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This workshop introduces the core principles that underly effective B2B marketing practice. B2B organisations are increasingly recognising marketing’s role and contribution to achieving their performance targets. This requires specific marketing capabilities and knowledge that combine marketing strategy and tactics to successfully develop and deliver differentiated value propositions.

Who should attend?

Individuals who have direct responsibility for or involvement in the marketing of products and services to businesses. It will appeal to those new to B2B Marketing and those within other functions to understand the key principles that underlie B2B marketing best practice.

Learning outcomes

• Application of the concepts and principles of B2B marketing
• Segmentation of your customers and positioning your organisation
• Understanding your markets and customers
• Managing customer relationship management
• Building a B2B value proposition
• Understanding product, service and channel management
• Developing an integrated B2B marketing mix
• Identifying current developments in B2B marketing
• Understanding the relationship between marketing and sales

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.


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