dates. No rigid schedules. You control the pace, the place, and the depth of your learning - ideal for busy professionals, global teams, and career accelerators who need results, not roadblocks. Flexible, Future-Proof Learning Designed for Real Careers
- On-demand access – No fixed start dates or deadlines. Fit learning around your role, your time zone, your priorities.
- Lifetime access – Your investment never expires. Return to modules, revise systems, and stay ahead as Marketo evolves.
- Free future updates – Automated content refreshes ensure you’re always learning the latest best practices, compliance rules, and platform updates - at no extra cost.
- Mobile-friendly – Access lessons, templates, and task lists from any device, anywhere. Learn during commutes, between meetings, or from your living room.
- 24/7 global access – Available in English, with clear navigation and structured progression for international learners.
Hands-On Support & Professional Certification
You’re not learning in isolation. This course includes direct access to instructor guidance through structured support channels, including feedback on key implementation milestones and access to expert-reviewed troubleshooting resources. You’ll receive tactical advice, configuration checklists, and real-time application frameworks used by certified Marketo professionals. Upon successful completion, you’ll earn a Certificate of Completion issued by The Art of Service - a globally recognised credential trusted by enterprise marketers, consulting firms, and hiring managers. This isn’t a participation trophy. It’s proof you can design, execute, and optimise enterprise-grade automation workflows with confidence. Zero Risk. Maximum Value. Guaranteed.
We stand behind the transformational value of this course. That’s why every enrolment comes with our 30-day satisfied-or-refunded guarantee. If you complete the first two modules and don’t feel confident in your progress, we’ll refund your investment. No hassle, no questions. - No hidden fees – One straightforward price covers everything: curriculum, templates, support, updates, and certification.
- Secure payment processing – We accept Visa, Mastercard, and PayPal. All transactions are encrypted and compliant with global data standards.
- Clear access workflow – After enrolment, you’ll receive a confirmation email. Your course access details will be delivered separately once your materials are prepared, ensuring a smooth and reliable onboarding process.
This Works Even If…
You’ve struggled with CRMs before. You’re not technical. Your current role doesn’t use Marketo. You’re switching careers. You’ve tried free resources and still feel stuck. This program is built for transformation, not just information. We’ve seen marketers with zero automation experience ship certified workflows within four weeks using our step-by-step implementation playbooks. One enterprise demand generation manager told us, “I thought I’d never understand smart campaigns until I followed the branching logic checklist in Module 5. Now I train my whole team.” That’s the difference: not theory, but applied mastery. When you invest in Mastering Marketo Automation for High-Impact Marketing Careers, you’re not buying a course. You’re securing a career accelerator with risk-reversed entry, professional validation, and a roadmap to influence, visibility, and impact.
Module 1: Foundations of Marketo Automation - Understanding the Marketo platform architecture and ecosystem
- Core use cases for B2B marketing automation
- Differences between Marketo Engage and competitor platforms
- Setting up your Marketo instance for optimal performance
- Navigating the Marketo interface with efficiency
- User roles, permissions, and security best practices
- Defining success metrics for automation initiatives
- Mapping buyer journeys to automation opportunities
- Identifying high-impact processes for automation
- Aligning automation goals with marketing and sales KPIs
Module 2: Data Architecture and Lead Management - Designing a scalable data model in Marketo
- Custom fields, data types, and field visibility rules
- Importing and cleansing lead databases
- Configuring lead scoring models based on engagement and fit
- Setting up progressive profiling strategies
- Managing lead ownership and routing rules
- Implementing lead lifecycle stages (MQL, SAL, SQL)
- Creating and maintaining data quality standards
- Using batch segmentation for historical analysis
- Integrating CRM data with Marketo synchronisation rules
Module 3: Email Marketing & Engagement Systems - Creating responsive email templates using the design studio
- Coding best practices for HTML email compatibility
- Setting up dynamic content blocks by segment
- Building A/B testing frameworks for subject lines and CTAs
- Optimising email send times using engagement analytics
- Configuring sender domains and authentication (SPF, DKIM, DMARC)
