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Training: Marketing Automation Essentials - London

Training: Marketing Automation Essentials - London

Whether you are about to buy, or have already invested in Marketing Automation, this one day provides you with the essential knowledge to make the most of what is fast becoming an essential tool for all marketing departments.

You will learn to:

  • Understand what Marketing Automation is and how it benefits businesses using it
  • Understand Marketing Automation today, the major players, the ecosystem and how the tools differ
  • Buy and deploy Marketing Automation to work for your business
  • Gain the skills you need to use it and how to build the right team
  • Measure what matters, from analytics to improving campaign performance

Shane Redding MA Cantab, F IDM, Managing Director, Think Direct

Shane is an independent consultant and runs her own business ‘Think Direct’. She has over 30 years’ international business to business and consumer direct & digital marketing experience and provides strategic advice and training to both end users and marketing suppliers.  Currently Shane is working with a number of companies who are implementing Marketing Automation to transform their businesses. In addition to her consultancy business, Shane also holds a number of non executive directorships and board advisory roles, and in 2015 was named Educator of the Year by the IDM.

Adam Sharp, MD & Co-founder, CleverTouch

Having worked for various Fortune 500 companies including IBM, Iron Mountian and Quantum in senior marketing positions. Adam had the idea for CleverTouch six years ago. Adam has a degree from the University of Wales, Cardiff in Applied Psychology and an MBA from Southampton. He is on the B2B Council of the IDM and is a past lecturer on the MSc Digital Marketing course at MMU. He played rugby in the national league a long time ago.

Programme: (1 day course)

Marketing automation landscape and components

  • What marketing automation is and what it can do
  • Which organisations are using marketing automation well
  • Why marketing automation is becoming the essential new tool for marketers

The benefits of marketing automation

  • The internal view
  • The customer view and customer journey
  • RBI case study - the customer journey and demand generation

Effective implementation of marketing automation

  • The importance of data for a good marketing automation programme
  • Developing lead nurturing programmes
  • What to measure and lead scoring
  • In-house or outsource

Preparing and aligning your marketing and sales processes

  • The importance of sales and marketing alignment to deliver success

Building the business case for marketing automation

  • A practical guide

How to select a vendor

  • What to look for from your marketing automation supplier

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