Course

Learning Objectives

• What is Marketing Automation?
• What are the conditions for Marketing Automation in the company?
• What are concepts like buyer persona, customer journey mapping and customer life cycle?
• What do I have to consider regarding GDPR (DSGVO)?
• How do I develop a Marketing Automation strategy?
• How do I successfully implement Marketing Automation?

Content

Marketing Automation connects marketing and sales via a comprehensive technological platform to automatically identify customer needs and trigger interactions. Marketing Automation follows rules and is based on methods, but must be strategically planned, evaluated, and continuously developed for each company. 

In this course, you will gain the necessary knowledge to design your own Marketing Automation strategy. 

• Advantages, benefits, and limitations of Marketing Automation  
• Platforms and their main functions
• Examples of automation
• Design a plan for the implementation of a sales machine
• Live demo of different tools
• How to implement Marketing Automation correctly
• Checklist for data protection GDPR (DSGVO)
• Tips and procedures for evaluating tools, processes, and providers

Target Group

• Sales manager
• Marketing manager
• Online marketing managers who want to improve closing efficiency and use comprehensive integrated Marketing Automation

Preparation

Basic reflections on what the current state of marketing is in your company.

• What are the figures for the most important KPIs?
• Is data being collected? If so, which data?
• Which channels are used to communicate with customers?

Your Lecturer

Raphael Steinhöfel is Marketing Automation specialist as well as founder and CEO of Artd Webdesign GmbH and Waym Marketing Automation. He is also a lecturer for Digital Marketing at MMI in Bern.