The B2B buyer has changed over the course of the past decade in how they engage vendors, how they use information and how they decide on purchases; this has in turn disrupted traditional marketing approaches.  Every B2B marketer needs to understand today’s business customer be up to date with their marketing in order to better engage, acquire and retain them.

Who should attend?

Designed for anyone interested in B2B marketing and building more effective customer focused marketing, whether it’s about to engaging them, increasing business with them, or acquiring them. Attendees should understand core principles of marketing.

Learning outcomes

  • Understand the new buyer landscape and changes in buying behaviour 
  • Understand different business segmentations and how to adapt marketing accordingly 
  • Identification of buying stages and how to engage in a timely and compelling manner
  • Identifying buyer types, stakeholders and how to influence them 
  • Customer loyalty – how to improve customer stickiness
  • How to acquire customers, and engage customers
  • Learn about customer solutions marketing
  • Understand what customer life–cycle management is 
  • Understand about C–suite customers and C–suite marketing
  • Learn tools and frameworks to help with customer centric marketing
  • Practical case studies and examples to work through
  • Understand about targeting customers and how to carry out account based marketing
  • Customer centric measurements and associated key performance indicators (KPIs)

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £1,250
Non-Residential: £1,160
Member Residential: £1,125
Member Non-Residential: £1,044
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
23 Oct 2018 24 Oct 2018 London

Course Director

Simon Hall

A Senior Marketing Director with over 20 years’ experience in B2C and B2B marketing. Simon has  held a number of senior roles including more recently UK CMO at Dell for 5 years; EMEA Marketing Lead at Microsoft, EMEA BU Unit Director at Acer and other roles prior to that at Toshiba, Dell, and Philips.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.