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B2B Marketing and Lead Generation for Technical Sales

Marketing a technical product or industrial service to other businesses works differently from marketing to consumers, yet many teams still borrow consumer tactics that fall flat. This programme teaches marketers and technical sales support staff to generate qualified leads for long sales cycles, align marketing content with a multi stakeholder buying process, and prove marketing's contribution to closed deals.

What you will be able to do

  • Distinguish B2B buying behaviour from consumer buying behaviour in marketing planning.
  • Generate and qualify leads that fit an ideal customer profile for technical products.
  • Produce content that speaks to each stakeholder in a multi person buying committee.
  • Align marketing campaigns with a long, considered industrial sales cycle.
  • Establish a lead handoff process between marketing and sales that both sides trust.
  • Report marketing's contribution to pipeline and closed revenue in commercial terms.

Course outline

  1. 01B2B versus consumer marketing differences
  2. 02Defining an ideal customer profile
  3. 03Lead generation channels for technical products
  4. 04Content for multi stakeholder buying committees
  5. 05Aligning marketing with long sales cycles
  6. 06Lead qualification and handoff to sales
  7. 07Account based marketing fundamentals
  8. 08Proving marketing's contribution to revenue

Who should attend

Marketing managers, marketing coordinators, technical sales support staff and business development professionals in industrial, engineering and technology businesses selling to other organisations.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 19 Aug 2026Nairobi3US$1,500
24 to 26 Aug 2026Durban3R13,000
31 Aug to 2 Sep 2026Johannesburg3R13,000
14 to 16 Sep 2026Mauritius3US$1,500
21 to 23 Sep 2026Dubai3US$1,500
28 to 30 Sep 2026Lagos3US$1,500
5 to 7 Oct 2026Harare3US$1,500
12 to 14 Oct 2026Kampala3US$1,500
19 to 21 Oct 2026Dar es Salaam3US$1,500
26 to 28 Oct 2026Pretoria3R13,000
2 to 4 Nov 2026Cape Town3R13,000
16 to 18 Nov 2026Online3US$900
23 to 25 Nov 2026Mozambique3US$1,500
30 Nov to 2 Dec 2026Cairo3US$1,500
7 to 9 Dec 2026Accra3US$1,500
14 to 16 Dec 2026Lusaka3US$1,500
21 to 23 Dec 2026Kigali3US$1,500

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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