Advanced Lead Generation Training Course

Course overview

• In the B2B sector, securing a deal requires a cohesive set of messages and touchpoints, both online and offline. With fierce competition for prospects' attention, lead generation and nurturing have become more challenging.
• This course moves beyond the traditional B2B marketing approach. You will learn how organizations with well-designed and executed lead generation strategies can boost long-term revenue, ROI, and customer lifetime value.
• Upon completing this course, you will be equipped to implement the latest lead generation and nurturing strategies and tactics, helping you convert leads into long-term customers through smart, integrated activities.

Benefits

• Optimize the lead generation and nurturing processes
• Understand the new omni-channel customer journey and extended lifecycle
• Learn why customers are spending more time as digital buyers and less time interacting with sales
• Measure lead campaign activities and calculate ROI
• Integrate traditional and digital marketing strategies to create omni-channel campaigns
• Align marketing and sales teams and understand the steps required to achieve this

Curriculum

Lead Generation and the Evolving B2B Landscape

• Understand the latest industry trends and their impact on lead generation
• Learn how the B2B buyer has evolved
• Explore buyer personas, decision-making units, and considerations for lead generation

The Lead Nurturing Process

• Discover how lead nurturing improves conversion rates and lead quality
• Explore modern approaches to nurturing leads
• Learn about lead nurturing across the buyer journey: when and how to use paid, earned, and owned media
• Select the appropriate lead nurturing mechanics

Creating Lead Generation Campaigns and Media Selection

• Develop integrated campaigns: balancing traditional vs digital and inbound vs outbound
• Select the most effective lead generation channels
• Understand lead generation and the customer journey before and after purchase
• Learn what social selling means for lead generation and how to integrate it
• Plan resources and considerations for lead generation campaigns

Content Creation for Lead Generation

• Explore different routes to creating content
• Understand content syndication and curation
• Identify which content works best for your target customers
• Map content across the B2B buyer journey
• Identify the best options for amplifying and distributing content

Lead Generation Tracking and Measurement

• Learn why aligning sales and marketing is critical for lead generation
• Understand lead scoring: implicit and explicit scoring
• Measure lead generation across the buyer journey
• Identify and resolve lead generation performance issues

Lead Generation Tools and Technologies

• Explore the lead generation technology stack: which technologies and applications to use and why
• Learn about marketing automation and CRM for lead generation and nurturing
• Discover AI applications for lead generation

Who will benefit from this course?

• This course is designed for sales or marketing professionals with a working knowledge of lead generation and nurturing strategies and tactics, looking to advance their skills and knowledge.