B2B Marketing Strategy

Defining Your Positioning

Introductions and agenda overview

• Tool: Positioning Format

Determining your target

• Tool: Where’s Your Bull’s Eye

Unmet needs and the problem you’re solving

• Exercise: Beers With Peers

Defining your competitive set

Identifying a strong point of difference

• Exercise: Standing Out From the Crowd

The Reasons to Believe Your Point of Difference

Developing Your Marketing Plan

Setting your plan objectives

• Tool: Planning Worksheet

Marketing strategies for B2Bs

• Exercise: Determining Key Strategies

The wonderful world of B2B tactics

• Group Exercise: Identifying and Assessing B2B-Appropriate Tactics

How to approach budgeting

Metrics overview

• Tool: Sample Metrics