Spring Discounts 25% to 45% Off
Free Lifetime Workshop Updates
Special Pricing, Module 1: regularly $300 now 25% off—$225. Enroll here.
Special Pricing: 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.
Module 1 of this 2-part workshop series is focused around building a foundation of an effective B2B Marketing Strategy to do just that. Module 2 is for those that have completed Module 1, and who want to do one-on-one follow up sessions with the instructor for the purpose of flushing out further the development of their company’s marketing strategy.
Quick Key Take-Aways:
- Leveraging your SWOT results into your Product Strategy.
- Creating a Marcoms Strategy that will incorporate two focuses on, a) new opportunity lead generation; b) sales cycle support and engagement.
- Leveraging your SWOT results into your Strategic Alliance Strategy.
- Creating an effective Industry Trade Press Strategy.
- Insights on how to mine Key Market Trends.
- Creating an effective Sales Enablement Strategy.
- 25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more.
(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 dates and times:
Module 1: B2B Marketing Strategy Development Masterclass–How to Build a Better Marketing Machine.
Tuesday, May 23, 2023 (9:00 AM to 11:00 AM PDT)
Special Pricing, Module 1: regularly $300 now 25% off—$225. Enroll here.
Special Pricing: Modules 1 and 2 regularly $1,200 now 45% off—$660. Enroll here.
Description:
This workshop is focused around building a foundation and key modules of an effective B2B Marketing Strategy.
The output of this course is to give you the insights to build a better marketing machine that will support your sales cycle by improving the probability of a win, which will in the end, support your business growth.
More than 25 worksheets and templates will be provided as part of the workshop material so the participant can use them to build their marketing strategy.
Note there is a follow up One-on-One session available to help review your marketing strategy development using the tools and templates from this course. See Module 2 for a description.
Key Takeaways:
From this workshop you will understand the key fundamentals elements you need to construct an effective Marketing Strategy. The key takeaways will include:
- Understanding and executing a target market analysis.
- Identifying your brand gap and how to close it.
- Leveraging your core competencies with your target market pain.
- Building your thought leadership position.
- Learning a more detailed SWOT analysis and how to relate it to your positioning.
- Creating a more impactful message.
Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:
- Leveraging your SWOT results into your Product Strategy.
- Creating a Marcoms Strategy that will incorporate two focuses on, a) new opportunity lead generation; b) sales cycle support and engagement.
- Leveraging your SWOT results into your Strategic Alliance Strategy.
- Creating an effective Industry Trade Press Strategy.
- Insights on how to mine Key Market Trends.
- Creating an effective Sales Enablement Strategy.
- 25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more
Module 2: How to Build a Better Marketing Machine, Follow on One-on-One Marketing Strategy Development Session–Two 2-Hour Sessions.
Special Pricing: Modules 1 and 2 regularly $1,200 now 45% off—$660. Enroll here.
Description:
For those that have completed the B2B Marketing Strategy Development Masterclass, Module 1, this is as a one-on-one follow up with the instructor, structured as two 2-hour video conference consultation sessions.
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.
Key Takeaways:
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.
Some participants may choose not to complete some of the templates above due to marketplace variances, and we understand. We expect the participant to complete as many as possible and practical for their business and industry situation. The one-on-one sessions must be scheduled within two months of having taken their B2B Marketing Strategy Development workshop.
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.
How to Convince Your Boss Why You Should Take this Class:
This workshop will create or evaluate your marketing strategy so you can Enhance your Marketing Machine so it will deliver:
- More leads.
- Higher quality leads.
- Better support sales by improving the probability of win in your sales cycle opportunities.
- Powerful messaging that is better aligned with your target market needs.
- Ensure synergy with your business strategy.
- Better connection to your marketing tactics.
- Overall increase in your Marketing ROI.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
- 25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.
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?
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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