Being a marketing professional isn’t easy, add to that the complexity of B2B marketing and if you’re still nodding thinking “I’ve got this”, let’s throw COVID-19 and the work from home years into the mix. You now have the perfect recipe for an audience that is screen time weary and more ready to tune out than listen in.
To address this dilemma, Salesforce has brought their ‘Introduction to Digital Marketing’ curriculum, made up of ten courses. It can be found in Salesforce’s Partner Learning Camp, which has been created by Salesforce to allow partners to expand their abilities and better meet customer needs. The courses found here are supposed to complement your training on Trailhead, which is open to everyone, while the Partner Learning Camp is exclusive to ISV and Consulting partners.
Finding the course is quite simple, once you’ve logged into the Partner Learning Camp, navigate to ‘Browse Catalog’ and search for ‘Digital Marketing’, select the ‘Introduction to Digital Marketing’ course which has the Curriculum tab on top. Once you’ve don’t that, enroll in the course and it should be added to your home screen.
The beauty of the ‘Introduction to Digital Marketing’ curriculum is that it has nothing to do with Salesforce directly. While the use of CRM and some of Salesforce’s offerings are discussed as marketing tools, they are suggestions, not requirements. The course aims to bring any novice marketer quickly up to speed with the marketing funnel, all the latest lingo, and the best metrics to measure your organization’s performance.
The ten courses in this curriculum cover a variety of topics.
Understanding B2B Marketing – This course starts with a basic introduction to B2B marketing which walks you through creating and understanding a sales funnel. It covers the various types of media channels you can use – paid and owned channels and the pros and cons of first, second, and third-party data. It culminates with explaining the various metrics of success and the efficacy of account-based marketing versus demand generation.
Email Marketing Essentials – Email marketing has always been key, even when we weren’t in a pandemic. Its relevance has risen quite significantly, and the task is harder since emails are all anyone is fielding through the day. This course will help set up an effective email campaign with a focus on increasing your open and click-through rate while understanding how to increase program success.
Programmatic Advertising for Demand and Lead Generation – This module was particularly interesting since the term, ‘programmatic advertising’ is relatively new. It takes you through programmatic technology terms like Demand Side Platforms (DSPs), Ad Servers, and Data Management Platforms (DMPs) and aims to help you better understand the programmatic audience, ad units, and creative best practices.
Use Paid Social to Boost Your B2B Marketing – This is probably the course we’re most conversant with. Nevertheless, it’s a good refresher and tries to broaden your understanding of best practices for LinkedIn, Facebook, Instagram, and Twitter, while helping to develop a sustainable social media strategy.
Improve Your Visibility in Search Engines – Another place that marketers try to be seen, here you will get a foundation in search engine marketing. This is followed by information on paid search marketing and how to optimize your ad copy and landing pages for the best results.
Understand Account Based Marketing – Coming back to a term introduced in an earlier module, here we delve deeper into how to design and launch an account-based marketing plan with KPIs and metrics to help measure the outcome.
Bring Your Event from In-Person to Online – Perhaps the most Googled question by marketers, how do you create an engaging online event? Here you’ll find answers to some of your questions, as you learn about how to plan for and get the most out of any virtual event.
Unlock Value Through Marketing Technology – Martech is an oft used term, but is not often implemented. This module dives into the fundamentals of marketing technology, it takes you through automation, personalization, and AI. Automation, the different ways in which you can build your tech stack to automate your regular tasks. Personalization talks about using the data you’ve gathered on your clients and the process of putting it together to understand their needs better and create curated experiences for them in the form of ads or emails. Finally, AI helps you better predict and recognize audience behaviour, leading to happier and connected clients.
Data, Analytics, and Developing Insights – Another marketing buzzword! We’re all too familiar with analytics but just in case you aren’t, this course gives you a foundation, walks you through the different types of analytics, and aims to make an expert data storyteller out of you.
Create a Marketing Plan to Achieve Success – The final module tries to tie together everything you’ve learned and course takes you through the elements of what constitutes a good marketing plan.
So there you have it, everything you’re going to learn in a nutshell.
The course gives you a ton of great insight while teaching several concepts, tips, and tricks. This is presented by Salesforce as Stage 1 in the Digital Marketing curriculum, so we can only hope that there will be a Stage 2, that delves into greater detail, allowing us to become even more adept Salesforce marketers.
So, what are you waiting for? Go sign up now!
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