B2B Marketing Training Modules
Funnel Academy™
Funnel Academy’s twelve modules take you on a journey from B2B strategy through to execution and measurement. The first four modules are ideal as a B2B Marketing course for Senior Managers. The course cherry-picks the best of the existing strategy and tactics models from thought leaders like Collins, Porter, Moore, Ries, BCG, and McKinsey, and translates each of them into very practical how-to steps.
Funnel Academy™ has been delivered to over 200 companies across the world. Funnel Academy has an enviable reputation around the world as the leading B2B marketing training course available today Here is what the delegates who have attended have to say about Funnel Academy: B2B Marketing Testimonials
Here are the available modules. They combine strong content and practical learning. Facilitated workshops allow you can translate the teaching immediately into ideas for your own business. Public courses take place in the UK several times a year. In-house and bespoke courses are available by arrangement. For further information about Funnel Academy training in the UK contact John Sweeney at Biz-Builders.
Funnel Academy Modules Available
| Unit | Purpose |
| Focus as a strategy – how to target effectively | The name somewhat says it all. This topic teaches why, and how to focus. The content leads one to conclude a much narrower focus than might be imagined. |
| How to select a strategy based on the way your market buys | Although based on ideas now over 20 years old, this is still ‘cracking’ content. Fundamentally, this module teaches the marketer how to set their strategy. Many common errors are highlighted. |
| How to allocate resources effectively | Introduces a framework for setting firm budget / resource allocations according to need and worth, not noise. |
| How to translate your strategy to action | Strategy is nothing if not acted on. This unit gives participants a framework for making their strategy action-ready, then helps them to identify the decisions they need to make as a team. |
| How to choose the most rewarding markets | If the ‘Focus as a Strategy’ module explains why to focus, this one explains how to select your focus. This teaches marketers how to apply the same rigor to market selection as other professions do to making R&D investment decisions. |
| Branding – what it means for business markets | In Business to Business marketing, brand is a promise of future value – a promise made your people and your products, not your advertising agency. We teach business marketers how to get the whole company to evidence the brand in everything they do. |
| How to position your brand with business buyers | Branding and Positioning are often confused. It doesn’t matter what businesses think about you (brand), unless they do think about you (position). We teach 3 positioning strategies that move a brand up the ladder to be market leader |
| The buyer’s journey – how to move businesses through their buying process | This unit demonstrates how to match tactics to the buying process. We start by placing delegates in the buyers shoes. We then explain why most marketers fail to REALLY trouble their market, more often just piquing their interest. The module concludes with tips on how to select and allocate tactics that have the greatest effect in moving buyers through their journey. |
| How to size your funnel and select effective tactics | Marketers discover why they need to understand their current funnel velocity, and what their velocity needs to be, and which measures they should focus on. |
| How to achieve rhythm – the secret to momentum | Marketers in B2B use stop / start campaigns all the time. This unit teaches them the power of building campaigns that are worth running for 3 years, not 3 months. Delegates discover how to create powerful impressions over multiple contacts. Finally we explain how to get the whole team on board to achieve rhythm. |
| How to recycle leaky buyers | The funnel leaks. If you win one sale from 4 proposals, 12 meetings and 20 leads, then for sure you’ve won 5%. But you’ve also lost 95%. How you deal with this loss (or leakage), defines your success. Participants learn to identify sources of leakage, and decide whether to attempt to block the leakage (with new tactics), or to acknowledge it, and focus on nurturing leaked leads back into the funnel. |
| REVIEW SESSION | PLAN REVIEWS /EMBRACE ALL THE LEARNING |
