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Quest Training

B2B Marketing Strategy Training Course

Equips marketers to reach business buyers, strengthen positioning, generate qualified leads and address the multi-stakeholder decisions typical of B2B buying.

MKT · Marketing & Marketing StrategyAll Levels#2783ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Marketing & Marketing Strategy

Course Overview

The B2B Marketing Strategy Training Course develops the capabilities required to design and implement marketing strategies that attract business customers, strengthen market positioning, generate qualified leads, and support sustainable revenue growth. It focuses on the distinctive characteristics of business-to-business marketing, where purchasing decisions often involve multiple stakeholders, longer sales cycles, detailed evaluations, and strong emphasis on commercial value and long-term relationships. Participants explore business market segmentation, ideal customer profiling, account targeting, value proposition development, competitive positioning, and demand generation. The course examines how organizations identify high-potential business segments, understand organizational buying behaviour, and align marketing activities with the needs of decision-makers, technical evaluators, procurement teams, and senior executives. The programme also addresses account-based marketing (ABM), content strategy, digital marketing, lead generation, marketing and sales alignment, and customer relationship development. Participants learn how to coordinate marketing activities throughout the B2B buying journey, nurture prospects over extended decision-making periods, and use relevant content and communication channels to build credibility and influence purchasing decisions. Through practical exercises and business scenarios, participants develop a structured B2B marketing strategy that connects target accounts, market positioning, campaign planning, lead management, marketing budgets, and performance measurement. The emphasis is on creating commercially focused marketing programmes that improve lead quality, strengthen sales effectiveness, increase customer retention, and generate measurable business outcomes.

Learning Objectives

  • Analyse B2B market structures, industry dynamics, and organizational buying behaviour.
  • Identify and prioritize business market segments based on commercial potential and strategic fit.
  • Develop ideal customer profiles (ICPs) and buyer personas for key decision-makers and stakeholders.
  • Formulate differentiated value propositions that address business customers' operational and commercial priorities.
  • Design B2B marketing strategies aligned with organizational objectives, sales targets, and market opportunities.
  • Apply account-based marketing (ABM) principles to target and engage high-value business accounts.
  • Develop integrated demand generation and lead acquisition programmes across relevant marketing channels.
  • Create content strategies that support different stages of the B2B buying journey.
  • Align marketing and sales processes to improve lead qualification, conversion, and pipeline development.
  • Establish lead scoring, nurturing, and handover processes that support sales effectiveness.
  • Define marketing performance indicators to measure pipeline contribution, acquisition costs, and commercial returns.
  • Develop an actionable B2B marketing plan with defined budgets, responsibilities, implementation milestones, and evaluation mechanisms.

Who Should Attend

This course is designed for professionals responsible for marketing business products and services, developing corporate accounts, generating qualified leads, and supporting commercial growth in B2B environments. It is particularly suitable for organizations selling complex solutions, professional services, industrial products, technology, consulting, and other offerings that require structured business-to-business engagement. Suitable participants include: B2B marketing managers and marketing directors. Business development managers and corporate sales leaders. Demand generation and lead generation specialists. Account-based marketing managers and strategic account professionals. Product marketing managers serving business markets. Digital marketing and marketing communications professionals. Sales operations and marketing operations specialists. Customer relationship and key account managers. Commercial planning and market development professionals. Business owners and executives responsible for B2B growth strategies.

Learning Outcomes

  • Analyse B2B market characteristics, competitive conditions, and organizational purchasing processes.
  • Identify attractive business segments and prioritize accounts based on potential value and strategic relevance.
  • Develop ideal customer profiles and stakeholder personas to guide targeting and engagement.
  • Create differentiated value propositions aligned with business customer needs and decision criteria.
  • Design integrated B2B marketing strategies that support awareness, demand generation, and revenue growth.
  • Apply account-based marketing techniques to engage high-value target organizations.
  • Select appropriate digital, content, event-based, and direct marketing channels for business audiences.
  • Develop content and communication plans tailored to different stages of the B2B buying journey.
  • Establish lead qualification, scoring, nurturing, and sales handover processes.
  • Improve coordination between marketing and sales to strengthen pipeline quality and conversion.
  • Evaluate marketing effectiveness using relevant performance indicators and commercial metrics.
  • Prepare a practical B2B marketing strategy with an implementation roadmap, budget, and performance review framework.

