Marketo Fundamentals

• What is Marketo and how does it fit within your organisation
• Marketo’s relationship with your CRM
• Product overview: Marketing activities, Design Studio, Lead database, Analytics
• Common use cases including personalisation and advanced lead nurture journeys
• Advanced use cases including multi-channel targeting and prospect/customer behavioural targeting

Introduction to Marketo Programs

• Marketo Programs explained
• How to deliver Campaigns within Programs
• Why picking the right program is key
• Program types and functions

Marketo Assets and Design Studio

• Understanding the creative studio within Marketo
• Storing and managing images and files
• Creating HTML and plain text emails 
• Creating campaign landing pages and forms

Audience Targeting and Data Segmentation in Marketo

• How to build a targeted audience list
• Advanced segmentation in Marketo
• How Marketo lists work 
• What is a Smart list and how to create them
• Targeting audiences
• Importing lists

Creating Marketo Smart Campaigns

• Building Smart Campaigns: the Smart List, the Flow and the Scheduling of the campaign
• The structure of a Smart Campaign ("who, what, when")
• Creating Batch Campaigns
• Creating Trigger Campaigns

Practical Campaign Examples

• Examining the full production cycle of an email campaign 
• Targeted email campaigns
• Event campaigns
• Nurture streams
• Autoresponder campaigns

Reporting in Marketo

• Marketo's native reporting and analytics tools
• Understanding the Email Performance Report
• Understanding the Email Link Performance Report

Building Your Own Email Campaign

To conclude the day, we’ll be consolidating your knowledge of the Marketo platform and your understanding of the key learnings through interactive exercises