The Digital Revolution Has Changed the Shape of the Sales Funnel. In This Course, You’ll Learn How To Own It.
Special Fall Pricing: Regularly $1,110 is now 50% off—$550. Enroll here.
Introduction:
Changes in the B2B landscape represent a fundamental shift in the way that 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. In fact, Gartner predicts that by 2025, 80% of supplier and buyer interactions will happen through digital channels. These changes are 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 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 you can immediately take back 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 to target them effectively.
- 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) that are crucial for measuring your demand-generation efforts. Use insights to continually optimize your approach.
- 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.
Module 1: The Changing Face of the B2B Buyer, Decision Making Unit (DMU), and Market.
Description:
In the first module of this series, you will learn how to map the new buyer journey. You’ll discover buyers’ needs and emotions at each stage of the lifecycle and learn how those needs and emotions impact the changing shape of the sales and marketing funnel. You’ll develop strategies to engage buyers who spend more time researching online before speaking with a salesperson, including:
- The Changing Decision-Making Unit (DMU) & Buyer Journey—A dive into the changing landscape of key decision-makers, stakeholders, and their buying processes.
- The impact on the traditional sales and marketing funnel—As prospects spend less time with salespeople, marketing is much more critical to the success of the process at almost every step. It isn’t a simple linear funnel anymore.
- Touchpoint mapping—Learn what influences B2B decision-makers and how to reach them.
- How buyer psychology has changed—What motivates buyers today? What do they want from suppliers?
- How to define your ICP (Ideal Customer Profile).
- Converting visitors to buyers with Intent Data.
Module 2: Driving B2B Demand Across Multiple Channels for 2025 and Beyond.
Description:
Demand generation is about generating revenue, not just leads. To succeed, marketing teams must shift their focus to nurturing prospects within target markets and converting them into loyal customers.
In this second module, you’ll learn the core principles of B2B demand generation and understand the importance of aligning strategies with evolving business KPIs. You’ll also take away the skills to develop and implement cross-channel and omnichannel demand-generation plans that drive tangible results for your business.
A taste of some of the topics in this module.
- Demand Generation for B2B—Discover the principles of demand generation and how it differs from lead generation.
- The evolution of KPIs—Align your demand generation strategies with your marketing KPIs to measure and drive success.
- Demand Generation Strategies across channels—You’ll learn the tactics you need to create a cohesive plan across multiple channels to engage the buyer at every step in the journey.
- Content and Syndication—Learn how to develop a content strategy and syndication plan that expands your reach and impact.
- Measuring B2B Demand Generation—Master techniques to measure effectiveness and use data-driven insights to optimize your battle plans.
Module 3: Leverage Advanced Demand Marketing Technologies.
Description:
Demand generation has evolved with digital transformation. With AI and automation, technology now enables marketers to do more with less. We will show you how to use marketing technology to work smarter, maximize your budgets, and accelerate results—and do it with less stress and more confidence.
In this third module, we examine the marketing technology landscape and identify the tools that enable you to execute the strategic and tactical foundations you learned in modules 1 and 2. Together, we will explore the expanding MarTech landscape and learn to build an efficient B2B marketing tech stack. You’ll learn how to utilize generative AI tools, predictive modeling, and personalization techniques to enhance your marketing efforts.
- The MarTech landscape is in super growth—Identify the key trends and innovations shaping the future of B2B marketing.
- How to build the right tech stack for your business—Learn how to align your tech stack to maximize ROI and efficiency.
- We explore the generative AI tools that can support marketing teams and enhance productivity.
- Predictive modeling—Learn the principles of predictive modeling and how to apply analytics to improve your demand generation battle plan.
- B2B Personalization—With real-life examples, you’ll discover advanced personalization techniques to meet your buyer’s needs at any point in the journey.
How to Convince Your Boss Why You Should Take this Class:
This course promises concrete and actionable key takeaways that you should show to your management as reasons for taking the course. All of the learning goals below will contribute to increased buyer engagement, leads, and sales:
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 to target them effectively.
- 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) that are crucial for measuring your demand-generation efforts. Use insights to continually optimize your approach.
- 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.
The Presentations:
- Workshops are hands-on and practical.
- The workshops are live so that you can ask questions.
- Step-by-step instructions with links.
- Illustrations, examples, and checklists are included throughout.
Download Material:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
Who is the course for?
- B2B Marketing Professionals.
- Digital Marketing Professionals.
- Sales Leaders.
- Business Development Managers.
- Anyone looking to advance their B2B marketing skills.
By the end of this series, you will be well-equipped with the knowledge, strategies, and practical tools to excel in B2B demand generation, ensuring you can drive business growth and stay ahead in the competitive landscape of 2025 and beyond.
The Presenter:
Komal Helyer
Komal is an award-winning Fractional CMO and has over 20 years of experience in email, martech, and digital marketing. Previously VP of Marketing at Pure360, Komal now spearheads the Go-to-Market, Retention, and Brand strategies for many B2B, eCommerce, and Travel businesses and agencies.
A passionate email marketer, Komal is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is sub Editor @ The Modern Retail and writes for many other publications including Forbes. She is also the judge at many prestigious awards including the DMA Awards & eCommerce Awards. She’s proud to be a Tutor for the IDM, teaching numerous marketing courses including B2B Marketing, Digital CRM, and Email Marketing.
Komal’s passion for supporting greater diversity in the workplace is the driving force behind her commitment to mentoring individuals in the industry, she is also a Brand Ambassador for the Women in Tech forum, the co-founder of Email Mentors, and a Mentor @The Girls Network. She has been nominated for many awards and was proud to win Corporate Woman of the Year ’19 at the Business Woman’s Excellence Awards and to be awarded a Top 50 CX Star accolade in 2022.
LinkedIn: https://www.linkedin.com/in/komalhelyer/
Workshop dates and times:
FALL
Module 1: The Changing Face of the B2B Buyer, Decision Making Unit (DMU) and Market.
Thursday, October 17, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: Driving B2B Demand Across Multiple Channels for 2025 and Beyond.
Thursday, October 24, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 3: Leverage Advanced Demand Marketing Technologies.
Thursday, November 7, 2024
from 9:00 a.m. to 11:00 a.m. PST.
