Digital marketing strategy

1. The Foundation of a Digital Marketing Strategy

• Assessment, gap analysis, and goal setting.
• Changes in the B2B purchasing process.
• AI as a Strategic Lever in Marketing (Research, Analysis, GEO).
• The three types of AI in marketing: analytical AI (patterns & prioritization), generative AI (content & personalization), and agent-based AI (process automation).
• Determine the AI maturity level of your marketing—and define the next phase of expansion.

2. Target Customers & Psychology in Marketing

• Buyer Persona vs. Target Audience: In-Depth Profiling.
• Buying Center: Who Really Makes the Decisions?
• Behavioral Preferences (INSIGHTS MDI®) in Marketing Communication.
• Benefit Analysis and Value Proposition.
• AI-Powered Persona Research and Validation: Refine assumptions using AI and test them against real customers.

3. Inbound Marketing & Lead Generation

• From Push to Pull.
• Identify relevant touchpoints along the customer journey.
• SEO and GEO: Building Visibility in Search Engines and AI Systems.
• AI for keyword, topic, and "watering hole" research: find out faster where your ideal customers are searching.
• GEO in Depth: to be visible and recommended in AI-powered response systems (e.g., ChatGPT, Perplexity).

4. Content Marketing & Storytelling

• Content Concepts. 
• Content formats, content grids, and recycling.
• AI-powered content creation—efficient, yet authentic.
• Content Recycling and Personalization with AI: One Core Concept, Many Variations Tailored to Specific Audiences
• Using Gated vs. Ungated Content Effectively.

5. Lead Nurturing 

• Systematically Developing Leads: From Lead to MQL to SQL.
• When is a lead truly ready for sales?
• AI-Powered Lead Scoring: Prioritize leads based on purchase likelihood and intent signals.

6. Marketing Automation & Systems

• Processes before tools.
• Data-driven marketing and relevant KPIs (OKR, ROI).

7. The Revenue Team: Integrating Marketing and Sales

• Shared Goals (Goal Force) and Service Level Agreements (SLA).
• Clearly define the lead handoff process.
• AI-powered lead summaries for a seamless handoff to the sales team.