Creative B2B communication
How to tell complex things simply and abstract things emotionally
4.8
Contents
Strategy: the basics of creative B2B communication
- B2B vs. B2C: Unique Aspects of B2B Marketing and Implications for Strategy Development. Including AI as a sparring partner for more precise targeting.
- What works in the minds of customers? Methods that do not persuade, but convince.
- "Text sells": How language becomes a competitive advantage in B2B.
- Learning from benchmarks: examples of creative and successful B2B communication.
- Evaluating ideas: Assessing AI outputs based on clear quality criteria.
Conception: the tools of creative B2B communication
- Finally Clear: 16 Criteria for Clear Writing – Including the Strengths and Weaknesses of AI-Generated Text.
- From feature to benefit: technical facts become emotional customer benefits.
- Strike the right note: Use copy to give your brand personality – tailor your own GPTs to your brand’s tone (no more generic copy).
- Making complex things simple: Create images in your head.
- Messages that stick: 12 techniques for creative headlines – plus: a creative headline challenge using AI.
Storytelling: weaving facts into stories
- Pixar, Disney & Co: the Hollywood Writer's Handbook.
- Screenwriting: dramaturgy and turning points.
- Checklist: the core elements of a strong story.
- The Trojan method: Wrapping messages in stories.
- Cross-media case studies: B2B storytelling on all channels.
Learning environment
Your benefit
The complex becomes simple. The abstract becomes emotional.
- You can also tell abstract features emotionally.
- You translate "engineer-speak" into "customer-speak".
- You craft creative, attention-grabbing copy—using AI skills such as prompt optimization and brand voice in AI.
- You package brand messages in exciting stories.
- You have clear criteria for evaluating your B2B campaign—including an assessment of AI output.
- You work on your own text during the training and thus have maximum practical relevance.
Methods
Interactive training with plenty of individual and group work: presentations and hands-on exercises, best-practice examples, and practical, in-depth text-based activities. Group discussions, sharing of experiences, and the incorporation of your own texts, always supplemented by AI-supported exercises and methods. A variety of checklists, photo documentation, and the seminar materials ensure successful application in real-world situations.
Text inventory:
Please submit training text from your own company four weeks before the training . Detailed information can be found in your learning environment.
Tool
Recommended for
Specialists/executives from marketing, Online-Marketing, communication, sales, agencies, PR and internal and external communication. Communication managers who develop or evaluate ideas and texts in the following areas: In the B2B sector of companies (e.g. mechanical engineering, service providers, software companies, insurance companies/banks, energy industry, telecommunications and retail).
30216
- Customized training courses
- Direct application in practice
- Efficient use of time and resources
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Start dates and details
Thursday, 10.09.2026
09:00 am - 5:00 pm
Friday, 11.09.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
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