1 Digital Marketing Institute s Professional Diploma in Digital Selling Validated by the Syllabus Advisory Council (SAC)
2 Content Professional Diploma in Digital Selling Welcome Course overview Course content How is the course delivered? Course assessment Career Roadmap Industry Experts Syllabus Advisory Council Past students
3 Introduction Traditional selling methods are no longer enough to sustain success; digital tools and techniques are now an essential component of any efficient selling strategy, and are revolutionising sales and prospecting. Whether you re selling B2B or B2C, The Professional Diploma in Digital Selling will equip you with the supplementary skills you need to drive more sales, and increase your OTE, every time.
5 The Digital Marketing Institute is the global certification standard in digital marketing and selling; there are more graduates certified by us than any other industry body. The Digital Marketing Institute works with digital industry experts to design and develop education courses that define the digital skills and capabilities required of all professionals. Our certifications capture best current practice, theory and applied skills in digital, and are recognised and respected across the industry. The Professional Diploma in Digital Selling enhances existing skills and transforms the way you sell. A series of comprehensive, structured modules will teach you how to integrate key digital practices into your selling techniques, measure and iterate the success of your digital selling strategy.
6 Course overview Who is this course for? The Professional Diploma in Digital Selling is recommended for a variety of sales professionals; inbound and outbound sellers, business development execs, account and relationship managers, team leaders and management, or business owners. This course benefits various levels of skill and experience, and will empower you to maximise your selling performance within a powerful digital tools and the skills to utilise them. What can you expect? Through dynamic video presentations and interactive learning activities, including tutorials and exercises, you will enjoy a practical learning experience that will enable you to plan and execute an advanced digital selling strategy. Successful completion of the course will reward you with a certification recognised by the global digital industry.
7 What will you learn? The Digital Marketing Institute has collaborated with digital industry experts to design and develop a structured syllabus and complementary learning materials that are informed by essential innovative techniques and best practices in digital selling. After completing the Professional Diploma in Digital Selling, you will be able to: Acquire more qualified prospects to drive more sales Reduce lead times and nurture leads more effectively Increase and improve your overall conversion rate Build solid relationships online ensuring client satisfaction and repeat custom Optimise pipeline analysis and define growth strategies Maximise the impact of your digital selling and increase your OTE with the use of CRM, digital tools and social media platforms Technology is a double-edged sword. Just as sales people are moving into the future, buyers are already ahead of us. Koka Sexton, LinkedIn
9 Course content The Professional Diploma in Digital Selling focuses on the tools and skills you need to sell efficiently, achieve quota and attain selling success. There are ten modules in the course covering in detail all of the disciplines involved in best practice digital selling: Module 1 Introduction to Digital Selling Module 2 Social Media Research Module 3 Sales Enablement Module 4 Communications Planning Module 5 Digital Sales Messaging Module 6 Engagement Module 7 Social Account Management Module 8 CRM Module 9 Digital Sales Leadership Module 10 Integration
10 MODULE 1 Introduction to Digital Selling The Introduction to Digital Selling will introduce you to the concept of driving sales and increasing OTE with powerful digital tools and techniques. You will learn about the importance of adopting an integrated approach to the use of digital tools and social media platforms, and how this can enhance the efficiency and effectiveness of your digital selling strategy. You will gain an insight into social listening and prospecting, and identifying influencers whose social authority can reinforce your digital selling efforts. The module will also explore the concept of creating compelling sales messaging, what is involved in the content creation process, and how messaging can be applied as part of an impactful communications strategy that will support your digital selling. The module makes reference to CRM tools and how they can be implemented as part of a cohesive Client Interaction Management plan. You will also learn about the value of ongoing monitoring through the use of a range of digital analytics tools, and how the insights these tools yield can be used to optimise and refine a digital selling strategy. 82% of prospects can be reached via social media InsideView.com
11 MODULE 2 Social Media Research The Social Media Research module will enable you to enhance your prospecting in order to sell across a range of social media platforms such as LinkedIn and Twitter. You will learn how to carry out an audit of existing social media channels to establish how you can maximise your adoption of them, and select channels based on their suitability for your target audience. You will be able to conduct social prospecting and listening using a range of tools, and leverage the insights they provide in order to engage with clients and prospects, provide ideal customer service and monitor competitors. The module will also teach you how to conduct influencer listening by first identifying key influencers and thought leaders in your industry and then be engaging with them directly, to build relationships that will benefit your digital selling efforts. You will learn how to identify trends and influencing factors within your industry using a variety of resources, from social media accounts to blogs and articles, and be able to use this evidence to tailor your communications with clients and prospects. The module will explore the value of social media research in tracking targeted conversations that are relevant to you and your digital selling strategy. You will learn how to carry out geolocated searches and social listening in multiple languages where appropriate.
