B2B Marketing Funnel: Strategy and Implementation

This new, B2B-specific training course combines practical know-how with detailed case studies to show you how the Attract, Engage, Nurture and Convert cycle will help you convert more business customers, more profitably.


  • Define your strategy for filling the funnel
  • How to translate your strategy to a clear plan
  • Understand your market and segment customers
  • Understand how businesses buy
  • Looking at multichannel marketing: email, search, content marketing and social prospecting
  • Follow-up workshop - Attract


  • How to become buyer centric
  • How to create engaging content
  • Building value propositions
  • Targeting content to engage buyers
  • Using mobile and video to generate leads
  • Follow-up workshop - Engage


  • How to nurture contacts between buying cycles
  • Define a CRM strategy to build relationships
  • Identify value creation opportunities
  • Multichannel approach to managing relationships
  • Follow-up workshop - Nurture


  • How to convert more leads
  • How to align sales and marketing for improved conversion
  • How to optimise budgets to improve effectiveness
  • How to optimise lead scoring and qualification
  • How to maximise your return on marketing
  • Follow-up workshop – Convert

If you have any queries, please contact the team on 020 8614 0277 or email training@theidm.com

Venue: IDM - Teddington

The Institute of Direct and Digital Marketing is the UK’s only government-approved Institute for the professional development of direct and digital marketers, offering a broad range of practitioner-taught training courses and nine internationally recognised professional marketing qualifications . It is also a membership organisation, providing status, knowledge and networking opportunities to today’s senior marketers, and an educational trust , supplying learning materials to higher education alongside initiatives to help university graduates take their first steps in the marketing profession.