Business to Business Marketing: Planning and Strategy

Date and time
Friday, 28 January 2022
10.00 - 12.00


You will be introduced to the core principles that underly effective business to business (B2B) marketing practice. The session is specifically tailored to organisations supplying the aerospace, automobile and rail sectors and addresses the unique challenges which may arise.

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?

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?

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.

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.

Further B2B marketing workshops

This workshop is part of a series of B2B marketing sessions, specifically tailored to organisations supplying the aerospace, automobile and rail sectors. 

What is this workshop about?

This session outlines the process, insight and techniques required to develop powerful value propositions that meet your customers changing expectations during these challenging times. You will learn what a value proposition is, how it differs from a unique selling point (USP) and why you need a strong value proposition for your organisation. You will also be introduced to the latest tools and frameworks to create your proposition.

The webinar will highlight how an integrated approach in the creation, development and communication of the value proposition can be achieved between product/service/solution development and marketing. Examples from the aerospace, rail and automobile sectors will be introduced to highlight best practice.

What will I learn?

  • Understand the difference between your USP and your value proposition.
  • How to use value proposition development frameworks/tools
  • Understanding customer sources of value
  • How to develop a value proposition based on customer insight
  • Testing the strength of your value proposition
  • How to communicate your value proposition across digital and traditional marketing channels

Find out more

The workshop will take place on 11 February 2022 between 10am and 12pm.

Book your place on Developing your unique selling point and selling B2B

What is this webinar about?

This webinar 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?

  • What is a B2B brand and the benefits of branding in a B2B context
  • Developing the brand strategy and brand positioning
  • How to create brand differentiation and distinctiveness in the B2B marketplace
  • Brand identity, brand image and brand personality: The essential elements of identification
  • The importance of brand experience
  • Employer branding: the benefits of a strong employer brand/brand champion/brand ambassador
  • How to proactively manage your brand reputation

Find out more

The workshop will take place on 21 February 2022 between 10am and 12pm. 

Book your place on Building an effective B2B brand

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

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