Course description
Customer Acquisition Masterclass
Win more of the right customers for your business. Learn how to develop your prospect pool with market analysis, segmentation and profiling. Create an acquisition communication plan and develop your proposition strategy. Measure and test your campaigns to improve results.
Upcoming start dates
Suitability - Who should attend?
This course is suitable for anyone involved in customer and / or prospect communication who wants to develop their specific knowledge of Customer Acquisition Masterclass. You should understand the principles of marketing and a basic knowledge of digital marketing would be useful.
Enrol onto a ‘Customer Acquisition Masterclass’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Outcome / Qualification etc.
You will learn to:
- Understand the key steps and considerations within the acquisition planning process
- Develop your prospect pool using market analysis, segmentation and profiling
- Create an acquisition budget and forecast response
- Design a creative and engaging acquisition plan that converts awareness into action
- Test and measure the effectiveness of your multichannel acquisition strategy
Training Course Content
Understanding today's decision-making process for prospects and customers
- Zero moment of truth (ZMOT)
- How people and companies buy
- The impact of technology on the buying and selling process
Finding and acquiring more of the right customers
- Market research techniques
- Market analysis, segmentation, profiling and personas
- Volume verses value
- Prospect pool
Setting meaningful objectives
- SMART objectives
- Conversion rates through the sales cycle
- Building key performance indicators
Developing an acquisition strategy
- Defining key target audiences
- Determining the value propositions for each audience
- Communicating through the journey from prospect to customer
- Predicting response and outcomes
Creating an acquisition communication plan
- Evaluating and selecting media
- Adopting a media neutral approach to develop an effective on and offline strategy
- The advantages of multimedia integration
- Developing the acquisition budget and justifying your plans
Developing your proposition and creative strategy
- Focusing on Customer Insight Masterclass to generate meaningful propositions
- Differing your messages through the buying cycle
- Creative briefing for an engaging campaign that drives action
How to develop long-term acquisition marketing strategies
- Measuring the effectiveness of your campaigns
- Applying web analytics to measure campaign effectiveness
- The role of testing and evaluation
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
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Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, then IDM is for you.