IBM Marketing Cloud Course Catalog Data Automation Reporting Web Integrations Applications Use Case Scenarios 1

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1 IBM Course Catalog Silverpop Client Learning Services recommends that all new users to IBM follow the Recommended Learning Path. Each course is numbered and some have prerequisites as listed below. Times to complete the courses will vary by the topic. All of our courses are offered in elearning format that you can take anytime you want. Many courses are offered as Instructor Led Training () sessions so that you may interact with a live instructor via a webinar. The s are marked in the table below (). Please note Silverpop also offers face to face training at your office for an additional fee. We have divided our courses into several major categories. Each category is described below and the courses in the learning path are aligned accordingly. Additionally, we have individual categories for Organization Administration, API, Survey and Transact. Automation Reporting Web Applications Description Users trained in the will focus on databases, queries, lists and segmentation. users are involved in managing contacts inside of IBM. These users will be focused on the who you will be marketing to. courses are designed for individuals who are responsible for creating and sending s. courses demonstrate the various special features available for mailings. Learn how to optimize the entire marketing process; from campaign planning to execution, to analysis with marketing automation. You can create sophisticated and engaging campaigns that automatically respond to customer/prospect behaviors, lifecycle segments and other criteria. The reporting classes focus on the performance and metrics of your IBM efforts. If you want to learn how to run reports on your marketing efforts, then these are the courses for you. Web courses are intended for individuals interested in creating Web-sites, Landing Pages, or Preference Centers. Use the Web-based publishing platform to design or import pages incorporating elements of personalization and branding to mirror the content of your IBM program as well as collect client data by creating preference centers and other forms. These courses go over the CRM integrations available to IBM clients specifically Salesforce.com and MSCRM. These courses cover applications that work with Silverpop under the applications global menu. The give you real world examples of different marketing initiatives you may be interested in. For example there is a use case for Creating a Birthday Campaign. 1

2 IBM Course Catalog Available Courses Overview Badge - IMC001 Badge - IMC050 IBM Marketing Cloud Overview Management This course provides an overview of the basic navigation and functionality of IBM Marketing Cloud including accessing the User Profile. In addition, it covers how to use Silverpop's Support Portal. This class teaches the essential features and functions of IBM as well as managing contacts. Topics covered include: overview of IBM databases, creating and importing databases. In addition, users will learn how to create contact lists. 90 X Badge - IMC051 Queries This class teaches utilization of advanced contact management including creating and editing queries. Mailings 60 X Badge - IMC052 Segmentation Learn how to divide your database using equal or random samples and a simple IBM function. Management 2

3 Suppression Suppression lists prevent mailings from being to Badge - IMC053 List addresses that have opted out or are restricted from receiving mailings. This course explores the purpose, uses, and different types of Suppression Lists. It also covers how to import and create a suppression list. Badge - IMC054 Badge - IMC055 Double Opt-In Process Recurring List Import With Double Opt-In bases, you can require that contacts actively confirm their subscription before they are added to your database. This course will teach you how you can set up the database, the web form and the mailings that are needed to take your customers/prospects through the Double Opt-In subscription process. This elearning course will teach you how to set up a contact source to automatically import and update on a recurring basis. Mailings Mailings Badge - IMC056 Relational Tables This elearning course will teach you how to work with Relational Tables. Relational Tables can be used to hold additional information that you don t want to store in your primary database. This course will show you how to create a Relational Table, how to associate the Relational Table to a database and how to use information stored in the Relational Table in a mailing. Mailings, Queries 3

4 GeoTargeting Badge - IMC057 Badge - IMC058 Badge - IMC100 Using FTP with IBM Marketing Cloud Introduction to Deliverability This course will teach you how to use the Geo Targeting. GeoTargeting allows you to create geographic targeting queries utilizing the "Silverpop Standard Zip Codes" Standard or Custom Relational Table. This course will show you how to associate the Relational Table to a database and how to create queries from the Relational Tables to use for mailing campaigns. This course will give you an overview of the different areas in IBM that utilize Silverpop FTP and demonstrate different example scenarios. At the end of this course you will be able to describe the general benefits of a Silverpop FTP account, request a new FTP account for your organization or change an existing one. Deliverability is a key factor in your success. It is the term used to describe if your message gets delivered to your customers or not. In this course you will learn the basic principles of Deliverability At the end of the course you will be able to define deliverability, identify common terminology and concepts, identify potential hazards that can affect the deliverability, and utilize best practices to improve your overall success. Mailings, Queries Exiting IBM 4

