Online Development Programme on Inbound Marketing

• Status:new season starts on November 25, 2024; 6 online classes of 2 hours each: November 25, 27, December 2, 4, 9, 16
• Duration:25 November - 16 December
• Language: Ukrainian
• Time:17:00 - 19:00
• Fee for EBA members:8700 UAH
• Early Registration for EBA members:7500 UAH for EBA members till November 4
• Place: Will be online
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About the Programme

The EBA Management Development Centre Team invite you to the Online-Development Programme on Inbound Marketing, which covers key aspects of modern marketing strategies, focusing on the specifics of the B2B segment. This program will be a useful resource for anyone looking to improve their marketing and sales skills, improve the effectiveness of their campaigns, and achieve greater business results.

The value of the program lies in the integration of theoretical knowledge and practical skills, which allows participants to effectively implement modern marketing strategies in their company. After completing the program, participants will receive the tools to increase brand visibility, attract target audiences and convert leads into long-term customers, which will significantly increase the competitiveness of their 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.
• 5 Ukrainian-language modules.
• 1 feedback session.
• Every Monday and Wednesday at 17:00 – 19:00.

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 — November 25, 2024

• Inbound marketing: theory, transformation, deception.
• Why traditional marketing is not suitable for B2B.
• Content creation: 10 ideas for B2B (at each stage of the sales funnel).
• We analyze the methodology of inbound marketing: from the B2B purchase process to lead generation.

Module 2. Lead Generation and Sales Funnel — November 27, 2024

• The main methods and channels of attracting leads.
• Audience segmentation for greater efficiency.
• The stages of the funnel and developing a strategy for each stage.
• Conversion strategies and performance measurement.
• Data analysis for process improvement.
• Defining KPIs for lead generation and sales.

Module 3. Product strategy — December 2, 2024

• The difference between B2B and B2C product strategies.
• Formation of the product portfolio: from the development of the product idea to the determination of the pricing policy and positioning in the market.
• Determining the value of the product and the strategy of introducing the product to the market.
• Assessment of strategy effectiveness.

Module 4. B2B content strategy — December 4, 2024

• 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 — December 9, 2024

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

Module 6. Feedback session – December 16, 2024

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.

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