Digital Marketing Masterclass: Boost Your Skills with Expert Strategies

LIVE WORKSHOP

The Marketing Leaders' Path to Grow Pipeline With Diminishing Traffic

Optimising for the B2B Buying Committee

HELP YOU AND YOUR TEAM DRIVE PIPELINE WITH THE TRAFFIC YOU ALREADY HAVE

Traffic is falling. Budgets are tighter. Buyers are slower.
Marketing leaders now need to optimise for the new reality.

This workshop uses live examples and equips senior marketers with:

Strategic frameworks to elevate your B2B organisation’s full-funnel conversion optimisation
Practical tools designed for personalisation across complex, multi-stakeholder buying journeys
A methodology explicitly built for the realities of B2B today

WHAT YOU LEARN IN THIS STRATEGIC LEVEL WORKSHOP

Precision Over Generic Solutions

Learn diagnostic techniques to pinpoint friction points that, when fixed, deliver the fastest and most significant results across your channels. Sustainable growth stems from focusing your team on the real issues, rather than generic best practices.

Committee-Centric Journey Design

Different stakeholders care about different things. CFOs scrutinise ROI. CTOs need to understand integration. Procurement checks risk. You’ll gain a framework for mapping out these competing priorities and designing journeys that help every key decision-maker progress confidently through the funnel.

Optimisation for Complex Sales Cycles

AI is transforming how people search, but decisions are still made by human teams. This workshop shows you how to reach those humans in the right way, at the right time and help your teams build journeys that accelerate pipeline growth.

WORKSHOP PROGRAMME

SECTION 1

JOURNEY FRICTION MAPPING

How to help your team find the specific issues you are facing and design experiments around them, with live examples.

SECTION 2

MOTIVATION AND FRICTION ANALYSIS

This qualitative lens helps you understand user experience through five essential components and the key psychological factors that influence buying decisions.

SECTION 3

THE COMMITTEE PLAYBOOK

We’ll demonstrate specialised techniques to address the unique dynamics of B2B decision-making and how to effectively handle the range of people interacting with your brand.

WORKSHOP ENDS

Introducing the Test What Matters Framework

A systematic methodology for identifying and optimising the conversion moments that drive real pipeline growth. Built specifically for marketing leaders managing teams and agencies, this framework helps you focus resources on initiatives that deliver compound results across complex B2B buying journeys.