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Marketing in B2B is constantly evolving to meet the needs of customers and make use of technology to improve performance. The latest developments create challenges and opportunities for B2B marketers involved in nurturing and converting leads in high-pressure commercial contexts.

This course is designed to help B2B marketers and anyone working in a related discipline to learn about the latest approaches to lead generation. It will help you understand latest techniques, methods and technologies and employ best practices in B2B lead generation management. During the course, you will learn about lead generation across the customer journey: creating inbound leads, lead capture, lead nurturing, lead tracking and measurement.

Who should attend?

Designed for those who want a better understanding of how to improve the quality and volume of leads. Suitable for B2B marketers, marketers with a commercial focus, and anyone who has responsibility for inbound lead generation. It is also suitable for B2B marketers looking to plan lead generation campaigns.

Learning outcomes

  • How to generate high quality B2B leads
  • Developing a B2B inbound lead generation strategy
  • Using content marketing to generate leads
  • New approaches and digital techniques to support lead capture
  • Discover different approaches to lead nurturing
  • Best practices in leveraging social media for lead generation
  • Learn about tracking and scoring leads
  • How to align marketing and sales to optimise lead generation
  • Measuring lead generation campaigns, KPIs and ROI

Course Dates

Start Date Duration Location
07 Feb 2024 1d Virtual
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08 Apr 2024 1d Virtual
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03 Jun 2024 1d Virtual
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Course Director

Simon Hall

A Senior Marketing Director with around 30 years’ experience in B2C and B2B marketing. Has held a number of senior roles including more recently UK CMO at Dell for 5 years; other roles held were EMEA Marketing Lead at Microsoft, EMEA BU Unit Director at Acer as well as senior roles at Toshiba, Dell, and Philips. Simon has over 2 decades of experience in B2B digital marketing and has been working with hundreds of organisations in creating and rolling out B2B digital marketing strategies and initiatives. He is also author of the books ‘Innovative B2B Marketing’ and ‘B2B Digital Marketing strategy’.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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