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You will learn to:

  • Understand the key steps and considerations within the acquisition planning process
  • Develop your prospect pool using market analysis, segmentation and profiling
  • Create an acquisition budget and forecast response
  • Design a creative and engaging acquisition plan that converts awareness into action
  • Test and measure the effectiveness of your multichannel acquisition strategy

Course availability 

start location member non-member places left
Canary Wharf (E14 5AP) £549.00 £599.00 10+
Central London £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


Understanding today's decision-making process for prospects and customers

  • Zero moment of truth (ZMOT)
  • How people and companies buy
  • The impact of technology on the buying and selling process

Finding and acquiring more of the right customers

  • Market research techniques
  • Market analysis, segmentation, profiling and personas
  • Volume verses value
  • Prospect pool

Setting meaningful objectives

  • SMART objectives
  • Conversion rates through the sales cycle
  • Building key performance indicators

Developing an acquisition strategy

  • Defining key target audiences
  • Determining the value propositions for each audience
  • Communicating through the journey from prospect to customer
  • Predicting response and outcomes

Creating an acquisition communication plan

  • Evaluating and selecting media
  • Adopting a media neutral approach to develop an effective on and offline strategy
  • The advantages of multimedia integration
  • Developing the acquisition budget and justifying your plans

Developing your proposition and creative strategy

  • Focusing on customer insight to generate meaningful propositions
  • Differing your messages through the buying cycle
  • Creative briefing for an engaging campaign that drives action

How to develop long-term acquisition marketing strategies

  • Measuring the effectiveness of your campaigns
  • Applying web analytics to measure campaign effectiveness
  • The role of testing and evaluation
who should attend?

This course is suitable for anyone involved in customer and / or prospect communication who wants to develop their specific knowledge of customer acquisition. You should understand the principles of marketing and a basic knowledge of digital marketing would be useful.

Enrol onto ‘Customer Acquisition’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.



David Hearn, Managing Director, AHK

David Hearn F IDM has been a marketer for 30 years and co-owner of direct and digital agency, AHK, for over 20. AHK plans and executes customer recruitment and development programmes for B2C and B2B companies, including Canon Europe, Adobe, GE Capital, Thomas Miller and The Warranty Group.  The agency’s services include strategic planning, data analysis & insight, marketing technology deployment, creative development and campaign management. David describes himself as a marketing generalist and is responsible for overseeing client activity.

David has shared his marketing experience and knowledge for the last 15 years, lecturing and tutoring for the IDM.



IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet, Matrix,

Very well planned and executed course. I appreciated the exercises and scenarios within these as it helped understand the content better. Great case studies!

Michelle King,
Marketing Campaigns Manager, K2

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