Training
This training is held in German.
How do you tell technical features in an exciting way? How do you translate "engineer-speak" into "customer-speak"? How can you make B2B campaigns more creative and effective? Communication sells when it creates images in the mind, when it tells good stories and when it is pointedly formulated. Get to know the most important methods and criteria for B2B campaign design. Discover the path to bold texts and new creative solutions.
Contents
including AI methods
Strategy: the basics of creative B2B communication
- B2B vs. B2C: Special features of B2B marketing and derivations for the concept.
- 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: the criteria for the killer concept.
Conception: the tools of creative B2B communication
- Finally understandable: 16 criteria for comprehensible texts.
- From feature to benefit: technical facts become emotional customer benefits.
- Striking the right tone: giving brands personality with text.
- Making complex things simple: Create images in your head.
- Messages that stick: 12 mechanics for creative headlines.
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
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
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 design creative and eye-catching texts.
- You package brand messages in exciting stories.
- You have clear criteria for evaluating your B2B campaign.
- You work on your own text during the training and thus have maximum practical relevance.
Methods
Interactive training with lots of individual and group work: Presentations and practical tasks, best-practice examples, practical and detailed text units, joint discussion, exchange of experiences and integration of your texts. A variety of checklists, photo documentation and the seminar document ensure successful transfer into practice.
Text inventory:
Please submit a text from your own company 4 weeks before the training . Detailed information can be found in the learning environment.
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).
Further recommendations for "Creative B2B communication"
Attendees comments
"It was a great training with a great trainer."
Anne Becker
HSP High Voltage Devices GmbH
"It was a great training with a great trainer."
Anne Becker
HSP High Voltage Devices GmbH
"I was completely satisfied, all expectations were met, if not exceeded. It was a lot of fun and I already know how I want to approach my new texts. It has totally increased my motivation to write good texts."
Sophia Tebrügge
tradingtwins GmbH
"I was completely satisfied, all expectations were met, if not exceeded. It was a lot of fun and I already know how I want to approach my new texts. It has totally increased my motivation to write good texts."
Sophia Tebrügge
tradingtwins GmbH
Seminar evaluation for "Creative B2B communication"
4.8 from 5
with 109 ratings
training content:
4.8
Content comprehensibility:
4.9
Practical relevance:
4.6
Trainer expertise:
4.9
Participant orientation:
4.9
Method variety:
4.9
On-site training together
Booking number
30216
30216
€ 1.590,-
plus VAT
2 days
in 3 locations
3 Events
German
Joint online training
Start dates and details
06.11.2025
Frankfurt a. M./Kelsterbach
Booking number:
30216
€ 1.590,- plus VAT.
€ 1,892.10 incl. VAT.
Days & Times
2 days
Limited number of participants
Thursday, 06.11.2025
09:00 am - 5:00 pm
Friday, 07.11.2025
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
16.04.2026
Munich
Booking number:
30216
€ 1.590,- plus VAT.
€ 1,892.10 incl. VAT.
Days & Times
2 days
Limited number of participants
Thursday, 16.04.2026
09:00 am - 5:00 pm
Friday, 17.04.2026
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
10.09.2026
Hamburg
Booking number:
30216
€ 1.590,- plus VAT.
€ 1,892.10 incl. VAT.
Days & Times
2 days
Limited number of participants
Thursday, 10.09.2026
09:00 am - 5:00 pm
Friday, 11.09.2026
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
Training is guaranteed to take place
Booking number:
30216
€ 1.590,- plus VAT.
€ 1,892.10 incl. VAT.
Details
2 days
Limited number of participants
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
Booking number:
32316
€ 1.590,- plus VAT.
€ 1,892.10 incl. VAT.
Details
2 days
Limited number of participants
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
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