Learning Lab: Building Marketing Agents with Microsoft Copilot Studio

In this hands-on workshop, participants will learn how to use Microsoft Copilot Studio to build AI-powered marketing agents that support content creation, lead generation, campaign planning, and client engagement. Rather than focusing on theory, participants will design, build, test, and improve a working marketing agent to solve a real-world challenge faced by accounting-firm marketers.

Whether you’re new to Copilot Studio or already experimenting with AI tools, you’ll leave with practical skills, a functioning agent prototype, and a framework for identifying future automation opportunities within your marketing processes.

Learning Objectives

By the end of this session, participants will be able to:

1. Identify marketing activities that are good candidates for AI agents and automation.
2. Design and build a functional marketing agent using Microsoft Copilot Studio.
3. Connect knowledge sources, prompts, and workflows to support marketing and business development activities.
4. Test, evaluate, and improve agent performance using real-world marketing scenarios.
5. Develop a plan for implementing AI agents within their firm’s marketing operations.

Required

You must have licenses and permissions for the following tools to participate in this course.

1. Microsoft 365 account.
2. Access to Microsoft Copilot Studio.
3. Permission to create agents.
4. Access to a Power Platform environment.
5. Access to Power Automate.
6. Access to OneDrive or SharePoint for uploading documents.

Three Key Takeaways

1. Build a Digital Marketing Team Member: Learn how to create an AI-powered agent that can support content development, campaign planning, lead qualification, and other marketing activities.
2. Turn Knowledge into Action: Discover how to use service pages, buyer personas, industry expertise, and firm resources to create agents that provide relevant, consistent responses.
3. Leave with a Working Prototype: Walk away with a functional marketing agent and a roadmap for applying Copilot Studio to your firm’s marketing strategy.

Pre-Workshop

1. Complete the Agent Idea Worksheet.
2. Download the sample documents provided post-registration.
3. Watch this 10-minute Overview to familiarize yourself with the interface. https://learn.microsoft.com/en-us/microsoft-copilot-studio/fundamentals-what-is-copilot-studio
4. Please confirm you can:

• Log in to Microsoft 365.
• Access Copilot Studio.
• Create a new agent.
• Access Power Automate.
• Upload a document.
• Access a Power Platform environment.

Provided Documents

The instructor will provide the following documents prior to the course. Please download them and have them available during the class.

Sample Buyer Persona

• Construction Owner.
• Managing Partner.
• Solo CPA.

Sample Service Page

• Advisory Services.
• CAS Services.
• Tax Planning.

Sample Content Brief: Used for the content assistant activity.
Agent Planning Worksheet: Participants complete during the design phase.

Post Session Resources

1. “25 Marketing Agents for Accounting Firms” idea book.
2. Prompt library.
3. 30-day implementation challenge.
4. ROI calculator worksheet.
5. Agent governance checklist.
6. Marketing workflow templates.
7. Training Video Resources (YouTube and Microsoft)

Speaker

Becky Livingston | Owner/CEO, Penheel Marketing

Becky Livingston, founder of Penheel Marketing, is a leading professional in integrating AI-driven solutions for accounting firms and small businesses. A recognized educator, she leads the AI Certificate Program at Westchester Community College and serves as an adjunct professor. Becky demystifies complex technology through her blog and committee work with the AAM, focusing on ethical automation and SEO. When not shaping future-focused business strategies, this innovator and consultant is a devoted dog lover.

Learn more: https://Penheel.com.