Business-to-Business Marketing (B2B)
Course Overview
You’ll gain new skills in data acquisition and maintenance, offer development, and creative strategy. You’ll also learn how to reach and persuade those hard-to-reach business associates, whether they are the end-user, influencer, or decision-maker.
Course Content
Recognize key differences between business-to-business and business-to-consumer marketing. Identify essential sources of customer and prospect information needed for effective B-to-B marketing and develop offers to motivate your busy business buyers to respond.
How direct marketing plays in B-to-B
- Database management, segmentation and analysis
- Lead generation, fulfillment and qualification
- Ecommerce and mail order
- Customer retention and loyalty
Data issues in B-to-B
- Data sources: Where business marketers get customer information
- Essential B-to-B data fields you should have in your database
- How B-to-B data is structured: The company comes first
- Data append: How to purchase the key data elements you need
- Data discovery: Filling in the holes in your customer records
- How to reach your prospects: Lists, coop databases and industry specialty sources
- The Internet as a new source of valuable business data
Data hygiene
- The alarming decay rates of business data
- 3 steps to clean up and maintain your B-to-B data
- The benefits of clean data
Developing irresistible offers
- The role of the offer in B-to-B marketing
- Why an offer is essential to your success
- 5 steps to offer development
- The best offer to motivate business buyers
- Checklist of proven B-to-B offers
- 7 ways to enhance your offer and lift response
Compelling B-to-B creative
- Case study: Berendsen Textile, DMA Echo Award Winner
- The decision-making unit
- How to segment creative by buying role
- Checklist: the best B-to-B message platforms
5 key principles of B-to-B creative
- Get inside the mind of your target audience
- Stress benefits, versus features
- Drive the offer
- Design for clarity, over beauty
- Use a personal, me-to-you tone
- Case examples and applications
