Audience Development and Lead Generation

10.30 - 15.30    |      25th March 2020     |      Central London
£199 + VAT (PPA Member)    |      £349 + VAT (Non-Member)

Publishers are increasingly aware of the value of turning anonymous audiences into known engaged audiences with a high propensity to buy the publishers own products and services.

This course will provide you with a practical framework to build your own audience development strategy. The framework is focussed on delivering valuable and engaged leads with a high propensity to buy products and services direct such as subscriptions, memberships, event tickets and e-commerce products.

The course will feature illuminating real publisher ‘best practice’ case studies.

The course is aimed at:
Marketers with responsibility for ‘top of the funnel’ audience development and lead nurturing within B2B and B2C publishers.

What you will learn during the half-day course:

  • How to define your target lead audience(s)
  • Understanding the value of your current audience(s)
  • How to attract and engage your target audience(s) using simple content marketing techniques
  • When and how to create a value exchange to turn anonymous audiences into known engaged prospects
  • How to build productive relationships with technical and editorial teams to ‘make stuff happen’ quickly
  • Practical audience development ‘first steps’ to implement immediately on your return to your company

Course Agenda:

The commercial value of audience development

                  • What constitutes a ‘good’ lead
                  • How to define your target audience

                  How to build engagement and nurture audiences

                  • When and how to ask anonymous users ‘who are you’?
                  • Working with technical and editorial teams effectively and how to use third parties

                  How to write your ‘first steps’ action plan

                  • Strategy and tactics for audience development
                  • Building your audience development plan 

                  How to measure audience engagement

                  • Setting goals and objectives
                  • Introduction to audience development

                  What you will be able to confidently do after attending the course:

                  • Design and deliver an audience development and lead generation practical plan that will significantly improve your customer acquisition marketing efficiency
                  • Define what the first ‘quick wins’ are for your own company
                  • How to begin to implement your audience development plan immediately

                  Course Details:

                  Leader Julian Thorne, The Big Wheel Consultancy
                  Length Half day
                  Date 25th March 2020
                  Location The Office Group MR15, Henry Wood House, 2 Riding House St, London W1W 7FA
                  Time 10.30 - 15.30 (Lunch included. All courses start at 10.30am to enable delegates from outside London to travel in on the day)
                  Style Mix of classroom and workshop styles
                  Price £199 +VAT (PPA Member) or £349 +VAT (Non-Member)

                  BOOK NOW

                  PPA MEMBER - Audience Development and Lead Generation

                  To purchase a PPA Member ticket the purchaser must ensure their company are a current paid-up PPA member. A list of current member companies can be found at If you wish to enquire about PPA membership, or confirm your current membership status, please contact Any tickets purchased at this rate, without valid membership, will require immediate payment of the full Non-Member rate.

                  £ 199.00 +VAT (20%)
                  NON MEMBER - Audience Development and Lead Generation
                  £ 349.00 +VAT (20%)

                  Do you have any questions? See our Contact page to get in touch.