Creating a Marketing Plan for Business-to-Business

Upcoming Sessions

Classroom sessions
Online sessions

Course Introduction

In competitive B2B markets, where profit margins are tight and products often become commoditized, a clear marketing plan is essential for maintaining a strong market position. A well-defined strategy helps businesses differentiate themselves, increase profitability, and build stronger customer relationships. With the right plan, you can establish your brand as the preferred supplier and secure long-term growth.

When team members hold different ideas about how to attract and retain customers, it can create confusion and weaken overall performance. A unified marketing plan brings everyone together with a consistent approach, ensuring all departments work toward the same goals. This alignment improves decision-making, strengthens collaboration, and leads to more effective marketing actions.

This Creating a Marketing Plan for Business-to-Business training course is designed to guide you through the process of developing a structured and actionable marketing plan tailored to your organization’s unique needs. You will learn how to analyze your market, define target segments, build strong value propositions, and align marketing with sales for better results.

By completing this course, you will gain the skills needed to create a marketing strategy that delivers measurable impact and supports sustainable business growth. Enroll today and start building a powerful marketing plan that drives success in B2B markets.

Key Highlights:

  • Learn how to build a structured B2B marketing plan from scratch
  • Align marketing strategy with corporate goals and sales activities
  • Define strong value propositions that justify premium pricing
  • Understand customer needs, decision-makers, and buying processes
  • Develop integrated marketing communications and support tools

Objectives

This training course is designed to equip delegates with the practical skills to develop, implement, and manage a complete B2B marketing plan. By the end of the course, you will be able to create a clear, written marketing plan that guides your team and supports strategic growth.

  • Construct a written marketing plan with clear structure and purpose
  • Explain and justify your marketing strategy to stakeholders
  • Set priorities on which customer segments to target and why
  • Develop an integrated marketing mix that supports your goals
  • Define value propositions that support premium pricing and differentiation
  • Guide colleagues across sales, product management, and marketing to execute the plan
  • Measure performance and control the plan through effective monitoring

Training Methodology

This training course uses a practical, hands-on approach that combines structured learning with real-world application. Participants will be guided through a step-by-step process to build a marketing plan, using templates, examples, and interactive exercises. This ensures that you can immediately apply what you learn to your own business situation.

Throughout the course, delegates will work on case studies and group discussions to explore market insights, competitor analysis, positioning, and value proposition development. The training focuses on integrating marketing strategy with sales, ensuring that all activities are aligned to drive results. By the end of the course, you will have a clear framework to construct, implement, and monitor a B2B marketing plan that works.

Who Should Attend?

This COPEX training course is ideal for professionals who want to adopt a structured and consistent approach to B2B marketing and sales. It is particularly valuable for those responsible for shaping strategy, improving market positioning, and leading cross-functional teams.

Recommended participants include:

  • Marketing Directors
  • Marketing Managers
  • Product Managers
  • Sector Managers
  • Marketing Communications Executives
  • Sales Directors
  • Key Account Managers
  • Sales and Marketing Support Teams

Course Outline

Day 1: Understanding the Structure and the Approach

  • How to write a structured marketing plan
  • How to develop the plan
  • How to align your plan with the corporate strategy
  • Defining the brand principles
  • Positioning the brand

Day 2: Understanding the Market and the Customers

  • Building relationships with stakeholders
  • Scoping the market
  • Acquiring market knowledge and insight
  • Understanding the market drivers
  • Understanding customers, decision-makers and decision-process
  • Identifying customers’ challenges, to discover what they value

Day 3: Understanding the Competitors, Defining the Strategy and Targets

  • Understanding competitors
  • Assessing your organisation’s capabilities and limitations
  • Measuring market attractiveness and defining strategic options
  • Setting marketing objectives
  • Creating and describing the marketing strategy
  • Integrating marketing strategy and sales strategy
  • Defining target groups, assigning priorities and tasks

Day 4: Constructing the Mix, to Deliver Superior Value Propositions

  • How to create differential advantage
  • Defining the propositions
  • Winning on value not on price
  • Creating the right marketing communications mix
  • Constructing the right messages and tools
  • Aligning the sales activities with marketing

Day 5: Supporting Intermediaries, Implementing and Controlling the Plan

  • Supporting intermediaries
  • Defining the schedule and responsibilities
  • Defining resources and constructing a budget
  • Controlling and verifying the plan
  • Contingency planning
  • How to write the plan

Providers and Associations

Anderson
Aztech Training
Coventry

Certificate

  • COPEX Certificate of Attendance will be provided to delegates who attend and complete the course

Material published by Copex shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

Whats Makes Copex Courses Unique?

COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.

Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.

Related Categories

Research Methods and Analytics Trading and Marketing

Frequently Asked Questions

This FAQ section provides quick answers to the most common questions about our services, procedures, and policies. We aim to make your experience with us as straightforward as possible. For further assistance, our support team is ready to help.

Enhanced Skills: Develop in-demand skills and knowledge in your chosen field.
Career Advancement: Improve your career prospects and increase your earning potential.
Increased Confidence: Gain confidence in your abilities and enhance your professional presence.
Networking Opportunities: Connect with other professionals and industry experts.
Improved Job Performance: Enhance your productivity, efficiency, and job satisfaction.
Personal Growth: Develop valuable personal and professional skills that can benefit you in all areas of life.

Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.

Our training courses courses are being held at five-star hotels in prime and iconic destinations across the globe. Cities such as Amsterdam, Barcelona, Dubai, Geneva, Istanbul, Kuala Lumpur, London, Houston, New York, Paris, Vienna, Zurich, etc.

Our training courses will run for 5 hours per day. The standard daily timing is from 8:30 am – 3:30 pm including the coffee/tea breaks and lunch.

The training course fee can be settled by either:

  • Bank transfer
  • Credit Card

Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.

Upon successful registration, processing window will take not more than 24 hours from the time of registration. An email including the registration confirmation, invoice and joining instructions will be sent to the provided email address.

Enquiry

We can customize this training course for you!

At Copex Training, we offer customizable courses designed to fit your specific needs. whether it's refining procurement practices or enhancing leadership and management skills, we tailor our programs to meet your unique goals and challenges. Let us create a training solution that delivers real results for your team.

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