Business English for Marketing & Sales: Speak Better at Work

Explore marketing professionals across four categories, from Jen the marketing director to Anita the graphic designer, Maria the brand manager, John the marketing analyst, and Rob the social media manager.

Explore essential marketing verbs—engage, promote, target, convert, measure, and analyze—and learn how these action drivers shape campaigns, audiences, and conversion outcomes.

Explore the four p's of marketing—product, price, place, and promotion—and learn how the marketing mix, guided by Kotler and Porter, creates value and competitive advantage.

Explore how advertising uses paid, public, non-personal messages across mass media to build brand awareness and drive sales, and how promotion complements it within a cohesive marketing strategy.

Measure marketing effectiveness using reach, impressions, CTR, conversion rate, ROAS, and CAK to optimize campaigns and allocate resources.

Explore essential vocabulary for digital marketing and social media, including SEO, content marketing, email marketing, and pay-per-click advertising, with examples like Red Bull’s Instagram case study.

Master market research and data analysis to guide marketing strategy, using primary methods (surveys, interviews, focus groups) and secondary sources, define problems, plan, collect and analyze data, and report findings.

Learn how CRM strategies, technologies, and practices manage and analyze customer data across the lifecycle with components like data management, tracking, sales automation, and analytics.

Explore the sales funnel and customer types from prospects to returning customers, and apply prospecting, lead generation, and customer retention to tailor messages along the purchase journey.

Learn how a marketing team coordinates digital strategy, social media ads, budgeting, and performance metrics, while analyzing trends to adapt campaigns.

Analyze the marketing mix by positioning a competitive price to attract price sensitive customers while preserving margins, and coordinate digital and traditional promotions to maximize reach and market share.

Assess how engagement translates to conversions in a social media campaign by examining a 4% conversion rate from 5,000 visitors and exploring landing pages and checkout optimizations.

We introduce our new CRM system and explore its contact management, sales automation, email marketing, and analytics and reporting tools to drive data-driven marketing and sales decisions.

Review the sales funnel from awareness to loyalty, ensuring the purchase journey covers awareness, research, consideration, purchase, post-purchase, and loyalty to boost customer retention.

Explore common sales roles across four categories—leadership, operations, strategy and development, and customer success—with examples like chief revenue officer, sales director, and customer service analyst.

Master key sales verbs—prospect, pitch, negotiate, close, and follow up. Apply strategies like cold calling and networking to engage customers and drive sales.

Learn how direct, indirect, online, telemarketing, and feud sales channels combine to maximize reach, interactions, conversions, and sustained growth through a multi-channel approach.

Analyze revenue performance by comparing actual revenue to forecasted revenue, calculate revenue variance, and track year over year growth; optimize average order value (AOV) and close rate for sales outcomes.

Explore the sales cycle from prospecting to follow-up, learning stage-by-stage methods to guide prospects, optimize strategies, and improve conversion rates and performance. Master sales vocabulary, metrics, and channels.

Navigate the sales career landscape across management, operations, strategy and development, and customer success, with roles like sales director, regional sales manager, and customer success manager.

Master core sales verbs such as prospect, pitch, negotiate, close, and follow up. Learn how each action drives qualification of potential customers and long-term customer loyalty.

Explore expanding a sales strategy from direct and online channels to indirect channels like distributors and marketplaces, implementing a multi-channel approach that integrates direct, online, and indirect sales.

Analyze revenue performance: 450k actual vs 500k forecast with a 50k variance from delays in closing big deals; 12.5% year-over-year growth, 4,500 AOV, and 25% close rate from 200 opportunities.

Explore the sales cycle, from prospecting to follow-up. Learn to qualify leads, analyze needs, present solutions, handle objections, and close effectively.

Develop effective sales pitches by presenting products to potential customers, handling objections, and crafting strong calls to action, while negotiating terms to close deals and build long-term relationships.

Boost credibility and trust in sales meetings by making a professional first impression through appearance, greetings, gratitude, punctuality, and respectful communication.

Explore how to present your company and brand to potential clients, detailing the overview, mission and values, products and services, market position, and success stories.

Learn to showcase product features and benefits by describing core features, including task automation, advanced scheduling, and personalization, and translate them into customer benefits with visuals and evidence.

Promote transparency by addressing product issues—compatibility, cost, and learning curves—through customer feedback, and in pitches acknowledge concerns, explain context, offer solutions, and turn weaknesses into opportunities.

Craft strong call to actions by using clear language, strong action verbs, urgency, and value proposition to guide potential customers toward the next step in the purchase journey.

Address questions and objections during a pitch by listening, clarifying, offering solutions, and confirming resolution; reference pricing questions and faq sections, and highlight long-term value with flexible payment options.

Master timely follow-up communication after sales meetings by crafting personalized emails with a greeting, a summary of the meeting, highlights of key takeaways and next steps, and clear contact details.

Learn proven upselling techniques to increase average order value by offering complementary products, upgrades, bundles, and time-limited offers, timed at the right moments to boost revenue and customer satisfaction.

Master the fundamentals of copywriting to craft compelling text for ads, emails, social posts, and pitches that boost click through rates, conversion rates, and sales.

Master the fundamentals of copywriting by applying clarity, persuasion, audience focus, and benefit-driven messaging with the Aida model, headlines, stories, calls to action, and social proof.

Craft concise, emotionally compelling headlines and titles using power words and proven formats—emotional, benefit, feature, problem solving, urgency, how-to, lists, and questions—to boost clicks and engagement.

Develop effective body content by structuring it into introduction, body, and conclusion, using hooks, storytelling, questions, bullet points, and a call to action to engage readers with clarity and conciseness.

Create CTAs that convert with short, action-driven prompts like buy now or sign up, shown as a button with a strong background color and urgency.

Develop strong Business English and copywriting while applying SEO basics to boost rankings and attract organic traffic through content quality, keyword research, on-page optimizations, mobile optimization, and clear site structure.

Final message celebrates completing the course and wishes you success in your marketing and sales career; please share feedback via direct message or the Q&A section, and leave a review.