20%* off all training courses booked in July. Use code: SUMMER20 *T&Cs apply

Discount (SUMMER20) applies to training courses running in July, August and September 2019. See full terms and conditions.


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
• Understand what customer lifecycle 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 KPIs

Course Dates

Start Date Days Location
21 Oct 2019 2 London
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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.

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