B2B Marketing Communications

Overview

This course focuses on helping you confidently plan and create high-impact B2B communications that drive sales using a 5-step framework that can be applied to any product or service, covering:

1. Mission: Build a focussed strategic plan around your goals 
2. Mindset: Review different target customer needs and journey
3. Messages: Develop your value proposition and messaging themes
4. Media: integrate digital and offline channels to maximise value
5. Measurement: Create a performance measurement framework

From qualifying leads through to generating sales and building longer-term relationships, this course will help you develop your own tailored approach to maximising every aspect of the communication process for greater effectiveness.

Who should attend?

This course is designed for marketing and communication professionals looking to develop insightful, effective, and impactful B2B marketing campaigns that deliver great results.

Learning outcomes

How to strategically develop impactful B2B communications using a simple 5-step framework

1. Mission:

• Understand the key set-up elements for team clarity and focus
• Strategically plan communications around your quantified goals and budget

2. Mindset:

• Discover what elements create ‘truly great’ impactful communications
• Learn how to review different customers’ needs and the B2B buying journey

3. Messages:

• Evaluate your competitors value-propositions to help shape your messaging
• Learn how to develop highly compelling new messaging themes

4. Media:

• Explore what channels and mix are best for your communications
• How to integrate different digital and offline channels to maximise value

5. Measurement:

• Create a best-practice accountable performance measurement framework
• Understand how to analyse results for continuous improvement