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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
Testimonials (2)
the examples the trainer used in each subject which made it easier to understand
huda Alyassi - Dubai Government Human Resources Dept.
Course - Adobe XD
The trainer listened to my wishes and adjusted the training meeting my specific needs.