B2B Marking Strategies and Competitive Tactics
Duration: 2 days
Target Audience: Marketeers, Brand Managers, Product Managers and Commercial Managers looking for practical tools and techniques to use in their B2B marketing efforts. Also highly valuable for a team of marketing and sales managers to build synergy in their efforts moving forward.
Key Learning Outcomes
- Learn how to link your marketing plan to the company’s business strategy and work with the sales team accordingly.
- Gain the knowledge and understanding of key B2B marketing principles and how to apply them.
- Learn how to segment your customers and competitively position your business, products and services in the marketplace.
- Use best practice tools and techniques to formulate your marketing strategies and convert these into tactical and operational plans.
- Synergise efforts with the Sales Team to maximise the benefits of the marketing effort.
Course Delivery Includes:
- Theory: Latest best practice
- Team discussions
Individual and group exercises - Case studies
- Technique application practice
- Business problem solving
- Personal action planning
Course Outline: B2B Marketing Strategies and Competitive Tactics
DAY 1
Planning for Sustained Success
Marketing Defined and the Importance of Marketing Planning
Aligning Marketing Plans with Strategic Business Plans
Developing an Effective Marketing Plan
Analysing the Playing Field
Marketing Analysis - Where Are We Now ?
Environmental Audit
Portfolio Analysis
Impacts on the Product Life Cycle
Marketing Research
Competitor Analysis - The Art of War
Market Segmentation
Choosing Customer Segments
Defining Your Product-Market Structure
Segmenting your Product Market
DAY 2
Differentiating and Positioning the Product
Determining Critical Customer Touch Points
Using Matrices to Differentiate from Competitor Products
Developing a Positioning Statement
Marketing Strategies for Competitive Positions
Product Branding
Dimensions of a Brand Personality
Building a Brand Values Map
Determining Product Insights - 4Ws
Generating a Proposition Statement
Ensuring Success
Optimising the Marketing Mix
Advertising, Promotion and Pricing Strategies
Marketing and Sales working as an Integrated Team
Action Plans Moving Forward