Marketing Automation Specialist — Lead Management & CRM Integration
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What you'll learn:
Laying the Foundation - **Description:** Begin with the fundamentals of marketing automation. Understand what it is, why it's important, and the benefits for businesses. Define lead management and its key components. Explore the marketing funnel and how automation supports each stage (Awareness, Interest, Decision, Action). Cover basic marketing terminology. - **Resources/Activities:** - Read a beginner-friendly article or blog post about marketing automation (e.g., HubSpot's introduction to marketing automation, Marketo's introductory guide). - Watch a short video explaining the marketing funnel. - Create a glossary of essential marketing automation terms (leads, nurturing, segmentation, etc.). - **Expected Outcomes:** Understand the core concepts of marketing automation and lead management and be familiar with essential terminology.
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What you'll learn:
Exploring CRM Basics - **Description:** Dive into Customer Relationship Management (CRM) systems. Learn what they are, their purpose, and the common features (contact management, sales pipeline, etc.). Explore popular CRM platforms (Salesforce, HubSpot CRM, Zoho CRM, Pipedrive) without getting into specific features. Discuss data privacy and compliance (GDPR, CCPA). - **Resources/Activities:** - Read comparison articles of popular CRM platforms. - Watch a CRM overview video showcasing core features. - Create a table comparing the basic features of a few CRM systems. - **Expected Outcomes:** Understand the role and basic components of a CRM system and its importance in lead management.
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What you'll learn:
Building Your Database - **Description:** Focus on lead capture methods: forms, landing pages, and lead magnets. Learn about effective lead magnet creation (e.g., ebooks, checklists, templates). Explore the concept of lead segmentation and how it helps personalize marketing messages. Learn the importance of data quality. - **Resources/Activities:** - Research successful lead magnet examples. - Design a simple lead capture form using a free online form builder (Google Forms, Typeform). - Read a guide on lead segmentation best practices. - **Expected Outcomes:** Understand different methods for capturing leads and the importance of segmenting them based on their characteristics.
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What you'll learn:
- **Description:** Introduce email marketing as the cornerstone of marketing automation. Learn about email types (newsletters, promotional emails, welcome emails, etc.), email design principles (subject lines, calls-to-action), and email deliverability. Explore email marketing best practices (CAN-SPAM compliance). - **Resources/Activities:** - Review successful email marketing examples. - Create a basic email template using a free email marketing tool (Mailchimp, Sendinblue). - Read an article about email deliverability best practices. - **Expected Outcomes:** Comprehend the fundamentals of email marketing and its importance in lead nurturing and automation.
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What you'll learn:
Putting it into Practice - **Description:** Start building simple automation workflows. Focus on welcome sequences, lead nurturing sequences, and basic segmentation-based email triggers. Use a free or trial version of a marketing automation platform (e.g., HubSpot Marketing Free, Mailchimp automation). Learn the basics of creating "if/then" logic. - **Resources/Activities:** - Follow a step-by-step tutorial on creating a welcome email sequence. - Experiment with setting up simple email triggers based on lead actions (e.g., form submission, website visit). - Document the workflow logic. - **Expected Outcomes:** Gain practical experience in building basic automation workflows using a marketing automation platform.
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What you'll learn:
- **Description:** Learn about the integration between CRM and marketing automation platforms. Understand the benefits of this integration (data synchronization, unified view of the customer journey). Explore how to connect a marketing automation platform to a CRM. Focus on the concepts of data mapping. - **Resources/Activities:** - Watch a video demonstrating the integration process between a marketing automation platform and a CRM. - Read documentation on how to map data fields between the two systems. - Explore the user interface of an integrated system (HubSpot CRM and HubSpot Marketing). - **Expected Outcomes:** Understand the value and basic principles of CRM and marketing automation integration.
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What you'll learn:
- **Description:** Learn about key marketing automation metrics (open rates, click-through rates, conversion rates). Understand how to analyze these metrics to improve campaign performance. Introduce A/B testing for email subject lines and content. Summarize the week's learning and future direction. - **Resources/Activities:** - Research basic marketing analytics terminology. - Use a platform’s reporting dashboards to review campaign performance data. - Read an article about A/B testing best practices. - **Expected Outcomes:** Understand how to measure the performance of marketing automation campaigns and how to optimize them for better results. Have a plan for continued learning.
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