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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 has disrupted traditional marketing approaches. This masterclass helps B2B marketers to understand today’s’ business customer and to be up-to-date with latest marketing approaches in order to better engage, acquire and retain them.

Who should attend?

Those interested building a more effective B2B customer focused marketing strategy. A masterclass for B2B marketing managers, B2B marketing directors and business owners

Learning outcomes

  • Understand the buyer landscape and changes in buying behaviour
  • How to adapt marketing for different business segmentations 
  • Identifying buyer types, stakeholders and how to influence them
  • Understand the acquisition marketing mix and how to apply it
  • How to identify and use partners for acquisition purposes
  • Develop marketing solutions to support acquisition marketing
  • How to capture leads, nurture leads
  • Events marketing in the acquisition phases
  • Customer loyalty – how to improve customer stickiness
  • How to prevent customers from lapsing
  • Identifying customers for business expansion and growth
  • Account-based marketing and how to apply
  • Understand C-suite customers and C-suite marketing
  • Measure across the customer life cycle and understand KPIs
  • Practical case studies to support the learning experience


“Amazing content, Course Director, and formal/informal knowledge transfer!”

Adam Preis Director Product and Solution Marketing Forgerock

Course Dates

Start Date Duration Location
30 Jan 2024 2d Virtual
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11 Mar 2024 2d Virtual
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15 May 2024 2d 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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