Best practices in B2B Marketing

Establishing and managing a strategic marketing

function in a complex B2B environment

Large global organisations with multiple product groups and stakeholders are the most challenging environment for marketers. Seemingly, large budgets and a strong brand only masks the difficulties and realities marketing practitioners face in a complex environment with conflicting KPIs, silo-thinking and cultural differences. This course will take you on an inspiring journey through the highs and lows of establishing a strategic services marketing function in a B2B solution sales setting. Practical examples and lessons learned will illustrate how to set up and manage a marketing function to achieve the impossible: the alignment of corporate and local, short and long-term, quantitative and qualitative objectives that elevate marketing from an operational lead generator to a strategic business driver.

Key takeaways:

• Adopt different B2B marketing models at different business planning cycles.

• Align marketing plans and budgets with corporate and stakeholders’ objectives.

• Create winning value propositions for out- and in-bound B2B marketing.

• Perform effective market research and trend analysis in a B2B marketing setting.

• Explore B2B marketing execution pit-falls and how to avoid them.

• Bridge the marketing and sales delivery gaps by instilling sales discipline.

Course details: Title: Best practices in B2B Marketing Date: 11 October 2017, Wednesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: PARKROYAL Kuala Lumpur, Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia Course fee: USD 599 per person (on or before 11 September 2017) USD 799 per person (after 11 September 2017) To register, please contact Jessy Koh at jessyk@marketing-interactive.com or at +65 6423 0329. * Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, visit http://www.lighthousemedia.com.sg/Events/hrdf-instructions.pdf

About the trainers:

Thomas Martin CEO and lead consultant Forward Intelligence Group

Thomas Martin is the CEO of Forward Intelligence Group and a thought leader in foresight, strategy, innovation, sales, marketing, and execution. His passion is to help organizations succeed in complex and globalizing environments. His personal research focus lies on technology, the fourth industrial revolution and the future of work. During his more than 20 years as a consultant, Mr. Martin has helped multi-national companies including Absa, ABN-Amro, AXA, Barclays, BMW, Daimler, Fiat, LTU, MetService, and T-Systems to develop and refine their strategies, processes and technology working in the US, Europe, Africa and Asia. As a manager and entrepreneur, he started and managed several business units and functions with revenues up to USD162m in the consulting and IT industry working for A.T. Kearney, Capgemini and Microsoft that created new revenue streams, increased profitability and grew customer loyalty. Recent engagements of Mr. Martin include an Asian market entry strategy for a public service company in New Zealand, innovation workshops for a large bank, an innovation Process & KPI market study for an oil & gas company and trend research for big data, autonomous vehicles, and the aviation, media and shipping industries. He holds a MBA from European Business School in Germany with majors in strategic planning and organization, is a PMP-certified project manager and member of the World Future and several IEEE Societies.

Who should attend: Senior management, sales and marketing heads, business development leads and business owners from business-to-business (B2B) brands who want to a improve their B2B marketing processes and redefine their approaches to build demand, nurture leads, grow opportunities, engage prospects in the buying cycle, and retain customers.

COURSE OUTLINE

08.45 Registration

09.00

B2B marketing model overview: connecting strategy with wins

• Position and role of marketing in the different planning cycles

• Identification of stakeholders

• Out- and in-bound marketing

Case study: marketing stakeholders Market research: understanding internal and external stakeholder objectives, positions and plans

• Positioning marketing as thought-leader

• Overview of competitor, customers & trend analysis

• Integration of market information in marketing plans

10.30 Break

11.00

Business planning and marketing: positioning marketing as a strategic business driver

• Dealing with conflicting targets

• Understanding the end-to-end enterprise marketing and sales-cycle

• Integrating with budget & revenue and capacity planning Case study: high-visibility relationship marketing with CIO round-tables B2B marketing execution framework: paving the road to success

• Defining marketing processes

• Planning resources & teaming

• Setting rules & SLAs

12.30 Lunch

14.00

The marketing plan: teaming up for success

• Budget & capacity planning across functions and geographies

• Planning marketing objectives, engines & themes, campaigns & events

• Agile marketing planning

Case study: projectization of marketing execution Marketing execution pit-falls: know what to look out for

• Orchestrating marketing, sales and delivery roles on a global, regional and local level

• Bridging the marketing/sales/delivery gaps

• Ensuring follow-up

15.30 Break

16.00

Working with sales: herd cats

• Working with sales excellence & sales managers

• Working with account managers & solution sellers

• Instilling sales discipline for marketing Case study: the role of marketing in creating a winning value proposition Outlook: the future of marketing in a digitized world on its way into the fourth industrial revolution

17.00 End