DMAnc.org Online Certification Workshops
Special Fall Discounts
Free Lifetime Workshop Updates
Special Pricing: Module 2 regularly $900 now 52% off—$435. Enroll here.
Special Series Pricing: both Modules 1 and 2, regularly $1,200 now 45% off—$660. Enroll here.
Introduction:
If you are not eating your competitor’s lunch, they are probably eating yours. You either need to be hunting or you will be hunted. By putting an impactful and effective Marketing Strategy in place that supports your business strategy, you will drive your business’s top line growth and improve your market position as a leader with your target market. This workshop is focused around building a foundation and key modules of an effective B2B Marketing Strategy to do just that.
(Can’t attend the live workshop? No problem. All workshops are recorded, and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)
Workshop Date and Time:
Module 2: Covers how to build a better marketing machine specifically for your business.
Scheduled individually with the instructor, Mike Hornby.
Special Pricing: Module 2 regularly $900 now 52% off—$435. Enroll here.
Special Series Pricing: both Modules 1 and 2, regularly $1,200 now 45% off—$660. Enroll here.
Description:
For those that have completed the B2B Marketing Strategy Development Workshop, this is as a one-on-one follow up with the instructor, structured as two 2-hour video conference consultation sessions.
More than 25 worksheets and templates from Module 1 will be completed and reviewed as part of the one-on-one workshop material so the participant can use them to build their marketing strategy.
Key Takeaways
The focus will be to review an individual company’s templates completed from the first B2B Marketing Strategy Development workshop and then give feedback with the purpose of flushing out further the development of the marketing strategy. The participant will need to choose one product/business line to focus on. As a prerequisite to doing these one-on-one sessions, the participant will have completed as many of the templates listed below as possible and practical before scheduling the meetings with the instructor. The instructor and the participant will review the completed templates together, and the instructor will challenge/ask more questions to make sure the answers truly addressed the questions. This will give the advantage of an outside peer review vetting the process before socializing documents within your company.
How to Convince Your Boss Why You Should Take This Workshop:
This workshop will create or evaluate your marketing strategy so you can enhance your Marketing Machine that will deliver:
- More leads.
- Higher quality leads.
- Better support for sales by improving the probability of a win in your sales cycle opportunities.
- Powerful messaging that is better aligned with your target market needs.
- Ensure synergy with your business strategy.
- Better connected to your marketing tactics.
- Overall increase in your Marketing ROI.
The Presentations:
The focus will be to review an individual company’s templates completed from the first B2B Marketing Strategy Development workshop and then give feedback with the purpose of flushing out further the development of the marketing strategy. The participant will need to choose one product/business line to focus on. As a prerequisite to doing these one-on-one sessions, the participant will have completed as many of the templates listed below as possible and practical before scheduling the meetings with the instructor. The instructor and the participant will review the completed templates together, and the instructor will challenge/ask more questions to make sure the answers truly addressed the questions. This will give the advantage of an outside peer review vetting the process before socializing documents within your company.
Download Material:
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation.
A majority of the following templates should be completed prior to scheduling the one-on-one meetings with the instructor. Then they will be reviewed, discussed and evaluated in the live discussions.
- Business purpose worksheet.
- Target market analysis worksheet.
- Brand gap worksheet.
- Core competency worksheet.
- Thought leadership worksheet.
- Competitive analysis capabilities worksheet.
- SWOT worksheet.
- Strengths worksheet.
- Weaknesses worksheet.
- Opportunities worksheet.
- Threats worksheet.
- Impact messaging worksheet.
- Connecting pain to value worksheet.
- Thought leadership campaign worksheet.
- Product strategy UVP worksheet.
- Product strategy Weaknesses worksheet.
- Product strategy Opportunities worksheet.
- Product strategy Threats worksheet.
- Product strategy Market Trends worksheet.
- Marcoms strategy Lead-Gen worksheet.
- Marcoms strategy ABM worksheet.
- Strategic alliances strategy worksheet.
- Industry press strategy worksheet.
- Macro Market trends worksheet.
- Micro Market trends worksheet.
- Sales enablement worksheet.
- Executive outreach prep questions check list: 1, 2, 3, 4, 5.
- Marcoms strategy Executive outreach worksheet.
Who is the course for?
Who will benefit from this one-on-one session
Participants from Module 1 who completed a majority of the templates listed above and who want an expert outside opinion and perspective on them before circulating them in the company or proceeding with the strategy into the marketplace. These will be business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.
The Presenter:
MICHAEL HORNBY
Chief Marketing Officer
Orion Marketing Group
For over 30 years, Michael has been part of senior management teams with organizations that have ranged in size from start-ups to multi-billion dollar B2B technology focused companies in Telecoms, Medical Instrumentation, Industrial, Security, Location Intelligence and Defense. His main focus has always been on facilitating and leading market strategy for business top-line growth and building teams that have met and exceeded their sales & marketing targets. In his last position as Director of Market Strategy and Marketing, Mike was responsible for working with 13 business units over 15 locations across the globe, facilitating the development of their market and product strategies. He led marketing strategy workshops with each of those business units. Other areas of focus have been marketing communications, product marketing, product management, engineering management, direct sales and channel management along with business development. Mike has been a guest speaker at Algonquin College and Ottawa University sharing with business students insights into marketing strategy and planning. He also was a member of the Ottawa TecExec Association where he was a regular speaker and part of the organization committee. Mike worked with Invest Ottawa and advised young entrepreneurs with their start-up initiatives. He graduated with a Bachelor of Commerce degree Honors at Carleton University, Ottawa, Canada.
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