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Marketing Strategy for B2Bs

Chicago, IL

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.


Early Bird (Before 03/26/19)Standard Price
AMA Member$698$798

“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. 


  • 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


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

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, Silver held positions in sales at Procter & Gamble, market research at Westvaco, and marketing, general management, and P&L leadership at Kraft Foods. 
Silver 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.

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.


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. 



Ready to be more strategic in reaching your customers?