MarketingProfs B2B Forum 2023

List Growth & Personalization

Workshop Day - November 12 - 9:00am to 3:30pm

Pass Type: All Access Pass

Session Type: Workshop

Session Topic: List Growth & Personalization

Developing list growth tactics and ensuring subscribers who do convert are scored, nurtured, and engaged in the right way is more challenging than ever. When you add the current and continued impending deluge of email campaigns coming from generative AI, along with the continued requests from the C-Suite and sales for more leads, more emails, more of everything…showing up in your audience’s inbox in a timely, targeted, and relevant way is just really, really hard these days.

In this practical, hands-on workshop, Michael Barber will provide a plethora of suggestions on how to grow your list and develop a structured framework for your B2B email programs from acquisition through retention—all under the context of what’s happening within inboxes around the world.

You’ll discover how to develop campaign objectives, email programs, and personalization opportunities for each step of the lead lifecycle. We will do all of that while ensuring we leverage email best practices, ensure deliverability into our subscribers’ and customers’ inboxes, and discuss tools that help scale list growth and personalization efforts.

In this workshop, you’ll learn:

  • 20+ ways to grow your list via organic and paid tactics
  • The most effective email marketing programs that convert subscribers to marketing-qualified leads (MQLs), MQLs to sales-accepted leads (SALs), SALs to opportunities, opportunities to customers, and customers to evangelists
  • Modern-day lead scoring frameworks to apply to your business right away
  • Today’s best practices for email marketing, lead scoring, and lifecycle programs
  • How you can leverage audits to discover critical errors and challenges in your current demand generation stack

What’s included:

  • 5 hours of in-person interaction with instructor Michael Barber
  • Individual hands-on exercises, group activities, and peer discussion, plus boatloads of email fun
  • A comprehensive workbook filled with in-class activities, the most important takeaways, and bonus content to ensure your email marketing campaigns always beat industry averages

You should attend if you:

  • Contribute to, direct, manage, or lead demand generation or email marketing lifecycle programs—all expertise levels are welcomed, although beginner topics will be limited
  • Want a structured framework to manage the development of email marketing programs that accelerate your sales pipeline
  • Enjoy learning about new tools and how they can help impact your email marketing efforts
  • Need practical or more extensive knowledge on how to personalize email marketing campaigns, including scaling those efforts globally


This is a LIVE, in-person workshop and will not be recorded.

Michael Barber

Michael Barber

VP, Marketing
Charter School Capital

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