B2B Marketing Begins with Buyer Insights (101) (Half Day) | School of Marketing | ANA

B2B Marketing Begins with Buyer Insights (101) (Half Day)

B2B Marketing Mastery Program 101
(Half Day Workshop)

Workshop Description
During the pandemic, B2B buyers developed a preference for digital marketing and remote sales calls. Now, they expect such interactions to continue – even as their hunger for in-person events grows. Learn to navigate the dynamics of B2B buyers on buying committees – and work with Sales to identify which players can help or hurt your brand.

In this half day workshop, you will learn the foundation of a successful end-to-end B2B marketing strategy:

  • Deliver B2B marketing that meets customers’ expectations. Identify which players can help or hurt you on the way to closing a sale, and how Marketing and Sales need to work together to deliver buyer- and customer-centric marketing.
  • Gain insights into the how and why of buyers’ behavior through buyer persona research. What are buyers doing when they’re offstage, out of sight? Identify each of the steps buyers take on a carefully considered purchase, the dynamics of the buyers’ journey, and the questions buyers seek answers for.
  • Map content to the buyers’ journey. Identify key buyer questions to create the exact content buyers need, in the media they prefer, during each step in the buyers’ journey. Create the content that helps buyers overcome obstacles and objections to advances them through the journey to purchase.

This is the first in a 5-part series, the ANA B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including demand gen, ABM, sales enablement, content marketing, subscription marketing and more.

Who is this workshop for?
The B2B Marketing Mastery curriculum is designed for all levels of marketing staff in B2B and hybrid B2B/B2C companies. Its value is best realized when the entire team delivering marketing participates in the workshops together.

Workshop Benefits
The benefits of attending this workshop include the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • What behaviors to anticipate from B2B buyers and buying committees, and how to prepare for them

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to identify the buyers on a B2B buying committee who can help you, as well as those who seek to block you – so you can focus on marketing activities that win over allies.

This workshop helps attendees improve marketing ROI by teaching them:

  • How to gain actionable insights into the workings of B2B buying committees: how to identify friends and foes, position yourself as a challenger brand, close deals and measure results.

Download the full agenda here


  • George Stenitzer

    George Stenitzer founded Crystal Clear Communications in 2014 to create inventive answers to marketing challenges. The Content Marketing Institute named George Content Marketer of the Year and BtoB magazine twice named him a Best Marketer. George teaches Content Marketing.