Effective Business-to-Business Email Marketing training course

Benefits to you and your employer:

Benefits to your employer:

The B2B email marketing course will provide you with a complete range of tools, techniques and ideas for effectively initiating and managing business-to-business email campaigns, whatever your industry.

By the end of this one-day interactive workshop you will have the answers to the following questions and more:

• How can I ensure my message is delivered and not stopped by company firewalls or spam filters?
• What data do I need to drive my email programme?
• How do I make B2B list rental work?
• How do I test campaign ideas if my database is very small?
• Should I be sending out text or HTML emails?
• How do I build, design and write effective messages?
• What results should I be getting – what does ‘good’ look like?
• How does the legislation affect how I gather email addresses, send out messages and manage my file?

Benefits to you:

Each session will also include a practical summary and checklist to help you apply the key learning outcomes to your own business.

Free B2B Email Marketing Best Practice Paper »
The IDM, along with our email partner Concep, have compiled this best practice guide.

Whether you are a seasoned campaigner or considering using email marketing within your business for the first time, we hope this guide provides you with useful information.

Who should attend:

The Effective Business-to-Business Email Marketing course has been written and designed specifically for client and agency personnel working in the business-to-business (B2B) marketing space, who want to ensure that they are using email to its maximum effect.

This will include:

• Campaign managers
• Campaign executives
• Clients
• Account handlers

Previous delegates include:

• Marketing Manager (GlassHouse)
• Marketing Services Executive (Medical Protection Society)
• Marketing Manager (Gladstone)
• Charity Content Editor (JustGiving)

Programme outline

The Effective Business-to-Business Email Marketing course is an essential guide for anyone working in a B2B environment who wants to get the most out of their email communications.

Here is the programme outline for this course:

Email and the business-to-business organisation

• Understanding the differences between B2B and B2C when it comes to effective email marketing: what makes B2B special
• Building email into your marketing communications plan and other ways email can be used to drive increased profits
• How data protection legislation may affect your ability to communicate via email and understanding the strict guidelines that you need to follow
• B2B email case histories to get excited about!

Building your own email database and renting third party data

• Understanding the key data that you’ll need to collect and how to collect it
• How to build an effective web registration to process
• Top tips for managing your data on an on-going basis
• Where to go for third party data: an overview of the B2B list rental market and the latest developments
• 20 things you’ll need to know if you want to make B2B list rental work

Getting the creative right for B2B

• Understanding who your B2B target audience is, the importance of the DMU and how to develop alternative propositions
• How to build, design and write effective messages for B2B
• Personalisation: how to use and why it’s more important in B2B than B2C
• Deciding on the right format: text, HTML and other rich media
• Key creative lessons that B2B marketers can learn from B2C
• Why testing is essential and the simplest ways of going about it
• Measuring and tracking your tests

Maximising your results

• Understanding the factors that can affect the deliverability of your B2B emails
• Effective ways to overcome deliverability problems in B2B
• Key words to avoid in order to circumvent company firewalls and spam filters
• Broadcast and format options for B2B: the latest developments
• Why you should consider telephone and direct mail follow ups

Other ways a business-to-business organisation can benefit from interactive email

• Professionally branded email design for consistency of brand across the breadth of your communications channels
• Using the email channel to deliver a wide variety of communications: newsletters, product updates or alerts, links to new website material and event management
• Interactive reporting capabilities for audience segmentation and targeting

Best practice campaign management

• Adhering to industry codes of practice: a brief overview
• Key questions you’ll need to ask before running a B2B email campaign
• Essential checklists for a smooth running campaign
• Post course action plan

Training course tutors

Steve Kemish F IDM, Director at data & digital marketing specialists, Cyance, has over twelve years of experience in digital marketing, both client-side and agency. He and his team work with clients to help them realise the potential of digital marketing and to help deliver results.

Passionate about using marketing principles to get the most out of the technology, when not with clients he is to be found speaking on the subject throughout the world on behalf of Cyance and the Institute of Direct Marketing, for whom he has lectured since 2004. Steve has worked with many brands on digital marketing, including: npower, Skype, ITV, Help the Aged, Oracle, Cisco & British Airways.

Guest Speaker

Mike Teasdale F IDM is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.

He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.

Mike is also a course tutor for the training course Customer Acquisition: Planning and implementing effective programmes and one of the speakers for Email Marketing: Advanced Course and the IDM Diploma in Digital Marketing.

The IDM Business-to-Business Council Book Review

Professor Bryan Foss, CEO and Founder of Foss Initiatives reviews the book 'Business-to-Business-Marketing, Advanced Marketing Series (AMS)' by Ross Brennan, Louise Canning & Raymond McDowell. Download now »

Delegate testimonials

"Really enjoyed the course. Chris was great - enthusiastic, knowledgeable and approachable - he made the course relevant to me and my role - Thank you!"

Hesther Dolley, Communications Assistant, Michael Page International