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 course helps B2B marketers in understanding 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 in B2B marketing and building a more effective customer focused marketing strategy. A course for B2B marketing managers, B2B marketing directors and business owners

Learning outcomes

• Understand the new buyer landscape and changes in buying behaviour
• Understand different business segmentations and how to adapt marketing
• 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
• Developing and marketing effective 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 essential metrics
• Learn tools and frameworks to help with customer centric marketing
• Practical case studies and examples to support learning experience

Course Dates

Start Date Days Location
09 Mar 2020 2 London
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05 May 2020 2 Cookham
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Course Director

Simon Hall

A Senior Marketing Director with around 25 years’ experience in B2C and B2B marketing. 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. Experience of marketing across all sectors, including consumer, small and medium business, large enterprise, private and public vertical sectors, and global. Author of the book ‘Innovative B2B Marketing’.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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