- Managing unsubscribe compliance and preference centres
- Building branded email footers and legal compliance sections
- Testing email renders across clients and devices
- Analysing open rates, click-through rates, and spam complaints
Module 4: Smart Campaigns and Workflow Logic - Understanding campaign types: Smart, Batch, Test
- Building entry triggers based on behaviour and data changes
- Designing flow steps: emails, field updates, wait steps
- Using filters to segment campaign audiences dynamically
- Implementing branching logic for conditional paths
- Scheduling campaigns with precise timing control
- Testing campaigns using preview and debug tools
- Documenting complex workflows for team handover
- Optimising campaign performance through iteration
- Archiving and deprecating outdated campaigns
Module 5: Advanced Segmentation and Personalisation - Creating static and dynamic lists for targeting
- Using smart lists with nested filters
- Segmenting by firmographic, demographic, and behavioural data
- Building lookalike audience models for expansion
- Implementing account-based marketing (ABM) segmentation
- Creating audience tiers based on engagement velocity
- Personalising content using tokens and merge fields
- Setting up regionalisation rules for global campaigns
- Dynamic landing page personalisation strategies
- Using IP address and geolocation for segmentation
Module 6: Landing Pages and Form Strategies - Designing high-conversion landing pages in Marketo
- Using the landing page builder with drag-and-drop elements
- Creating forms with validation and error messaging
- Setting up hidden fields for data enrichment
- Configuring form follow-up actions (redirects, thank you messages)
- Implementing progressive form fields across visits
- Embedding forms on external websites securely
- Analysing form abandonment and conversion rates
- Creating multi-step forms for complex offers
- Testing form length and field order for maximum completion
Module 7: Analytics, Attribution, and Reporting - Understanding Marketo’s analytics dashboard hierarchy
- Building custom reports for campaign performance
- Tracking conversion paths from first touch to closed revenue
- Configuring multi-touch attribution models
- Creating attribution visualisation reports for stakeholders
- Analysing lead source effectiveness and channel ROI
- Tracking revenue influenced by marketing campaigns
- Exporting data for CRM and BI integration
- Setting up report subscriptions and automated delivery
- Building executive-level summaries for leadership review
Module 8: Integration with CRM and Third-Party Tools - Connecting Marketo with Salesforce using sync settings
- Configuring bi-directional field mapping
- Handling lead and contact deduplication rules
- Synchronising campaign memberships and engagement data
- Setting up lead creation and update rules in CRM
- Integrating with webinar platforms like Zoom and GoToWebinar
- Connecting Marketo to analytics tools (Google Analytics, Segment)
- Using REST API for custom integrations
- Managing webhooks for real-time notifications
- Testing integration health and resolving sync errors
Module 9: Lead Nurturing and Drip Campaigns - Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Understanding the Marketo platform architecture and ecosystem
- Core use cases for B2B marketing automation
- Differences between Marketo Engage and competitor platforms
- Setting up your Marketo instance for optimal performance
- Navigating the Marketo interface with efficiency
- User roles, permissions, and security best practices
- Defining success metrics for automation initiatives
- Mapping buyer journeys to automation opportunities
- Identifying high-impact processes for automation
- Aligning automation goals with marketing and sales KPIs
Module 2: Data Architecture and Lead Management - Designing a scalable data model in Marketo
- Custom fields, data types, and field visibility rules
- Importing and cleansing lead databases
- Configuring lead scoring models based on engagement and fit
- Setting up progressive profiling strategies
- Managing lead ownership and routing rules
- Implementing lead lifecycle stages (MQL, SAL, SQL)
- Creating and maintaining data quality standards
- Using batch segmentation for historical analysis
- Integrating CRM data with Marketo synchronisation rules
Module 3: Email Marketing & Engagement Systems - Creating responsive email templates using the design studio
- Coding best practices for HTML email compatibility
- Setting up dynamic content blocks by segment
- Building A/B testing frameworks for subject lines and CTAs
- Optimising email send times using engagement analytics
- Configuring sender domains and authentication (SPF, DKIM, DMARC)
- Managing unsubscribe compliance and preference centres
- Building branded email footers and legal compliance sections
- Testing email renders across clients and devices
- Analysing open rates, click-through rates, and spam complaints
