Join a practical and interactive session which objectively examines the B2B nuances at play globally and in Australia, with helpful comparisons to B2C and reference to relevant marketing theory.
Who should attend
From entry-level marketers to seasoned B2B practitioners (10 years+), the course caters for all levels, with the opportunity to work individually and within small groups to apply the content.
Topics Covered
Account Based Marketing theory & practice
Buyer Group Marketing theory & practice
Growing B2B Brands via Category Entry Points
Analysing B2B campaign types by effectiveness & role
Product Led Growth ‘vs’ Sales Led Growth
Modern Sales, Business Development and Marketing organisational structures & KPIs / benchmarks
Case studies and mini-tasks are peppered throughout the content to enable discussion and debate.
Learning Outcomes
Describe and apply B2B marketing principles, throughout the funnel (both acquisition and retention)
Understand the tension and synergies between Sales, BD and Marketing
Have an objective view of the promises of Product Led Growth models
Walk away with a clear view of any ‘gaps’ and areas to prioritise in your own B2B marketing efforts
