B2B Marketing Course

B2B Marketing Course

Half day overview sets context for B2B marketing



Many business-to-business Marketers lack an understanding of the skills and tools required to set multi-level strategy, ready the market and create demand. Serving as an overview, content touches on the key elements of a business-to-business marketing planning framework for earning more customers that is covered more deeply in four two-day modules. Introduction says  strategy comes in two-tiered level:

    * Whole-of-company strategy, and
    * Go-to-market strategy

The module highlights the need to build

1.      a strategy that sets the general direction of the organization

2.      a go-to-market strategy to sell right product, to right buyer, through the best channel.

The content then outlines the critical components for taking strategy into action

1.      campaign planning

2.      sizing your funnel

3.      selecting the best tactics

Set Strategy for Business Markets

how to get a seat at the strategy table; and earn the right to stay there.

    * How to set, and guide, the overall strategy for the whole business. You need it to accelerate quickly from its current position, leave its competition for dead and be strong enough to last the distance.
    * How to set the go-to-market strategy for your products and services. This includes deciding how much effort to give each (and which to get rid of), how to balance your portfolio and how to alter your strategy when the market changes.
    * How to select and evolve your product, pricing, segmentation, channel and tactics; because what’s a great strategy one year can be a dud the next.
    * How to translate your strategy into a clear plan, and then into action; because you need to drive your killer strategy home with an execution to match.

How to Size the Funnel and Measure Progress

2-day module to learn how to dimension your funnel

    * How to determine how big the market needs to be for you to meet your revenue objectives. Armed with this new insight, you’ll decide whether to focus more narrowly, persevere with your current market or choose new markets to add.
    * What the most critical levers are for your funnel: volume, size and velocity, and what effect each of these has on your success.
    * How to build a model funnel with three different rates of effectiveness using starting measures drawn from other markets. You’ll then adjust this model using your own data (or assumptions) to understand the effect of each.
    * How, and where, to get reliable data to build your funnel model.
    * How to resolve the disconnects between what you want to achieve and what your model tells you is likely; in order to build a realistic picture of your future funnels.
    * How to measure actual progress so that you can know what you need to change, to keep on track, as you execute your funnel plans.

How to Plan Campaigns that Move Buyers

2-day module to learn how to design and plan campaigns

The market needs to be ready to hear your message. Your demand generation efforts will fail if the market isn’t ready. By the same token, if you spend all your efforts getting the market ready and fail to follow through with demand generation, then it’s all for nothing. How to Plan Campaigns that Move Buyers outlines how to condition the market; softening it up, and positioning a strong brand, and how to follow that up with rhythmic demand generation.

It details:

    * What branding means for business, and how to create yours so that it’s respected and well positioned.
    * How to generate strong and constant demand. Creating too many leads is as much a problem as having too few. Therefore, you’ll learn how to generate the ‘right’ amount, and how to do it without turning your Marketing department inside out.
    * How businesses buy; and why Marketing and Sales need to be aligned.
    * How to adjust your strategy based on your execution plans; because sticking to a great strategy that you can’t execute well never works.
    * How to recruit the best channel to sell and create influence; because you need help to reach and influence your market.
    * How to align all stakeholders: Marketing, Sales and Channels around your plan.

How to Select Tactics that Progress Buyers

2-day module to learn best practice on key B2B tactics

A great strategy means nothing if it isn’t executed well. So tactics matter; but they need to be deliberately aligned to the strategy, and executed with rhythm. Learn how to translate your strategy into a series of actionable tactics to execute and evolve.

It details:

    * How to select the best tactics for each stage of your buyer’s journey, and how to build and execute them with precision. Although you’ll be introduced to a whole range of tactics, emphasis will be upon those that are proven to be the most powerful in business markets. You need to select tactics that work, drop those that don’t and execute them properly (over and over).
    * Tactics, including list management, direct mail, electronic DM, whitepapers, surveys, events, webinars, search engine marketing (ads) and search engine optimisation.
    * How to achieve momentum, so that each contact with your buyer builds on the last, and how to do it without breaking your business (or the bank).
    * How to get the rest of the team on board. Your staff, bosses, peers from Marketing and colleagues from other departments; you need them all behind you.

Benefits for you as an individual

You will understand the essential differences between B2B and business-to-consumer (B2C) marketing. By identifying current best practice in the field of B2B marketing you will be able to contribute more effectively to the marketing process within your organisation. This workshop will give you a foundation of B2B marketing principles that can be applied in your workplace.

You will learn how to

    * Apply the basic concepts and principles of B2B marketing
    * Segment your customers and position your organisation in the marketplace
    * Understand your markets and customers
    * Manage customer relationship management
    * Build a value proposition
    * Understand product, service and channel management
    * Develop an integrated marketing mix
    * Identify current developments in B2B marketing
    * Understand the relationship between marketing and sales
    * Contribute more effectively to the marketing activities of your organisation

Course content

    * Understanding the business market
    * B2B vs B2C market
    * Marketing orientation
    * Knowing your market
    * Defining the value proposition
    * Market segmentation, targeting and positioning
    * Product and service marketing
    * Delivering value added solutions
    * Managing business relationships
    * Development of buyer seller relationships
    * Understanding the network of relationships
    * Customers relationship management
    * Marketing strategy and planning
    * Pricing
    * Marketing communications
    * Distribution