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You will learn to:

  • Understand the B2B marketing landscape; now and in the future
  • Measurable marketing; learning from the best on and offline business campaigns
  • Understand the B2B journey, what it is and how to map it for successful results
  • Align marketing to the business strategy and get the sales team onside
  • Engage and drive successful results by using Email and Content marketing

Course availability 

start study mode location member non-member exam fee
Intensive DMA House (W1W 8SS) £425.00 £425.00 £225.00
more info
book until 28 Sep 2017
venue 70 Margaret Street, London
study periods 28 - 29 September 2017
exam dates 5 December 2017
Intensive DMA House (W1W 8SS) £425.00 £425.00 £225.00
more info
book until 22 Mar 2018
venue 70 Margaret Street, London
study periods 22 - 23 March 2018
exam dates 19 June 2018

NB: Prices above subject to VAT.

Course information

syllabus
The syllabus for your new B2B specialism consists of two extra days of face to face tuition that represents a masterclass in business marketing. Its nine modules will totally immerse you in B2B with a strong emphasis on applying what you’ve learned from your existing Diploma studies to a B2B-specific context.

Module 1: The B2B marketing landscape – now and the future
  • The B2B landscape: markets, media and buying behaviour
  • Our changing world: political, economic, societal, technology, environmental and legislative shifts impacting on b2b marketing; understanding disruptive forces from consumer demand to innovation in the world of work
  • New competitors and business transformation, what do you need to prepare for?
  • Business Brands that are leading the way
  • Data driven strategic thinking to ensure your tactics work
Module 2: Measurable marketing - learning from the best on and offline business campaigns
  • Using award winning b2b case studies, you will learn what leading companies are doing to increase their success in acquiring new customers and how you can focus on what will make a difference to your business
  • Focus on Measurable marketing – how and what to track off and online
Module 3: Marketing Operations
  • What do you need? Looking at the different resources required to support the different b2b routes to market and changing customer needs
  • E commerce, Self-serve, digital channels
  • Partner, reseller, distributor marketing
  • Multichannel v Integrated approach, why practice lags the theory
  • Benchmarking your business, measuring marketing impact and where to focus
  • Briefing and using suppliers, applying best practice
Module 4: How to align marketing to the business strategy and collaborate across the company for success
  • Getting buy in from the board
  • From stakeholder management to internal communications and marketing – what is it and how to do it
  • Understanding key areas for alignment: Sales/IT/Customer service and more
  • Talking the same language – applying key marketing definitions through the funnel
  • Who owns the lead? Setting Service Level Agreements with internal and external partners
  • Doing what matters to drive revenue: How to deliver sales ready leads
Module 5: Data - Customer, marketing and campaign insight in B2B
  • B2B data getting the basics right from quality to benchmarking
  • Understanding the data, you have, what you need and how to get it. From rapid addressing to progressive sign up
  • Using data to gain competitive advantage: the role B2B Customer Analytics: and data driven marketing to acquire profitable customers, upsell and cross and increase lifetime value
  • Account based marketing: what is it, why do it, where’s the value and why must it be data driven?
Programme Day 2 Module 6: Content marketing for engagement and driving successful results
  • What is it and why is it so important for B2B?
  • What is the proposition and have you got one?
  • From developing a content strategy to learning how to use macro themes
  • Content planning by segment, market, and product with templates to embed best practice through the funnel
  • Compelling content v Spam - Understand which media works best, for which messages, from video to direct mail, from copy for chatbots to the website new essentials whether mobile or voice search
  • Advocacy and word of mouth in b2b - Case studies to inspire
  • The role of the Brand, credibility and thought leadership, guide to key principles
  • Testing – the what, when and how to improve your campaigns
Module 7: Modern Marketing Tools from CRM to AI
  • Understanding the backbone tools of CRM and Marketing Automation and how to use them to improve the customer journey from lead to sale and beyond
  • Applying segmentation and targeting through the channel
  • Using tools and analytics to help you understand digital and offline touchpoints
  • Case studies of what works, when; from engagement to nurturing onto conversion using integrated marketing tools
  • What do customers want? Why it is more than just technology at the heart of driving amazing customer experience
  • What can go wrong? Taking the external view to fix what’s broken and understanding your compliance risks
Module 8: Advanced B2B email marketing
  • Planning the customer journey and using behavioural triggers to maximise response
  • Using email as a stepping stone to full marketing automation
  • Best practice and innovation from remarketing to increasing your open rates
  • Using dynamic content to improve your engagement
  • Joining the dots: ensuring your email marketing works with your other media
  • Applying an agile approach to improving results (test/learn/do)
Module 9: The B2B customer experience: Understanding online and multichannel behaviour to drive engagement
  • Where do you start? – setting the right KPIs
  • Enterprise, SMEs, understanding the decision making unit and leaving your assumptions behind to take the right approach
  • Human to Human, understand individual stakeholder needs and the power of emotion
  • How to use social media to listen. learn, engage and influence b2b buyers
  • Marketing to existing customers; what do you need to do differently to drive upsell/cross sell and retention?
Exam preparation and revision tips (webinar)
  • Briefing on the examination and how to approach self-study and revision
study mode
Intensive – Central London
2 x 1 day face-to-face sessions which take place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending. 
course info

