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Gain a better understanding of business-to-business (B2B) marketing and how to make it work more effectively in today’s marketplace … and discover the best practices that
will make you more successful than you’ve ever imagined.
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2006 Training Schedule
Check back for newly scheduled dates, or call customer service at 1-800-258-7246
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Enrollment
Fees & Group Discounts
- Early Bird Discount - Enroll 30 days or more prior to event:
$999 per person! SAVE $200!
- Standard Fee: Enroll less than 30 days prior to the event date:
$1,199 per person.
GROUP DISCOUNTS:
When 3 enroll from your organization, a 4th attends FREE!
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CANCELLATION: If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.
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Program Description
Take a Bigger Bite of Market Share by Mastering the Fundamentals of Profitable B2B Marketing
Finally, here is a cutting-edge seminar that will teach you the techniques, skills, and strategies you need to create winning B2B direct marketing campaigns every time. Drawn from real-world experiences of successful marketing professionals, you will quickly master B2B best practices in just two fast-paced days.
The Basics of B2B Marketing is a highly interactive, thorough, and complete guide to B2B marketing for business professionals everywhere. No matter if you’re new to B2B marketing, have been struggling with finding the secret to B2B marketing success, or just want to refresh your skills, we’ll equip you with the know-how you need to plan, execute, evaluate, and oversee B2B marketing campaigns with complete confidence, and make every penny of your marketing budget count!
Learn What REALLY Works for B2B Marketing
This hands-on and interactive course will immerse you in the heart of what makes B2B marketing one of the most profitable mediums around. You’ll analyze both successful campaigns to see what worked and some projects that were doomed to failure from the get-go. You’ll feel involved from the very first minute of the seminar because we’ve packed these sessions full of skill-building exercises and open discussions. You have our guarantee that you’ll never feel like you’re sitting through a dry lecture for even one minute!
Master Successful B2B Marketing Techniques – In Just Two Days!
Why waste your time doing months of research on your own – or losing precious marketing dollars learning by trial and error on the job – when we’ve done all the work for you? Attend, and you’ll master the techniques for managing any size B2B marketing campaign from its inception … to targeting your audience and getting the right lists … through the creative process that gives form to your ideas … and finally accurately analyzing your results. Don’t let another B2B campaign underachieve ever again! Enroll in this powerful workshop today!
Attend this Intensive Course and You’ll Learn How to …
- Identify the key characteristics of B2B marketing that make it unique
- Build a better brand awareness for your company with your customers
- Distinguish the difference between B2B and B2C direct marketing
- Reach your customers more effectively
- Determine what to test and how often
- Create a sound B2B marketing plan
- Analyze your data better and make sound business decisions based on facts
- Build more profitable customer relationships
- Anticipate acceptable response rates depending on the medium you use
- Create irresistible offers that your customer won’t be able to refuse
- Integrate traditional direct mail marketing into your multimedia mix
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Past Participants Give Rave Reviews For Our Marketing Training
“An enormous amount of information presented in a meaningful way.”
J. Orr
Director of Marketing
“… informative and packed full of useful information and techniques.”
D. Brown
Marketing Project Manager
“Really taught me to see marketing strategies in a new light.”
M. Anastos
Marketing
Who’ll Be There …
Anyone who touches a B2B marketing campaign at any point in the process and who wants the latest information on what makes it click with consumers will benefit from this seminar. Those people include, but are not limited to:
- Marketing managers
- Advertising managers
- Account executives
- Creative directors
- Product managers
- Media buyers
- Web marketers
- List buyers and analysts
- Copywriters
- Graphic designers
- People new to the marketing field
- Veteran marketers looking to refresh their skills
- And more!
