The Digital Revolution Has Changed the Shape of the Sales Funnel. In This Course, You’ll Learn How To Own It.

The Direct Marketing Association of Northern California announces a new B2B Demand Generation Masterclass course. Changes in the B2B landscape represent a fundamental shift in how business buyers interact with suppliers. Prospects have different expectations. They follow different decision-making processes, are responsible to different stakeholders, and are motivated by different behaviors. And they use technology in transformational ways. Gartner predicts that by 2025, 80% of supplier and buyer interactions will happen through digital channels. This is changing the shape of the sales funnel—sometimes subtly, sometimes dramatically, and almost certainly permanently.

The potential is exciting for those who understand the new dynamics of demand marketing. Marketers have more tools to extend their reach and effectiveness and more ways to meet the challenges of change. Even better, the new focus on revenue as a KPI, not just a response, is a more tangible and powerful way to prove your value.

Taught by Martech and CRM expert, and fractional CMO Komal Helyer, this masterclass is a comprehensive three-module series designed to equip B2B marketers with the tools, tactics, and insights needed to build and execute demand-generation plans that help your organization soar. Packed with methodologies, models, and real-life examples, this course gives you knowledge and skills to immediately return to your business and put to work on Day One.

Key takeaways:

• Together, we will map out the steps to identify the key stakeholders in your Decision-Making Unit and their roles in the buying process so that we can effectively target them.
• Learn how buyer motivations and behaviors have shifted in the last couple of years and what B2B Buyers now expect from suppliers.
• Revamp your sales and marketing funnel. Learn how to modify your traditional funnel to accommodate the impact of the pandemic and digital transformation.
• Understand how to develop a comprehensive touchpoint map that outlines all prospect interactions.
• Learn how to read visitors’ purchasing signals and readiness in their intent data so you can identify the best moments to convert visitors into buyers.
• Master the art and science of defining your Ideal Customer Profile to better target and engage your prospects.
• Understand the core principles of demand generation for B2B.
• Discover how to deploy effective demand-generation tactics across digital channels such as email, social media, and paid ads to increase visibility and engagement.
• Discover the evolving Key Performance Indicators (KPIs) crucial for measuring your demand-generation efforts. Use insights to optimize your approach continually.
• Learn how to build a marketing tech stack that aligns with your business needs. Figure out what you need and what you don’t, and learn how to implement it in a sane, sensible, and sustainable way.
• Discover the generative AI tools that can enhance your marketing efforts, from content creation to predictive analytics.

By the end of this course, you’ll be well-equipped with the knowledge, skills, and tools to excel as a B2B marketer in 2025 and beyond, driving demand generation and leveraging the latest technologies to achieve your business goals.

To register, go here, or contact us for more information.