Online-Development Programme B2B Inbound Mastery: From Theory to Practice

• Status:new season starts on May 13, 2025; 6 online classes of 2,5 hours each: May 13, 15, 20, 22, 27, 29
• Duration:13 - 29 May
• Language: Ukrainian
• Time:17:00 - 19:30
• Fee for EBA members:9800 UAH (without feedback session and checking homework), 10800 UAH (with personal feedback session and checking homework)
• Early Registration for EBA members:8500 UAH (without feedback session and checking homework), 9500 UAH (with personal feedback session and checking homework) until April 13
• Place: Will be online
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About the Programme

The EBA Management Development Centre Team invite you to the Online-Development Programme B2B Inbound Mastery: From Theory to Practice is an intensive course that will help you master modern marketing strategies, taking into account the specifics of the B2B segment. The program is designed for those who seek to increase the effectiveness of their marketing and sales campaigns, attract more quality leads, and strengthen the competitive position of their business.

The course is characterized by a harmonious combination of theoretical foundations with practical tasks, which allows participants to immediately apply the knowledge gained in their work.

Why choose this program?

• You will learn how to develop effective inbound marketing and lead generation strategies.
• You will receive proven tools for building and managing a sales funnel.
• You will be able to create content strategies that work and use social networks to develop a brand.
• Get acquainted with the best practices of product positioning for B2B.

After completing the program, you will be able to not only attract new customers, but also effectively retain them, turning leads into long-term partners, which will contribute to the sustainable development of your business.

TARGET AUDIENCE

• Marketers: Professionals who work in the field of B2B marketing and seek to increase their knowledge and skills in creating effective strategies and content.
• Sales Managers: Those who are responsible for acquiring new customers and want to learn more about lead generation and sales funnel optimization.
• Entrepreneurs and Business Owners: Entrepreneurs looking for new ways to attract customers and improve the effectiveness of their marketing campaigns.
• Product Management Professionals: Those who work on the development and implementation of new products and want to better understand the needs of their target audience.
• SMM managers: specialists who are engaged in promotion in social networks and want to learn how to adapt their strategies to the specifics of B2B.

FORMAT

• Online program.
• 6 Ukrainian-language modules.
• 1 personal feedback session and checking homework (optional).
• Every Tuesday and Thursday, 5:00 PM – 7:30 PM.

TRAINER: Alyona Voznenko, business consultant, export consultant with 10 years of experience in marketing and sales. Former director of the first agricultural marketplace in Ukraine — ADAM.UA and former head of EBA Dnipro PR & Marketing Hub. Conducts educational programs and consultations on e-commerce and marketing for the New Mail Business School, UNDP in Ukraine, UN Women, IREX, EU4Business, Google Ukraine. Advises Ukrainian companies on product certification in accordance with EU standards.

PROGRAM

Module 1. Inbound Marketing Basics — May 13, 2025 

1.1. Inbound Marketing: Concept and Evolution 

• What is inbound marketing and why is it important for B2B? 
• The differences between inbound and outbound marketing. 
• Why traditional marketing doesn’t work in B2B. 

1.2. Key principles of inbound marketing 

• Attraction strategies: using SEO, social media, blogs. 
• Interaction methods: how to build trust through content. 
• Customer retention: using email marketing, CRM. 

Module 2. Lead generation and sales funnel management — May 15, 2025 

2.1. Building a sales funnel 

• Overview of the standard funnel: “awareness -> interest -> decision -> action”. 
• How to adapt the funnel to the specifics of B2B. 
• Developing a strategy for each stage. 

2.2. Lead generation methods for B2B 

• Using lead magnets: free materials, webinars, demo offers. 
• Main channels: SEO, paid advertising, referral programs. 
• Choosing a method depending on the audience. 

2.3. Audience segmentation 

• How to create an ideal customer portrait (ICP). 
• Using analytics for segmentation. 
• The role of personalized content. 

2.4. KPIs for lead generation and funnels 

• Key success indicators: conversions, CPA, LTV. 
• Measurement tools (Google Analytics, HubSpot, Salesforce). 

Module 3. Product strategy and positioning — May 20, 2025 

3.1. Differences in product approach in B2B and B2C 

• How customer needs change depending on the type of business. 
• Building long-term value for B2B customers. 

3.2. Product portfolio formation 

• How to determine the optimal number of products. 
• Methods of developing new products for B2B. 
• Building a pricing policy depending on the market. 

3.3. Product positioning in the market 

• Analysis of competitors: using SWOT and PESTEL. 
• How to stand out through the unique value of the product (UVP). 
• Examples of successful positioning in B2B. 

3.4. Evaluating the effectiveness of the product strategy 

• Using ROI, NPS and customer satisfaction metrics. 
• How to scale the product strategy. 

Module 4. B2B content strategy — May 22, 2025 

• How to build an effective B2B content strategy.
• 3H (Hero, Help, Hub) approach in content segmentation.
• We implement Help and Hub content for effective SEO.
• 6H (Hero, Help, Hub, Heart, Happy, Human) approach to content segmentation.
• Introducing Happy content to encourage new CA.
• We introduce Human content to transform CAs into brand ambassadors.

Module 5. SMM for B2B — May 27, 2025 

• How to choose the right social network for B2B.
• Linkedin for B2B SMM.
• Twitter for B2B SMM.

Module 6. SMM for B2B — May 29, 2025 

• Facebook for B2B SMM.
• Instagram for B2B SMM.

Materials that will be provided to the participants: presentations, access to the template in coda.io, which will need to be filled out after each module, adapting to the business area.

After successful completion of the course, participants will receive a certificate of completion of the Online Development Program.

Testimonials of previous programs participants

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