Marketing Skills: Marketing to Business-to-Business (B2B)

Course Overview

This workshop will provide you with a knowledge and understanding of key business-to-business (B2B) marketing principles and processes. The workshop outlines, how these principles can be applied and can contribute to your organisation's performance and competitiveness. Case studies are provided and discussed highlighting best practice in the field of B2B marketing.

Audience

You should attend this workshop if you have direct responsibility, or involvement in, the marketing of products and services to businesses. It will appeal to both experienced B2B marketers and those newly appointed to the marketing function. It will also help those within other functions to understand their relationship with the marketing department and help them to contribute to the marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

Skills Gained

You will gain a practical understanding of what B2B marketing is, identify current best practice and look at the main techniques, tools and concepts used to improve organisation growth, profitability and marketing effectiveness.

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 allow you to acquire a foundation of B2B marketing principles that can be applied in your workplace.

Course Outline

• 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

Marketing Skills: Marketing to Business-to-Business (B2B) / 0956