B2B Digital Marketing Strategy

Overview

As a B2B marketer you have some knowledge of digital marketing principles but need to be able to develop and apply this to delivering your overall B2B business objectives. How do you integrate B2B digital marketing? How do you use digital to support B2B branding and awareness campaigns, lead generation and nurturing objectives? How do you roll-out digital marketing to the business? This course will show you how to:

• Use digital marketing at different stages in the B2B customer lifecycle from awareness and early need recognition through to developing business with customers
• Integrate digital marketing into existing B2B marketing processes, and how to integrate offline with online to achieve marketing objectives
• Leverage digital marketing and applications to generate and nurture leads, how to create content and how social media can be applied to support B2B business objectives

Who should attend?

The programme is specifically for B2B marketers and assumes some basic knowledge or understanding of digital marketing. Those benefiting most are marketers who have broader responsibility of B2B marketing: communications, lead generation or customer lifecycle management.

Learning outcomes

• B2B digital marketing strategies and how to think strategically
• Align B2B digital marketing strategy with business and sales objectives
• Identify business customer insights through B2B digital technologies
• Find and target B2B customers
• Touchpoint mapping across the B2B buyer journey
• B2B digital advertising targeting and retargeting
• The role of B2B Search Engine Marketing
• How to use social media to support B2B business objectives
• Using digital channels for B2B lead generation and nurturing
• How to apply digital to improve lead handover and lead management
• Digital retention marketing strategies including personalisation
• Develop a compelling B2B content marketing plan
• Learn how to create B2B content that increases engagement
• How to measure digital marketing effectiveness
• Practical case studies of best practice B2B digital marketing