Marketing Strategy for B2Bs - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
3/1/2018 8:30 AM - 3/1/2018 5:00 PM
Register before 1/30/2018 11:59 PM for early registration fee
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Countless hours and dollars are wasted when companies are reactive about their marketing instead of proactive. B2B companies can be especially susceptible because they tend to be more sales-driven organizations with marketing playing more of a supporting role.

In this hands-on session you will learn how to approach your company’s B2B marketing more strategically. We’ll start at the beginning and ground ourselves by developing or refining your value proposition/positioning statement.

​​​​​We’ll then use that as a springboard to develop a marketing plan that makes sense for your organization’s objectives, capabilities and budget. We’ll address research techniques to gather insights and strengthen your positioning and plan.  Additionally, we'll also tackle budgeting and establishing metrics. ​​
Learn
  • Participants will learn how to think more strategically about reaching their B2B customers. 
  • Five key things you need to talk clearly and succinctly about your company
  • Simple guidelines for refining and tightening existing value propositions
  • How to align your marketing and sales messaging
  • Tools to help identify how your company is differentiated in a way that is relevant to your potential customers
  • Understand the difference between strategies and tactics and how to tie them back to overall company objectives
  • How to think through the best tactics for your business needs
  • Develop a marketing calendar
  • Refine your existing marketing plan to be more strategic
Takeaways
  • Develop a positioning statement for your company or product
  • Create a strategic marketing plan for your company or product
  • Learn how to bridge from a positioning statement to marketing messaging
  • Establish metrics for your marketing tactics
  • Determining the best approach for your company’s marketing calendar

Past Attendees Say:





Instructor:

President, Argentum Strategy Group

Susan Silver is a marketing expert with almost 30 years of experience working with businesses ranging from those in the Fortune 100 to pre-revenue startups. Her company, Argentum Strategy Group, provides strategic marketing assistance to small and mid-sized B2B and B2C companies.

Prior to founding Argentum, Susan held positions in sales at Procter & Gamble, market research at Westvaco, and marketing, general management, and P&L leadership at Kraft Foods. 

The Marketing Coach for the New Venture Challenge at the University of Chicago’s Booth School of Business, Susan has also been a guest lecturer at Kellogg and Chicago Booth, as well as a mentor for Techstars, Future Founders, and the Polsky Center. Susan graduated cum laude from Duke University and earned her MBA from Northwestern University’s Kellogg School of Management.

Who Should Attend
B2B marketers who want to be more strategic about how they approach their marketing messaging, spending and execution. 

Why Attend
If you are a B2B marketer who is looking for tools to help your organization be more proactive and strategic about how you go to market, this course is for you.  You’ll leave this hands-on session with a positioning statement and marketing plan you can take back to your team for their input and any further refinement.  

Marketing Strategy for B2Bs Agenda


8:00 to 8:30am Registration and Continental Breakfast
8:30 am to 5:00pm Program (includes lunch, morning and afternoon breaks) 

Morning – 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
Afternoon – 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​

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$873.00

$698.00

   

Training Series Location 

One Prudential Plaza - AMA Support Center​
www.ama.org 
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels​
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago for additional city information.

ADA 
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 Live Experience Team, 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 association@towertravel.com.

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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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