B2B Marketing 101 Boot Camp: Philadelphia

B2B Marketing 101 Boot Camp

Date: 9:00 AM 25, 2014 to 12:00 PM 26, 2014

Location: Le Méridien Philadelphia 1421 Arch Street Philadelphia, PA 19102
Pricing: $700 for members; $960 for non-members

Details:

Materials presented by Ron Strauss

Brand Value article co-authored by Ron Strauss

Marketers engaged in Business-to-Business (B2B) activities represent approximately half of all people engaged in marketing in the U.S. Therefore, it makes sense to offer workshops that are focused on B2B marketing and its unique requirements.

The B2B marketing landscape is rapidly changing to reflect changes in the overall marketing mix. This Boot Camp will provide insight into the B2B marketing realm, what it is, and ways to improve revenue-generating performance.

Walking through strategy, planning, marketing communications, selling and measurement, this Boot Camp is designed so attendees can answer this key question: “How do I support the sales department to achieve its sales goals?”

In many small to medium sized B2B companies marketing is viewed as a sales support function – its role is to help sales achieve their goals.

Therefore, my focus for this B2B Marketing 101 Boot Camp deals more with lead generation, lead qualification, sales support materials, events and trade shows, promotions, sales conversion tracking, and measurement – tactics that are relatively short term in nature.

After attending this session, attendees will be better able to:

  • Define B2B marketing
  • Describe who customers are by market segment
  • Prioritize and measure the value of activities
  • Advise product and service design
  • Understand how the enterprise creates value and develop relevant competitive brand so that finance, sales and rest of the organization “buy-in”.
  • Expand and/or defend budgets

For another perspective on the value of the B2B Marketing 101 Boot Camp, check out the spotlight article on Fedcconnects.com, which looks at marketing challenges from a contractor's point of view.

What You Will Learn:

  • Understand why B2B marketing is important, and how it’s different
    • Vis-à-vis B2C
    • Vis-à-vis sales
  • Articulate the functions of marketing
    • What marketing is: its key roles (4Ps)
      • Seeing the Future (Trends)
      • New product/service development and launch
      • Demand generation/Branding
      • Sales support/teamwork
      • Pricing
  • Apply Value Disciplines
  • Act as internal communicators and facilitators for key stakeholder
    groups and segments
  • Identify and overcome barriers to implementation
  • Develop a roadmap for putting ‘lessons learned’ into practice
    • Use the Action Planning Process
  • Measure and report on revenues created or grown

Who Should Attend:

People newly assigned to the marketing function in a B2B firm but who have a non-marketing background, or have communications, sales, social media, PR, design backgrounds and desire a better understanding of marketing.  For business professionals, small-to-medium sized businesses, product and service providers who will benefit from a broad overview of B2B marketing strategies and techniques aimed at effectively adding customers.

Agenda:

DAY 1 8AM–5PM

8:00–8:30AM Registration and Continental Breakfast

8:30AM Program Begins (Lunch and Breaks provided)

What Business-to-Business (B2B) Marketing is and is Not

  • Demand generation versus demand conversion

How B2B Marketing Works—a Strategic Overview

  • Relationship to Business Plan

What you need to know in B2B Marketing

  • Strategy (In the best of all worlds...what does success look like?)
    • SWOT (External and Internal)
    • Segmentation & Positioning
      • Discipline of Market Leaders framework
      • Your Brand
  • Planning (What has to happen to get there/barriers/neutralizers?)
    • 4 Core Questions and The Grid
    • Where are the biggest “sales gaps?”
    • Action Plans

Applied Exercise #1/Breakouts

  • Research
    • Primary (Quantitative and Qualitative)
    • Secondary (information resources)
  • Pricing (Value-based versus Cost-based)

DAY 2 8AM–NOON

8:00–8:30AM Continental Breakfast

8:30AM Program Begins (Break provided)

Review of Day 1

Integrated Marketing Communications (Demand Generation) vis-à-vis promotions

  • Brand Franchise Building vs.Non-BFB activities
  • Web Content Management (WCM)
    • Blogs (content curation), SEO, landing pages, intra/extranets, social media (listening)
    • Effective sales support materials
    • Media mix, creative
    • Events (Trade shows, conferences)

Selling (Demand Conversion)

  • Lead generation
  • Lead qualification and scoring

Measurement/ROI

  • Lead conversion
  • Lost order/won-lost surveys
  • Customer Relationship Management (CRM), Customer Lifetime Value (CLV), Loyalty, Satisfaction

Applied Exercise #2/Breakouts

Present Findings

Lessons Learned

Venue Information:
Le Méridien Philadelphia

1421 Arch Street

Philadelphia, PA 19102


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