Professional Training: Lead Generation and Digital Marketing with AI Tools

This training course provides an introduction to the practical use of artificial intelligence (AI) in B2B marketing content creation. In the course, participants learn how they can generate new leads and evaluate the quality of their leads through the targeted use of suitable content along the customer journey. 

The course also provides an introduction to the practical use of artificial intelligence (AI) in B2B marketing copywriting. ChatGPT for example, is becoming a standard tool and it will be shown how it can be used most efficiently.

At the end of the training, participants will be able to create a roadmap for the digitalisation of their marketing and further develop the company's marketing strategy in a targeted and measurable way. 

Dates of the Training

The training takes place on the following dates:

• June 18, 2024 von 9:00 - 10:00 Uhr: Kick-off
• June 21, 2024 von  9:00 - 12:00 Uhr: Workshop 1
• July 05, 2024 von 9:00 - 12:00 Uhr: Workshop 2
• July 19, 2024 von 9:00 - 11:00 Uhr: Feedback

Learning Goals

• Learn principles and practical applications of digital marketing.
• Understand the basics of "Inbound and Content marketing".
• Improve the measurability of marketing activities.
• Learn how to evaluate "Marketing Qualified Leads" in particular.
• Learn how you can use AI, especially ChatGPT, Perplexity and Gemini in a practical way for texting in B2B marketing.
• Experience how analogue marketing can be successfully transformed into digital marketing using the practical example of Funke Heat Exchangers.
• Plan and present your own project as part of the course.

How can modern digital marketing be successfully implemented in your company?

A lot is currently happening in digital marketing: from the use of chatGPT to image generators, artificial intelligence is finding its way into almost every company. At the same time, many B2B marketing managers are asking themselves: "We're not that digital yet! How are we supposed to keep up?"  

In this online training "Strategies and Tools for Successful Digital Marketing: From ChatGPT to Marketing Qualified Lead", participants will learn how to successfully digitalise their marketing and sales activities in order to generate targeted new customer business. For example, ChatGPT as an AI tool helps them to work more efficiently.

Led by Klaus-Peter Grave from his practical experience as a marketing manager at international B2B companies and Prof. Uwe Kleinkes as a B2B expert from Hamm-Lippstadt University of Applied Sciences, the participants will learn from success stories how they can generate so-called "Marketing Qualified Leads" by optimising their marketing measures on the basis of useful content and AI tools.

Who is the further training aimed at?

This further training is aimed at marketing and sales managers as well as management of B2B companies who want to make their marketing more professional and generate targeted new customer business. Prior knowledge in the field of marketing is an advantage, but not mandatory. Due to the practical approach of the training and the case study of Funke Heat Exchangers the participants learn from practice and can directly implement the acquired knowledge in their own digital application example.

The digital course content

Kick-off on June 18, 2024 from 9:00 a.m. to 10:30 a.m. CEST: 

• Getting to know each other, exchange of experiences and comparison of individual expectations
• Overview of course content and introduction to the practical task
• Questions, literature and source recommendations
• Common use of a communication platform to exchange with other participants

Workshop 1 on June 21, 2024 from 9:00 a.m. to 12:00 p.m. CEST: 

• Digital concepts and tools for SMEs (principles of digital marketing, basics of "inbound and content marketing")
• ChatGPT, Perplexity and Gemini as a useful AI tools for texting
• Measurability of digital marketing
• A key performance indicator: How do you define and optimise the "Marketing Qualified Lead (MQL)"?
• An inspiring case study: Successful transformation to fully digital marketing in traditional SMEs

Workshop 2 on July 05, 2024 from 9:00 a.m. to 12:00 p.m. CEST: 

• Diverse possibilities in digital marketing: modular system for different formats and channels
• Active processing of the practical task, clarification of further questions and joint exchange of views

Feedback on July 19, 2024 from 9:00 a.m. to 11:00 a.m. CEST: 

• Presentation of own digital projects and constructive feedback with recommendations from lecturers and participants
• Practical tips and tricks for further implementation in the company

Price and participation

Participation in all workshop modules costs € 695 for IVAM members and € 995 plus VAT for non-members. The number of participants is limited to 12. The training is currently planned in German. If you are interested in an English-language course, please contact me at js@ivam.de and we will prepare an appropriate offer.