Digital Marketing to Manage Sales

Topic

Content

Strategy of Sales Management in the Context of Digital Technologies 

2 h

• Basic concepts and tools of digital marketing for sales management:

  • Three-tier structure of marketing and sales

  • Decomposition of the company's financial goals for marketing planning

• Strategic tools for digital marketing management:

  • Client path map

  • Matrix of digital marketing tools (Smart Insight method)

As a result, module participants will learn to adapt their marketing strategy to the company's needs, set clear measurable goals and plan tools to achieve them.

Marketing Instruments for Effective Sales

1,5 h

• Review and SWOT-analysis of digital marketing tools for sales management:

  • SEO; Content marketing; SMM; Contextual search advertising; Targeted advertising on social networks; Referral traffic.

As a result, participants will learn about and choose those digital marketing tools that are best suited to increase the effectiveness of their company's sales.

Digital analytics to track the effectiveness of strategy implementation

1,5 h

• The need for digital analytics to track the implementation of marketing strategies

• Advantages and disadvantages of Google Analytics for digital marketing analysis

• Cross-cutting analytics - principles, indicators and tracking tools

As a result, participants will understand the principles of digital analytics, generate a report to track performance and select data sources to complete it.

The program consists of a theoretical part, handouts and practical exercises for practice under the supervision of a coach.