Module 4: Smart Campaigns and Workflow Logic - Understanding campaign types: Smart, Batch, Test
- Building entry triggers based on behaviour and data changes
- Designing flow steps: emails, field updates, wait steps
- Using filters to segment campaign audiences dynamically
- Implementing branching logic for conditional paths
- Scheduling campaigns with precise timing control
- Testing campaigns using preview and debug tools
- Documenting complex workflows for team handover
- Optimising campaign performance through iteration
- Archiving and deprecating outdated campaigns
Module 5: Advanced Segmentation and Personalisation - Creating static and dynamic lists for targeting
- Using smart lists with nested filters
- Segmenting by firmographic, demographic, and behavioural data
- Building lookalike audience models for expansion
- Implementing account-based marketing (ABM) segmentation
- Creating audience tiers based on engagement velocity
- Personalising content using tokens and merge fields
- Setting up regionalisation rules for global campaigns
- Dynamic landing page personalisation strategies
- Using IP address and geolocation for segmentation
Module 6: Landing Pages and Form Strategies - Designing high-conversion landing pages in Marketo
- Using the landing page builder with drag-and-drop elements
- Creating forms with validation and error messaging
- Setting up hidden fields for data enrichment
- Configuring form follow-up actions (redirects, thank you messages)
- Implementing progressive form fields across visits
- Embedding forms on external websites securely
- Analysing form abandonment and conversion rates
- Creating multi-step forms for complex offers
- Testing form length and field order for maximum completion
Module 7: Analytics, Attribution, and Reporting - Understanding Marketo’s analytics dashboard hierarchy
- Building custom reports for campaign performance
- Tracking conversion paths from first touch to closed revenue
- Configuring multi-touch attribution models
- Creating attribution visualisation reports for stakeholders
- Analysing lead source effectiveness and channel ROI
- Tracking revenue influenced by marketing campaigns
- Exporting data for CRM and BI integration
- Setting up report subscriptions and automated delivery
- Building executive-level summaries for leadership review
Module 8: Integration with CRM and Third-Party Tools - Connecting Marketo with Salesforce using sync settings
- Configuring bi-directional field mapping
- Handling lead and contact deduplication rules
- Synchronising campaign memberships and engagement data
- Setting up lead creation and update rules in CRM
- Integrating with webinar platforms like Zoom and GoToWebinar
- Connecting Marketo to analytics tools (Google Analytics, Segment)
- Using REST API for custom integrations
- Managing webhooks for real-time notifications
- Testing integration health and resolving sync errors
Module 9: Lead Nurturing and Drip Campaigns - Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Creating responsive email templates using the design studio
- Coding best practices for HTML email compatibility
- Setting up dynamic content blocks by segment
- Building A/B testing frameworks for subject lines and CTAs
- Optimising email send times using engagement analytics
- Configuring sender domains and authentication (SPF, DKIM, DMARC)
- Managing unsubscribe compliance and preference centres
- Building branded email footers and legal compliance sections
- Testing email renders across clients and devices
- Analysing open rates, click-through rates, and spam complaints
Module 4: Smart Campaigns and Workflow Logic - Understanding campaign types: Smart, Batch, Test
- Building entry triggers based on behaviour and data changes
- Designing flow steps: emails, field updates, wait steps
- Using filters to segment campaign audiences dynamically
- Implementing branching logic for conditional paths
- Scheduling campaigns with precise timing control
- Testing campaigns using preview and debug tools
- Documenting complex workflows for team handover
- Optimising campaign performance through iteration
- Archiving and deprecating outdated campaigns
Module 5: Advanced Segmentation and Personalisation - Creating static and dynamic lists for targeting
- Using smart lists with nested filters
- Segmenting by firmographic, demographic, and behavioural data
- Building lookalike audience models for expansion
- Implementing account-based marketing (ABM) segmentation
- Creating audience tiers based on engagement velocity
- Personalising content using tokens and merge fields
- Setting up regionalisation rules for global campaigns
- Dynamic landing page personalisation strategies
- Using IP address and geolocation for segmentation
Module 6: Landing Pages and Form Strategies - Designing high-conversion landing pages in Marketo
- Using the landing page builder with drag-and-drop elements
