DMA: Data and Marketing Association
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Advanced B2B Demand Generation and Lead Conversion

The Advanced B2B Demand Generation & Lead Conversion course takes a fresh approach to demand generation, by helping you set goals with the sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success.



The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and winning over modern B2B buyers requires organizations to revolutionize their marketing approach. To compound the problem, Sales teams demand higher quality “sales-ready’ leads to hit their numbers. It can take 7 to 13+ big touches to generate a qualified sales opportunity. The marketer is on the hook to manage and deliver the sales qualified leads.

This course takes a fresh approach to demand generation, by helping you set goals with the Sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success. We’ll explore best practices for all of the channels including email, search, social media, direct mail, and tele-prospecting. We’ll also look at how the buying committee is changing marketing, and how to segment your lists and messages to market to ever more decision makers. We’ll discuss what marketing automation can do to help the process, and more importantly, how to make it fit in with your strategic goals. We’ll also talk about the analytics and reporting needed to track your efficiency and how to get them from your CRM. Dozens of case studies will be included in the course to support key points.

About The Instructor

Laurie Beasley
Laurie B. Beasley is co-founder and president of Beasley Direct Marketing, Inc. www.BeasleyDirect.com, a Silicon Valley direct marketing agency that has mana... Read More »

Course Pricing

  • dollar Member - $599
  • dollar Non-Member - $999

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See DMA Member Benefits »

Course Duration

  • 6 weeks (90 min/week)

Week 1

  • Introductions
  • Challenges to Demand Generation
  • Defining a Sales-Ready Lead
  • How to Create a Reverse Sales Funnel
  • Why Are So Many Touch Points Needed?

Week 2

  • How to Shorten the Touch Points
  • Making a Great Offer
  • Using Content to Your Best Advantage
  • Multi-touch Case Studies

Week 3

  • Making the Go-To-Market Plan
  • Demand Generation List Strategies
  • Optimizing PPC for Demand Generation
  • Optimizing SEO

Week 4

  • What Social Strategies Work Best
  • How to Optimize Email for Demand Generation
  • Using Direct Mail Effectively
  • Strategies for Telemarketing
  • How Mobile is Affecting Demand Generation

Week 5

  • How to Optimize Guaranteed Lead Programs and Content Networks
  • Knowing Your Buyers and Identifying the Decision Making Committees
  • Segmenting Your Messages
  • Optimizing Lead Nurturing

Week 6

  • Review
  • How to Make Marketing Automation Work for You (And Not the Other Way Around)
  • Marketing to the Anonymous Buyer
  • What Analytics/Reports You Really Need and How to Get Them
  • Concluding Thoughts

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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