Business-to-Business Marketing (B2B)

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Business-to-Business Marketing (B2B) On-Demand     Register    

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It's crucial to recognize the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing. Learn to identify the essential sources of prospect data needed for effective B2B marketing. Gain new skills in creative strategy to develop offers that motivate responses from your business buyers. You'll come away from this course with effective strategies for persuading those hard-to-reach business associates, whether they are the end-user, influencer, or decision-maker.


  • How direct marketing plays in B-to-B
  • Data issues in B-to-B
  • Data hygiene
  • Developing irresistible offers
  • Compelling B-to-B creative
  • Five key principles of B-to-B creative

Approximately 90 minutes - self paced

B-to-B Introduction

  • The Direct Marketer in B-to-B
    • B-to-B Growth
    • Direct Marketer's Value in B-to-B
  • The Direct Marketers B-to-B Toolkit
    • The Target Audience
    • The Offer
    • Creative

B-to-B Data

  • Maintaining the B-to-B Marketing Database
    • 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
  • Prospect Lists
    • How to Reach Your Prospects: Lists, Co-op Databases, and Industry Specialty Sources
    • Internet as a New Source of Valuable Business Data

Data Hygiene

  • The Alarming Decay Rates of Business Data
  • Seven Tactics to Clean Up and Maintain Your B-to-B Data
  • The Benefits of Clean Data

B-to-B Offers

  • The Role of the Offers in B-to-B Marketing
  • Five Steps to Offer Development
  • The Best Offer to Motivate Business Buyers
  • Ways to Enhance Your Offer and Lift Response

B-to-B Creative

  • The Decision-Making Unit
    • How to Segment Creative by Buying Role
  • B-to-B Advertising
    • B-to-B Ads Need Work
    • Questions to Ask Yourself About Creative
  • 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
  • Social Media
  • Case Study: Berendsen Textile, DMA ECHO Award Winner
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Ruth Stevens

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Related Courses
Advanced B2B Demand Generation and Lead Conversion