Fundamentals of Marketing B2B

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 how they can contribute to your organisation’s performance and competitiveness. Case studies are provided and discussed highlighting best practice in the field of B2B marketing.

You will understand the essential differences between B2B and business to consumer (B2C) marketing. By providing a foundation of B2B marketing principles and 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.

Your employee will gain a practical understanding of B2B marketing, identify current best practice and look at the main techniques, tools and concepts that can be used to improve organisation growth, profitability and marketing effectiveness.

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

• Understanding the B2B vs B2C market.
• Marketing orientation.
• Knowing your market.
• Defining the value proposition.
• Market segmentation, targeting and positioning.
• Product and service marketing.
• Delivering value added solutions.
• Managing business relationships.
• Development of buyer seller relationships.
• Understanding the network of relationships.
• Customer relationship management.
• Marketing strategy and planning.
• Pricing.
• Marketing communications.
• Distribution.

• Interactive style.
• Explanation of the key concepts supported with examples and activities to reinforce the learning.
• Discussion amongst the delegates is encouraged to share experience and examples of good practice.