B2B and B2C marketing are not the same. There are unique complexities to B2B decision-making, buyer behaviour and the B2B customer journey to name but a few. Now, you can add a B2B specialism to your IDM qualification that recognises your strategic competence in the intricacies of B2B as well as the in-depth knowledge and expertise gained from your existing Diploma studies.

With the new specialism, you’ll have instant recognition as a qualified marketer with the expertise and adaptability to achieve marketing objectives and business goals across both B2C and B2B.

  • lead nurturing through the funnel
  • market research
  • B2B customer data
  • the B2B customer journey
  • content marketing in a digital world
  • next generation marketing automation
  • mobile marketing
  • social media

How to enrol on the B2B conversion course

The new B2B specialism can be taken by anyone either studying for, or who has already qualified in the IDM Postgraduate Diploma in Direct and Digital Marketing or the IDM Postgraduate Diploma in Digital Marketing, giving you the new Postgraduate Dip IDM B2B or Postgraduate Dip DigM B2B honorifics respectively.

If you are currently studying for an IDM Postgraduate Diploma you can add a B2B specialism by attending this two-day conversion course and you will be assessed in your B2B skills as part of your existing exam programme (no extra exams are involved).

If you are already an IDM Postgraduate Diploma graduate you will need to attend the two-day conversion course and will be assessed by one B2B-specific exam.

tutors

Shane Redding MA Cantab, F IDM, Managing Director, Think Direct

Shane is an independent consultant and runs her own business ‘Think Direct’. She has over 30 years’ international business to business and consumer direct & digital marketing experience and provides strategic advice and training to both end users and marketing suppliers.  Currently Shane is working with a number of companies who are implementing Marketing Automation to transform their businesses. In addition to her consultancy business, Shane also holds a number of non executive directorships and board advisory roles, and in 2015 was named Educator of the Year by the IDM.

Lawrence Mitchell, Marketing Director, Reed Business Information

Lawrence Mitchell is Marketing Director for Reed Business Information (RBI), a role he has occupied since March 2008. He’s also a non-executive director for the IDM (Institute of Digital and Direct Marketing) and a member of the IDM’s B2B Council.   

Lawrence started his career in book publishing and subscription newsletters for brands such as Mosby, McGraw-Hill and the Financial Times. The majority of his career has been heavily focused on digital marketing and publishing, with an increasing focus on business marketplaces.   

Joe Edwards F IDM, Creative Strategic Planner, Brand Engage

Joe Edwards is a Creative Strategic Planner, who began his career long before the words Digital and Social became the buzz words they now. In 2001 (just after the dot com bubble burst) he founded a Web and Digital Agency and after successes with Universal and Orange decided it was time to move more into the the realms of marketing. Over the years Joe has worked both client side and agency, working with with Startups to Large Enterprise organisations in both B2B and B2C environments.

He has worked with such organisations as Adobe, Citi Bank, RBS, Visa, Toyota, HP, Symantec, TfL, Studio Canal & eOne Entertainment to across Digital, Social and Mobile marketing disciplines. He is also part of The Institute of Direct and Digital Marketing (IDM) Marketing Advisory Council and delivers training on behalf of the IDM.

Joe currently works for MOI a global integrated marketing agency.

 

Excellent course - enthusiastic and knowledgeable tutor

Lucy Stevenson,
Wine & Spirit Education Trust

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