This Guided Project, led by Anthea Variend, an expert in Marketing Campaign Strategy, is designed to help marketing professionals, small business owners, and communications teams use GenAI and HubSpot to develop and execute a marketing automation strategy for lead generation and nurturing.

In this project-based course, you will learn how to set up a HubSpot Marketing Professional account with a 14-day free trial and add contact records, develop effective ChatGPT prompts for the creation of a marketing automation strategy, design and publish an automated lead nurturing workflow with customer elements and lead scoring for campaign launch and create a campaign performance dashboard to visualise marketing automation performance. To achieve this, you'll step into the shoes of a Marketing Automation Specialist at BrightRetail, a small B2C e-commerce company, tasked with developing and executing a marketing automation strategy to generate and nurture leads for a marketing campaign. This project is unique because it combines ChatGPT's capabilities with HubSpot's marketing automation software, offering you the opportunity to elevate traditional marketing automation processes, resulting in enhanced efficiency and effectiveness. To succeed in this project, you need a HubSpot Marketing Professional account using HubSpot’s 14-day free trial, a free or paid ChatGPT account and knowledge of email marketing.