5 Mailings This class teaches utilization of IBM Marketing Badge - IMC101 Cloud features including an overview of the Management mailings tab, creating a mailing, mailing settings, importing an HTML mailing template, inserting personalization, inserting hyperlinks, and the different send mailing options. Badge - IMC102 Dynamic Content This class will teach you how to deliver customized communications to each of your contacts based on values stored in your database. Users will learn how to create rule-sets, re-use rule-sets and view reporting specific to dynamic content. Mailings, Queries 90 X 60 X Badge - IMC103 Locked Templates Locked templates are mailing templates that contain editable and non-editable areas based on user permissions. This class covers the creation and manipulation of locked templates. Topics include: adding content blocks, publishing templates, and editing templates in the Quick Compose environment. Mailings Badge - IMC104 External Content Retrieval This elearning course demonstrates how to insert external content into a mailing via FTP or a remote URL. Mailings 5

6 Real Time Badge - IMC105 Content Badge - IMC107 IP Warming This elearning will show you how to enable Real Time Content for your organization and implement Real Time Content in your mailings. Real Time Content allows marketers to provide the most relevant content when a contact opens your mailing. A quick overview defining IP warming and describing the recommended IP Warming process for new, dedicated IP s within the Silverpop platform. Mailings 10 Badge - IMC108 A/B Testing A/B testing is a method used to measure and send the most effective communication to your contacts. This course provides instruction on Why and How to use A/B testing in your Mailings. Mailings Automation Badge - IMC150 Programs This class teaches users how to create Programs. Programs are a series of mailings that can be triggered to send based on Profile stored within your contact source, Behavioral Events or Salesforce.com Opportunities. You will learn how contacts will enter the program; use the graphical Interface to create Tracks, Step Resources and Actions and how to activate your Program. Mailings, Queries 90 X 6

7 Automation Automation Automated This elearning training course demonstrates how Mailings Badge - IMC151 Messages to create a Group of Automated Messages. Automated messages are a series of mailings that are triggered by an event trigger. You will learn what these triggers are and how to implement Automated Messages in this course. Badge - IMC152 Scoring IBM Scoring gives you the platform that takes the mystery out of the buying cycle. It tracks and prioritizes leads from initial inquiry through point of purchase. Queries 60 Reporting Reporting Badge - IMC0 Integration Badge - IMC1 Reports IBM Marketing Cloud Reporting (Microsoft Excel Add-In) This class reviews all of the reports available to you within the reporting area of IBM. Please note: This class does not cover Analytic Reports. This course will show you how setup and use the Microsoft Excel Add-In to run IBM Reports. Reports 60 X 7

8 Reporting Analytic Badge - IMC2 Reports This class will teach you how to generate reports that categorize performance metrics based on contact data stored in your database. For example, you can create a report that identifies the number of opens based on gender (i.e. did more males or females open your mailing?). Mailings, Queries, Reports 60 Reporting Badge - IMC3 Web Analytics Integration Web Analytics Integration gives users the ability to track links from specified domains that contacts click on, what items contacts place in a shopping cart, what products they have viewed, and where your contacts go from your website. This course will show you how to enable your web analytics package, create a query for your relational table, insert relational table data within your mailing, and set up automated messages. Mailings, Queries, Relational Tables Reporting Badge - IMC4 Web Tracking IBM Web Tracking is a tool that tracks visits to your web sites and also allows you to track custom web events. This course focuses on how you enable and implement Web Tracking and Web Tracking Opt-In functionality. Mailings, Landing Pages, Web Forms & Pref Centers 60 8

