The B2B Marketing Automation Course June 2018

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201 Borough High Street



United Kingdom

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Does the idea of mapping out a B2B marketing automation plan sound daunting to you? Do you want to discover more about lead scoring? Are you keen to learn how to develop a conversion-oriented lead generation programme? Then this course is for you.

At the core of email marketing’s success is personalisation. Creating emails that convert means sending them to the right person at the right time by leveraging touch points and data. Technology now exists to automate email marketing to make it more efficient and more effective and more likely to achieve the Holy Grail we all seek – 1:1 emails. Automation of emails has put this ability in our hands, and by leveraging it, email can quickly become your most effective online marketing tactic.

Who should attend?:

This course is ideal for B2B marketers or agency staff looking to move their B2B email marketing campaigns on to a new level of sophistication by implementing marketing automation.

How will I benefit?:

Upon completion of this course, you'll be able to:

  • Create and implement a lead acquisition programme

  • Use marketing automation to nurture your leads

  • Robustly test and optimise your programmes for the best conversions

What will I learn?

Marketing automation landscape

  • What marketing automation is and how it can help you

  • A quick look at who is doing it well

  • Why marketing automation is key to achieving personalisation

Lifecycle marketing

  • What is lifecycle marketing

  • How it applies in the B2B realm

  • Content marketing – utilising top, mid and bottom funnel content

  • Exercise

Lead Acquisition

  • Gathering data – how to do it successfully

  • Creating a lead acquisition programme

  • Developing personas

  • Exercise

Lead Nurturing

  • What data can be used

  • How to leverage touch points for automation

  • Developing a lead nurturing programme

  • Implementing lead scoring

  • Measuring success – aligning with marketing with sales

Testing & Optimisation

  • Delve into learning how to test landing pages and emails for optimal conversions

  • Understand how to test to not only find which version gets a lift but also to find out more about your customer

About your tutor: Kath Pay, CEO, Holistic Email Marketing

Kath Pay

Kath is one of the leading email marketing tutors in the UK. She has taught the IDM Email Marketing Award, Econsultancy Email Courses as well as courses for B2B Marketing, Emarketeers, Digital Doughnut and the MSc in Digital Marketing Communications which is accredited by the Manchester Metropolitan University.

With 19 years experience in email marketing, Kath is an expert in her field and her passion is contagious.

Whether you’re new to email marketing or you’ve been doing it for awhile but feel stuck, you should join Kath for one of her all-day training sessions. At the end of the day you will be inspired, you’ll feel more knowledgeable and you’ll come out with a plan. She truly believes email can be great, and when you attend her course, you’ll believe it too — Marta Sloma, Azimo

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201 Borough High Street



United Kingdom

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