Digital Marketing Mastery and AI Integration for Sustainable B2B Solutions

Digital Marketing Mastery and AI Integration for Sustainable B2B Solutions

Build structured B2B marketing plans, explore AI-supported customer journeys and measure campaign performance.

B2B digital marketing involves understanding buyer needs, coordinating channels and maintaining relationships throughout the customer journey. For businesses working with sustainable solutions, marketing plans also need to reflect their sustainability objectives.

This two-day, intermediate-level programme combines AI integration with the SOSTAC® planning model and RACE Framework. Through simulated marketing plans, customer journey mapping and analytics exercises, participants explore how to plan, execute and evaluate B2B digital marketing activities.

Who this programme is for

B2B professionals involved in planning, executing or reporting on digital marketing and sustainability initiatives, including those working in sustainable energy, healthcare, retail and digital platforms.

Duration: 2 days

Level: Intermediate

What participants will learn

By the end of the programme, participants will be able to:

Explain B2B digital marketing challenges and opportunities involving sustainability and AI integration.
Apply SOSTAC to develop marketing plans that incorporate sustainability objectives and AI applications.
Use RACE to map customer journeys and plan lead-generation, conversion and engagement activities.
Develop a marketing mix across paid, earned, shared and owned media.
Evaluate sector-specific case studies to inform sustainable B2B marketing decisions.
Use analytics, including AI-driven tools, to assess campaign performance.
Develop reporting frameworks to communicate marketing impact and return on investment.

Why this matters for your organisation

A structured planning approach helps teams connect marketing objectives with channel choices, customer touchpoints and measurement. This programme gives participants opportunities to apply those connections to B2B sustainability scenarios.

It also explores where AI can support research, planning and analytics, helping teams assess its role within their wider marketing strategy.

What the two-day programme covers

Day 1: B2B Marketing, Strategic Planning and Customer Journeys

1. Understand the B2B Digital Marketing Landscape

Explore sector-specific challenges and opportunities in B2B marketing, with a focus on sustainability and AI applications.

Practice activity: Conduct AI-supported market research and discuss industry trends, marketing challenges and potential AI applications.

2. Apply the SOSTAC Planning Model

Use Situation, Objectives, Strategy, Tactics, Action and Control to organise a B2B digital marketing plan. Connect sustainability objectives with proposed AI applications.

Practice activity: Create a simulated marketing plan and review peer plans for strategic clarity and AI integration.

3. Map Customer Journeys with RACE

Apply Reach, Act, Convert and Engage to a B2B customer journey. Explore relevant touchpoints, lead-generation activities and conversion strategies.

Practice activity: Build a customer journey map, design strategies for an industry scenario and role-play customer interactions.

Day 2: Channel Integration, Sustainable Strategies and Measurement

4. Develop a B2B Digital Marketing Mix

Explore how paid, earned, shared and owned media can work together in a sustainability-focused campaign, alongside AI-supported tactics.

Practice activity: Develop a channel mix for a B2B campaign and assess the relevance of different media channels.

5. Create Sustainable Marketing Strategies

Review examples from sustainable energy, eco-friendly healthcare products and digital platforms. Consider how sustainability and AI inform marketing decisions.

Practice activity: Develop a strategy for a given B2B sector and discuss its ethical and environmental aspects.

6. Analytics and Reporting for B2B Sustainability

Explore how analytics can support campaign measurement and future improvements. Develop an approach to reporting marketing impact and return on investment.

Practice activity: Use analytics tools, create a reporting framework and discuss findings to inform future marketing activities.

Practical learning approach

The programme combines interactive learning, demonstrations, experiential activities, role-playing, group coaching and debriefs.

Participants apply the frameworks through simulated marketing plans, customer journey maps, channel-mix exercises and analytics reporting activities.

Enquire about this course

Interested in Digital Marketing Mastery and AI Integration for Sustainable B2B Solutions for your team?

Fill in your details below, and our team will contact you to discuss your training needs.

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