Course Outline

Day 1

B2B Marketing Foundations and Business Market Analysis

  • Understanding B2B marketing and its differences from business-to-consumer (B2C) marketing.
  • The relationship between B2B marketing strategy, sales performance, and organizational growth.
  • Characteristics of business markets, including derived demand, professional purchasing, and complex buying decisions.
  • Analysing industry structures, market trends, competitive forces, and commercial opportunities.
  • Evaluating market attractiveness using size, growth potential, profitability, and competitive intensity.
  • Understanding organizational buying behaviour and the business purchasing decision-making process.
  • Identifying decision-makers, technical evaluators, procurement teams, influencers, and budget holders.
  • Analysing customer business challenges, operational requirements, and strategic priorities.
  • Applying SWOT and PESTLE analysis to evaluate market conditions and organizational positioning.
  • Conducting competitor analysis and identifying opportunities for differentiation.
  • Using customer interviews, sales records, market intelligence, and industry research to support planning.
  • Translating market analysis into B2B marketing priorities and strategic opportunities.
  • Practical Exercise: Conduct a B2B market analysis for a selected product or service, identifying attractive industry segments, customer business challenges, key decision-makers, competitors, and potential opportunities for growth.
Day 2

B2B Segmentation, Ideal Customer Profiles, and Value Proposition Development

  • Segmenting business markets by industry, organization size, geography, operational needs, and purchasing characteristics.
  • Evaluating market segments according to strategic fit, revenue potential, accessibility, and sales complexity.
  • Developing ideal customer profiles (ICPs) based on organizational characteristics and business needs.
  • Creating buyer personas for executive decision-makers, technical evaluators, procurement professionals, and other stakeholders.
  • Mapping buying committees and understanding the priorities of different participants in purchasing decisions.
  • Identifying customer pain points, business risks, desired outcomes, and purchasing motivations.
  • Developing value propositions linked to operational efficiency, cost optimization, productivity, compliance, or revenue growth.
  • Translating technical product or service features into measurable business benefits.
  • Establishing competitive positioning and identifying differentiators that matter to business customers.
  • Developing industry-specific messaging and tailored value propositions for priority accounts.
  • Assessing customer fit and prioritizing target organizations according to strategic value.
  • Aligning marketing messages with the needs and expectations of each stakeholder group.
  • Practical Exercise: Develop an ideal customer profile, stakeholder personas, and a differentiated value proposition for a selected B2B offering, supported by an account prioritization model and tailored messaging.
Day 3

B2B Demand Generation, Content Strategy, and Channel Management

  • Designing demand generation strategies that support business growth and sales pipeline development.
  • Understanding the B2B buying journey from initial awareness to evaluation, approval, and purchase.
  • Selecting marketing channels according to target audience behaviour, industry practices, and campaign objectives.
  • Developing B2B content strategies, including industry articles, case studies, white papers, webinars, and technical resources.
  • Using educational content to address business challenges and support informed purchasing decisions.
  • Applying search engine optimization (SEO) and paid search to improve visibility among business audiences.
  • Leveraging LinkedIn, email marketing, industry events, webinars, and professional networks for business engagement.
  • Designing integrated campaigns that coordinate content, digital channels, events, and direct outreach.
  • Applying account-based marketing (ABM) to engage selected high-value organizations.
  • Personalizing campaigns for different industries, account tiers, and stakeholder groups.
  • Developing lead magnets, landing pages, and calls to action that support qualified lead generation.
  • Establishing campaign schedules, responsibilities, and content distribution plans.
  • Evaluating channel effectiveness and adjusting the marketing mix based on campaign results.
  • Practical Exercise: Design a B2B demand generation campaign for a defined target segment, including campaign objectives, content assets, channel selection, account targeting, lead capture mechanisms, and a delivery schedule.
Day 4

Lead Management, Marketing and Sales Alignment, and Pipeline Development

  • Defining marketing-qualified leads (MQLs) and sales-qualified leads (SQLs) according to agreed business criteria.
  • Developing lead qualification frameworks based on organizational fit, business needs, purchasing authority, and buying readiness.
  • Applying lead scoring models using engagement, firmographic, behavioural, and intent-related indicators.
  • Designing lead nurturing programmes for extended B2B decision-making cycles.
  • Developing email sequences, follow-up content, and engagement plans for prospects at different buying stages.
  • Establishing clear lead handover procedures and response-time expectations between marketing and sales.
  • Aligning marketing and sales teams around target accounts, qualification criteria, revenue objectives, and pipeline priorities.
  • Using customer relationship management (CRM) systems to track interactions, lead progression, and account engagement.
  • Managing the transition from marketing engagement to sales conversations and opportunity development.
  • Identifying reasons for lead rejection, low conversion, and stalled opportunities.
  • Improving collaboration through shared performance indicators, reporting routines, and regular pipeline reviews.
  • Applying customer feedback and sales insights to refine targeting, messaging, and campaign design.
  • Practical Exercise: Build a B2B lead management framework that defines lead qualification criteria, scoring rules, nurturing activities, sales handover procedures, and performance indicators for tracking progression from initial engagement to sales opportunity.
Day 5

