The environment of the B2B sectors is more complex and dynamic. B2B marketing is specific to its context and its clients. This training in B2B marketing can help participants to adapt its marketing to specific markets and constraints in B2B industry. This course will help participants to: 1. Position marketing actions in the company 2. Acquire marketing methods and tools specific to B2B industry
1. Specificities of B2B marketing * B2B clients: decision system, amount involved, purchasing criteria, and industry value chain * The axes of differentiation in industry and B2B services * The marketing approach applied to industry and B2B services
2. Analysis of B2B markets * The five sources of potential competition in B2B market * Major changes in the environment * The marketing monitoring: identifying the best sources of information
3. B2B marketing strategies * From analysis to strategy: SWOT * Segmentation of industrial market and B2B services * Choice of higher value markets: IAC method * The strategic analysis models focused on B2B
4. Offers in B2B markets * The B2B marketing mix * The concept of aggregate supply and related services. * Profitability ratios B2B
5. Innovation of B2B marketing * From the sale of “goods” in “right to use”: a new type of consumption * Customer experience: a new field of differentiation * The sources of innovation in the life cycle
6. From marketing plan to business action plan * Milestones, process and tools * Specificities of communication B2B * Market access by multichannel
7. The management of customer relationships in B2B * Satisfaction of needs and loyalty over the long term * Synergy-commercial marketing: key moments and tools
8. The key success factors of B2B marketing * Role of B2B Marketing Manager * The 7 winning marketing behaviors
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培训受众:
* 项目销售经理
* 工业品技术管理人员
* Product managers, marketing managers in B2B industry
* Project managers
* Technical or sales managers in B2B industry
课程收益:
1.在针对B2B市场的企业中定位合适的市场行动
2.获得针对B2B行¸的营销方法和工具
课程大纲
1. Position marketing actions in the company
2. Acquire marketing methods and tools specific to B2B industry
1. Specificities of B2B marketing
* B2B clients: decision system, amount involved, purchasing criteria, and industry value chain
* The axes of differentiation in industry and B2B services
* The marketing approach applied to industry and B2B services
2. Analysis of B2B markets
* The five sources of potential competition in B2B market
* Major changes in the environment
* The marketing monitoring: identifying the best sources of information
3. B2B marketing strategies
* From analysis to strategy: SWOT
* Segmentation of industrial market and B2B services
* Choice of higher value markets: IAC method
* The strategic analysis models focused on B2B
4. Offers in B2B markets
* The B2B marketing mix
* The concept of aggregate supply and related services.
* Profitability ratios B2B
5. Innovation of B2B marketing
* From the sale of “goods” in “right to use”: a new type of consumption
* Customer experience: a new field of differentiation
* The sources of innovation in the life cycle
6. From marketing plan to business action plan
* Milestones, process and tools
* Specificities of communication B2B
* Market access by multichannel
7. The management of customer relationships in B2B
* Satisfaction of needs and loyalty over the long term
* Synergy-commercial marketing: key moments and tools
8. The key success factors of B2B marketing
* Role of B2B Marketing Manager
* The 7 winning marketing behaviors
本课程名称： 工业营销（英文授课）B2B Marketing (in English)
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