Course overview
Generate more leads for your sales team. Learn how to target your best prospects and set up effective key performance indicators to measure your results. Qualify leads and discover how to create content that works best for key target audiences.
What you'll learn
- Generate more of the leads your salespeople crave, and less of those they hate!
- Understand how best to qualify a lead before handing over to sales
- Maximise the use of data to make the most of every sales opportunity
- Utilise automated marketing to optimise the customer journey
- Integrate across digital media, to optimise performance
Study method
- Online
- Blended
- In-class
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Duration study load
1 day (7 CPD hours)
Subjects
- Develop strategies to work with sales to agree to realistic targets
- Learn techniques to map your key customers’ journey
- Set up realistic and measurable KPIs for each stage
- Work out a realistic return on investment analysis of your campaigns
- Find ways to analyse your current best customers to target your best prospects
- Explore options to use 3rd party data to fill your prospect pool
- Plan how to blueprint your main target companies and key buyers
- Use a foolproof B2B persona template to help you define your buyers and guide your media selection and content needs
- Utilise Account-Based Marketing techniques to focus on the most rewarding opportunities
- Adopt techniques to help ensure your marketing works in-synch with your sales team
- Create turnkey campaign plans for every element, to ensure everything works together
- Templates to help you effectively budget for every element, and avoid overspends
- Review tools to help manage automated campaigns
- Learn techniques to confidently and accurately assess the quality and potential of a lead
- Review tools that are available to help you measure the level of intent shown by prospects
- How you can work effectively with salespeople to perfect the process
- Understand how to use technology to boost the process
- Use techniques to create strong value propositions for each audience that get right to their pain points
- Explore research opportunities to identify the winning propositions and find your content sweet spot
- Look at how to develop response propositions that will maximise engagement with key prospects
- Learn to use landing page optimisation techniques to find the best way to engage and gather valuable data
- Develop robust plans of exactly what content to create for each of your key target audiences
- Learn which type of content works best for key job functions, and ways to create it with small budgets
- Look at ways to Identify the right partners to help create and promote your content
- Review the current digital media landscape and recent trends
- Develop a media plan that takes full advantage of all digital opportunities
- Adopt social selling techniques within your programme
- Learn ways to gauge how to use each media type in each stage of the customer journey
- Integrate the use of online and offline media to maximise reach and responses
- Find out how to maximise performance on a limited budget
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