- Creating forms with validation and error messaging
- Setting up hidden fields for data enrichment
- Configuring form follow-up actions (redirects, thank you messages)
- Implementing progressive form fields across visits
- Embedding forms on external websites securely
- Analysing form abandonment and conversion rates
- Creating multi-step forms for complex offers
- Testing form length and field order for maximum completion
Module 7: Analytics, Attribution, and Reporting - Understanding Marketo’s analytics dashboard hierarchy
- Building custom reports for campaign performance
- Tracking conversion paths from first touch to closed revenue
- Configuring multi-touch attribution models
- Creating attribution visualisation reports for stakeholders
- Analysing lead source effectiveness and channel ROI
- Tracking revenue influenced by marketing campaigns
- Exporting data for CRM and BI integration
- Setting up report subscriptions and automated delivery
- Building executive-level summaries for leadership review
Module 8: Integration with CRM and Third-Party Tools - Connecting Marketo with Salesforce using sync settings
- Configuring bi-directional field mapping
- Handling lead and contact deduplication rules
- Synchronising campaign memberships and engagement data
- Setting up lead creation and update rules in CRM
- Integrating with webinar platforms like Zoom and GoToWebinar
- Connecting Marketo to analytics tools (Google Analytics, Segment)
- Using REST API for custom integrations
- Managing webhooks for real-time notifications
- Testing integration health and resolving sync errors
Module 9: Lead Nurturing and Drip Campaigns - Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Creating static and dynamic lists for targeting
- Using smart lists with nested filters
- Segmenting by firmographic, demographic, and behavioural data
- Building lookalike audience models for expansion
- Implementing account-based marketing (ABM) segmentation
- Creating audience tiers based on engagement velocity
- Personalising content using tokens and merge fields
- Setting up regionalisation rules for global campaigns
- Dynamic landing page personalisation strategies
- Using IP address and geolocation for segmentation
Module 6: Landing Pages and Form Strategies - Designing high-conversion landing pages in Marketo
- Using the landing page builder with drag-and-drop elements
- Creating forms with validation and error messaging
- Setting up hidden fields for data enrichment
- Configuring form follow-up actions (redirects, thank you messages)
- Implementing progressive form fields across visits
- Embedding forms on external websites securely
- Analysing form abandonment and conversion rates
- Creating multi-step forms for complex offers
- Testing form length and field order for maximum completion
Module 7: Analytics, Attribution, and Reporting - Understanding Marketo’s analytics dashboard hierarchy
- Building custom reports for campaign performance
- Tracking conversion paths from first touch to closed revenue
- Configuring multi-touch attribution models
- Creating attribution visualisation reports for stakeholders
- Analysing lead source effectiveness and channel ROI
- Tracking revenue influenced by marketing campaigns
- Exporting data for CRM and BI integration
- Setting up report subscriptions and automated delivery
- Building executive-level summaries for leadership review
Module 8: Integration with CRM and Third-Party Tools - Connecting Marketo with Salesforce using sync settings
- Configuring bi-directional field mapping
- Handling lead and contact deduplication rules
- Synchronising campaign memberships and engagement data
- Setting up lead creation and update rules in CRM
- Integrating with webinar platforms like Zoom and GoToWebinar
- Connecting Marketo to analytics tools (Google Analytics, Segment)
- Using REST API for custom integrations
- Managing webhooks for real-time notifications
- Testing integration health and resolving sync errors
Module 9: Lead Nurturing and Drip Campaigns - Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Understanding Marketo’s analytics dashboard hierarchy
- Building custom reports for campaign performance
- Tracking conversion paths from first touch to closed revenue
- Configuring multi-touch attribution models
- Creating attribution visualisation reports for stakeholders
- Analysing lead source effectiveness and channel ROI
- Tracking revenue influenced by marketing campaigns
- Exporting data for CRM and BI integration
- Setting up report subscriptions and automated delivery
- Building executive-level summaries for leadership review
Module 8: Integration with CRM and Third-Party Tools - Connecting Marketo with Salesforce using sync settings
- Configuring bi-directional field mapping
- Handling lead and contact deduplication rules
- Synchronising campaign memberships and engagement data
- Setting up lead creation and update rules in CRM
- Integrating with webinar platforms like Zoom and GoToWebinar
