Build the sales process for behaviour-triggered campaigns so it is repeatable across the team.
Designing Systems to Trigger Marketing Campaigns Automatically by Behaviour
Turn behaviour-triggered campaigns from a stated policy into a practice your organisation can evidence.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on behaviour-triggered campaigns before speaking to anyone. Attribution in the marketing and commercial practice discipline is imperfect; that is not a reason to stop measuring it. It concentrates on the parts of the practice within marketing and commercial practice that determine outcomes and treats the rest proportionately. Exercises escalate in difficulty, ending with the ambiguous situations that make behaviour-triggered campaigns hard in practice. Participants come from operational and oversight roles, and both perspectives on this strand of marketing and commercial practice are used deliberately. Ambition around this area of marketing and commercial practice outruns capacity unless the sequencing is deliberate. Participants gain a clear basis for measuring what behaviour-triggered campaigns has actually achieved. The professional literature on this part of marketing and commercial practice converges on a small set of controls that reliably work. The final session converts the week's work on this strand of marketing and commercial practice into commitments with owners and dates.
Expected Learning Outcomes
Set the minimum documentation for behaviour-triggered campaigns that is genuinely necessary, and stop there.
Agree the first three actions on behaviour-triggered campaigns that will be taken on returning to work.
Plan expansion of behaviour-triggered campaigns into new segments or markets deliberately.
Document decisions about behaviour-triggered campaigns in a form that remains useful after the people change.
Build the content that moves a buyer through behaviour-triggered campaigns rather than merely informing them.
Define the audience for behaviour-triggered campaigns precisely enough to exclude people.
Who Should Attend
Marketing managers responsible for behaviour-triggered campaigns.
Consultants and advisers supporting clients on behaviour-triggered campaigns.
Business development managers pursuing opportunities in behaviour-triggered campaigns.
Product managers whose proposition depends on behaviour-triggered campaigns.
Retail and channel managers executing behaviour-triggered campaigns in the field.
Anyone whose accountability for behaviour-triggered campaigns exceeds their current formal training in it.
Course Modules
Behaviour-triggered campaigns: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Keeping behaviour-triggered campaigns alive after the initial push
- Define the handover point between marketing and sales in behaviour-triggered campaigns.
- Plan the sequence in which improvements to behaviour-triggered campaigns will be introduced.
- Agree the attribution model for behaviour-triggered campaigns and state its known limits.
- Map the decision journey for behaviour-triggered campaigns and mark where the choice is actually made.
Session 2Handling the objection to behaviour-triggered campaigns that ends most conversations
- Script the three most common objections in behaviour-triggered campaigns and the responses.
- Describe the buyer for behaviour-triggered campaigns specifically enough to name who is excluded.
- Prepare the summary of behaviour-triggered campaigns that senior management will read.
- Define qualification criteria that disqualify quickly in behaviour-triggered campaigns.
Behaviour-triggered campaigns: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Who answers for behaviour-triggered campaigns, and to whom
- Set escalation thresholds for behaviour-triggered campaigns that work out of hours.
- Check that behaviour-triggered campaigns still works when volumes rise unexpectedly.
- Set objectives for behaviour-triggered campaigns in revenue terms with a timeframe.
- Establish the boundary of behaviour-triggered campaigns and record what sits outside it.
Session 2Qualifying out of behaviour-triggered campaigns early and without guilt
- Design the retention action triggered when a customer of behaviour-triggered campaigns goes quiet.
- Agree the smallest change to behaviour-triggered campaigns that would be visibly useful.
- Structure pricing for behaviour-triggered campaigns against perceived value.
- Assign responsibility for keeping documentation of behaviour-triggered campaigns current.
Behaviour-triggered campaigns: the customer journey and decision points
2 sessions · 8 pointsSession 1Testing the message on behaviour-triggered campaigns before spending
- Choose the next segment for behaviour-triggered campaigns and state why it is next.
- Compare cost of acquisition against value in behaviour-triggered campaigns.
- Arrange the handover of behaviour-triggered campaigns so capability survives staff changes.
- Set the discount authority for behaviour-triggered campaigns and require justification.
Session 2Building the method for behaviour-triggered campaigns step by step
- Remove steps in behaviour-triggered campaigns that add effort without adding assurance.
- Review whether short-term tactics on behaviour-triggered campaigns are damaging the brand.
- Prepare the response for the most likely failure in behaviour-triggered campaigns.
- Decide what will be stopped to create capacity for behaviour-triggered campaigns.
Behaviour-triggered campaigns: positioning and the honest claim
2 sessions · 8 pointsSession 1The handover between marketing and sales in behaviour-triggered campaigns
- Write the positioning claim for behaviour-triggered campaigns and test whether a competitor could say it too.
- Build the internal briefing that explains behaviour-triggered campaigns to those affected.
- Document the sales process for behaviour-triggered campaigns so a new joiner can follow it.
- Compare the cost of behaviour-triggered campaigns with the cost of its absence.
Session 2Keeping customers acquired through behaviour-triggered campaigns
- Verify six months later that changes to behaviour-triggered campaigns have held.
- Measure lifetime value from behaviour-triggered campaigns, not just first purchase.
- Benchmark the organisation's behaviour-triggered campaigns against comparable operations.
- Define acceptance criteria for behaviour-triggered campaigns in advance.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
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