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In this course, you will learn:
- Topics Covered In Accelerating B2B Marketing
- Identify the core drivers of key offers in the most significant target markets for your
- organization, leveraging essential B2B marketing concepts to achieve alignment across functions and increase success with dynamic audiences.
- Identify buyers' demands and investigate their decision-making process using journey mapping to create successful audience-centered marketing. Create a framework to meet consumer expectations by defining goals and interactions for each step of their lifecycle. Align campaign goals with specific techniques for prioritized audiences to enhance cross-functional collaboration and business outcomes.
- Investigate how your firm can distinguish between opportunities and leads by adopting a buying-group-centered approach.Create effective measuring tools that accurately reflect marketing's impact on your organization's business goals.
- Topics Covered In Mastering Demand & ABM
- Create a frontline marketing strategy that covers the complete customer lifetime, including all purchasing actions and opportunity categories.
- Using tools like the B2B Revenue Waterfall™, analyze critical stages in the buying cycle to assess audience value and drive revenue growth for the firm.
- Develop strategies, programs, and tactics that generate, sense, and adjust to buying signals in real time to help audiences make decisions as conditions change.
- Optimize customer marketing strategies to increase engagement and revenue through retention, upsell, and cross-sell.
- Optimize always-on digital techniques to fulfill buyers' growing desire for self-service experiences across all purchasing channels, including direct sales and e-commerce.
- Align organizational teams and roles with key demand and ABM competencies and responsibilities.
- Topics Covered In Mastering Portfolio Marketing
- Gain a comprehensive understanding of the competitive landscape and devise a focused plan for short- and long-term portfolio growth.Plan your go-to-market strategy by focusing on your target customer and aligning product, marketing, and sales efforts.
- Capture the crucial buyer insights you need to complete your understanding of your target audience and build engaging buyer experiences.
- Use your deep expertise of your buyers to create effective messaging that guides them from problem discovery to decision and purchase.
- Determine the appropriate roles in your business to empower, what information to provide them with, and develop a method to target your enablement efforts for the maximum impact on buyers.
- Develop a launch strategy that aligns your company’s functions and incorporates proven steps in go-to-market planning so you can maximize business value.
Syllabus:
- Topics Covered In Accelerating B2B Marketing
- Understand The Drivers Of Great B2B Marketing
- Plan For Audience-Centricity
- Architect The Postsale Customer Lifecycle
- Improve B2B Campaigns With The Integrated Approach
- Optimize The Revenue Engine For Growth
- Measure Marketing’s Business Impact
- Topics Covered In Mastering Demand & ABM
- Develop A Lifecycle Revenue Marketing Strategy
- Optimize Lifecycle Revenue Processes
- Plan And Activate Adaptive Programs
- Retain And Grow Existing Customers
- Leverage Digital Marketing Across The Lifecycle
- Modernize Revenue Marketing Teams and Competencies
- Topics Covered In Mastering Portfolio Marketing
- Understand Your Market
- Know Your Buying Audience
- Design Buyer Journeys
- Craft Messaging That Motivates Buyers
- Enable Your Teams And Organization
- Create Your Product Launch Strategy
