Effective B2B digital marketing requires a clear plan, coordinated activity and alignment with commercial objectives. This course focuses on how to use digital marketing to support B2B branding, lead generation and customer development across the full lifecycle - from awareness and early need recognition to retention and growth.
It explores how to integrate digital activity within wider B2B marketing processes, aligning online and offline channels to deliver measurable outcomes. The course also examines how to plan, implement and optimise digital campaigns using current tools and platforms, including practical methods for using analytics and AI-assisted tools to identify prospects, automate lead nurturing and improve targeting precision.
The course builds the capability to manage B2B digital marketing that supports both immediate campaign goals and longer-term business relationships.
For B2B marketers responsible for planning or delivering digital campaigns. It applies to those managing communications, lead generation or customer programmes who want to improve integration, effectiveness and measurable results across digital channels.
- Develop B2B digital marketing strategies that align with business and sales objectives
- Map digital touchpoints across the B2B buyer journey to improve engagement and conversion
- Identify and target business customers using digital insight and behavioural data
- Use AI tools for customer insights, segmentation, personalisation and campaign optimisation
- Plan and implement digital advertising, including targeting, retargeting and search marketing
- Integrate social media activity to strengthen B2B brand awareness and lead generation
- How to use AI-assisted tools to identify prospects, and to support lead generation
- Create and execute effective B2B content marketing plans across digital channels
- Apply digital tactics to generate, nurture and qualify leads throughout the customer lifecycle
- Improve lead handover and management between marketing and sales
- Develop retention strategies using automation and personalised communications
- Measure campaign effectiveness with analytics, dashboards and AI-assisted reporting
- Review best practice B2B digital marketing through real-world case examples
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
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Need some help?
Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
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