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Strategy Course – B2B Marketing Masterclass: Search, Social & CRM

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Overview

Marketing Trends, Challenges and Priorities

  • B2B Digital Strategy Overview
    – B2B vs B2C
    – Short-termism
    – Business objectives and focus
    – MQLs and SQLs
  • Brand building
    – Why does it matter
    – Inbound marketing
  • Lead generation
    – Opportunities
    – Meta, LinkedIn & Google
    – On-platform conversion growth
    – Lead magnets
  • B2B & Ecommerce

B2B Content Marketing, Engagement & Awareness Building

  • Measuring B2B content marketing
    – Reach
    – Conversions
    – Benefits of tracking macro vs micro conversions
  • Understanding demand generation
    – Balancing demand generation and demand conversion
    – Declared intent vs. Assumed intent
    – Finding a distinctive way to add value
    – Amplifying via owned, earned and paid media
  • Social media content marketing
    – Pivot to video
  • Optimising content for search
    – SEM vs SEO
    – Generative AI
  • Email amplification

B2B Email Marketing

  • Understanding what B2B audiences want
  • B2B Email creative and copy best practices
    – B2B email design considerations
    – Engagement boosting
    – Email copy and creative testing
  • Improving email deliverability
    – Data hygiene and list management
    – Unsubscribes
    – Legalities
  • CRM and email tagging
    – Email sequences
    – Automation

B2B Ad Strategy

  • Advertising in B2B
    – Demand generation vs demand conversion?
    – Full funnel campaigns
    – Growth of LinkedIn
    – Meta’s falling B2B star
  • LinkedIn Ads best practices
    – Conversion tracking
    – Pixel
    – Attribution
    – LinkedIn Ads hierarchy
    – Ad strategy, targeting and creative
  • Google Ads
    – Tapping into SEM
    – Unlocking other Google Ads options
    – Performance Max

 

Course Content