Business-to-business (B2B) marketing is fundamentally different from business-to-consumer (B2C) marketing. It focuses on building meaningful, long-term relationships between organizations, where buying decisions are influenced by logic, return on investment, and operational value. This course is designed to equip professionals with the knowledge and tools to succeed in the complex landscape of B2B marketing across industries.
Unlike consumer marketing, where impulse and emotion often drive sales, B2B marketing emphasizes solution-based selling, multi-stakeholder engagement, and high-value contracts. Participants will explore how to identify and segment business markets, craft compelling value propositions, and build trust with decision-makers at every stage of the buyer journey.
Marketing strategies must align with longer sales cycles, informed procurement processes, and the need for highly tailored communications. This course emphasizes the importance of aligning marketing efforts with business objectives and sales strategies. Participants will explore how to nurture prospects through targeted content, lead scoring, and effective use of marketing automation platforms.
Additionally, the course addresses the growing impact of digital transformation on B2B marketing. It covers the strategic integration of digital tools such as LinkedIn, email marketing, webinars, and SEO to generate quality leads, improve customer engagement, and measure campaign effectiveness through key performance metrics.
By the end of this training, participants will be able to:
• Distinguish the key dynamics that separate B2B marketing from B2C, including buying behavior, decision-making processes, and value communication.
• Identify and segment business markets using relevant frameworks such as firmographics, industry trends, and customer behavior profiles.
• Design persuasive value propositions and tailored messaging that resonate with multiple stakeholders within target organizations.
• Build and manage lead generation campaigns, integrating inbound and outbound techniques to attract high-quality prospects.
• Apply marketing automation tools and CRM platforms to streamline lead nurturing and improve conversion rates.
• Develop and implement account-based marketing strategies to target high-value clients with personalized campaigns.
• Measure campaign effectiveness using performance metrics such as customer acquisition cost (CAC), marketing qualified leads (MQLs), and return on marketing investment (ROMI).
• Strengthen cross-functional collaboration between marketing and sales teams for aligned revenue growth strategies.
Module 1: Fundamentals of B2B Marketing
• Key distinctions between B2B and B2C marketing
• Understanding the B2B buyer’s journey and decision-making process
• Identifying business needs and pain points
• Types of B2B marketing models: vertical, horizontal, and hybrid
Module 2: Market Segmentation and Targeting
• Business market segmentation methods (firmographics, behavior, needs-based)
• Selecting and profiling target segments
• Creating detailed buyer personas for B2B
• Positioning strategies for competitive advantage
Module 3: Value Proposition and Messaging
• Developing compelling B2B value propositions
• Tailoring messaging for multiple stakeholders
• Building trust and credibility through case studies and testimonials
• Storytelling and content frameworks for B2B marketing
Module 4: Lead Generation and Nurturing Strategies
• Effective B2B lead generation tactics (email, events, digital channels)
• Creating lead magnets and gated content
• Using marketing automation for lead scoring and nurturing
• Aligning marketing and sales teams for lead hand-off
Module 5: Digital and Content Marketing for B2B
• Leveraging platforms like LinkedIn, SEO, and PPC for outreach
• Webinars, whitepapers, and reports as engagement tools
• Implementing content calendars and editorial planning
• Analytics and KPIs for measuring digital performance
Module 6: Account-Based Marketing (ABM) and Relationship Management
• Understanding the principles of ABM
• Targeting high-value accounts with tailored campaigns
• Coordinating personalized marketing and sales strategies
• Building long-term client relationships and loyalty programs
Module 7: Measuring Success and Optimizing Performance
• Setting and tracking marketing KPIs (MQLs, CPL, CAC, ROI)
• Using CRM and analytics tools for campaign reporting
• Conducting A/B testing and conversion optimization
• Creating a feedback loop for continuous improvement
• Marketing professionals transitioning into B2B environments
• Business development and sales executives
• Entrepreneurs and startup founders in the B2B space
• Marketing consultants and strategists
• Product managers looking to improve go-to-market strategy
• Corporate communication specialists
• Professionals involved in client acquisition and relationship management
Venue: Kenya
Duration: Open
Date: Open
