Set targets through the customer journey

• Develop strategies to work with sales to agree realistic targets
• Learn techniques to map your key customers' journey
• Set up realistic and measurable KPIs for each stage
• Work out realistic return on investment analysis of your campaigns

Identify your audience

• Find ways to analyse your customers to target your best prospects
• Explore options to use 3rd party data to fill your prospect pool
• Plan how to blueprint your main target companies and key buyers
• Use a foolproof B2B persona template to help you define your buyers

Plan every stage

• Ensure your marketing works in-synch with your sales team
• Create turnkey campaign plans for every element
• Budget for every element and avoid overspends
• Review tools to help manage automated campaigns

Accurately qualify leads

• Learn techniques to assess the quality and potential of a lead
• Review tools to help you measure the level of intent
• Work effectively with sales people to perfect the process

Proposition development

• Create strong value propositions for each audience that get right to their pain points
• Look at response propositions that maximise engagement with key prospects
• Use landing page optimisation to progress opportunities and gather valuable data

Create content that works

• Plan content for each of your key target audiences at each stage of the customer journey
• What content works best for key job functions
• Identify the right partners to help create and promote your content

Select the right media

• Review the current digital media landscape and recent trends
• Develop a media plan that takes full advantage of all digital opportunities
• Adopt social selling techniques within your programme
• Learn ways to gauge how to use each media type in each stage of the customer journey
• Integrate the use of online and offline media to maximise reach and responses