Overview

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This course puts your GTM strategy into action using Microsoft tools and realistic campaign data. You'll design multi-step customer journeys using journey-mapping templates in Excel or PowerPoint, applying branching logic based on email engagement behaviors. Enterprise learners can extend these skills using Dynamics 365 Journey Designer. Journey logic is a critical skill for any modern digital marketer, and automations are important for streamlining operations. You’ll build targeted LinkedIn Campaigns using Campaign Manager and coordinate launch execution across channels using Microsoft planning tools. You'll plan targeted LinkedIn advertising campaigns using account-based marketing lists, setting bid caps, and optimizing creative variants to prepare for real-world campaign launches. The course integrates these channels and a cohesive nurture strategy that prepares you to orchestrate multi-channel campaigns and manage launch execution tasks in real-world marketing roles.

Syllabus

Journeys: Design Multi-Step Customer Journeys

Customer journeys orchestrate how prospects move from awareness to conversion. This module teaches you to design multi-step journeys with branching logic, defining touchpoints, triggers, and engagement goals that guide prospects through your GTM funnel.

Journeys: Evaluate and Optimize Journey Performance

Journey design is only the beginning, optimization drives results. This module teaches you to analyze journey performance data, identify where prospects drop off, diagnose root causes, and recommend optimizations that improve funnel conversion.

LinkedIn Campaigns: Plan Account-Based Campaigns

LinkedIn is the premier platform for B2B advertising. This module teaches you to plan sponsored content campaigns using account-based marketing (A-B-M) principles, define precise audience criteria, set strategic bid assumptions, and plan creative variants for testing.

LinkedIn Campaigns: Analyze and Optimize Performance

Campaign planning is the start; it is the optimization that drives R-O-I. This module teaches you to analyze LinkedIn campaign performance data, interpret demographic and firmographic breakdowns, and make targeting adjustments that improve C-T-R and other key metrics.

Launch Execution: Build a Cross-Channel Calendar

Launch success depends on coordinated execution across channels and teams. This module teaches you to build comprehensive launch calendars that sequence activities, assign ownership, and map dependencies, creating the operational backbone for GTM execution.

Launch Execution: Manage Risks and Dependencies

Every launch has risks that successful marketers anticipate and mitigate. This module teaches you to use RACI charts to clarify accountability, identify resource bottlenecks and dependency risks, and propose mitigations that keep your launch on track.

GenAI Module: AI for Campaign Planning and Optimization

Accelerate campaign planning and optimization with AI. This module teaches you to use generative AI tools to draft journey logic summaries, generate campaign variations, create launch communications, and evaluate AI-generated ideas for strategic fit, building efficiency without sacrificing quality.

Project Module: Integrated Campaign Launch Plan

Synthesize your campaign execution skills into a comprehensive launch plan. You'll assemble journey design, LinkedIn campaign planning, and launch coordination into an integrated deliverable that demonstrates your ability to orchestrate multi-channel GTM execution.