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Marketing Strategy for B2Bs

Chicago, IL

Thursday, April 25

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 12:00 pm

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
12:00 pm - 1:00 pm

Lunch

1:00 pm - 5:00 pm

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​​