Audience Development and Lead Generation

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


This training session has been POSTPONED

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 focused 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 This event has been POSTPONED
                  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)

                  This session has now
                  SOLD OUT

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