Marketo Engage for B2B Marketing

Introduction:

Marketo Engage is a leading marketing automation platform designed specifically for B2B marketers to enhance lead management, streamline marketing campaigns, and optimize customer engagement. This course will provide participants with comprehensive training on utilizing Marketo's robust features to drive successful marketing strategies. Participants will learn how to create and manage effective marketing campaigns, analyze performance metrics, and leverage automation to nurture leads and increase conversions.

Course Objective:

By the end of this course, participants will:

• Understand the core features and functionalities of Marketo Engage for B2B marketing.

• Develop skills to design, execute, and analyze effective marketing campaigns.

• Learn how to implement lead scoring and nurturing strategies to enhance customer engagement.

• Gain expertise in utilizing Marketo's reporting and analytics tools to measure marketing effectiveness.

• Acquire hands-on experience in automating marketing processes for improved efficiency.

Course Outline:

Module 1: Introduction to Marketo Engage

• Overview of Marketo Engage and its role in B2B marketing.

• Key features and benefits of using Marketo for marketing automation.

• Navigating the Marketo interface and dashboard.

• Hands-on: Setting up a Marketo account and exploring the interface.

Module 2: Inbound Marketing Essentials

• Understanding the principles of inbound marketing and its relevance to B2B strategies.

• Developing buyer personas and mapping customer journeys.

• Creating valuable content that attracts and engages target audiences.

• Hands-on: Developing buyer personas and customer journey maps.

Module 3: Lead Management and Nurturing

• Exploring lead management strategies using Marketo Engage.

• Setting up lead scoring models to prioritize high-value leads.

• Implementing lead nurturing workflows to engage and convert prospects.

• Hands-on: Creating a lead nurturing workflow in Marketo.

Module 4: Email Marketing Campaigns

• Designing and executing effective email marketing campaigns.

• Segmenting email lists for targeted communications.

• Analyzing email performance metrics to optimize future campaigns.

• Hands-on: Creating an email campaign and analyzing its performance.

Module 5: Landing Pages and Forms

• Creating high-converting landing pages to capture leads.

• Designing and embedding forms for data collection.

• Best practices for optimizing landing pages for conversions.

• Hands-on: Building a landing page and integrating a form.

Module 6: Marketing Automation and Workflows

• Understanding the automation capabilities of Marketo Engage.

• Designing automated workflows for lead nurturing and follow-up.

• Best practices for implementing effective automation strategies.

• Hands-on: Creating and testing an automated marketing workflow.

Module 7: Social Media Marketing

• Overview of social media strategies for B2B marketing.

• Integrating social media campaigns with Marketo Engage.

• Monitoring social media performance and engagement metrics.

• Hands-on: Scheduling and tracking social media posts using Marketo.

Module 8: Reporting and Analytics

• Understanding Marketo's analytics tools and reporting features.

• Measuring the performance of marketing campaigns and lead generation efforts.

• Creating custom reports to analyze key performance indicators (KPIs).

• Hands-on: Generating reports and interpreting analytics data.

Module 9: Integrations and API Usage

• Overview of Marketo's integration capabilities with CRM and other marketing tools.

• Utilizing APIs to enhance functionality and data synchronization.

• Exploring popular integrations for improved marketing performance.

• Hands-on: Connecting Marketo with a CRM platform.

Module 10: Best Practices and Compliance

• Implementing best practices for email marketing and data management.

• Understanding compliance regulations (e.g., GDPR, CAN-SPAM).

• Ensuring marketing efforts align with data privacy laws.

• Hands-on: Reviewing and updating compliance settings in Marketo.

Capstone Project: Creating a Comprehensive B2B Marketing Campaign
Participants will design and execute a complete B2B marketing campaign using Marketo Engage, incorporating lead management, email marketing, and automation strategies tailored to a specific business objective.

Course Duration:

40 hours of instructor-led or self-paced learning.

Target Audience:

B2B marketers, marketing professionals, and business owners looking to leverage Marketo Engage for effective marketing automation and lead management.