Course Outline
Module 1: Adobe Marketo Engage Fundamentals
- Overview of the platform and user interface
- Core concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segmentations and dynamic lists
Module 2: Campaign Creation and Basic Automation
- Setting up email programs and web forms
- Developing landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social, and web channels
- Utilizing tokens and snippets to ensure content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Integrating CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Building dashboards and generating performance reports
- Mastering multichannel attribution and ROI calculation
- Enforcing data governance and security compliance
- Applying best practices for educational and commercial marketing efforts
Module 5: Practical Workshop – Campaign Simulation
- Configuring a realistic campaign for the higher education sector
- Creating automated workflows for student engagement and follow-up
- Assessing and presenting outcomes aligned with campaign goals
Conclusion and Future Steps
Requirements
- Foundational knowledge of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-centric marketing strategies
Target Audience
- Faculty and marketing professionals from the School of Commercial Engineering
- Marketing automation experts 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
