TRAINING – DRIVE CUSTOMER ENGAGEMENT

Marketing Automation & Personalised Campaigns

Two days to master the fundamentals of customer relationships: supporting each customer throughout their lifecycle, from onboarding to loyalty. You discover how personalised messages, sent at the right moment, serve your business goals better than mass mailings: building loyalty, reducing churn, growing sales. Data, contact plan, automated scenarios: you learn the method step by step and design your first campaigns. No marketing automation experience is required.

The problems you recognise

  • You send the same email to your whole database, because you don’t know how to do it differently.
  • You hear about “scenarios” or “automated campaigns” without really knowing what they mean in practice.
  • You don’t yet see clearly how a better customer relationship translates into business results: upselling, cross-selling, retention.
  • You have, or are considering, a marketing automation tool, but don’t know where to start to really make use of it.

Course content

6 modules over 2 days
Each module combines theory with immediate practice applied to your organisation.

MODULE 1

Marketing automation: what are we talking about?

Learn what marketing automation is, what it really enables and what it doesn’t replace. Discover the channels available to reach your customers (email, text messages, notifications, forms) and an overview of the main tools on the market, to find your way around the industry’s vocabulary.

MODULE 2

Understanding the customer lifecycle

Learn to recognise the five main stages a customer goes through (acquisition, onboarding, growth, retention, loyalty) and the specific challenges of each, to understand why the same message never suits everyone.

MODULE 3

Data at the heart of the customer relationship

Learn to distinguish behavioural, transactional and declared data, how they are collected and centralised, and how well-built segmentation lets you personalise a message rather than send it blindly.

MODULE 4

Defining the moments and the messages

Learn to spot relevant triggers (a behaviour, an event, a key date) to understand when and why to contact a customer, and what a consistent contact plan looks like, avoiding both silence and over-solicitation. AI tools to generate and test several message variants.

MODULE 5

Building automated campaign scenarios

Learn the structure of an automated scenario (trigger, sequence, conditions, message) and practise building one, step by step, on a sample case, to understand the logic before applying it to your own context.

MODULE 6

Measuring and improving

Learn to choose the right indicators (open, click-through, conversion and churn rates), understand the role of a control group in measuring a campaign’s real impact, and turn results into improvement actions rather than mere reporting.

What you gain

Personalised vs mass campaigns

You understand what sets a personalised relationship campaign apart from a mass mailing, and why it changes everything for your customers.

The jargon demystified

Scenario, trigger, segment, automated journey: you finally understand what these terms really mean.

Concrete business impact

You see how a well-designed contact strategy translates into upselling, cross-selling and retention.

Your very first scenarios

You design your first automated campaign scenarios, with no technical prerequisites.

Format & logistics

Duration
2 days
Format
In person · In-house
Participants
6–16 people
Language
French or English

Who is it for?

  • Teams new to relationship marketing who want to understand the fundamentals before getting started.
  • Teams still sending mass campaigns who want to understand how and why to personalise.
  • Anyone unfamiliar with marketing automation, scenarios or automated customer journeys.
  • Managers who want to understand the business impact (upselling, cross-selling, retention) of a relationship strategy before investing.

Frequently asked questions

Do you need a marketing automation tool already?

No, and that is one of this course’s starting points: you don’t need a tool, or to know the industry’s vocabulary, to take it.

What exactly is a personalised campaign?

A personalised communication, triggered at the right moment, for the right person, with the right message. In service of the customer relationship and your business goals.

What is the difference with the Personalised Marketing Campaigns Workshop?

This course gives you the foundations: the vocabulary, concepts and logic of relationship marketing, with no prerequisites. The Personalised Marketing Campaigns Workshop is a later step: you work in production mode on your own data and tool, and leave with a concrete campaign plan ready to launch.

Do we work on our own data and campaigns?

Yes, as far as possible. The segmentation and scenario design exercises are built to apply to your real context.

What if every customer received the right message?

Get in touch to organise this training course in your organisation.

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