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• Foundation Build Workshop
• Email Deliverability
• Landing Page with a Simple Form
• Email Editor
• Forms 2.0
• Engagement Program
• Programs Channels and Tags
• Multi Stream Engagement and Champion Challenger
• Tokens System Lead and Program
• IBM Email Deliverability Tool
• Scoring and Score Tokens
• Lifecycle
• Basic Reports
• Acquisition and Attribution

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

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