Publication date : 08/07/2024
Course : Marketing Automation, optimizing your marketing campaigns
Synthesis course - 1d
- 7h00 - Ref. MKO
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 | Automate your marketing campaigns |
| Optimize lead generation on digital channels |
| Implement efficient lead nurturing and scoring workflows |
| Using a Marketing Automation platform effectively |
Intended audience
Marketing managers and directors, sales managers and directors, anyone in charge of Webmarketing projects.
Prerequisites
Basic knowledge of web marketing.
Practical details
Hands-on work
Theoretical input, demonstrations and case studies.
Course schedule
1 Managing prospects with Marketing Automation and Lead Nurturing
- Understand the notion of marketing automation: what can be automated and what can't.
- Understand the role and implementation of behavioral data.
- Know the functionalities of a Marketing Automation platform: landing pages, emails, scoring, workflows...
- Understand the risks associated with Marketing Automation.
- Choosing the right Marketing Automation platform for your needs: advantages, strengths, limitations...
- Develop your first automation scenarios and deploy workflows.
- Manage prospects upstream with Lead Nurturing: use of Personas, integration of the conversion tunnel...
- Measure the effectiveness of your nurturing workflows.
2 Use Lead Scoring to qualify prospects and leads
- Understanding Lead Scoring.
- Define implicit scoring or "demographic".
- Define explicit or behavioral scoring.
- Define your negative scoring.
- Create your own labels.
- Evaluate your scoring rules and optimize your approach.
3 Linking marketing automation and CRM
- Understand the differences between marketing automation tools and CRM.
- Understand the main limitations of CRM.
- Understand the importance of coupling CRM with Marketing Automation.
- From marketing to "smarketing".
4 Measure the effectiveness of your Marketing Automation actions
- Define your revenue targets.
- Determine the number of Marketing Qualified Leads and Sales Qualified Leads generated.
- Know your average conversion rate.
- Know the engagement rate on social media.
- Discover the most effective contact points.
Customer reviews
4,1 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
MATHILDE M.
16/10/25
3 / 5
I felt that the course focused a lot on the concept of marketing automation in the broad sense of the term and not enough on the practical, concrete aspects of optimisation. In my opinion, it was more of an introduction than a subject on how to optimise your campaigns. The trainer was great!
CASSANDRA J.
16/10/25
4 / 5
Super speaker, for one day's training we have the additional information we need to make progress. There's no practical part, which means that my skills aren't 100%, because the practical part will determine what happens next.
CLEMENT B.
09/10/25
5 / 5
The content was precise and well argued, always with exchanges.
PARTICIPANTS
Marketing managers and directors, sales managers and directors, anyone in charge of Webmarketing projects.
PREREQUISITES
Basic knowledge of web marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing managers and directors, sales managers and directors, anyone in charge of Webmarketing projects.
PREREQUISITES
Basic knowledge of web marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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