Business to Business Marketing, Planning and Strategy

Host: University of Derby

Location: Online - Webinar

Cost: FREE


Thursday, 20th May 2021 at 10:00am - 12:00pm

What is the workshop about?

Small to medium-size businesses are increasingly recognising the role and contribution of marketing in achieving their performance targets. This webinar introduces the core principles that underly effective B2B marketing practice.

What will I learn?

  • The role of marketing in a business-to-business context.
  • Responding to the changing customer buying journey.
  • Understanding the customer decision making unit.
  • Developing customer personas.
  • Importance and implications of developing an account-based marketing approach.
  • B2B market segmentation.
  • Developments in online (digital) and offline marketing communications 

Who should attend?

Individuals who have direct responsibility for, or involvement in the marketing of products and services to businesses. The workshop will appeal to those with experience in their role but lack any formal marketing training and equally to those newly appointed to the marketing function.

The session will help those within other functions to understand the key principles that underly B2B marketing best practice and enable them to contribute more effectively in support of the marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

Is my organisation eligible to participate?

To participate, you must work for an organisation that meets the following funding criteria:

  • Part of the automotive, aerospace or rail sector supply chains (not however part of the financial services sector)
  • Based in Derbyshire or Nottinghamshire
  • Fewer than 250 employees
  • No more than 25 per cent owned by a large company (i.e. a company that is not an SME)
  • Turnover of less than 50 million euros and/or annual balance sheet less than 49 million euros
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