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.
Pricing
| Early Bird (Before 03/26/19) | Standard Price | |
| AMA Member | $698 | $798 |
| Non-Member | $873 | $973 |
“Susan was an excellent instructor. She broke the information down in a way that was very easy to absorb and retain. She also had us use our own companies for the live work, which made it easier to understand how the information applies to our job.”
Past Attendee
Interview With the Instructor
What to Expect
You’ll learn how to think more strategically about reaching your B2B customers and learn the five key things you need to talk clearly and succinctly about your company.
Objectives
- Learn simple guidelines for refining and tightening existing value propositions including insight into aligning your marketing and sales messaging.
- Understand the difference between strategies and tactics and how to tie them back to overall company objectives.
- Get equipped with the tools to help identify how your company is unique in a way that is relevant to your potential customers.
- Develop a positioning statement and create a marketing plan for your company or product
- Establish metrics for measuring your marketing tactics
Breakfast, lunch and breaks are provided each day of the event.
AMA Event Policies
Thursday, April 25
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.
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
Susan Silver
President, Argentum Strategy Group
Training Series Location
AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000
The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.
Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)
Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)
Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)
Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 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: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)
Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL 60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount
Walking Distance to AMA Support Center (15 minutes)
Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)
Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)
Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)
Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 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: 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 Support Center, 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.