9 Org Admin Web Web Organization Badge - IMC250 Administration Badge - IMC0 Badge - IMC1 Landing Pages Web Forms & Preference Centers This class provides training for the Organization Administrator of IBM. Topics covered include: Creating New Users, Domain and Prefix Blocking, Organization Settings, and Suppression Settings. Please Note: This class is intended only for those users with organization administration rights. Landing pages allow you to create single purpose websites that are hosted and tracked by Silverpop, and tied to your IBM database. This class teaches how to create and edit Landing Pages; you will also learn how to run the reports specific to landing pages. This class will teach you how to create, edit and manage Web Forms in IBM. In addition, users will learn how to add a Preference Center. Mailings Mailings, Queries, Mailings, Queries 90 X 60 X 90 X Web Badge - IMC2 Social Connect This elearning course will demonstrate all of the social networking features in IBM. Learn to publish your mailings to social networks or RSS feeds with Publish to Social. Give contacts a way to share your messages with Share to Social. Learn to leverage other social network profiles to build your contact sources with Social Sign-In. Mailings, Landing Pages 9

10 Mobile Mobile API SMS This elearning course will teach you how to create, Badge - IMC351 manage and send SMS messages using the IBM Management platform. Topics include enabling SMS sending for contact lists, creating SMS templates, sending SMS messages, and generating SMS reports. (This course is for users of SMS that were provisioned as of November 14.) Badge - IMC352 Badge - IMC400 Mobile App Messages API The mobile push capability allows marketers to send simple push notifications from IBM Marketing Cloud. The push notifications can be created for both ios and Android mobile applications. In addition, mobile app developers can configure the notifications to launch actions like opening the app or redirecting the user to a website. This class provides an overview of the Silverpop Application Programming Interface, which allows automatic integration of customers' systems with Silverpop's system. In this class, we introduce the API capabilities, documentation, and the test harness. Management Mailings, Queries X Transact Badge - IMC500 Transact - XML The Transact class introduces the general and technical features of Transact, and also demonstrates the steps in implementing a Transact solution using XML. The intended audience includes both marketers and developers of back-end IT systems. Mailings, Queries, 90 X 10

11 Transact Transact - Badge - IMC501 SMTP Badge - IMC550 Badge - IMC551 Integration Salesforce MSCRM The Transact class introduces the general and technical features of Transact, and also demonstrates the steps in implementing a Transact solution using SMTP. The intended audience includes both marketers and developers of backend IT systems. This course is designed to help you become familiar with the CRM Integration set up process within IBM. This course is specifically designed for Organization Administrators or clients interested in how CRM Integration works. Please note: the CRM integration with Salesforce.com can only be performed by an organization administrator. This course will teach you how IBM Marketing Cloud can integrate with Microsoft Dynamics CRM tool. Learn how the integration works, setup processes, and how you can use the two tools together. Mailings, Queries, Organization Administration Organization Administration 90 Badge - IMC560 Universal Behavior Exchange UBX This course give a brief overview of Universal Behavior Exchange (UBX).The data that can be exchanged between IBM and other IBM or Partner systems as well as what you can do with the data that is being sent into IBM from UBX using Digital Analytics. 7 11

12 Journey Badge - IMC561 Designer This course will give you an overview of Journey Designer and how it works. Journey Designer enables marketing teams to create storyboards of their programs or campaigns. 10 Apps Badge - IMC562 Badge - IMC600 Digital Exchange DDX Insights This course will give you an overview of Digital Exchange (DDX) and how it works. DDX provides a single interface that streamlines configuration and deployment of page tags, to enable marketing and general business groups which helps reduce the burden of tag management on IT or your web development team. Insights enables marketers to preview the look and feel of mailings across different clients. Track the client usage across your mailing lists and automatically update recipientlevel records with additional data Apps Badge - IMC601 Engagement Insights This elearning course demonstrates the Insights Silverpop App functionality and settings. Learn about features including Previews, Spam Testing, and Campaign Analytics. 12

13 Apps Purchase Badge - IMC602 Insights This elearning course demonstrates the IBM Insights Silverpop App functionality and settings. Understand reported data on contact IBM and purchase behavior Apps Badge - IMC603 Visitor Insights This elearning course demonstrates the Visitor Insight Silverpop App functionality and settings. Find out how to determine which companies are visiting your website to proactively manage prospective leads. Apps Badge - IMC604 Revenue Analytics This elearning course demonstrates the Revenue Analytics Silverpop App functionality and settings. Learn about how you can track the effectiveness of a variety of B2B marketing activities including mailings, lead sources, web events, and referrals. Apps Badge - IMC605 Social Audiences This elearning course demonstrates the Social Audiences App functionality and settings. Social Audiences connects your Facebook Ad accounts with IBM, allowing you to target 'known customers' and customers who look like 'known customers' (i.e., look-alike audiences) on the Facebook platform. 13