B2B Marketing Performance, Budgeting, and Strategic Implementation

  • Developing a B2B marketing plan aligned with business objectives and sales growth priorities.
  • Translating marketing strategy into campaigns, account programmes, activities, and implementation milestones.
  • Preparing marketing budgets and allocating resources according to expected commercial value.
  • Establishing key performance indicators (KPIs) for reach, engagement, qualified leads, conversion, and pipeline contribution.
  • Measuring customer acquisition cost (CAC), cost per qualified lead, marketing-sourced pipeline, and return on marketing investment (ROMI).
  • Evaluating campaign performance across channels, industries, account segments, and buying stages.
  • Assessing the quality of marketing-generated opportunities and their contribution to revenue.
  • Using dashboards and CRM reports to monitor account engagement, lead progression, and pipeline performance.
  • Forecasting marketing contribution to sales targets and identifying potential performance gaps.
  • Conducting campaign reviews and applying lessons learned to future marketing activities.
  • Managing budget adjustments, resource constraints, and changes in market priorities.
  • Establishing reporting and governance procedures to maintain accountability and execution discipline.
  • Preparing a strategic roadmap for continuous optimization and long-term B2B marketing improvement.
  • Practical Exercise: Develop a complete B2B marketing plan for a selected organization, including target segments, ideal customer profiles, value propositions, demand generation campaigns, lead management processes, budget allocation, KPIs, implementation milestones, and performance review procedures.

Upcoming Dates

Selected date

Istanbul · 16 – 20 Aug 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
ParisScheduled
9 – 13 Nov 2026€5,700—
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RiyadhScheduled
9 – 13 Nov 2026€4,200—
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RomeScheduled
16 – 20 Nov 2026€5,800—
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ViennaScheduled
23 – 27 Nov 2026€5,700€5,130until 2 Nov
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AbujaScheduled
30 Nov – 4 Dec 2026€5,100€4,590until 9 Nov
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AccraScheduled
7 – 11 Dec 2026€5,100€4,590until 16 Nov
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AmmanScheduled
13 – 17 Dec 2026€3,100€2,790until 23 Nov
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AmsterdamScheduled
21 – 25 Dec 2026€5,400€4,860until 30 Nov
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BakuScheduled
28 Dec 2026 – 1 Jan 2027€4,800€4,320until 7 Dec
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BarcelonaScheduled
28 Dec 2026 – 1 Jan 2027€5,400€4,860until 7 Dec
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CairoScheduled
4 – 8 Jan 2027€3,300€2,970until 14 Dec
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Cape TownScheduled
11 – 15 Jan 2027€5,100€4,590until 21 Dec
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CasablancaScheduled
18 – 22 Jan 2027€4,300€3,870until 28 Dec
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DammamScheduled
25 – 29 Jan 2027€4,200€3,780until 4 Jan
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DohaScheduled
1 – 5 Feb 2027€4,400€3,960until 11 Jan
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DubaiScheduled
7 – 11 Feb 2027€4,400€3,960until 18 Jan
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GenevaScheduled
15 – 19 Feb 2027€6,300€5,670until 25 Jan
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IstanbulScheduled
15 – 19 Feb 2027€4,700€4,230until 25 Jan
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JeddahScheduled
21 – 25 Feb 2027€4,200€3,780until 1 Feb
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KigaliScheduled
1 – 5 Mar 2027€5,100€4,590until 8 Feb
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Kuala LumpurScheduled
8 – 12 Mar 2027€4,400€3,960until 15 Feb
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LisbonScheduled
15 – 19 Mar 2027€5,400€4,860until 22 Feb
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LondonScheduled
22 – 26 Mar 2027€5,600€5,040until 1 Mar
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MadinahScheduled
29 Mar – 2 Apr 2027€4,200€3,780until 8 Mar
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MadridScheduled
29 Mar – 2 Apr 2027€5,400€4,860until 8 Mar
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MakkahScheduled
5 – 9 Apr 2027€4,200€3,780until 15 Mar
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ManamaScheduled
12 – 16 Apr 2027€4,700€4,230until 22 Mar
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MilanScheduled
19 – 23 Apr 2027€6,000€5,400until 29 Mar
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MuscatScheduled
26 – 30 Apr 2027€5,300€4,770until 5 Apr
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OnlineScheduled
2 – 6 May 2027€1,700€1,530until 12 Apr
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IstanbulScheduled
16 – 20 Aug 2027€4,700€4,230until 26 Jul
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Available in: Istanbul · Dubai · London · Riyadh · Doha · Amsterdam

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