Creating a Marketing Plan
for Business-to-Business

Most B2B markets are very competitive. Profit margins are being eroded and products are becoming increasingly commoditised. If you are in that situation and you want to increase your profit margins, win more customers, and become the preferred supplier to customers, you need to construct a clear marketing plan.

At present, everyone in your company probably has different ideas on how to win and keep customers. That is the cause of the problem. So you have to get everyone to adopt a consistent and integrated approach. You need a clear marketing plan that you and them can understand and follow.

Enroll in this Anderson training course today and learn how to construct a marketing plan that works for your business.

By attending this Anderson training course, delegates will be able to:

• Construct a written marketing plan
• Explain and justify a marketing strategy
• Set clear priorities of who to target and why
• Create an integrated marketing mix
• Specify and support clear value-propositions that justify higher prices
• Direct colleagues in sales, marketing communications, product management, and other departments to implement your plan
• Measure and control the plan

This Anderson training course is particularly valuable for those who wish to adopt a more structured, co-ordinated and consistent approach to marketing and selling their products. For example:

• Marketing directors
• Marketing managers
• Product managers
• Sector managers
• Marketing communications executives
• Sales directors
• Key account managers
• Sales and marketing support teams

• How to write a structured marketing plan
• How to develop the plan
• How to align your plan with the corporate strategy
• Defining the brand principles
• Positioning the brand

• Building relationships with stakeholders
• Scoping the market
• Acquiring market knowledge and insight
• Understanding the market drivers
• Understanding customers, decision-makers and decision-process
• Identifying customers’ challenges, to discover what they value

• Understanding competitors
• Assessing your organisation’s capabilities and limitations
• Measuring market attractiveness and defining strategic options
• Setting marketing objectives
• Creating and describing the marketing strategy
• Integrating marketing strategy and sales strategy
• Defining target groups, assigning priorities and tasks

• How to create differential advantage
• Defining the propositions
• Winning on value not on price
• Creating the right marketing communications mix
• Constructing the right messages and tools
• Aligning the sales activities with marketing

• Supporting intermediaries
• Defining the schedule and responsibilities
• Defining resources and constructing a budget
• Controlling and verifying the plan
• Contingency planning
• How to write the plan

Anderson Certificate of Completion will be provided to delegates who attend and complete the course