Digital Marketing for Sales Representatives Training Course

Course overview

Sales representatives are expected to create demand before a prospect agrees to a meeting. Buyers research suppliers through LinkedIn, search engines, email content, webinars and peer recommendations, often forming a shortlist before responding to outreach. This course helps sales professionals use digital marketing activity as part of a disciplined selling process: identifying the right accounts, building relevant visibility, turning content engagement into informed follow-up, and measuring which actions create qualified conversations rather than superficial clicks.

Participants learn how digital channels support prospecting, account development and pipeline progression. They build buyer personas and account profiles, map content to buying stages, use LinkedIn Sales Navigator to identify and engage decision-makers, create compliant social-selling messages, and coordinate email outreach with campaign activity. The course also covers landing-page conversion principles, lead qualification, UTM tracking, HubSpot CRM reporting and Google Analytics 4 metrics, enabling representatives to interpret engagement data and prioritise leads with evidence.

Delivery combines instructor demonstrations, sales-focused digital marketing cases, individual tool exercises, peer review and account-planning workshops. Rather than designing broad brand campaigns, participants work with a real or realistic target account and develop a practical digital engagement plan. They leave with a documented 30-day prospecting and nurture plan, including target personas, channel actions, message sequences, content recommendations, lead-scoring criteria and measures for tracking meeting conversion.

The course is suited to B2B sales representatives, account managers and business development staff who need to generate or progress opportunities through digital channels. It is also valuable for sales managers seeking a repeatable approach to align sales outreach with marketing activity and CRM reporting.

Course objectives

By the end of this course, participants will be able to:

• Define target-account profiles and buyer personas using firmographic, behavioural and buying-role criteria
• Map digital content and outreach actions to awareness, consideration, evaluation and decision stages
• Build LinkedIn Sales Navigator searches, lead lists and account alerts for named-account prospecting
• Write compliant social-selling messages and multi-touch email sequences for specific buyer roles
• Assess landing pages and calls to action using conversion-path and message-match principles
• Apply lead-scoring criteria that distinguish marketing engagement from sales-ready buying signals
• Create UTM-tagged campaign links and interpret Google Analytics 4 acquisition and conversion reports
• Produce a 30-day digital prospecting and nurture plan for a priority account or territory

Benefits of attending

Target competencies

Who should attend

• Sales Representatives — who need to generate qualified meetings through digital channels as well as direct outreach
• Business Development Representatives — who must identify, engage and qualify prospects before handing opportunities to account executives
• Account Managers — who need to expand existing accounts through relevant digital visibility and nurture activity
• Key Account Managers — who coordinate multi-stakeholder engagement across strategic named accounts
• Sales Managers — who need a measurable digital prospecting process that their teams can apply consistently
• Customer Success Managers — who support renewal and expansion conversations through targeted customer communications

Requirements and prerequisites

This is a foundation-to-intermediate course. Participants should understand their organisation’s sales process, typical customer types and the difference between a prospect, lead and opportunity. Familiarity with everyday web browsing, LinkedIn and spreadsheet use is expected. Experience using a CRM is helpful, particularly the ability to view contact and opportunity records, but it is not essential. No prior digital marketing qualification, coding knowledge, paid-media buying experience or graphic-design capability is required. Complete beginners should expect to learn practical channel and measurement concepts before applying them to sales scenarios. Participants should bring a laptop and, where permitted, examples of target accounts or buyer roles.

Training methodology

Instructor-led sessions connect digital marketing concepts directly to sales decisions, using B2B examples of account research, content engagement and opportunity progression. Participants practise building Sales Navigator searches, reviewing LinkedIn profiles, drafting outreach sequences, assessing landing pages and interpreting CRM and GA4 reports. Small-group case work examines why campaigns produce leads that sales teams do or do not pursue. Each day includes structured feedback on practical outputs, culminating in an individual application workshop where participants assemble a 30-day plan for a target account, segment or territory.

Course outline

Day 1: Digital buying behaviour and sales-channel alignment

• B2B buyer research journeys and digital touchpoints
• Sales funnel, marketing funnel and revenue-funnel terminology
• Ideal customer profile construction using firmographic criteria
• Buyer persona development by role, priority and objection
• Buying-committee mapping for complex sales
• Awareness-to-decision content mapping
• Sales and marketing service-level agreements for lead follow-up

Workshop: Participants create an ideal customer profile, two buyer personas and a buying-committee map for a selected target account.

Day 2: Social selling and account-based prospecting

• LinkedIn profile optimisation for professional credibility
• LinkedIn Sales Navigator account and lead-search filters
• Saved searches, lead lists and account alerts
• Trigger-event prospecting from job changes, posts and company news
• Social listening for pain points and buying signals
• Value-led connection requests and first-contact messages
• Social-selling governance, consent and brand-risk controls

Workshop: Participants build a Sales Navigator list of priority contacts and draft three role-specific LinkedIn engagement messages.

Day 3: Email nurture and conversion-focused content

• Permission, deliverability and compliant business email outreach
• Email sequence design using problem, proof and call-to-action structure
• Personalisation fields and segmentation logic in Mailchimp
• Content formats for buyer education and objection handling
• Landing-page message match and conversion-path design
• Call-to-action selection for meeting, demo and resource requests
• A/B testing subject lines, calls to action and email variants

Workshop: Participants develop a four-touch nurture sequence and a matching landing-page brief for one buyer persona.

Day 4: Lead management, CRM discipline and measurement

• Lead lifecycle stages and sales-ready lead definitions
• Lead-scoring models using fit, intent and engagement criteria
• HubSpot CRM contact properties and activity timelines
• Opportunity notes and next-step standards for sales follow-up
• UTM parameters for source, medium, campaign and content tracking
• Google Analytics 4 acquisition, engagement and conversion reports
• Conversion metrics from reach and response to meetings and pipeline

Workshop: Participants score a set of incoming leads, record follow-up actions in a CRM scenario and diagnose campaign performance from a GA4 report.

Day 5: Integrated digital selling plan

• Territory and named-account digital engagement planning
• Channel selection by buyer role and sales objective
• Content calendar design for prospecting and nurture activity
• Weekly activity metrics and meeting-conversion targets
• Sales-marketing feedback loops and campaign improvement requests
• Personal data, consent and ethical use of prospect information
• Thirty-day implementation planning and manager reporting

Workshop: Participants present a 30-day digital prospecting and nurture plan containing target accounts, messages, channel actions, lead criteria and success measures.

Tools & standards covered

LinkedIn Sales Navigator, HubSpot CRM, Google Analytics 4, Mailchimp

A typical training day

Live online deliveries follow the same structure in the East Africa Time zone, with shorter screen blocks and longer breaks.

What the fee includes

How you can take this course

Certification

Participants who complete the full five days receive the Skillset Development Certificate of Completion, stating the course title, course code, dates and delivery format — suitable for professional-development records and employer reimbursement.

Frequently asked questions