Building an effective B2B brand

Date and time
Monday, 21 February 2022
10.00 - 12.00


Creating an appealing brand for your organisation is the key to attracting valuable customers. Join this workshop to discover why it is such a precious marketing asset and how you can develop your own B2B brand.

This workshop is part of Enscite, which is a partnership between the University of Derby and Aston University. The programme is funded by the European Regional Development Fund (ERDF).

What is the workshop about?

This workshop introduces key concepts, tools and insights to maximise your organisations most precious marketing asset - its brand. The session outlines how to define and apply best practice in B2B brand management, and uses case studies from the aerospace, rail and automobile sectors to highlight best practice and provoke your thinking.  Steps in how to build and maintain a meaningful and healthy brand are provided covering both external brand positioning and the importance of communicating the brand internally.

What will I learn?

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 underlie B2B marketing best practices 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.

What does it cost to attend?

The workshop is part of our Enscite programme which is funded by the European Regional Development Fund (ERDF). This means the workshop is fully funded and offered without any cost to your organisation.

Is my organisation eligible to participate?

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

Meet your speaker

The workshop will be led by Richard Mayer, who has been actively involved in marketing training and education for over 25 years. Richard has worked for a range of clients both in the UK and internationally including Microsoft, Michelin, Ford, Jaguar Landrover, JCB, Airbus, Aczo Nobel and Sony. His main interest lies in improving professional marketing standards with a focus on marketing strategy, marketing planning and execution, B2B marketing, brand management and marketing communication.

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 

Find out more

The workshop will take place on 28 January 2022 between 10am and 12pm.

Book your place on B2B Marketing Planning and Strategy

What is this webinar about?

This webinar will outline the principles of good copywriting and content creation, its importance and some of the common pitfalls. Different types of content creation will be identified and you will be provided with a checklist of best-practice tips. Learn the strategies and techniques that copywriters use, and find out how they adapt their copy and content for different audiences to maximise reach and create meaningful engagement.

What will I learn?

  • Why content marketing is important and its key benefits
  • Understanding the different types of content and when to use
  • The importance of storytelling
  • Essential rules that good copywriters follow
  • Common mistakes to avoid
  • Techniques to make copy and content more relevant and persuasive
  • Creating and adapting copy for different media or channels

Find out more

The workshop will take place on 7 March 2022 between 10am and 12pm.

Book your place on Writing copy and content creation for B2B

Book your place

To book your place on Building an effective B2B brand or to find out more, please complete the form below.

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