The Essentials of B2B Marketing

Course details

This brilliantly structured, new training course will show you how to take the guess work out of B2B marketing in order to create campaigns that are more intelligent, measurable and productive. Our B2B marketing’s practitioners will lead you through four phases of the campaign development and execution process: from planning and preparation to evaluating and sourcing data, from targeting to testing criteria, and creativity to cost-control.  You will learn how to harness and integrate online, off-line and interactive media to maximum effect. You’ll leave with a wealth of fresh ideas, proven techniques and practical B2B solutions that you can begin to apply immediately to boost results in any B2B marketing organisation.

THE ESSENTIALS OF B2B MARKETING

• Direct marketing strategy and planning
• The challenge of B2B marketing
• How to develop a B2B strategy that delivers results
• Setting realistic objectives
• Understanding your campaign metrics
• Understanding the “Decision Making Unit”

Database marketing data, profiling and lists

• How and where to buy the best B2B lists
• The importance of data quality
• Profiling, targeting and segmentation – challenges and solutions

Campaign execution

• Evaluating, selecting and integrating every type of media
• Building a valid test program
• How to plan and manage campaigns for better outcomes

Creative and creative development

• Defining and developing compelling sales propositions
• How to writing an excellent brief
• What constitutes great creative: concept, design, copy