12 MODULE 3 Sales Enablement The Sales Enablement module explores the tools and channels you should master in order to accelerate your pipeline and drive more sales. You will be able to assess which channels are most suitable for your application, based on your target audience and the content of your sales messaging. You will learn how to leverage the advanced features and functionality of a range of social media platforms, including Facebook, Twitter, LinkedIn and Google+. You will also be able to maximise your engagement with an extensive network of contacts and information through social platforms. In addition, you will learn how to identify and leverage the utility of a range of appropriate emergent platforms from a social selling perspective. The module will explore how digital tools and social media platforms can facilitate relevant sales messages and make it easier to offer the right solutions to the right client. The module will also teach you how to develop and implement a clear, coherent engagement strategy and set clear primary selling objectives for every social media channel you use. The module will teach you the importance of building your personal brand profiles and scaling your reputation as a thought leader and solutions provider. You will learn that every social media interaction should provide value and resonate with your prospects and clients, and be able to generate leads, develop relationships and close deals based on these interactions, and the expert application of digital tools. Over 70% of B2B purchase decision makers use social media to help them decide Dell
13 MODULE 4 Communications Planning The Communications Planning module will equip you with the skills that will enable you to formulate and execute a comprehensive audience-focused sales plan. You will learn about content planning and be able to develop a defined roadmap of the types of content you need to produce, when and for whom. You will be able to use the techniques you learned in the Social Media Research module to define and segment your target audience, and identify which type of content each buyer persona will best engage with. You will also be able to identify where the content gaps are in the buying cycle for each of these buyer personas. The module will examine how you can perform outreach, and manage and maintain your relationships with prospects and clients in an automated yet personalised way. You will be also able to incorporate these communications into your overall communications plan. The module will also teach you how to create and populate a content calendar with regular content ideas that complement one another and establish thought leadership that supports your digital selling strategy. You will also be able to plan your content for maximum productivity. You will learn advanced techniques for how to promote quality content effectively, such as influencer outreach, sharing snippets, submitting to content communities, and repurposing content in various formats. The module will also teach you how to optimise your content for search and the tactics you need to employ to guarantee that your content enables maximum reach engagement, and sales.
14 MODULE 5 Digital Sales Messaging Due to digital and social media, buyers are more educated and empowered than ever. The Digital Sales Messaging module will teach you how to tailor your communications to this increasingly informed buyer to ensure maximum engagement and lead generation. You will learn how to create a broad range of content types, including prospecting s and follow-up s, posts for social media sites, blogs, and industry articles. The module will focus on the different considerations that affect the creation of content for different social media platforms, and how it will vary, from LinkedIn to Twitter. You will be able to describe how and why you should adapt a different tone and style depending on your target audience and the content type. The module will also explore content curation, and the power of sharing articles, blogs, videos or other digital content in the context of reach and social amplification. You will learn about curatorial software, RSS readers and feeds, and how to optimise the sourcing and organisation of content. The module will teach you how to use a variety of content creation tools that assist with the content creation process in its entirety; everything from researching topics, to creating text and graphics, and proofing and editing your content. You will also learn about Content Management Systems, and how they can facilitate enhanced content, personalisation, responsive design and other elements that can guarantee positive customer experience. The module will demonstrate best practice examples of content types and content creation techniques, and how they have been successfully leveraged to ensure digital selling success.
