Course Modules

Module 1: Foundations of B2B and Trade Marketing

• What makes B2B and trade marketing unique?

• Understanding the B2B buying journey and key stakeholders

• Emotional vs rational drivers in B2B decision-making

• Introduction to trade marketing: Goals, tools, and players

• The importance of marketing-sales alignment

Outcome:Participants will map their B2B customer journey and stakeholder landscape.

Module 2: Value Proposition, Content, and Messaging

• Crafting compelling B2B value propositions

• Messaging for different decision-makers (economic, technical, operational)

• Content strategy: Whitepapers, case studies, demos, and webinars

• Building trust and credibility through content

• Personalization in B2B communications

Outcome:Participants will create a content and messaging matrix aligned to their buyer personas.

Module 3: Trade Marketing and Channel Strategy

• Role of trade marketing in supporting sales and partners

• Working with distributors, retailers, and resellers

• Designing trade promotions, in-store marketing, and co-branded materials

• Planning and executing B2B trade events and exhibitions

• Co-op marketing funds, incentives, and performance tracking

Outcome:Design a trade marketing plan for a product or service including key partner strategies.

Module 4: Digital Tools, CRM, and Lead Generation

• B2B digital marketing tools: LinkedIn, email automation, and retargeting

• CRM and marketing automation platforms (e.g., HubSpot, Salesforce)

• Lead generation, scoring, and nurturing strategies

• Account-Based Marketing (ABM) essentials

• Using analytics to measure success and refine campaigns

Outcome:Participants will build a lead generation campaign using digital and CRM-based strategies.

Module 5: Strategy, Measurement, and Optimization

• Building a B2B/trade marketing plan with SMART objectives

• KPIs: Marketing Qualified Leads (MQLs), cost-per-lead, partner ROI

• Budgeting and allocating resources across B2B and trade programs

• Troubleshooting underperforming campaigns

• Final group project: Presenting a B2B or trade marketing strategy

Outcome:Develop a complete marketing strategy with performance metrics and optimization tactics.