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B2B Marketing Essentials

January 1, 2019 @ 8:00 am - 5:00 pm

B2B Marketing Training Topics

5 Full Day Program

Instructor: S. Sahin Tulga

This training will cover essential B2B Marketing topics such as gathering of marketing data and how to use them strategically, while providing key information on different aspects of B2B Marketing.

Course Coverage


Day 1


– Marketing Introduction, Benefits and Types


Market Analysis and Strategic Data

  • Market Research Methods and Tools
    • Environmental Analysis – Analysis of the Main Players in the sector
      • Competition (Existing and Potential)
      • Suppliers
      • Alternatives
      • Complements
      • Influences
      • Customers (Properties, Likes/Preferences etc.)
      • Non-Sector Players (Government, NGO’s, Activists etc.)
    • Sector Size Analysis
    • Product and Production Process Analysis
    • Product Life Cycle Analysis
    • Sector Value Curve Analysis
    • Sector Customer Consumption Cycle and Pain Analysis
    • Industry Specific Facts
    • Sector PESTEL Analysis(Sectoral Trends)
    • BCG Market Growth – Market Share Matrix Analysis (for the Company’s Product Portfolio)
    • Institution/Department/Product Competitive Advantage Status
    • Institution/Department/Product SWOT Analysis
  • Finding Gaps in the Market


Day 2


Marketing Strategy Development

  • Identifying Market Targets
    • Country and Regions of Activity
    • Target Customer Groups
    • Target Product Groups
  • Value – Price Positions
  • Primary Values Offered to Target Customers
  • Types of Access to Target Customers (Pre-Sales, Sales and After Sales)
  • Relationship Types of Target Customers
  • Pricing
  • Case to be claimed
  • Examples of Sectoral Applications
  • Case Study


Day 3


– Marketing Communication

  • Storytelling in Marketing Communication
  • Marketing Communication Approaches
    • Niche and Collective Marketing Communication
    • Traditional Marketing Communication
    • Digital Marketing Communication
    • Marketing Communication to Create Customer Loyalty (Müşterilerde Bağlılık Yaratmaya Dayalı Pazarlama İletişimi)
    • Sensory Marketing Communication
    • Relationship Based Marketing Communication
    • B2B, B2C, B2B2C Marketing Communication Approaches
  • Branding and Marketing Investment
    • Brand Concept & Essentials
    • Brand Positioning
    • Branding and/or Rebranding
    • Return on Marketing Investment (ROMI)
  • Integrated Marketing Communication
    • Direct Marketing Communication
    • Traditional Offline Marketing Communication
    • Digital Transformation and Marketing
      • Technological Developments (Internet of Things, Artificial Intelligence, 3D Printers etc.)
      • New Questions to be Answered about Customers through Digitalization
      • Outbound and Inbound Marketing
      • Content Marketing, Content Planning and Production
      • E-Mail Marketing (E-Bulletins)
      • Social Media Marketing: Strategy, Interaction and Communication
      • Sales in Social Platforms
      • Reputation Management
      • Search Engine Optimization (SEO) and Search Engine Based Advertising (SEM)
      • Remarketing
      • Website Design Trends
      • Mobile Compatibility
  • Viral Marketing
    • Viral Pazarlama
    • Reference Marketing
    • Marketing with Influencers
    • Case Study


Day 4


– Data Use and Management in Marketing

  • Marketing and Information Technologies
  • Data Sources
  • Customer Data Collection and Deduplication
  • Small and Big Data Usage
  • Creating Customer Profiles
  • CRM Systems
  • Data Based Decision Making
  • Examples of Sectoral Applications
  • Case Study


– Measuring Success in Marketing

  • Conventional and Digital Marketing Metrics
  • Marketing Campaign Measurement Approaches
  • Funnel Approach on E-Commerce Sites


Day 5


– Marketing and Sales Cycle

  • Cycle Steps
  • Cycle Activities
  • Strategic Marketing Activities
  • Strategic Marketing Competencies
  • Examples of Sectoral Applications
  • Case Study
  • Summary