15 MODULE 6 Enagement The Engagement module will provide you with hands on experience in building relationships with leads in the most effective way over an entire customer life-cycle, from an initial introduction and nurture of cold contacts to hot prospects that are ready to buy. The module will cover tools that can be used for mail merges and reporting to ensure efficient measurement of success. You will learn how to target the right contacts by categorising them based on demographics and behaviour. You will be able to engage with these groups of contacts at the optimum time, with meaningful sales messaging. Targeting the right contacts with the right content is key to successful engagement. You will learn how to pre-qualify contacts, warm up lapsed or slumped customers, close new business, cross or up-sell to existing business as well as retention and service oriented engagement series. The module will reveal the best strategies to manage large prospect and client bases with minimal effort in terms of personalised mass mailing via tools such as Eloqua for Sales, Microsoft Outlook and Google Docs. You will also be shown how to leverage reporting and tracking to move contacts into the next tier. The module will explore account planning and network leveraging to increase effectiveness and you will learn about best practice to maintain a close personal relationship with your leads. The module will look at the significance of incorporating Calls-To-Action within your communications and how customer responses can facilitate follow up calls. You will learn about the importance of relevant engagement and that not all communications should be sales messages. The module will equip you with easy to follow examples and insights that can be instantly applied to your current sales strategy.
16 MODULE 7 Social Account Management In the Social Account Management module, you will learn about how social media has transformed the concept of account management, posing both challenges and opportunities when it comes to interacting with prospects and customers. Throughout this module, you will understand what is involved in creating and maintaining a meaningful dialogue between you and your customer. You will learn how to carry out prioritisation exercises so you can define what interactions are high priority and filter social messages efficiently to identify which require a response. You will be able to align this prioritisation with your digital selling objectives while navigating a multichannel customer service environment. This module will teach you how to evaluate, engage and execute with leads and customers according to the circumstance or sentiment. You will be able to use your social listening skills to monitor relevant social mentions, conversations and opportunities. The module will teach you how to deal with conversations and interactions that risk attracting negative attention in a public forum. You will be able to devise and implement a clear crisis management plan and use this plan to minimise risk while optimising results. You will also be able to establish Key Performance Metrics that relate to the measurement of your social customer service so you can leverage results to increase efficiency and assess opportunities that benefit your digital selling efforts.
17 MODULE 8 Client Relationship Management (CRM) The CRM module will give you with a strategic view of CRM and how social integration can make commerce a conversation. The module will enable you to design and create business development campaigns, apply best practice methodologies to your sales cycles and most importantly, evaluate CRM data to make informed business decisions. You will gain valuable insights into how social integration in your CRM can place the customer right at the heart of your sales opportunities, deliver shorter sales cycles, increase the quality of your opportunities and contribute toward building long lasting relationships. Learners will gain a solid understanding of the major concepts and applications of CRM in a social context and how those concepts align to core activities in the sales process. These will include: Territory management in CRM Digital Business development or customer acquisition strategies CRM Pipeline management Opportunity management and review Forecasting Creating and analysing reports from a CRM tool Social collaboration throughout the sales cycle
18 MODULE 9 Digital Sales Leadership The Digital Sales Leadership module empowers and guides managers and aspiring leaders as they transition from a traditional sales to a digital sales strategy. It will help you to understand the importance of adopting a digital selling approach to remain competitive in a rapidly evolving sales landscape. The module will take you through how to implement a social selling management system from building a business case for digital selling within your organisation, to bridging the gap between marketing and sales and empowering your people to leverage their networks and build relationships to accelerate sales. You will learn how to: Build and maintain awareness of your digital selling strategy and how to leverage successes to gain support and engage executives and senior management. Become a social leader implementing effective communication strategies to keep employees motivated and accountable for their individual digital selling strategies. Identify what your team needs when it comes to digital selling and create a central repository within your CRM to help your teams choose the most relevant content for their prospects. Monitor the social footprint of your team members and use social KPIs and metrics like SSI (social selling index) to identify if you are adopting the right social selling behaviours. Coach and guide your team to ensure they are following the right prospects, building the right networks and creating a professional and consistent brand. Learn how to measure the ROI of digital selling and align it to the overall goals of your organisation.
