B2B Marketing Begins with Buyer Insights (101) - Virtual

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

This workshop is the first workshop in the “B2B 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 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).

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

Click HERE to register for Align B2B Marketing with Business Needs 201 (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)

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 virtual 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.

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 (10min)
• Buyers' Needs Drive B2B Marketing and Sales (40min)
• BREAK (5min)
• Gain New Insights with Buyer Persona Research (40min)
• Map B2B Buyers' Journey Step by Step (40min)
• BREAK (5min)
• Deliver Content Customers Need at Each Step (30min)
• Closing (10min)