During this course 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


2 days (14 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
14/04/19 London (W1W 8SS) £955.00 £1,125.00 10
01/07/19 London (W1W 8SS) £955.00 £1,125.00 9
24/10/19 London (W1W 8SS) £955.00 £1,125.00 10
06/02/20 London (W1W 8SS) £955.00 £1,125.00 10

Course Information


The future of B2B marketing – a look at the current B2B marketing landscape and how to best prepare for the future

  • B2B marketing today: the trends, consumers and channels shaping the current B2B landscape
  • The dynamic nature of B2B: how changes in politics, the economy, society, tech, the environment and legislations impact on B2B marketing – and how to understand and navigate these disruptive forces as they impact the B2B marketplace ranging from innovation to consumer demand
  • Looking forward: preparing for new competition and business innovations that may impact the B2B landscape
  • A look at best practice in B2B branding
  • Utilising a data-driven strategy when delivering your tactics

Using measurement – looking at the best practice online and offline campaigns

  • Measurable marketing – utilising measurement to optimise your campaigns by using tracking on and offline
  • Learning from industry leaders on how to use measurement in order to increase your success in customer acquisition and optimise your campaigns

The Operations of B2B marketing

  • Identifying business needs and the varying resources needed to support evolving customer needs and B2B ecommerce journeys
  • The marketing operations behind ecommerce, self-serve and various digital channels
  • The marketing operations behind partner, reseller and distributor marketing
  • Comparison of multichannel and integrated approaches and why theory often surpasses practice
  • How to benchmark your business, measure the impact of marketing and identify areas to focus on
  • How to brief and use suppliers (utilising best practice methods)

Aligning marketing with business strategy and companywide collaboration

  • Securing investment from the board
  • Understanding and utilising stakeholder management, internal communications and marketing across the business
  • Aligning key company areas including Customer service, IT and Sales
  • Applying key marketing principles throughout the business
  • Lead generation management – allocating Service Level Agreements to both external and internal partners
  • Delivering sales ready leads in order to drive revenue

Using Data for campaign, customer and marketing insight

  • The fundamentals of B2B spanning from benchmarking to quality
  • Data in practice: understanding existing data and acquiring the data necessary to bridge gaps in insight – ranging from progressive sign ups to rapid addressing
  • How to use data to obtain a competitive advantage – including using data driven marketing to acquire customers and increase their LTV
  • Understanding accounts based marketing

B2B Elective Day 2

Content Marketing

  • Understanding the place and importance of Content Marketing
  • Developing a Content Marketing proposition
  • Content strategy: development through to using macro themes
  • Content planning: by market, product and segment, embedding best practice throughout the marketing funnel via templates
  • Avoiding spam: How to create relevant content that engages and compels by understanding channels, mediums and messaging including recent innovations such as voice search and mobile optimised content
  • A review of best practice cases in word of mouth and advocacy
  • A guide to the key principles of the brand
  • Using testing to optimise your campaigns

Cutting edge marketing: using the latest tools ranging from AI to CRM

  • Understanding and utilising marketing automation and CRM in order to maximise your customer journey
  • How to use targeting and segmentation in modern marketing tools
  • Using modern marketing tools (and analytics) to gain further insight to both on and offline customer touchpoints
  • Best practice cases using integrated marketing tools
  • Exceeding customer expectations and delivering inspirational customer experiences
  • Understanding compliance risks and fixing problems by taking an external viewpoint

Email marketing for B2B – an advanced approach

  • Mapping out and maximising customer journey’s by using behavioural triggers
  • Extending from email automation to using automation throughout your marketing strategy
  • Remarketing, increasing open rates and more using innovation and best practice techniques
  • Using engaging content in your email campaigns to boost engagement
  • Integrating your email marketing into your holistic marketing strategy
  • How to improve results through testing, learning and doing

Creating amazing B2B customer experiences to drive engagement by understanding online and multichannel behaviour

  • Effective KPI setting
  • Taking the correct approach: how to understand the decision making process
  • How human interaction drives individual stakeholder needs, and how to maximise on this
  • Using social media to learn more about, and engage further, B2B customers
  • Maximising on existing business - how to retain, cross and upsell.

Who Should Attend

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. Complete our specialised B2B course and identify your strategic competence in the intricacies of B2B marketing.
With this specialism, you’ll have instant recognition as a marketer with the expertise and adaptability to achieve marketing objectives and business goals across 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


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.

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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