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2019 Dec 4th - B2B Digital Marketing. Booked Out
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2019 Dec 4th - B2B Digital Marketing. Booked Out

When: Wednesday 4th December
9:15am - 5:00pm
Where: The Marketing Institute
South County Business Park
Dublin 18
Presenter: Colin Lewis
Contact: Aoife Moreton
01 295 2355

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B2B Digital Marketing - FULLY BOOKED OUT

Date: Wednesday 4th December 2019

Time: 9.15am - 5.00pm

Location: The Marketing Institute, Leopardstown, Dublin 18

Lunch Included

Marketer Pathways Competencies

Marketer Competencies

✔ Customer Centricity
✔ Digital Marketing
✔ Brand


Business Competencies

✔ Commercial Awareness


People Competencies

✔ Relationship Management

Member Rate: €250 - Non-Member Rate: €500

The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.

Course Details

As a B2B marketer you need a knowledge of digital marketing fundamentals, but also of how to apply digital marketing thinking to the world of B2B. During this one day course, you will learn how to create  B2B digital marketing campaigns, support B2B lead generation and nurture campaigns, hear about best practice, case studies from the B2B space and understand the latest tools and frameworks to apply. 


Learning outcomes

•  Learn about B2B digital marketing strategies and models

•  Align B2B digital marketing strategy with business and sales objectives

•  Empower and support sales through B2B social and digital sales funnel techniques

•  Learn about B2B customers, sales and marketing process and how to align and integrate them

•  Map the B2B customer journey, create interest through a compelling B2B content plan

•  Learn how to create B2B content

•  Identify optimum digital marketing mix to support B2B brand and awareness objectives

•  Learn about latest tools in B2B digital 

Agenda - morning


9:15 - 10:30

•  Theory and Thinking

•  Tools to Clarify Your B2B Marketing Strategy

•  Definitions and B2B Characteristics

•  Positioning and USP Development

•  Understand the Customer Journey

•  B2B Marketing Frameworks

•  Developing your Customer Funnel

•  Case Studies


11:00 - 12:15

  Marketing Plan Development: How to develop a B2B marketing plan to execute and measure all aspects of your marketing objectives

Step-by-step Case Study

Marketing Plan Blueprints

Agenda - afternoon

13:00 - 16:30

Tools and Techniques to implement immediately

With the explosion of new capabilities, vendors, and technologies for B2B, it's important to choose your content and components, and rollout the right choices for your organisation. The afternoon section is about understanding the tools available, the content required and the capabilities needed to make your B2B marketing plans work. Topics covered in the afternoon include:

1. Email
2. Content Marketing
3. Social Selling: Linked In
4. Marketing Automation: Pardot, Drip, Zapier
5. Tools and techniques integrated to your B2B Marketing Plan.
6. Case Studies


Course Trainer

Colin Lewis

Colin Lewis

CMO of OpenJaw Technologies

Colin is an award-winning marketer with over 20 years international marketing experience in Europe, Asia and Australia. Currently CMO with OpenJaw Technologies, he previously held senior marketing roles with 118118 Directory Enquiries, BMI Regional, City Jet and Thomas Cook. Colin was awarded the ‘Marketing Leader of the Year’ award in 2008 by the Marketing Institute of Ireland, and in 2012, was awarded a Fellowship by the Institute for his contribution to marketing. Colin is Content Programmer for DMX Dublin, the Marketing Institute of Ireland’s annual marketing conference. He has an MBA from UCD.

Who should attend?

The programme is specifically for B2B marketers and assumes some understanding of digital marketing. 



Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

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