IDM addresses B2B digital skills gap with two new courses
Released 27 March 2006: The IDM have launched two new business to business courses to help B2B marketers make the most of digital - the one area that is still largely untapped by the B2B sector. "Effective Business-to-Business Email Marketing" and "B2B Lead Generation Marketing" will run on 6 April and 20-21 June respectively.
The launch of the new courses is timely, given the results of an IAB survey announced last week. The survey revealed that, although online advertising topped the £1 billion mark in 2005, and despite the fact that nearly two-thirds of respondents plan to increase their online budgets in the next twelve months, digital is being largely overlooked by B2B marketers, who 'still have much to learn' about the space.
IDM Programme Director Joanna King says: "The IAB survey confirms what we at the IDM have known for some time: that digital marketing channels have been largely untapped by B2B marketers. The opportunities presented by digital are phenomenal and growing - and there simply aren’t enough B2B marketers with the knowledge and skills to take advantage. The two new courses aim both to address this skills gap and to consolidate skills already present."
According to the IAB survey, email is one digital channel that B2B marketers have embraced. "Effective Business-to-Business Email Marketing" aims to consolidate their experience and demonstrate how to make email work harder. Click here to find out more.
"B2B Lead Generation Marketing" helps marketers generate more and better qualified sales leads by making best use of every marketing channel and ensuring online makes a stronger contribution.
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
