Principles of B2B Sales and Marketing

Business-to-Business (B2B) sales and marketing are commercial transactions between businesses. B2B sales and marketing practices are critical to drive growth and typically involve engaging with customers who are not only knowledgeable but also have specific needs and requirements as opposed to browsing shoppers. Understanding the B2B customer, the sales and marketing process and the differences between B2B and business-to-consumer (B2C) marketing is essential for any organisation that wants to grow and succeed in today's competitive marketplace. This B2B sales and marketing course explores these concepts in detail.

We begin by examining various types of B2B buyer to help you understand their unique purchasing behaviours. This allows you to create targeted marketing campaigns that resonate with purchasing officers and other professionals. Developing a compelling value proposition that speaks to the needs and ‘pain points’ of your potential customers is essential. Doing so requires smart strategies for developing and maintaining a strong brand in the B2B space. This course thus focuses on key elements that help you create a winning marketing strategy for your unique audience.

The course demonstrates the importance of aligning the sales and marketing teams in collaborative processes, leading to more effective campaigns that generate B2B leads and growth. We show you how to build a comprehensive lead database before effectively qualifying leads and nurturing them through the sales funnel. We provide the sales training you need to ensure that potential customers move through each stage of the sales funnel from awareness to purchase. A solid understanding of these elements equips you with the ability to create a robust B2B lead generation plan that drives growth. Sign up to master B2B sales and marketing.