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Marketing Automation and Personalization - Deliver the Right Message at the Right Time New Class


A wealth of new technologies have enabled marketers to go beyond segmentation to personalization, delivering exactly the right message at the right time to the right individual. This course will explore the tools and strategies available to create highly personal experiences for your prospects. We will discuss the application of customer relationship management (CRM), marketing automation, email marketing and real-time personalization softwares, as well as how to create an ecosystem where each can work with the others to create a unified experience for the prospect.

These tools and tactics support both business-to-business (B2B) and business-to-consumer (B2C) marketing strategies, but are more commonly applied in the B2B space. All marketers will come away from this course with a better understanding of how technology is changing the marketing landscape from a broadcast, one-size-fits-all mindset to a laser-focused, personal experience.

Key deliverable from this course:

  • Selection of one or more marketing personalization tools/tactics to support your plan

This course is part of the Digital Marketing Certificate. It can be taken as part of the certificate or individually.

Who Should Attend

Digital Marketers who want to learn more about marketing personalization, marketing automation and real-time personalization. Web designers and developers who want to create more personal experiences for their target audiences and/or give marketing some amazing tools to deliver their message. Business owners who would like to automate truly personal experiences for their prospects and create more sales-ready leads.

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Benefits and Learning Outcomes

  • Have hands-on familiarity with a variety of marketing automation and real-time personalization technologies
  • Understand how CRM, marketing automation, email marketing and real-time personalization can all work together to create highly customized experiences for your prospects
  • Be able to apply real-time personalization and marketing automation tactics to support your marketing plan

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Course Outline/Topics

  • Understanding the toolchain: Customer Relationship Management (CRM), Email Marketing, Marketing Automation and Real-Time Web Personalization
  • Understanding CRM’s central role in marketing personalization
  • Uniquely identifying your prospect
  • Marketing automation and hyper-targeted email marketing
  • Real-time web personalization
  • Keys to integrating these technologies into your marketing plan

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This program can be applied toward the:

Professionals in marketing, design, technology, business management and/or relevant field or 2 or more years of career experience in the same. Foundations for effective digital marketing or 2 or more years in a traditional or digital marketing role and a solid understanding of web technologies and marketing concepts.
Wed., May 20
Location: UWM School of Continuing Education (Click link for directions)
Instructor: Steve Robinson, Senior Web Technology Architect, Omni Resources
CEUs: 0.7
Program No. 5026-7821
Register Now


Marketing & Technology Spring 2015 Brochure

Marketing & Technology Fall 2014 Brochure

Or download the pdf