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Conference Agenda
I. Fundamentals of B2B Marketing Success
- When you should use B2B marketing – and when you shouldn’t
- B2B vs. B2C
- How and why B2B marketing differs from other marketing practices
- Identifying the key characteristics of B2B marketing that makes it unique
- Why B2B marketing is so effective in building brand loyalty and locking up more customers
II. Planning for B2B Marketing Success
- How to integrate your B2B marketing strategy with your existing sales objectives
- How to build brand awareness through B2B marketing
- Defining and setting objectives for your B2B initiatives
- Should you advertise in trade or consumer publications? Find out here
- Accurately forecast, cost and budget your campaign
- The 5 expectations of B2B marketing campaigns
III. B2B Lists and Database Marketing
- Should you compile your lists on your own or go through a broker? Find out here
- Identifying the characteristics of a high-quality list broker and what they can do for you
- How to develop your own database, where to start, what data to collect and how to organize and retrieve it effectively
- 5 profitable prospecting tips
- Managing and interpreting your customers’ demographic and psychographic data
IV. Offers and Promotions That Generate Sales and Customer Loyalty
- Don’t overlook the small stuff: The effect that payment, terms, price, features, and guarantees have on your offer
- 4 action devices that will spur your customer into action
- Creating practical premiums that will boost your response rates but don’t “cheapen” your product
- Ensuring your offer acts like bait to your customer – and NOT a red herring!
- Solutions for selling something when your offer or product doesn’t have an obvious USP (Unique Selling Position)
V. Writing Compelling and Creative B2B Copy
- The differences between copy for B2B and B2C
- Features vs. benefits – how to focus on the benefits and not merely list your products’ features
- Have you written enough copy? Too much? Here’s how to tell for sure
- Why outstanding advertising copy is usually unacceptable B2B marketing copy
- 5 things you should edit your copy for before it even goes to layout
VI. Secrets of Successful Graphic Design
- What’s the prime directive of B2B marketing design, and why do you need to follow it 100 percent of the time?
- Why the medium you choose to contact your customer with is crucial
- Increasing comprehension and results with type and layout tricks
- How to improve readability – even if you think it’s pretty good already
- Using color more effectively
VII. Perfecting the B2B Mail Package That ALWAYS Gets Opened
- Self-mailer vs. the envelope package – which works best for which situation?
- Surefire envelope teasers that will get your package opened
- How to integrate multimedia into your package
- Letter by itself? Letter with brochure? Brochure alone? What should impact your decision
- The effect of personalized pieces even in a B2B campaign
VIII. Testing and Analysis
- The fundamental rules of testing
- How to determine what you’re going to test and when
- Ensuring your sample size is big enough to give your numbers validity
- Reliability of results and test controls
- How to create ongoing testing programs
Meet Your Trainer
Your trainer will be one of the following experts in this field
Alan Weber
Learn the inside secrets about successful B2B marketing from one man renowned for his B2B and database marketing success!
One of the country’s leading authorities on B2B and database marketing, Alan is author of two highly regarded industry books, and his articles have appeared in direct marketing trade journals such as Target Marketing magazine, DM News and Catalog Age magazine.
As a respected marketing executive, he has been a featured speaker at conferences such as the National Center for Database Marketing Conference/Exhibition and the Business-to-Business Database Marketing Conference. He trains direct marketers throughout North and South America and England, and has conducted sessions for The International Institute of Marketing Research, Henry Stewart Conference Studies, Total Technology Training, various regional direct marketing associations, and has lectured at New York University.
Alan is the founder of Marketing Analytics Group, LLC and enjoys sharing his unique vision and insight with marketing professionals across the country in seminars exactly like this one. He helps participants just like you steer your B2B marketing creative, strategic, and tactical efforts toward success. He packs every seminar he presents with lively and eye-opening discussions that bring life to the subject matter.
Alan will provide you with all the “must-know” B2B information, and he’ll share his expertise and insights into the best practices of marketing excellence. Don’t miss this rare opportunity to learn from one of the industry’s most respected and brightest minds. Enroll today.
*We reserve the right to substitute a trainer of equal quality.
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