14 Badge - IMC651 Badge - IMC652 Badge - IMC653 Birthday Campaign Click Campaign Shopping Cart Abandonment Date-based campaigns are some of the most common programs created in IBM Marketing Cloud. In this scenario, learn to create a campaign of several mailings based off of a date in this case, Birthday. The birthday campaign model can be used for many other date-based campaigns, such as contract renewal campaigns. This course teaches you the basics you will need to setup this type of campaign in IBM. A click campaign uses mailings and/or landing pages to direct traffic to a particular page where a product or service is highlighted. Once clients are on that page they can learn more or purchase that product or service. Results are viewed in both open and click percentages. This use case scenario will show you how to use a landing page and mailings to create your click campaign. This use case scenario will show you how to use IBM to track Shopping Cart Abandonment. Through the use of the Programs feature you can set track shopping cart abandonments of KNOWN contacts. Note: This feature will not allow for tracking of ANONYMOUS contacts without a 3 rd party analytics package

15 Badge - IMC654 Badge - IMC655 Preference Centers & Subscription Group Webinar Invite Process This use case covers the idea of having a Preference Center where users can manage their information and subscriptions via a web form. Some knowledge of Management and Web forms is helpful but not required. This use case will show you how to automate the invitation, registration, and follow-up process for a webinar (or any event) using IBM s Programs functionality. Badge - IMC656 Using Alerts Beyond Scoring This use case shows you how to use IBM Marketing Cloud Alerts without having to set up a score model. Badge - IMC657 Web Tracking This use case shows you how to connect your contacts behaviors outside of Silverpop into your marketing messages and campaigns. Learn how to properly implement Silverpop s web tracking code, and use that connection to create queries, dynamic content, and automation with programs. 15

16 Badge - IMC658 Date Personalizati on Learn how to customize dates inside of IBM no matter which country you live in using Date Personalization. 10 Badge - IMC659 Relational Tables: Related Purchases This use case will show you how can take advantage of relational tables to begin driving communication from IBM based on that type of data. Badge - IMC660 Retail VIP Campaign This use case will take a look at how a retail brand can leverage newsletters, automated messages, queries, automated behavior updates, and programs to create a dynamic VIP campaign

17 Badge - IMC661 Google Tag Manager This use case will explore Google Tag Manager and how it can help you manage custom web tracking events that you can set up using IBM web tracking functionality. Badge Badge - IMC662 Keyed vs Non-Keyed base IBM Marketing Cloud Badge Are you new to the marketing platform? Not sure which database to use for your organization? This course will give a primer on the different kinds of databases and why or when to use a non-keyed database. This is the Badge program for IBM. This program includes course tests, some that also incorporate product simulations. This program covers the foundational features found in IBM. Please see the Training tab on the Support Portal for further instructions on how to obtain the Badge. 10 Varies X 17

18 Badge Badge Badge IBM Marketing Cloud Badge IBM Marketing Cloud Badge IBM Marketing Cloud Badge This is the Badge program for IBM. This program includes course tests on selected topics as well as a practical assessment that builds on concepts from the Badge. The practical exercises are completed using your own IBM account. Please see the Training tab on the Support Portal for further instructions and materials. This is the Badge program for IBM. The integrations badge includes courses and assessments for many other systems that integrate with the IBM. This badge contains courses related to CRM systems, Emerging Applications, and other IBM applications. Obtaining this badge indicates your knowledge of all outside products and systems that integrate with IBM. Please see the Training tab on the Support Portal for further instructions and materials. This is the Badge program for IBM. This is the most advanced level of the Badge Program. This program includes individual course tests as well as a practical assessment that you will do inside a special IBM Badge account. Please see the Training tab on the Support Portal for further instructions and materials., IBM Badge, IBM and Badges, IBM,, and Badges Varies Varies Varies X X X 18

19 New Features All Badges IBM Marketing This course focuses on the changes associated with Cloud the latest IBM release. It provides New Features an overview of product changes and new features for the latest Release. This course will be available as an elearning and limited time - instructor-led. 60 If you have any questions or suggestions for improvement, please contact Steven Roche (Director of Client Learning Services) at