The Course Content
Day One: What Marketing is and How to Apply it?
How B2B marketing differs from consumer marketing
From product and sales-focused to market-focused
Key principles that underpin B2B marketing
Twenty tips for successful B2B marketing
Building relationships to win preference
Getting buy-in from colleagues
Day Two: You Need a Process and a Plan to Succeed in the Market
Aligning marketing, business strategy and brand
The marketing process and structure
Understanding the market, customers and competitors
Identifying the real customer needs
Identifying and prioritising the key success factors
Constructing the B2B marketing plan
Day Three: Establishing Marketing Goals and How to Achieve Them
Clarifying marketing objectives
Developing a clear B2B marketing strategy
Prioritising people to target and the purpose
Constructing an integrated B2B marketing mix
Integrating the mix to deliver superior value
Getting others to contribute and support it
Day Four: How to Innovate and Manage Products and Solutions through the Life-cycle and Price them Correctly?
Applying the product life-cycle concept
Managing the B2B product portfolio
New product development and screening
Creating superior B2B value-propositions
Proving value and overcoming competitors’ prices
Using price and defining pricing strategy
Understanding cost-plus, break-even and contribution pricing
Day Five: Using Marketing Communications, Distributors and Service in the Marketing Mix
Essential guidance on applying marketing communications
Combining communications tools and messages effectively
Marketing to, and through, distributors
How to offer service and charge for it
Integrating the sales function with marketing
Measuring marketing outcomes and applying control
Creating and justifying the marketing budget