B2B Marketing Strategy and Planning

Overview

The B2B buyer has changed over the course of the past decade in how they engage vendors, how they use information and how they decide on purchases; this has in turn has disrupted traditional marketing approaches. This course helps B2B marketers to understand today’s’ business customer and to be up-to-date with latest marketing approaches in order to better engage, acquire and retain them.

Who should attend?

Those interested building a more effective B2B customer focused marketing strategy. A course for B2B marketing managers, B2B marketing directors and business owners

Learning outcomes

• Understand the buyer landscape and changes in buying behaviour
• How to adapt marketing for different business segmentations 
• Identifying buyer types, stakeholders and how to influence them
• Understand the acquisition marketing mix and how to apply it
• How to identify and use partners for acquisition purposes
• Develop marketing solutions to support acquisition marketing
• How to capture leads, nurture leads
• Events marketing in the acquisition phases
• Customer loyalty – how to improve customer stickiness
• How to prevent customers from lapsing
• Identifying customers for business expansion and growth
• Account-based marketing and how to apply
• Understand C-suite customers and C-suite marketing
• Measure across the customer life cycle and understand KPIs
• Practical case studies to support the learning experience