- Connecting Marketo to analytics tools (Google Analytics, Segment)
- Using REST API for custom integrations
- Managing webhooks for real-time notifications
- Testing integration health and resolving sync errors
Module 9: Lead Nurturing and Drip Campaigns - Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Designing nurture streams based on buyer intent
- Mapping content to stages of the buyer’s journey
- Creating segmented nurture tracks for personas
- Building time-based and behaviour-triggered drip sequences
- Using engagement scoring to adjust nurture velocity
- Incorporating re-engagement campaigns for inactive leads
- Setting up win-back campaigns for churned customers
- Analysing nurture programme ROI and conversion lift
- Optimising content cadence and messaging frequency
- Automating nurture track transitions based on engagement
Module 10: Event Automation and Webinar Workflows - Creating automated registration follow-up sequences
- Sending reminders based on event proximity
- Tracking attendance and no-shows in Marketo
- Automating post-event nurture for attendees and absentees
- Scoring leads based on event engagement levels
- Integrating with virtual event platforms for real-time data
- Building on-demand webinar distribution sequences
- Setting up internal notifications for sales teams
- Measuring event-driven pipeline and influence
- Creating evergreen event replays with gated access
Module 11: Account-Based Marketing (ABM) Automation - Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Setting up target account lists in Marketo
- Creating firmographic segmentation rules
- Personalising content for key accounts
- Tracking engagement at the account level
- Automating alerts for sales when accounts show intent
- Building multi-channel ABM playbooks
- Measuring account engagement scores over time
- Running coordinated email and ad campaigns
- Integrating with ABM platforms like 6sense or Demandbase
- Reporting on account progression through the funnel
Module 12: Compliance, Governance, and Security - Implementing GDPR and CCPA compliance workflows
- Managing consent capture and tracking
- Setting up preference centres for data control
- Handling data subject access requests (DSARs)
- Configuring data retention and deletion rules
- Documenting audit trails for compliance reporting
- Restricting access based on regulatory zones
- Training teams on data ethics and legal obligations
- Monitoring for spam risk and sender reputation
- Creating compliance checklists for global campaigns
Module 13: Advanced Automation Patterns - Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Building closed-loop feedback from CRM to Marketo
- Creating feedback loops for customer advocacy
- Automating referral and testimonial collection
- Setting up win/loss analysis triggers
- Designing lifecycle re-engagement campaigns
- Automating onboarding sequences for new customers
- Triggering upsell and cross-sell workflows
- Managing renewal reminders and contract notices
- Building advocacy and ambassador programs
- Automating survey distribution and analysis
Module 14: System Optimisation and Performance Tuning - Auditing existing campaigns for efficiency
- Identifying redundant or conflicting workflows
- Reducing email fatigue with frequency capping
- Optimising send throttling for deliverability
- Monitoring system performance and load times
- Managing asset bloat and folder organisation
- Renaming and tagging assets for searchability
- Creating naming conventions for team alignment
- Using folders and shared resources efficiently
- Setting up campaign templates for reuse
Module 15: Real-World Implementation Projects - Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification
Module 16: Career Advancement & Certification Pathway - How to showcase Marketo expertise on your resume and LinkedIn
- Preparing for technical interviews and case studies
- Using your project portfolio in job applications
- Networking with Marketo user groups and communities
- Becoming a go-to automation expert in your organisation
- Advancing from marketer to marketing technologist
- Transitioning into roles like Marketing Ops, Demand Gen, or ABM
- Positioning your certification in salary negotiations
- Continuing education pathways for Marketo mastery
- Earning your Certificate of Completion issued by The Art of Service
- Designing a complete lead-to-revenue automation flow
- Building a multi-touch nurture programme from scratch
- Creating an event-driven campaign with follow-up logic
- Setting up an ABM motion for a target account list
- Configuring a GDPR-compliant data management workflow
- Integrating with Salesforce and testing sync accuracy
- Developing a lead scoring model with behavioural weights
- Creating dynamic content rules for regional messaging
- Designing a re-engagement campaign for dormant leads
- Documenting and presenting your project for certification