Sales and MarketingBusiness to Business Marketing and Lead Generation
Business buying involves several people with different concerns, takes months, and is rarely triggered by an advertisement, which makes consumer marketing technique a poor fit. This course covers what does work. Delegates work through the buying group and the different questions a technical evaluator, a user and a finance approver each need answered, the long buying cycle and staying present through it, and lead generation across content, events, referral, outbound and partnerships. Lead qualification and the definition of a lead that sales will accept are covered, since the argument between sales and marketing is usually about this. Nurture and follow up follow. Account based approaches are addressed. The course closes on measurement across a long cycle and on the pipeline arithmetic behind a target.
Course objectives
- Address the different concerns within a buying group
- Stay present through a long buying cycle
- Generate leads across content, events, referral and partnerships
- Define a qualified lead that sales will accept
- Design nurture and follow up that does not annoy
- Apply account based approaches to named targets
- Measure across a long cycle and work back from a revenue target
Who should attend
- Business to business marketing staff
- Sales and business development professionals
- Product and industry marketing managers
- Agency staff serving business clients
- Business owners selling to organisations
Course outline
- 01Several buyers, months of consideration
- 02The buying group and its different concerns
- 03The long cycle and staying present
- 04Content, events and referral generation
- 05Outbound and partnership channels
- 06Lead qualification and definitions sales accept
- 07Nurture and follow up
- 08Account based approaches and pipeline arithmetic
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 9 to 11 November 2026 | Cape Town, South Africa | Classroom | R14,950 per delegate | Register Now |
| 25 to 27 November 2026 | Online | Online | R6,500 per delegate | Register Now |
| 8 to 10 March 2027 | Maputo, Mozambique | Classroom | USD 995 per delegate | Register Now |