Align B2B Marketing with Business Needs (201) - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the second workshop in the “B2B Marketing Mastery Program,” a five-part virtual workshop series designed to give you a broad exposure to all facets and levels of B2B Marketing. To achieve mastery in this topic we encourage you to register for all five workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the five-part series (B2B Marketing Mastery Program 101, 201, 301, 401, and 501), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop and attend all five workshops in sequential order (there are no substitutions of past or future workshops).

Click HERE to register for B2B Marketing Begins with Buyer Insights 101 (2:00 to 5:00 p.m. EDT, Tuesday, 01/21)

Register below for Align B2B Marketing with Business Needs 301 (2:00 to 5:00 p.m. EDT, Thursday, 01/23)

Click HERE to register for B2B Marketing Playbook: Demand Generation, Content Marketing and Subscription Marketing 301 (2:00 to 5:00 p.m. EDT, Tuesday, 01/28)

Click HERE to register for B2B Marketing Playbook: Sales Enablement, Employee Ambassadors and Account-based Marketing (ABM) 401 (2:00 to 5:00 p.m. EDT, Thursday, 01/30)

Click HERE to register for B2B Marketing Playbook: Differentiate Your Brand and Deliver Consistent Customer Experiences 501 (2:00 to 5:00 p.m. EDT, Tuesday, 02/04)

One of the toughest challenges that B2B marketers face is organizational fit. Other departments often don’t understand what Marketing does inside its silo; neither do executives. When Marketing, Sales, the C-suite and subject matter experts (SMEs) get aligned, it clears your path to success for B2B marketing.

To demonstrate the alignment of marketing with the needs of the business, utilize this workshop to co-create your marketing strategy on one page. Start with business objectives and goals – then build a set of marketing strategies and metrics that align with identified business needs. By inviting others to participate in strategy, you gain deep buy-in and foster a wider understanding of Marketing’s key role.

In this virtual half-day workshop, you will learn how to align a successful B2B marketing strategy with the overall business goals, to help drive marketing success:

• Align Marketing across the organization. Build a big tent and engage all your key decision-makers to co-create your marketing foundation. Foster a culture that supports marketing’s focus on driving growth.
• Frame a one-page marketing strategy. Focus on metrics that enable Marketing performance to improve over time and highlight how Marketing contributes to profitable growth.
• Create a clear, consistent, compelling marketing message to differentiate your brand. Your message must quickly answer buyers’ key question -- what’s in it for me (WIIFM)? – by establishing your value proposition and giving buyers three reasons to believe. Learn to use a simple visual tool called a Message Map to create a 7-second message that hooks your audience.

This is the second 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.

Pre-requisite: Participants must complete Level 101 of the ANA’s B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Target Audience
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.

Download the full benefits here

• Setting the Stage (5min)
• Align Marketing with Business Needs to Build Buy-In (35min)
• B2B Marketing (25min)
• BREAK (5min)
• B2B Marketing Strategy (30min)
• B2B Marketing Metrics (30min)
• BREAK (5min)
• Hook Your Audience in 7 Seconds with Your Message (45min)
• Questions and Conclusion, Closing (5min)