Is a lack of B2B marketing knowledge causing your organisation to have to sell on price, and preventing you from growing your business?
Many B2B companies have no idea of what B2B marketing is. They confuse it with selling, or advertising, and as a result they are unable to adopt a strategic approach that builds their business. Instead, they end up competing on price, which reduces their margins; and their products become commoditized.
You can change that, by attending this unique Coventry Academy online training course, which will empower you to position your company correctly in your markets and compete on value, not on price.
Quais são os objectivos?
By the end of this Coventry Academy online training course you should be able to:
Use Marketing More Effectively
Overcome Price-focused Competition
Win New Customers
Build Stronger Relationships with Existing Customers
Define Marketing Actions and Give Clear Direction to Others
A quem se destina este curso de formação?
This Coventry Academy online training course is suitable to a wide range of professionals but will greatly benefit:
Leaders who Need Use B2B Marketing Effectively
Senior Managers Who Have the Success Their Company in the Market
Non-marketing Managers who Need to Understand B2B Marketing
Executives who Want to Know How to Apply B2B Marketing
Sales Managers Who Need to Improve Their Performance with More-effective Marketing
People Recently Placed into a B2B Marketing Role
Descrição do curso
Day One: What Marketing is and How to Apply it?
How B2B marketing differs from consumer marketing
From product and sales-focused to market-focused
Key principles that underpin B2B marketing
Twenty tips for successful B2B marketing
Building relationships to win preference
Getting buy-in from colleagues
Day Two: You Need a Process and a Plan to Succeed in the Market
Aligning marketing, business strategy and brand
The marketing process and structure
Understanding the market, customers and competitors
Identifying the real customer needs
Identifying and prioritising the key success factors
Constructing the B2B marketing plan
Day Three: Establishing Marketing Goals and How to Achieve Them
Clarifying marketing objectives
Developing a clear B2B marketing strategy
Prioritising people to target and the purpose
Constructing an integrated B2B marketing mix
Integrating the mix to deliver superior value
Getting others to contribute and support it
Day Four: How to Innovate and Manage Products and Solutions through the Life-cycle and Price them Correctly?
Applying the product life-cycle concept
Managing the B2B product portfolio
New product development and screening
Creating superior B2B value-propositions
Proving value and overcoming competitors’ prices
Using price and defining pricing strategy
Understanding cost-plus, break-even and contribution pricing
Day Five: Using Marketing Communications, Distributors and Service in the Marketing Mix
Essential guidance on applying marketing communications
Combining communications tools and messages effectively
Marketing to, and through, distributors
How to offer service and charge for it
Integrating the sales function with marketing
Measuring marketing outcomes and applying control
Creating and justifying the marketing budget
O certificado
A Coventry Academy e-Certificate will be provided to delegates who attend and complete the online training course