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