AI for Marketing and Sales

AI for Marketing and Sales from the Enterprise Technology Association (ETA) is for marketers, sales reps, business development staff, account managers and the people who lead them. AI can now research a market in minutes, draft a campaign in an afternoon and personalize a thousand emails before lunch. Used carelessly, it can also publish false claims, spam customers, leak customer data and damage trust in a brand. This course teaches the practical middle: where AI helps most across the marketing and sales cycle, and the guardrails that keep the work accurate, legal and on brand.

You finish with a capstone: an AI playbook for one real marketing or sales workflow on your team, submitted and reviewed by a person. Completing the course earns the ETA Specialist credential: ETA Specialist: AI for Marketing and Sales.

What you'll learn

• Set ground rules for brand, accuracy, customer data and disclosure, including the FTC's rule on fake reviews and testimonials
• Research audiences, competitors and accounts with AI, and check what you find
• Create on-brand content and run a claim check before anything publishes
• Plan campaign variants and tests, and read results honestly
• Personalize prospecting and outreach without spamming or overstepping
• Use AI for call prep, notes and CRM updates at the right rung on the ETA Agent Autonomy Ladder
• Measure value honestly and write a team playbook

Who it's for

Marketing, communications, sales, business development, customer success and partnership staff and managers in any sector, including nonprofits and public agencies doing outreach. It assumes you've completed Level 1: Foundations of the ETA Certified AI Empowered Professional (free). It is not legal advice; where rules come up, follow your organization's legal and compliance guidance.

How it works

Four modules with workplace examples, templates and a Try it exercise in every lesson, a knowledge check after each module, a capstone and a final assessment. About 2 hours 30 minutes. Included with ETA Pro membership and above.

Your credential

Passing the final assessment, including your reviewed capstone, earns ETA Specialist: AI for Marketing and Sales: a certificate with its own verification page on joineta.org, issued as a verifiable digital badge (Open Badges 3.0) you can add to LinkedIn. ETA Specialist credentials stand on their own; they don't count toward a level of an ETA certification. The course adds 2.5 credit hours toward your hours-based credentials (AI Explorer, AI Empowered Professional and AI Empowered Leader).