Intensive Seminar B2B Marketing

The basic framework of B2B markets are constantly changing and have become increasingly dynamic in recent decades. A systematic focus on the needs of markets and customers forms the basis of successful strategic market cultivation. In this three-day B2B marketing seminar, you’ll discover and discuss the latest insights and developments in B2B marketing.

Our compact B2B seminar is designed to fit in with your professional commitments and features lecturers from the world of research and practice. It provides an application-oriented overview of B2B marketing and specific insights, and fresh impetus for marketing and sales in your companies. During this step-by-step seminar, you will come to understand what successful B2B customer management involves and learn how to lay the foundations for services and investment product marketing to secure a lasting competitive advantage. The intensive seminar on B2B marketing at the University of St. Gallen also provides scope and space to discuss and develop your ideas with experienced lecturers and other participants. You will benefit from the opportunity to exchange ideas with elite leaders from various sectors and join the University of St. Gallen (HSG) network.

Upon successful completion of the course, you will receive a certificate from the University of St.Gallen. You can also count this intensive seminar as a CAS Sales Management or CAS Marketing Management courses module.

Course Goals

In this compact, three-day seminar, you will explore the characteristic features and requirements of business-to-business (B2B) marketing and sales and learn how to elevate yourself about your competitors. The course focuses on the following topics:

• Sound specialist and methodological competencies in the marketing of services and industrial goods
• Develop the potential of your B2B activities by applying what you learn directly in your company
• Establish your company as a successful supplier and differentiate your company with customer-focused services
• Equip yourself with practical tools that support the systematic analysis and implementation of methods to market complex products

Program

Day 1: Strategic B2B Marketing (Services and Industrial Goods Marketing)

• Build a strategic B2B business: B2B marketing is different from exploiting your B2B business.
• Ensure long-term success in B2B business: Learn the relevant needs of your economically attractive customer groups.
• Professionalize sales and customer management: Achieve successful customer management through sound and professional customer segmentation and situational management of marketing and sales.

Day 2: B2B Marketing Analytics, Social Selling, CRM, Predictive Analytics and Trade Show, Event and Digital Content Marketing.

• Optimize Account-based Marketing: Identify potential new key accounts and learn strategies to engage them as customers. Digitize Lead Management: Learn targeted methods for acquiring new customers, evaluating and prioritizing leads, and finding the right tool for your B2B business.
• Introduce B2B marketing analytics: Create a comprehensive database by efficiently using state-of-the-art CRM tools and maximize your cross-selling and up-selling through personalized B2B marketing.
• Professionalize Trade Show, Event and Digital Content Marketing: Learn about the current challenges of digital trade show and event marketing in B2B business and create strategies to overcome them. In parallel, adapt your digital content marketing strategy specific to your B2B environment and develop concrete marketing and sales measures for your company, in which you meet the demands of personal contact and digital media.

Day 3: Buying Center Marketing, B2B Value Selling, B2B High-Performance Marketing

• Consciously live Buying Center Marketing: Systematically identify your stakeholders in the buying center and evaluate their information needs. Create concrete buyer personas for your own company while still in the seminar and receive feedback from our experts.
• Promote B2B communication strategically: Learn how to build trust and establish a common language with your customers through proven communication approaches in B2B.
• Customer Centricity in B2B companies: Know the levers for living Customer Centricity and apply them to your own company in the B2B environment.
• Achieve B2B High-Performance Marketing: Learn about and apply the concept of Service-Dominant Logic. In the seminar, you will discuss and optimize your company examples with experts and experienced participants.

Lecturers

The lecturers on this B2B marketing course include teaching staff at the University of St.Gallen and well-known figures with proven practical experience. The University of St. Gallen is world-renowned for its pioneering research and unique practical approach.