Marketing Strategy for B2Bs

Registration and Hot Breakfast

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

Defining Your Positioning

Introductions and Agenda Overview

• Tool: Positioning Format

Determining your Target Personas

• Exercise: Where’s Your Bull’s Eye

Unmet Need and the Problem You’re Solving

• Exercise: Beers With Peers

Defining your Competitive Set

• Exercise: What’s your Sandbox

Identifying a Strong Point of Difference

Customer Benefits Ladder

• Exercise: Standing Out From the Crowd

The Reasons to Believe your Point of Difference

• Exercise: No BS

Bridging from Positioning to Messaging and Elevator Pitches

• Tool: Messaging Matrix

Lunch

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

• Exercise: Identifying and assessing B2B-appropriate tactics

How to Approach Budgeting

• Exercise: Determining your rough budget

Metrics Overview

• Tool: Sample Metrics​​