19 MODULE 10 Integration and Strategy The Integration & Strategy module will teach you how to research, construct and execute an effective, optimised sales plan that is strengthened and enhanced by your digital selling skills. You will learn how to conduct an allinclusive analysis of your territories, identifying key information such as key trends in particular geos and top prospects. You will be able to leverage this research to clarify what drives customers to buy, to understand their needs and motivations, and use this insight to determine your selling goals and objectives. You will be able to utilise your ability to carry out competitor analysis in order to identify their solutions and offerings, and use this information to adapt and refine your own sales plays and enrich your overall digital selling strategy. The module will teach you how to establish targets that are based on a comprehensive assessment of your sales pipeline. You will be able to identify pipeline gaps and establish a plan tailored to filling these gaps. You will also be able to review and leverage the most appropriate sales plays to fulfil your customers needs, and incorporate them into your digital sales territory plan. You will learn how to develop client coverage strategies that will enable you to maximise your time and resources across entire territories. You will also be able to consolidate an execution plan that will enable you to achieve targets, generate qualified leads and improve conversion rates.
20 Supporting your online learning journey... The Professional Diploma in Digital Selling is available to study online via the Digital Marketing Institute s dynamic online learning environment, known as the Class Network. How we can guide you through your online learning journey: Access HD video lectures with accompanying downloadable course material. Discussion forums, to interact with fellow students and a tutors with an expertise in digital skills and practices. Access resources to help you with your studies including selfdirected practical exercises, quizzes and recommended reading. The Class Network also contains information on the exam, which you must complete successfully to achieve certification. Your Programme Manager is available to support you during your study and assist with any queries you may have. The Class Network can be accessed 24/7 through your desktop or mobile device.
21 Certification The Digital Marketing Institute is the global certification for digital marketing and selling. We create the world s most widely taught, globally recognised and industry accredited digital marketing and selling syllabuses. The course is the only one of its kind designed and taught by industry experts and validated by the world s leading and most influential brands.
22 Course assessment
23 Course assessment Certification for the Professional Diploma in Digital Selling is achieved by the successful completion of a computer based examination. The exam is designed to measure individuals knowledge and digital selling proficiency following their completion of the course. The 3 hour exam consists of a range of question formats including multiple choice and hot spot questions. There are no text based or written answers. The Digital Marketing Institute partners with Pearson VUE, a global network of test centres which delivers our exams in a consistent, regulated examination environment. Pearson VUE have over 5,200 test centres in 180 countries to accommodate Digital Marketing Institute students across the world. Selling to people that actually want to hear from you is more effective than interrupting strangers that don t. Seth Godin, Best Selling Author
24 Industry Expert Lecturers The course will introduce you to the most important and transformative aspects of digital selling, delivered by the industry s leading experts. All of your lecturers are specialists in key areas related to digital selling, generating leads, nurturing customer relationships and using the latest tools and techniques on a daily basis. They collaborate with the Digital Marketing Institute on the design and development of course materials, so your learning is shaped by their practical experience, expert insight and case studies.
26 Syllabus Advisory Council The Syllabus Advisory Council, representing the world s largest and most influential digital brands, validates all Digital Marketing Institute course content. By providing expert review and recommendations on a regular basis, the Council ensures that graduates of the Digital Marketing Institute have learned the most up to date digital skills, core competencies and knowledge needed to thrive in their digital careers. The Syllabus Advisory Council works with the Digital Marketing Institute to define the skills agenda and address the global digital skills shortage. The Council ensures that our courses are developed in alignment with the digital economy s most in-demand digital needs and skillsets.
27 Our students are thriving Past students of Digital Marketing Institute courses have worked with some of the world s leading brands and companies
28 Get in touch Tel: +353 (1) Web: DigitalMarketingInstitute.com
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