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Description

Inbound Marketing: Attracting, Converting and Nurturing Leads Through to the Sale

Drawing qualified prospects in through content, then guiding them through to first contact

  • 2 days — 14 h
  • In-person or virtual
  • All levels
  • Up to 6 participants

Outbound prospecting is losing momentum and published content is not producing leads: articles disconnected from buyer questions, forms placed at the wrong moment, contacts passed to sales with no indication of maturity. Marketing and sales then blame each other for missed meetings.

Two days to build a complete system: understanding the buying journey, producing content that answers precise questions, capturing contacts at the right moment and organising their follow-up through to handover to sales. The progression suits both a first initiative and the overhaul of an existing one.

Learning objectives

  • Describe the buying journey of your target audience and the questions raised at each stage
  • Build a content plan aligned with these stages
  • Design a downloadable content asset and its capture form
  • Organise contact follow-up through to handover to sales
  • Define the indicators used to monitor the system

What makes this programme different

The content plan is built on the participant's actual offering
Handover criteria for sales are negotiated through role-play
A downloadable content asset is scoped and its form drafted during the session

Programme

1Buying Journey and Buyer Profiles

Writing for real questions

  • Describe buyer profiles and their triggers
  • Identify the questions raised at each stage
  • Distinguish latent need from purchase intent
  • Test your assumptions with the sales team

2Producing and Distributing Content

Being found at the moment of search

  • Select formats according to the journey stage
  • Work on topics and search intent
  • Plan production over a quarter
  • Distribute beyond your own website without starting from scratch

3Converting Visitors into Contacts

Asking at the right moment

  • Design a high-value downloadable content asset
  • Calibrate the number of form fields
  • Position calls to action within pages
  • Obtain consent and inform users about data use

4Nurturing and Handover to Sales

Not losing contacts along the way

  • Build a nurturing email sequence
  • Define maturity criteria shared with the sales team
  • Organise handover and feedback loops
  • Monitor the system through a small set of indicators

Who is it for

Marketing managers and officers · leaders of small organisations · sales professionals who wish to generate leads through content.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.