B2B Marketing: The Essentials

Benefits to you and your employer

This brilliantly structured training course will show you how to take the guess work out of B2B marketing in order to create off-line, on-line and integrated campaigns that are more intelligent, measurable and productive.

Two of B2B marketing’s most accomplished and respected practitioners will lead you through five phases of the campaign development and execution process: from planning and preparation to evaluating and sourcing data, from targeting to testing criteria, and the creation and delivery of outstanding creativity to cost control. You will learn how to harness and integrate online, off-line and interactive media to maximum effect.

You’ll head back to the office with a wealth of fresh ideas, proven techniques and practical B2B solutions that you can begin to apply immediately to boost results in any B2B marketing organisation.

How will I benefit from this training course?

In one day you will cover the fundamentals of generating maximum ROI on all your B2B marketing activities. We will teach you how to plan, budget, target, measure and develop creative campaigns that generate leads and deliver sales.

Who should attend:

All B2B marketers who want to build a solid foundation of strategic and practically applicable knowledge and skills that can immediately be put to work. This is also the ideal training course for marketers moving from a B2C to B2B environment or those seeking to learn more about direct, digital or interactive marketing techniques.

Programme outline

Phase 1: Direct marketing strategy and planning

• The challenge of B2B marketing
• Setting realistic objectives
• Understanding your campaign metrics
• Understanding the “Decision Making Unit”

Phase 2: Database marketing data, profiling and lists

• How and where to buy the best B2B lists
• The importance of data quality
• Profiling, targeting and segmentation – challenges and solutions
• Case studies that show you how data can drive marketing planning

Phase 3: Campaign execution

• Planning Integrated Marketing Communications
• Evaluating, selecting and integrating every type of media
• Building a valid test programme
• How to plan and manage campaigns for better outcomes

Phase 4: Creative Strategy and Delivery

• Finding the true source of creative inspiration in any B2B market
• Turning features into productive selling propositions
• Developing briefs that showcase information and inspiration
• Delivering campaigns that nurture leads, convert enquiries and consolidate the customer base

Training course tutors

Jane Cave has over 20 years’ experience of managing B2B and B2C campaigns. As the Direct Marketing Manager at Volvo, she established their database capabilities and initiated business strategies that are now being applied within 16 countries worldwide. Today, Jane provides freelance consultancy for clients such as HSBC Business Banking, Broadsystems News International and HM Revenue & Customs. She specialises in the development of acquisition and relationship marketing strategies which includes campaign planning, database development, and data modelling and scoring techniques.

Jane is also a training course tutor for the following IDM training courses and marketing qualifications:

Planning and Managing Marketing Campaigns
Campaign Performance: Using Data Driven Marketing to Improve ROI
IDM Diploma in Digital Marketing qualification
IDM Certificate in Digital Marketing qualification
IDM Diploma in Direct and Digital Marketing qualification

Mike O’Brien is an award-winning creative director with experience in brand advertising, direct marketing and integrated B2C and B2B marketing. His B2B clients include NatWest Electronic Banking,VW Trucks, HP, Eurotunnel, Shell and Barclaycard. He also lectures at university level and delivers professional training workshops throughout Europe.

Mike is also a training course tutor for the following IDM training courses and marketing qualifications:

IDM Diploma in Digital Marketing qualification
IDM Certificate in Digital Marketing qualification
IDM Diploma in Direct and Digital Marketing qualification

The IDM Business-to-Business Council Book Review

Professor Bryan Foss, CEO and Founder of Foss Initiatives reviews the book 'Business-to-Business-Marketing, Advanced Marketing Series (AMS)' by Ross Brennan, Louise Canning & Raymond McDowell. Download now »

Delegate testimonials

"ESSENTIAL for any B2B Marketeer!"

Laura Houston, Business Development Manager, JCUK

"An excellent day, full of interesting examples and lots of practical tip, delivered in a friendly and engaging way."

Jacqueline Lynch, Course Leader, University of Westminster

"A fast-paced, lively and highly practical run-through of the essential principals. I'm confident that my attendance will benefit our business enormously."

Theresa Turner, Marketing Director, ArtiCAD Ltd