Successful B2B marketing

B2B Marketing—What Is It?

• Clarification and delimitation of the term.
• Basic vocabulary.

Basic knowledge of strategy

• Analysis dimensions in marketing marketing.
• Markets and Megatrends – Including AI as a Strategic Driver.
• Narrowing down target markets.
• Coordination of strategic and operational objectives.

Development of a Go-to-Market Strategy

• Definition of target groups and segments.
• Development of a clear market and brand positioning.
• Target-oriented positioning of products and services.
• Use of resources: budget, personnel, partnerships, IT stack.
• Systematization of customer acquisition.
• Development of existing customer potential.
• Fundamentals of omni-channel strategy.

Operational marketing marketing

• Performance-Oriented Management of Measures – AI-Powered Real-Time Analysis and Optimization.
• Reaching (new) target audiences through content marketing—powered by Gen AI.
• Ensuring Visibility: SEO and Generative Engine Optimization (GEO) in a B2B Context.
• A Side Note on Search Engine Marketing: From Traditional Search Ads to AI-Based Search.
• Definition of KPIs and metrics.
• Automation of operational marketing processes with Agentic AI—from lead generation to nurturing.
• Specific AI use cases: text generation, image production, campaign management, market analysis, and more.
• Selecting and implementing the right technologies and AI tools.

Cross-departmental cooperation, using the example of marketing and sales

• Agile project management.
• Presentation of possible target frameworks.
• Transformation of market units.
• Development of joint processes.

Presentation on Best Practices in B2B Marketing – including specific real-world AI use cases.

Application: Live evaluation of your marketing measures.

Important: Please bring training Wi-Fi-enabled laptop to training , as well as examples from your own company that will be used to illustrate the theory.