A Beginner’s Guide to B2B Marketing
A Beginner’s Guide to B2B Marketing
What you’ll learn
Skills you’ll gain
Having a solid understanding of how B2B marketing operates ensures that you can create a marketing plan built on fundamentals that incorporate current technology and interpersonal communication. In this course, Fallon Chattaway, a long-time marketing expert, teaches you best practices, optimization strategies, technology tips, and the importance of research to help you achieve a well-rounded understanding of today’s marketing landscape. She touches on current trends and how they can be used to reach new audiences, and how they relate to the business world. Finally, she'll break down how reporting and dashboards can be built to tell the full funnel and customer journey story. You’ll be confident that marketing efforts are being tracked in a manner that makes optimization easier to determine. After this course, you'll have a deeper understanding as to why some marketing tactics work and others fall flat – with this knowledge, you'll be able to successfully create marketing campaigns that bring results.
Syllabus
Download syllabus-
1
B2B vs B2C A full foundation of marketing can guide creativity, strategy, and ultimately success. 2m
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2
Roles within B2B Knowing which tools are needed for the job ensures organization and a true scope of possibilities. 4m
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3
B2B is not Incorrectly assuming certain creative outlets can't exist in B2B marketing limits the chance to connect with the people you want to build brand trust with. 3m
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Inbound vs outbound Inbound and outbound traffic and channels are vital components to creating a well-developed campaign that can generate revenue. 2m
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2
Developing campaigns Campaigns are the backbone of marketing programming. 2m
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3
Choosing inbound channels But where do leads come from? 2m
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4
Importance of outbound channels Outbound efforts are the other arm to a fully functional B2B body and will often be the hand that holds your leads all the way to a closed won deal. 2m
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5
Personas and buying groups Leads are humans too, and understanding the difference between marketing to a company versus marketing to people at a company is essential. 2m
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Incorporating personalization While most people will see many marketing messages every day, personalized marketing is the most effective at breaking through the noise. 2m
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Funnel stages Your buyers are all at different points in their journey. After this lesson, you will be able to recognize the funnel stages and how to plan for each. 3m
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8
Effective content planning Whether part of an evergreen brand strategy or a singular B2B marketing campaign, content planning is vital to provide value to leads. 3m
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9
Common KPIs Measuring your success in a B2B marketing campaign is crucial to reaching business objectives. 3m
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Marketing automation Harnessing the power of marketing automation allows marketers to function at scale. 3m
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2
Ops and application connections Marketing automation platforms don't always work alone. 2m
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Maintaining compliance Data management is incredibly important and at the top of the list for risks when evaluating digital marketing products. 3m
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4
Building a reporting structure Building a reporting structure that tells a story is how you show true success. 3m
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Guerilla and experiential Keeping human to human experiences top of mind will leave a lasting impression on your audience. 3m
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2
Influencer marketing Influencer marketing lets you harness the power of infinite audience reach. 2m
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3
Artificial intelligence Artificial Intelligence (AI) may seem difficult to grasp, but it allows growth to occur faster than ever thought possible. 2m
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Do the research The biggest mistake you can make in marketing is not doing enough research. 3m
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2
Learn from examples Reinventing the B2B marketing wheel is unlikely. 3m
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3
Offer lifetime value Turning leads to conversions is only a short-term goal. 3m
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4
Integrate thought leadership Thought leadership is the B2B vehicle that will allow your brand to appeal to more people. 3m
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5
Make data driven decisions In time, you will need to change and optimize what you currently have running because your audience will need something more. 2m
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1
Never stop learning Thank you for watching this course! 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Fallon Chattaway
Fallon is a B2B marketer with twelve years of experience working with startups to fortune 100 companies in a variety of industries. She has a Master of Science in Marketing from Florida International University and a BA in Mass Communication. She has consulted and conducted MarTech implementations and is always a champion for integrated systems and centralized reporting. Fallon is also a speaker in the Salesforce ecosystem for personalization in marketing. "Leads are People Too" is her catchphrase and using a human-centered approach to marketing has allowed her to help companies grow their brands exponentially.
Fallon Chattaway
Digital Marketing Expert and Speaker
Accreditations
Link to awards
How GoSkills helped Chris
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