During your Diploma in Digital Marketing with B2B, you will learn to:

  • Plan the introduction of digital technologies and techniques for marketing that support business objectives
  • Apply the key technologies, tools and techniques of digital marketing to improve marketing effectiveness
  • Identify the potential application of online marketing channels within the marketing communications mix
  • Continuously improve the contribution of digital technologies to your organisation


8 days (35 CPD hours)

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Course availability

Start Study Mode Location Member Non-Member Exam Fee  
04/11/19 Online Online £2,510.00 £2,840.00 £245.00 More info
Book Until
29 Nov 19
DMA House
Study Periods
  • 16 - 17 April 2020
Exam Dates
  • 25 November 2020
04/11/19 Intensive London (W1W 8SS) £2,860.00 £3,225.00 £245.00 More info
Book Until
4 Nov 19
DMA House
Study Periods
  • 4 - 6 November 2019
  • 3 - 5 February 2020
  • 16 - 17 April 2020
Exam Dates
  • 25 June 2020
06/01/20 Online Online £2,510.00 £2,840.00 £245.00 More info
Book Until
31 Jan 20
DMA House
Study Periods
  • 16 - 17 April 2020
Exam Dates
  • 25 November 2020
20/01/20 Intensive London (W1W 8SS) £2,860.00 £3,225.00 £245.00 More info
Book Until
17 Jan 20
DMA House
Study Periods
  • 20 - 22 January 2020
  • 6 - 7 February 2020
  • 1 - 3 April 2020
Exam Dates
  • 25 June 2020
23/01/20 Day release London (W1W 8SS) £2,860.00 £3,225.00 £245.00 More info
Book Until
22 Jan 20
DMA House
Study Periods
  • 23 January 2020
  • 6 February 2020
  • 20 February 2020
  • 16 - 17 April 2020
  • 7 May 2020
  • 21 May 2020
  • 4 June 2020
Exam Dates
  • 25 November 2020
23/03/20 Intensive London (W1W 8SS) £2,860.00 £3,225.00 £245.00 More info
Book Until
20 Mar 20
DMA House
Study Periods
  • 23 - 26 March 2020
  • 16 - 17 April 2020
  • 1 - 3 July 2020
Exam Dates
  • 25 November 2020

NB: Prices above subject to VAT

Qualification Information


The first part of this qualification is made up of the 16 modules from the IDM Professional Diploma in Digital Marketing. The second part of the syllabus consists of two extra days of face-to-face tuition with industry experts.

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?

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

  • Briefing on the examination and how to approach self-study and revision

Study Mode

Intensive – Central London

Part 1: 2 x 3 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.
Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London.The exact location of our courses vary, so please make sure you check before attending.

Day-release - Central London

Part 1: 6 x 1 day face-to-face sessions which take place in Central London. The exact location of our courses vary, so please make sure you check before attending.
Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.


Part 1: Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials.

Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London.The exact location of our courses vary, so please make sure you check before attending.

Corporate training

This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate

Course Info

To support your studies

Every delegate has an online learning account which includes:

  • eLearning modules on the key digital channels
  • Online course materials
  • Best practice guides from DMA councils on topics like social media, data, etc.
  • Case studies from DMA Awards winners
  • Links to industry leading blogs, whitepapers and websites.​

Delegates are automatically enrolled as IDM members, giving access to events and a free Euromonitor subscription for the latest consumer research (worth £170 pa).

Exams and assessments

In order to attain the Professional Diploma in Digital Marketing with B2B you must successfully pass two assignments and one exam.

  • You will have five weeks to complete each assignment and three hours to complete the exam
  • Exams take place in March, June and November at over 3,500 venues around the world

Pass marks and grades

Assignment marks are weighted. Assignment 1 represents 40% of the overall mark and Assignment 2 60% of the overall mark.

  • To pass you will need a minimum of 45% in each assignment and exam to pass.
  • If one or both assignments don’t meet the minimum pass mark, your tutor will discuss this with you and may be considered by the Board of Examiners in conjunction with your exam results.
  • To obtain a CREDIT you must pass both papers and achieve an overall average of 60%. For a DISTINCTION you must pass both papers and achieve an overall average of 70%.


Steve Kemish F IDM, Managing Partner, JunctionAgency

Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.
A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

Tim Hamill F IDM, Director, Data Ketchup

Tim is a founding partner of Data Ketchup, a data driven consultancy specialising in getting businesses better ROI through data driven insights and solutions. The company has recently added a powerful data driven SEO capability, and is now helping companies get fast, relevant and effective results.

He has held senior positions at Royal Mail, supporting the strategic development of the company pre and post privatisation, covering marketing, commercial development, Sales and partnership development.

He ran the Mail Media Centre where he significantly increased engagement with UK top 100 advertisers and their agencies through research, product development, marketing channels and new industry partnerships.

Recent highlights have been the successful launch of a brand new media and data planning division at Royal Mail which is successfully working on an ongoing basis with some of the UK’s biggest advertisers, and winning awards.

He is a member of the Institute of Direct and Digital Marketing Data Council, a member of their educational advisory board, and is also a tutor on IDM courses, and has been an awards judge for the DMA.

Ruth Connor F IDM, Head of Marketing, Earnest

Ruth is an independent trainer and a part-time Head of Marketing with over 20 years’ experience in both B2B and B2C Marketing.

She’s held roles in numerous organisations including: BUPA, Legal & General, Page & Moy, Westfield Health, and Consumer Intelligence during my career. Ruth has significant experience of brand development, digital and content marketing, and integrated campaign planning and delivery in both B2C and B2B. She’s also developed and launched market-leading products and led award-winning Internal Comms and PR campaigns.

Ruth has been a tutor at the IDM for over 4 years, covering topics such as content marketing campaign planning and implementation, development and use of personas and customer journeys. She also runs 1day courses on Content Marketing and Campaign Planning & Delivery.

As a Marketing tutor she’s focused on actionable learning that workshop attendees can take back to their businesses to implement and drive improvements. She’s a Fellow of the Institute of Direct and Digital Marketing and she sits on the IDM B2B Marketing Council.

When Ruth’s not busy delivering training she is a part-time Head of Marketing at leading independent B2B agency – Earnest.


London (W1W 8SS)


The course is always of high quality and the presentations and support is great. Thank you so much for this fantastic course - I will recommend it!

Sophie Witteeveen Dip DigM,
Publisher, IFD

Fun and interactive, quite clearly the most up to date and relevant marketing qualification available to marketers. Insightful, relevant and practical – can easily apply the course to the working world.

Elliot Bertram Dip DigM,
UK&I Marketing Manager, SThree

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