Mastering Business to Business Marketing
Course Info
Code PM1-101
Duration 5 Days
Format Classroom
Course Summary
It is a very competitive world, which is especially true when it comes to B2B markets. There is so much competition that prices are being driven down and commoditised products. In response, companies need to start thinking more creatively and using out-of-the-box solutions to create a more effective way to market. However, the problem is that marketing on a B2B basis is not that well understood. It gets confused with standard marketing communications, and this means the methods do not work and leaves companies out in the cold finding it hard to compete and losing profit.
B2B marketing is much more than just sending resource-heavy communications that are just a waste of money.
During this course, we will explore the principles of effective B2B marketing, which means you can start establishing your company as an added value provider. In turn, this will help you take on and win against the competition. The whole course is structured specifically for B2B companies, and you will learn from many real-life examples and delve into the best practices.
- Assist effective company marketing
- Understand overcoming price competition
- Build relationships and trust
- Increase your customer base
- Build credibility with stakeholder
- Prioritise direction through clear marketing
- Increase profit margins while avoiding waste
The course is most beneficial for:
- Leaders and CEO’s
- Senior managers
- Executives with business communication need
- Managers from non-marketing disciplines seeking an understanding of B2B marketing
- Executives interested in B2B
- B2B Sales managers
- People recently placed into a marketing role
- Those looking to upskill to improve job prospects
Teaching takes place in a variety of settings including face to face in a classroom environment and will ensure that participants can expand their knowledge of the subject and increase their skill set. The course is delivered via various methods by a specialist tutor. This will include PowerPoint presentations, reviewing articles and other relevant materials, group or individual exercises and discussions. There may be some independent work set, and the course will involve a requirement to submit articles to demonstrate understanding and an end of course test. Note-taking is encouraged, and you are welcome to use electronic devices to do this.
The course manual will form part of the learning but give you references for the future. You are encouraged to ask questions and, if needed, spend time one to one with your tutor to go over any issues. During your time in the classroom, you will be able to network with peers in similar roles.
Course Content & Outline
1) Understanding the Principles of Marketing
- The difference between B2B and other consumer marketing
- Understanding sales focused and market-focused skills
- Focusing on selling products in a B2B scenario
- The basic underpinning principles of B2B marketing
- How to make B2B marketing a success
- Winning preference - the art of relationship building
- Getting your colleagues to buy-in
2) The Plan and Process of Successful Marketing
- Why aligning the business strategy and brand with marketing is key
- How to structure the process of marketing
- An insight into the customer and competitors from a marketing point of view
- What is the real need of the customer
- What are the key priorities for success
- B2B marketing - how to build a winning plan
3) Marketing Goals and How to Achieve Them
- Defining the objectives of marketing
- The need for a B2B marketing strategy
- How to target the purpose by prioritising people
- Why B2B marketing needs to be integrated
- Constructing the perfect marketing mix
- Delivering the mix to generate value and success
- Getting support and contribution from colleagues
4) The Lifecycle Innovation, Product Management, Solutions and Pricing
- The lifecycle concept and how to apply it
- The B2B product portfolio and management
- How to screen and develop new products
- B2B value-propositions: the art of creating superior value
- How to compete with pricing with competitors and provide value
- How to define pricing strategies and use them to your advantage
- Essential terms: break-even, cost plus and contribution
- pricing
5) The Marketing Mix: Communications, Distributors and Service
- Applying marketing guidance: The essential guide
- Communication tools and messages - conveying effectively
- Distributors - how to market effectively
- Offering services and charging accordingly
- How marketing and sales are integrated
- The importance of measuring and controlling marketing outcomes
- The marketing budget - creation and justification
Discover the fundamentals of B2B marketing and unlock success in business-to-business relationships. Learn the key differences between B2B and B2C marketing, explore effective strategies such as content marketing and account-based marketing, and harness the power of data-driven insights. Master the art of building strong relationships and positioning your brand as a thought leader.
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