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Description

Marketing Automation: Designing, Automating and Measuring Campaigns

Design behaviour-triggered customer journeys and steer their performance with clear indicators

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Many teams own an automation platform but use it only to send mass campaigns. Workflows stop at a welcome message, scores serve no one, inactive contacts clutter the database and the sales team never sees the leads that were promised. The licence is expensive and the value remains invisible.

Two days at intermediate level to build journeys genuinely triggered by contact behaviour: segmentation, decision trees, scoring, handover to sales and performance tracking. All workflows are designed around the cases brought by participants.

Learning objectives

  • Define the segments and trigger events of a workflow
  • Design a decision tree with conditions and waiting periods
  • Set up behavioural scoring and its handover thresholds
  • Structure the handover between marketing and sales
  • Analyse workflow results and decide on corrective action
  • Verify that contact data processing remains compliant

What makes this programme different

Each participant designs the complete blueprint of a workflow applicable to their own activity
Decision trees are stress-tested on contacts who step outside the planned journey
A workflow tracking dashboard is built during the session and taken away

Programme

1Contact Database and Segmentation

Laying the foundations before automating

  • Structuring contact fields and contact statuses
  • Building dynamic segments that can actually be used
  • Handling duplicates and inactive contacts
  • Checking consent and data traceability

2Designing a Workflow

From the trigger to the exit point

  • Choosing a relevant trigger event
  • Building the decision tree with conditions and waiting periods
  • Planning exit points and cases that fall outside the journey
  • Writing the messages for each branch

3Scoring and Handover to Sales

Passing the right contacts at the right moment

  • Distinguishing profile scoring from behavioural scoring
  • Agreeing handover thresholds with the sales team
  • Defining the lead record transferred and its mandatory fields
  • Organising feedback on rejected leads

4Measurement and Improvement

Steering living workflows

  • Selecting the indicators specific to each workflow
  • Building a readable tracking dashboard
  • Running comparative tests on a message or a waiting period
  • Deciding whether to stop, adjust or duplicate a workflow

Who is it for

Digital marketing officers · CRM managers · growth managers and project leads already working with a marketing automation platform.

Prerequisites

Regular practice of email marketing and working knowledge of a marketing automation platform or a CRM.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.