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During your Professional Diploma in Data-Driven Marketing with B2B, you will learn to:

  • Understand the principles of data-driven marketing
  • Capture and manage customer data
  • Plan, develop and optimise the customer journey
  • Look at segmentation methodologies and targeted data-driven marketing
  • Maximise your campaigns by using measurement tools and analysis techniques

To download our IDM Prospectus for Professional Diplomas and Postgraduate Diplomas Click here

This course was previously called the Professional Diploma in Direct & Digital Marketing (with B2B). The syllabus has been updated, and the new title reflects the changes and updates made. There have been no changes to the level or core learnings of this course.

Course availability 

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course information

syllabus

In addition to the 10 modules from the IDM Professional Diploma in Data-Driven Marketing, you will also two extra days of face-to-face tuition with industry experts: a masterclass in business marketing. Over the course of nine comprehensive modules you will be immersed in B2B theory and industry case-studies, 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?

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 
  • 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.  
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
  • World class DMA research, including the latest Consumer Attitudes to Privacy paper and annual email studies reflecting the attitudes of marketers and consumers.
  • Links to industry leading blogs, whitepapers and websites.
  • Access to the DMA Awards case studies, showcasing industry leading campaigns including IKEA, Honda and Paypal

 
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 Data-Driven 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 is weighted at 40% and Assignment 2 is weighted at 60%.
 
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%.

tutors

Mike Berry Dip DM, F IDM , Consultant

Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.

These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas.

Martin Chillcott F IDM, Director, Hotchilly Marketing

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

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.

testimonials
It’s a fantastic experience that leaves you feeling inspired and motivated. If anyone is looking to start a career in marketing, I strongly advise coming to the IDM.

Lucy Brown,
Marketing Assistant, Car Loan 4U

This course is practical rather than just theory based, so you can apply your learnings to your everyday work

Carly Granger Dip IDM,
Marketing Assistant, Simply Health

I would recommend this course to anyone who wants to further their knowledge when it comes to direct and digital marketing. I'm just excited to use what I've learned now! Thank you so much

Pip Evans Dip IDM,
Cash and Gaming Campaigns Officer, Guide Dogs

I've found that the programmes offered by the IDM have stretched my thinking, grown my knowledge and given me the confidence to make improved decsions in the workplace ot the benefit of my companyand more so my clients.

Graham Smith Dip DigM,
Account Manager, Rainey Kelly Campbell Roalfe

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