B2B Marketing Foundations

Explore tactics and strategies to help you market your services and products to other business more effectively. In this course, Dina Shapiro covers the essentials of business-to-business (B2B) marketing, providing you with what you need to know to create relevant, impactful marketing for B2B brands. Dina explains what defines B2B marketing, and how it differs from consumer marketing. She covers how to set objectives, avoid mistakes, and benchmark your efforts against your competition. Dina shares how to research and better understand your marketplace and competitors, as well as how to develop a winning marketing strategy—providing specific tactics you can implement immediately. To wrap up the course, she discusses the importance of measuring your efforts, and the benefits of using a CRM system.

Topics include:

  • Learning the role of a B2B marketer
  • Maximizing the relationship between B2B marketers and sales
  • Setting objectives
  • Writing different types of objectives
  • Benchmarking against objectives
  • Identifying your competition
  • Anticipating future trends
  • Developing a marketing strategy
  • Developing buyer personas
  • Writing an insightful creative brief
  • Measuring and optimizing

Course Timeline:

B2B Marketing Foundations Welcome

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B2B using exercise files

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Defining business business B2B marketing

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Understanding how B2B marketing has evolved

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Learning the role of a B2B marketer

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Maximizing relationship between B2B marketers sales

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Understanding the importance of objectives

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Writing the different types of objectives

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Knowing which mistakes to avoid

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Benchmarking against objectives

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Understanding your category

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Identifying your competition

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Anticipating future trends

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Determining how to compete in your category

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Understanding why writing a marketing strategy is important

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Learning specific B2B elements in a marketing strategy

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Developing buyer personas

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Writing a creative brief

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Developing tactics

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Understanding the importance of customer relationship management (CRM)

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Measuring and optimizing

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Understanding the era of human-to-human (H2H) marketing

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B2B Marketing Foundations Next steps

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