Course Outline

Module 1: Fundamentals of Adobe Marketo Engage for Government

  • Overview of the platform and its user interface, tailored to meet the needs of government agencies
  • Introduction to marketing automation principles and lead lifecycle management in a public sector context
  • Strategies for managing leads, accounts, and audiences effectively within governmental workflows
  • Techniques for creating intelligent segmentations and dynamic lists to enhance targeted outreach

Module 2: Campaign Creation and Basic Automation for Government

  • Configuring email programs and web forms to support government initiatives
  • Developing landing pages and dynamic content blocks for public sector campaigns
  • Constructing automation workflows, such as drip campaigns, to streamline communication processes
  • Measuring campaign performance and optimizing outcomes to ensure alignment with government objectives

Module 3: Advanced Automation and Personalization for Government

  • Designing multichannel nurturing programs (email, social, web) tailored for government audiences
  • Utilizing tokens and snippets to ensure content consistency across various government channels
  • Applying AI-driven personalization with Adobe Sensei to enhance engagement in public sector campaigns
  • Integrating CRM systems such as Salesforce and Microsoft Dynamics for seamless data management

Module 4: Analytics and Data Management for Government

  • Creating dashboards and performance reports to track key metrics in government initiatives
  • Understanding multichannel attribution and calculating return on investment (ROI) for public sector campaigns
  • Implementing robust data governance practices and ensuring compliance with security regulations
  • Applying best practices for educational and commercial marketing campaigns within a government context

Module 5: Practical Workshop – Campaign Simulation for Government

  • Configuring a real-world campaign for higher education institutions, aligned with government goals
  • Building automated workflows for student communication and follow-up to support public sector initiatives
  • Evaluating and presenting results based on campaign objectives to inform future strategies

Summary and Next Steps for Government

Requirements

  • A foundational understanding of digital marketing and customer relationship management (CRM) concepts for government.
  • Familiarity with email marketing and lead management workflows in a public sector context.
  • An interest in automation and data-driven marketing strategies to enhance government services.

Audience

  • Faculty members and marketing professionals from the School of Commercial Engineering, with a focus on applications for government.
  • Marketing automation specialists and CRM coordinators in public sector organizations.
  • Academic staff responsible for communication, outreach, or enrollment marketing within governmental institutions.
 21 Hours

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