B2B Lead Generation

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
Professional Training
Course Dates
Online courses
450 GBP

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Course description

B2B Lead Generation

Generate more leads for your sales team. Learn how to target your best prospects and set up effective key performance indicators to measure your results. Qualify leads and discover how to create content that works best for key target audiences.

Outcome / Qualification etc.

During this course you will learn to:

  • Generate more of the leads your salespeople crave, and less of those they hate!
  • Understand how best to qualify a lead before handing over to sales
  • Maximise the use of data to make the most of every sales opportunity
  • Utilise automated marketing to optimise the customer journey
  • Integrate across digital media, to optimise performance

Training Course Content

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 current best 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 and guide your media selection and content needs
  • Utilise Account Based Marketing techniques to focus on the most rewarding opportunities

Plan every stage

  • Adopt techniques to help ensure your marketing works in-synch with your sales team
  • Create turnkey campaign plans for every element, to ensure everything works together
  • Templates to help you effectively budget for every element, and avoid overspends
  • Review tools to help manage automated campaigns

Accurately qualify leads

  • Learn techniques to confidently and accurately assess the quality and potential of a lead
  • Review tools that are available to help you measure the level of intent shown by prospects
  • How you can work effectively with sales people to perfect the process
  • Understand how to use technology to boost the process

Proposition development

  • Use techniques to create strong value propositions for each audience that get right to their pain points
  • Explore research opportunities to identify the winning propositions and find your content sweet spot
  • Look at how to develop response propositions that will maximise engagement with key prospects
  • Learn to use landing page optimisation techniques to find the best way to engage and gather valuable data

Create content that works

  • Develop robust plans of exactly what content to create for each of your key target audiences
  • Learn which type of content works best for key job functions, and ways to create it with small budgets
  • Look at ways to 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
  • Find out how to maximise performance on a limited budget

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £400 + VAT

Non-members: £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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Institute of Data & Marketing

DMA House
70 Margaret Street London

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