The Chartered Institute of Marketing

B2B Acquisition and Retention Marketing

Available dates

Mar 9—10, 2020
2 days
London, United Kingdom
GBP 1250 ≈USD 1615
GBP 625 per day
May 5—6, 2020
2 days
Cookham, United Kingdom
GBP 1250 ≈USD 1615
GBP 625 per day


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About the course

The B2B buyer has changed over the course of the past decade in how they engage vendors, how they use information and how they decide on purchases; this has in turn disrupted traditional marketing approaches. Every B2B marketer needs to understand today’s business customer be up to date with their marketing in order to better engage, acquire and retain them.

Learning outcomes

  • Understand the new buyer landscape and changes in buying behaviour
  • Understand different business segmentations and how to adapt marketing accordingly
  • Identification of buying stages and how to engage in a timely and compelling manner
  • Identifying buyer types, stakeholders and how to influence them
  • Customer loyalty – how to improve customer stickiness
  • How to acquire customers, and engage customers
  • Learn how to create compelling customer product management
  • Learn about customer solutions marketing
  • Understand what customer life–cycle management is
  • Understand about C–suite customers and C–suite marketing
  • Learn tools and frameworks to help with customer centric marketing
  • Practical case studies and examples to work through
  • Understand about targeting customers and how to carry out account based marketing
  • Customer centric measurements and associated key performance indicators (KPIs)

Who should attend

Designed for anyone interested in B2B marketing and building more effective customer focused marketing, whether it’s about to engaging them, increasing business with them, or acquiring them. Attendees should understand core principles of marketing.

Trust the experts

Simon Hall

Reporting to the EMEA Marketing Vice President at Dell, Simon was responsible for all UK marketing - leading across customer segments and channels for their full portfolio of products and solutions. Simon has around 20 years' experience in the IT and services industry from companies such as Toshi...


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