Adobe Marketo Engagement Course

1: Marketing Operations

✓ Overview of Marketo’s features and capabilities.
✓ Understanding the benefits of marketing automation.
✓ Marketo Programs types (Email, Default, Engagement and Event)
✓ Smart Campaign (Batch campaign vs Trigger campaign)
✓ A/B testing
✓ Tokens
✓ Subscription Management
✓ Campaign requested vs requested campaign
✓ Executable campaign
✓ Flow steps

Module 2: Content

✓ HTML and CSS
✓ Email creation
✓ Dynamic content
✓ UTM Parameters
✓ Landing page creation
✓ Forms
✓ Assets & Images upload
✓ Snippets
✓ UTM Parameters
Module 3: Database

✓ Smart list vs Static list
✓ Segmentation
✓ List import
✓ Custom objects
Module 4: Lead Management

✓ Lead scoring and lead lifecycle management.
✓ Lead routing and assignment.
Module 5: Reporting and Analytics

Tracking campaign performance.

Module 6: Marketo Admin basics

✓ Admin set up basics
✓ SPF and DKIM
✓ User and roles
✓ Audit trail
✓ Launch point integrations
Module 7: Velocity scripting basics

✓ Overview of Velocity scripting
✓ Use cases

Module 8: Integrations

✓ Marketo – Salesforce integration