Developed with individual subject matters experts for each module. With contributions from some of the most globally recognised software companies who are leading the way in digital and social selling across their global salesforce

1. Validated by the
Syllabus Advisory Council (SAC)
Professional Diploma in
Digital Selling

2. Professional Diploma in
Digital Selling
Content
Welcome
Course overview
Course content
How is the course delivered?
Course assessment
Qualifications Roadmap
Subject Matter Experts
Syllabus Advisory Council
Past students

3. Welcome
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.

4. 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. 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.
Course
Overview

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. 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
Course
Content

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. 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.
MODULE 2
Social Media
Research

12. 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.
MODULE 3
Sales Enablement
Over 70% of B2B
purchase decision
makers use social
media to help them
decide
Dell

13. 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 email 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 email 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.
MODULE 4
Communications
Planning

14. 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
emails and follow-up emails, 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.
MODULE 5
Digital Sales
Messaging

15. 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.
MODULE 6
Enagement

16. 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 multi-
channel 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.
MODULE 7
Social Account
Management

17. 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
MODULE 8
Client Relationship
Management (CRM)

18. 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.
MODULE 9
Digital Sales
Leadership

19. 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 all-
inclusive 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.
MODULE 10
Integration and
Strategy

20. Course
Delivery

21. 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.
Access resources to help you
with your studies including
self-directed practical
exercises and recommended
reading.
Your Programme Manager
is available to support you
during your study and assist
with any administrative
related queries you may
have.
Discussion forums, to
interact with fellow students
and a tutor with an expertise
in digital skills and practices.
The Class Network also
contains information on
the exam, which you must
complete successfully to
achieve certification.
The Class Network can be
accessed 24/7 through your
desktop or mobile device.

22. The assessment for the Professional
Diploma in Digital Marketing is based on a
formal computer based examination that
will measure individuals knowledge and
Digital Marketing proficiency following
completion of the programme.
The duration of the exam is 180 minutes.
A range of different question formats are
used including Text based Multiple Choice,
Image based Multiple Choice, Matching
and Hot Spot questions.
Our computer-based examinations are
delivered through Pearson VUE test
centre network which consists of over
5,200 centres in 180 countries. The use
of Pearson VUE to deliver our exams
increases the value of international
certification offered by the Digital
Marketing Institute and provides students
with a quality examination experience.
Course Assessment

23. Professional
Diploma
Digital Marketing
Digital Selling
Specialist
Diploma
Search Marketing
Social Media Marketing
Mobile Marketing
Digital Strategy & Planning
Postgraduate
Diploma
Digital Marketing
Masters
Digital Marketing
Qualifications
Roadmap
The Digital Marketing Institute provides a Qualifications Roadmap through
which students can progress, gaining a greater depth of skills as you
advance through the courses.
The roadmap below displays the progression of qualifications, allowing
you to identify your position within the Digital Marketing education path.

25. 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.

26. Subject Matter
Experts
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.
The course made the whole digital realm seem less
complicated and actually very easy to navigate given the
right tools.
Conor O’Sullivan

28. 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.
Syllabus Advisory
Council
The Syllabus Advisory Council includes experts from;

29. Our students are
thriving
Past students of Digital Marketing Institute courses have worked with some of
the world’s leading brands and companies

30. For more information or to
register for a course please
contact us
353 (1) 531 1200
info@digitalmarketinginstitute.com
www.digitalmarketinginstitute.com