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In most B2B companies, product managers are now responsible for the success of their products and solutions in the market. To achieve this you have to understand the market, develop a product strategy, and construct a product marketing plan. On this course, we will show you how to apply best practice, develop logical product plans for your product portfolio and persuade others to implement your plan in the market. We will introduce you to new tools and techniques, provide you with product marketing guides and templates and present case studies of successful B2B organisations.

Day 1: How to build a B2B product marketing strategy

Day 2: How to build and implement a B2B product marketing plan

Who should attend?

This course has been designed for B2B product managers who are responsible for managing, and marketing, their portfolio of products and solutions.

Learning outcomes

  • Develop a B2B product marketing strategy and plan, for a portfolio of products and solutions
  • Understand the market and be able to use that knowledge to develop and justify your plan
  • Set product marketing objectives based on market knowledge and insight
  • Design an illustrated ‘Go to Market Strategy’ for your products
  • Articulate exactly which decision-makers and stakeholders should be targeted and why
  • Construct a clear B2B product marketing mix
  • Define specific strategies for each of the products in your B2B product portfolio
  • Establish the pricing strategy for your products to ensure that your profit margin is protected
  • Understand how to communicate your B2B products in the market
  • Control your B2B plan using the right metrics

Course Dates

Start Date Duration Location
12 Dec 2023 2d Virtual
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Course Director

Cole Hanrahan

Cole is a leading expert in product management and has developed and mentored product management teams for major global organisations for many years. He has enabled clients to achieve very substantial improvements leading to increased profits and higher market share. His approach is to bring real examples to show how the topics covered on his courses have worked successfully in practice. This empowers attendees to create workable improvements that can be applied successfully when they take the learning back to their real work environment.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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