What You'll Learn

After you take the courses in this learning path you will be able to:

• Discuss the benefits of an account-centric digital marketing strategy.
• Recognize the different types of Demandbase solutions that can be used with each type of digital channel.
• Identify strategies for optimizing your campaign spend.

Time to Complete Learning Path

Approximately 4.5 hours

Courses and Learning Objectives

This section lists the name of each course and the associated learning objectives. 

Course #1: Digital Marketing with Demandbase

• Lesson 1: Digital Advertising with Demandbase Overview
  • Discuss the benefits of an account-centric digital marketing strategy.
  • Identify how you can optimize your paid, earned and owned media strategies with an account-centric approach.
  • Recognize the different types of Demandbase solutions that can be used with each type of channel.
• Lesson 2: Introduction to Paid Programmatic Advertising
  • Discuss the main benefits of Demandbase's Piper DSP built for B2B companies.
  • Explain how the DSP bidding process works.
  • Describe the high level steps for launching your paid display ad campaigns using Demandbase Advertising.
  • Identify ways to run effective paid advertising campaigns.
• Lesson 3: Paid Social Media Advertising
  • Discuss guidelines for creating an account-centric social media strategy.
  • Describe methods for running successful paid social media campaigns.
  • Explain how you can use Demandbase Orchestration to automatically sync Demandbase audiences to third-party ad network platforms.
• Lesson 4: Introduction to Email and Direct Mail Marketing
  • Identify the benefits of account-centric email and direct mail marketing. 
  • Recognize the ways you can refine email/direct mail messages to engage prospects as they progress through the buyer journey.
• Lesson 5: Introduction to Website Engagement
  • Discuss some common web engagement metrics.
  • Identify the features that make up the Demandbase Personalization solution.
  • Describe the tasks for creating a customized site experience using Demandbase Customization.
  • Identify how to measure website engagement with Site Analytics and Google Analytics.
• Lesson 6: Demandbase Enriched Forms and Web Chat Overview
  • Explain how to increase web engagement using Demandbase Enriched Forms.
  • Identify how to personalize web chat sessions using tools that integrate with Demandbase including: Drift Conversation Cloud and Qualified.

Course #2: Preparing for Your Ad Campaign

• Discuss the process for setting campaign goals.
• Describe the process for establishing realistic campaign budgets.
• Explain how to use the Demandbase Media Planning Template.
• Recognize how to prepare ad creatives and landing pages.

Course #3: Building Ad Campaigns with Demandbase Advertising 

• Demonstrate how to navigate Demandbase Advertising.
• Identify the steps for building advertising campaigns.
• Describe how to manage campaigns.
• Recognize how to upload and manage ad creatives using the Creative Library and Ad Groups.

Course #4: Measuring Ad Campaign Success

• Identify short and long term KPIs used to measure campaign performance.
• Recognize key metrics on the Advertising Campaigns dashboard.
• Discuss how to use the Basic and Advanced filters on the Advertising Campaigns dashboard.

Course #5: Advertising Creative Best Practices

• Discuss how to align ads with segmentation strategy.
• Explain the process for planning full-journey campaigns.
• Recognize how to design effective ads and landing pages.
• Describe how to create a contextual experience through personalization.
• Identify the process for planning campaign cadences.

Course #6: Introduction to Demandbase Orchestration

• Recognize the key capabilities of Orchestration.
• Identify the high-level Orchestration process.
• Describe common Orchestration use cases.
• Navigate the tabs of a Demandbase One Automation.
• Describe the use cases for Audience Management.
• Navigate the tabs for audiences.
• Set up Audience Management in Demandbase One.
• Create and manage automations in Demandbase One.

ABX Digital Marketing Specialist Credentials Exam

• This exam will test you on the concepts you have learned in the Digital Marketing Learning Path courses. 
• You must pass the quiz with a score of 80% to earn an ABX Digital Marketing Specialist Badge issued by Credly!
• When you pass the exam, you will automatically receive an email from Credly where you can easily create an account and accept your digital badge.
• You can then share your accomplishment by posting your digital badge on LinkedIn, Twitter or other social media sites.

Click the Register button at the top of the page to get started.