During this course you will learn to:

  • Generate more of the leads your sales people crave, and less of those they hate!
  • Understand how best to qualify a lead before handing over to sales
  • Maximise the use of data to make the most of every sales opportunity
  • Utilise automated marketing to optimise the customer journey
  • Integrate across digital media, to optimise performance


1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
22/11/19 London (W1W 8SS) £510.00 £599.00 16
13/03/20 London (W1W 8SS) £510.00 £599.00 8

NB: Prices above subject to VAT

Course Information


Set targets through the customer journey

  • Develop strategies to work with sales to agree realistic targets
  • Learn techniques to map your key customers’ journey
  • Set up realistic and measurable KPIs for each stage
  • Work out realistic return on investment analysis of your campaigns

Identify your audience

  • Find ways to analyse your current best customers to target your best prospects
  • Explore options to use 3rd party data to fill your prospect pool
  • Plan how to blueprint your main target companies and key buyers
  • Use a foolproof B2B persona template to help you define your buyers and guide your media selection and content needs
  • Utilise Account Based Marketing techniques to focus on the most rewarding opportunities

Plan every stage

  • Adopt techniques to help ensure your marketing works in-synch with your sales team
  • Create turnkey campaign plans for every element, to ensure everything works together
  • Templates to help you effectively budget for every element, and avoid overspends
  • Review tools to help manage automated campaigns

Accurately qualify leads

  • Learn techniques to confidently and accurately assess the quality and potential of a lead
  • Review tools that are available to help you measure the level of intent shown by prospects
  • How you can work effectively with sales people to perfect the process
  • Understand how to use technology to boost the process

Proposition development

  • Use techniques to create strong value propositions for each audience that get right to their pain points
  • Explore research opportunities to identify the winning propositions and find your content sweet spot
  • Look at how to develop response propositions that will maximise engagement with key prospects
  • Learn to use landing page optimisation techniques to find the best way to engage and gather valuable data

Create content that works

  • Develop robust plans of exactly what content to create for each of your key target audiences
  • Learn which type of content works best for key job functions, and ways to create it with small budgets
  • Look at ways to Identify the right partners to help create and promote your content

Select the right media

  • Review the current digital media landscape and recent trends
  • Develop a media plan that takes full advantage of all digital opportunities
  • Adopt social selling techniques within your programme
  • Learn ways to gauge how to use each media type in each stage of the customer journey
  • Integrate the use of online and offline media to maximise reach and responses
  • Find out how to maximise performance on a limited budget


David Hearn F IDM, 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.


London (W1W 8SS)

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