Essentials of B2B Marketing - 2017 - New Orleans, LA

Renaissance New Orleans Pere Marquette French Quarter Area Hotel
817 Common Street, New Orleans, LA 70112
2/8/2017 8:30 AM - 2/9/2017 4:00 PM
Register before 1/12/2017 12:00 AM for early registration fee

Essentials of B2B Marketing​

The B2B marketing landscape is rapidly changing to reflect changes in the overall marketing mix. Professional development and skill-building are critical to keep you relevant and effective. AMA’s Essentials in B2B Marketing provides insights into the B2B marketing realm, what it is, and its functions – both short term and long term strategies and tactics for improving your performance. 



Walking through strategy, planning, research, marketing communications, selling, lead generation and conversion, and measurement, this inter-active participatory session is designed so attendees can answer this key question: “How do I support the sales department to achieve its sales goals?” In many small to medium sized B2B companies marketing is viewed as a sales support function – its role is to help sales achieve its goals. Only when this is accomplished can marketing demonstrate its true value to the enterprise, and justify the resources entrusted to it. Therefore, the focus for this Essentials in B2B Marketing deals more with lead generation, lead qualification, sales support materials, events and trade shows, promotions, sales conversion tracking and measurement – tactics that are short term in nature.


  • Understand why B2B marketing is important, and how it’s different
    • Vis-à-vis B2C
    • Vis-à-vis sales
  • Articulate the functions of marketing
    • What marketing is: its key roles (4Ps)
      • ​Seeing the Future (Trends)
      • ​New product/service development and launch
      • ​Demand generation/Branding
      • ​Sales support/teamwork
      • ​Pricing
  • Apply Value Disciplines
  • Act as internal communicators and facilitators for key stakeholder groups and segments
  • Identify and overcome barriers to implementation
  • Develop a roadmap for putting “lessons learned” into practice
    • Use the Action Planning process
    • ​Generate ‘takeaways’ that can be used right away
  • Measure and report on revenues created or grown

See the Full Agenda>>​


  • Folks newly assigned to the marketing function in a B2B firm but who have a non-marketing background (often from engineering, operations, sales, supply chain, etc.)
  • Those that have communications, sales, social media, PR, design backgrounds and desire a better understanding of marketing.
  • Marketing professionals who want a refresher course and an overview of current marketing practices.
  • ​​​This session will be of benefit for product and service firms, for profit or not-for-profit firms, as well as firms engaged in supply chain activities.

Ron Strauss
Founder, Brandzone

Ron Strauss brings fresh ideas to marketing and branding. Hundreds of executives have benefited from his insights into how to rediscover the power and magic of their corporate, product/service and personal brands. Ron founded Brandzone in 2002. Marketing campaigns Ron led for clients Siemens, Schlumberger, Land O’ Lakes, Mobil et al are featured in textbooks and magazines – and have won CLIO, One Show and AMY awards. He created the AMA’s two-day national training seminar “Essentials in B2B Marketing” and presents “Essentials in Brand Practice & Measurement,” as well.

Essentials of B2B Marketing - Cancellation Policy
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after January 25, 2017. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email​

Essentials of B2B Marketing - Schedule


Day One

8:00 a.m. - 8:30 a.m.  Registration and Continental 
8:30 a.m. – 5:00 p.m. Program (includes lunch and morning/afternoon breaks)

What business-to-business (B2B) marketing is and is not
  • Demand generation versus demand conversion
How B2B Marketing works – A strategic overview
  • Relationship to Business Plan
What you need to know in B2B marketing:

  • Strategy (In the best of all worlds...what does success look like?)
    • SWOT (External and Internal)
    • Segmentation & Positioning
      • ​​Discipline of Market Leaders framework
  • Your Brand

Applied Exercise #1/Breakouts

  • Planning (What has to happen to get there/barriers/neutralizers?)
    • 4 Core Questions and The Grid
    • Where are the biggest ‘sales gaps?’
  • Action Plans

Applied Exercise #2/Breakouts

5:00 p.m. End of Day One

Day Two

8:00 a.m. – 8:30 a.m. Continental 
8:30 a.m. – 4:00 p.m. Program (includes lunch and morning/afternoon breaks)

​​Review of Day One

What you need to know in B2B Marketing (continued):

  • Research
    • Primary (Quantitative and Qualitative)
    • Secondary (Information resources)
  • Pricing (Value-based versus Cost-based)

Integrated Marketing Communications (Demand Generation) vis-à-vis promotions

  • Brand Franchise Building vs. Non-BFB activities
  • Web Content Management (WCM)
    • Blogs (content curation, SEO, landing pages, intra/extranets, social media (listening)
    • Effective sales support materials
    • Media mix, creative
    • Events (Trade shows, conferences)
Applied Exercise #3/Breakouts

Selling (Demand Conversion)
  • Lead generation (Inbound & Outbound)
  • Lead qualification and scoring
  • Lead conversion
  • Lost order/won-lost surveys
  • CRM, CLV, Loyalty, Sat vs. Dis-sat
Applied Exercise #4/Breakouts

Lessons Learned

4:00 p.m. - Adjourn


Registration is not available at this time.

Training Series Location 

Renaissance New Orleans Pere Marquette French Quarter Area Hotel
817 Common Street
New Orleans, Louisiana 70112 
Telephone: +1.504.525.1111

Room Rates:
$175.00 Single/Double Occupancy plus tax 
Hotel room rates are subject to applicable state and local taxes (currently 15% plus $1.00 per room, per night, city occupancy fee) in effect at the time of check-in, as well as a New Orleans Convention & Visitors’ Bureau assessment of 1.75% of each room rate, per room per night. 
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call Marriott Reservations at +1.877.622.3056 and ask for the American Marketing Association Essentials of B2B room block. The cut-off date for reservations is January 16, 2017. After January 16, 2017, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made within 72 hours of arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Area Attractions, Events and Tourism
Please visit the New Orleans Convention and Visitors Bureau for additional city information.

Hotel Features, Services & Accommodations
Please visit Renaissance New Orleans Pere Marquette French Quarter Area Hotel for a full list of services & features. 

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

Tower Travel Management
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Area Airport
Louis Armstrong New Orleans International Airport (MSY)
Hotel direction: 13 miles
Driving directions:
Turn left onto US-61 S/Airline Dr. Take the I-10 E ramp to US-90 BUS/Westbank. Keep left at the fork and merge onto I-10 E. Continue onto US-90 BUS W. Take the US-90 E/S Claiborne Ave exit toward Superdome. Continue on the ramp and merge onto US-90 E/S Claiborne Ave. Turn right onto Tulane Ave. Take the 3rd right onto Loyola Ave. Turn left onto Gravier St. Turn left onto Carondelet St. Take the 1st left onto Common St. Destination will be on the right.

Taxi Cabs
Taxis are readily available at the Louis Armstrong New Orleans International Airport. Rates are approximately $33.00 one-way (rates are subject to change without notice).

Parking at the Hotel
Valet parking is available at the hotel for $42.56 per day (subject to change without notice). 

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