Business to Business Marketing Training Course


2 days – the course is delivered mainly through lecture, group and case discussion

Who Should Attend

New to mid - level marketing representatives and managers as well as sales managers, sales representatives and other company employees who impact or interact with the marketing function.


Upon completion, participants will receive a Certificate of Completion from The Performance Management Academy.





The Business-to-Business market is the community in which companies market and sells to other businesses, governments, institutions, etc. – and represents a leading component of the domestic economy. This popular seminar prepares your organization for the unique marketing needs in the B2B environment. This course covers products categories varying from “industrial” goods through large/complex custom-designed products through to “near-consumer” products (such as office supplies, etc) and even commodities. The course examines how the marketer can deliver sustainable competitive advantage in this environment.

Course Summary:

The course delivers an understanding of the theory and practice of business marketing while recognizing the complexities of marketing within this arena. The course reviews the unique challenges of derived demand and of dealing with the business buyer. Different products and their applications warrant unique selling styles and Business to Business Marketing reviews the unique handling of segmentation strategies, targeting and position that are required. Importantly, the course explores the various types of communication and sales strategies, including personal selling strategies, that are required to win in this marketplace.

Course Outline and Key Topic Areas include:

•    The Unique Nature of B2B Marketing, Customers and Derived Demand
•    Understanding Business Buyer Behaviour and Motivation
•    Business Buying Process
•    Unique B2B Customer Segmentation Strategies
•    Target Market Selection and Positioning
•    Channel Relationships, Conflicts and Options,
•    Integrated Marketing Communication and Promotional Strategies
•    Sales Management
•    Pricing Strategy, Delivering Value and Avoiding Commoditization
•    Unique Marketing Challenges and Opportunities in the B2B Sphere
•    Product Management and Branding Strategy
•    Marketing Strategy Implementation

How You Will Benefit:

•    Learn the key marketing aspects and marketing solutions that will impact your business
•    Develop skills and strategies to create sustainable competitive advantage
•    Understand the unique challenges of marketing to customers who may not be the end-users
•    Develop a business-to-business marketing plan and secure corporate alignment
•    Learn to identify the key members of the buying organization and how to impact their decision making
•    Identify, secure and promote long-term, profitable customer relationships
•    Utilize business-to-business promotional tools such as trade shows, direct mail, sales promotions, etc
•    Learn the unique handling of business-to-business segmentation
•    Lean to segment your opportunities, target your market and position your business
•    Evaluate your competitors (e.g. SWOT Analysis) and develop strategies to maximize market share
•    Identify options for your go-to-market strategy including sales and channel options while reducing channel conflict
•    Learn how to create an integrated marketing communications plan


"Having Performance Management Academy work with our team was the best decision we could make. Together, we learned the importance of being a good manager – armed with useful information, practical tools and a common language to bring forward as we work to improve the quality of our interactions with one another and our staff. Our facilitator was very skilled and took every opportunity to take our comments and questions about present day situations in our work place, and put them in the context of the useful information we were learning through the course. It was interesting, engaging, and allowed us a whole new perspective on why, as managers, “how” we do something is just as important as “what” we do. I would recommend this workshop to any organization that values its employees and workplace health and productivity."

Indigenous Management and Supervisory Skills - Management Essentials
Chief Executive Officer, Kitselas Band Council

"The presentation, material and knowledge shared provided relevant and comprehensive best practices in recruitment and selection. The candidate screening and communications techniques were particularly insightful. I would definitely recommend this session to both new and seasoned recruiters and hiring managers. "

Progressive Recruiting, Interviewing and Selection
Recruitment and Staffing Specialist, Nasittuq Corporation

"As a manager of many years in different sectors of employment (e.g.; First Nations, Federal Government, Provincial Government and Private Sector) and having attended Management Training courses over the years, this three day (3-day) course was the most informative and motivational and provided the proper tools and knowledge on how to improve as managers. The Facilitator was most accommodating and I felt that all the people who participated felt very comfortable with him. He was very down to earth and extremely entertaining with his presentation style."

Management and Supervisory Essentials
Health Care Manager, First Nations Health Board

"Thank you very much for the workshops. They were very interesting and we all gained more knowledge with the items discussed. Great workshop and well as interesting. Additionally, we had many laughs during the exercises. Thank you ThePMAC."

Management Essentials
Executive Director, Constance Lake First Nation

"Nerahten Developments Limited is committed to the training of its staff, that all of its employees perform their jobs properly and professionally in accordance with established policies and procedures. As we have stated to the Instructor on our departure, we were very satisfied with the five day management training session. The Instructor (Charles Hendriks) explained concepts and ideas effectively, facilitated discussion encouraged participation, responded to students’ questions and had thoroughly knowledge of the course material. The text book material was informative, current and classroom/ facilities was suitable. I feel that I have gained valuable skills and knowledge that will help me in my work performance. I would like to thank all the individuals who made this training session possible and would recommend this course to others. "

Management Essentials
Projects Administration, Nerahten Developments, Fort Good Hope, NT

"I will definitely apply what I learnt in this training to my current position. Thank you." "The material was relevant and appropriate." "I enjoyed the whole experience. The trainer is skilled in engaging the class and providing information in a helpful manner. I highly recommend this training!"

Indigenous Management and Supervisory Skills - Management Essentials
Virtual On-Line Training - Comments from a variety of managers from various organizations - including Treaty 3, Kenora, ON

"I am very pleased with the Indigenous Supervisor Management Skills course. The presenter was well prepared and the content is exactly what I needed to help me function well in my job!! Thank you!!"

Indigenous Management and Supervisory Skills - Management Essentials
Friendship House Association, Prince Rupert, BC

"This training was excellent. It was a great combination between skill and knowledge-basedlearning. There were opportunities to practice what was taught through roleplay and group discussions."

Indigenous Management and Supervisory Skills - Management Essentials
Policy Analyst, Ta'an Kwach'an Council, Whitehorse, Yukon