B2B Marketing. The Basics of

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1 Gain a better understanding of business-to-business (B2B) marketing and how to make it work more effectively in today s marketplace and discover the best practices that will make you more successful than you ve ever imagined. The Basics of B2B Marketing The Complete Course on Effective B2B Marketing That Will Drive Sales, Increase Customer Loyalty, and Make All Your Campaigns More Effective and Profitable! Your trainer for this dynamic and interactive training event will be internationally renowned B2B marketing expert Alan Weber! Learn more on page 4. PROGRAM SCHEDULE ENROLL ONLINE AT OR CALL

2 Take a Bigger Bite of Market Share by Mastering the Fundamentals of Profitable B2B Marketing Who ll Be There Anyone who touches a B2B marketing campaign at any point in the process and who wants the latest information on what makes it click with consumers will benefit from this seminar. Those people include, but are not limited to: Marketing managers Advertising managers Account executives Creative directors Product managers Media buyers Web marketers List buyers and analysts Copywriters Graphic designers People new to the marketing field Veteran marketers looking to refresh their skills And more! Finally, here is a cutting-edge seminar that will teach you the techniques, skills, and strategies you need to create winning B2B direct marketing campaigns every time. Drawn from real-world experiences of successful marketing professionals, you will quickly master B2B best practices in just two fast-paced days. The Basics of B2B Marketing is a highly interactive, thorough, and complete guide to B2B marketing for business professionals everywhere. No matter if you re new to B2B marketing, have been struggling with finding the secret to B2B marketing success, or just want to refresh your skills, we ll equip you with the know-how you need to plan, execute, evaluate, and oversee B2B marketing campaigns with complete confidence, and make every penny of your marketing budget count! GAIN ROI-ENHANCING STRATEGIES FROM LEADING B2B MARKETING EXPERT ALAN WEBER! We re proud to have Alan Weber, a B2B marketing executive with a track record of extraordinary accomplishments, leading this seminar. A renowned author, speaker, and consultant, Alan is a former president of the Kansas City Direct Marketing Association and was honored as its 2004 Direct Marketer of the Year. Alan will use his experience as one of the nation s most sought-after B2B marketing speakers to provide answers for all your B2B marketing questions. LEARN WHAT REALLY WORKS FOR B2B MARKETING This hands-on and interactive course will immerse you in the heart of what makes B2B marketing one of the most profitable mediums around. You ll analyze both successful campaigns to see what worked and some projects that were doomed to failure from the get-go. You ll feel involved from the very first minute of the seminar because we ve packed these sessions full of skill-building exercises and open discussions. You have our guarantee that you ll never feel like you re sitting through a dry lecture for even one minute! MASTER SUCCESSFUL B2B MARKETING TECHNIQUES IN JUST TWO DAYS! Why waste your time doing months of research on your own or losing precious marketing dollars learning by trial and error on the job when we ve done all the work for you? Attend, and you ll master the techniques for managing any size B2B marketing campaign from its inception to targeting your audience and getting the right lists through the creative process that gives form to your ideas and finally accurately analyzing your results. Don t let another B2B campaign underachieve ever again! Enroll in this powerful workshop today! THIS IS A ONE-OF-A-KIND OPPORTUNITY DON T RISK MISSING OUT! 2 ENROLL ONLINE AT OR CALL

3 Your Comprehensive Course Agenda REGISTRATION AT 8:30 A.M. DAY ONE COURSE HOURS: 9 A.M. TO 4 P.M. I. Fundamentals of B2B Marketing Success When you should use B2B marketing and when you shouldn t B2B vs. B2C How and why B2B marketing differs from other marketing practices Identifying the key characteristics of B2B marketing that makes it unique Why B2B marketing is so effective in building brand loyalty and locking up more customers II. Planning for B2B Marketing Success How to integrate your B2B marketing strategy with your existing sales objectives How to build brand awareness through B2B marketing Defining and setting objectives for your B2B initiatives Should you advertise in trade or consumer publications? Find out here Accurately forecast, cost and budget your campaign The 5 expectations of B2B marketing campaigns III. B2B Lists and Database Marketing Should you compile your lists on your own or go through a broker? Find out here Identifying the characteristics of a high-quality list broker and what they can do for you How to develop your own database, where to start, what data to collect and how to organize and retrieve it effectively 5 profitable prospecting tips Managing and interpreting your customers demographic and psychographic data IV. Offers and Promotions That Generate Sales and Customer Loyalty Don t overlook the small stuff: The effect that payment, terms, price, features, and guarantees have on your offer 4 action devices that will spur your customer into action Creating practical premiums that will boost your response rates but don t cheapen your product Ensuring your offer acts like bait to your customer and NOT a red herring! Solutions for selling something when your offer or product doesn t have an obvious USP (Unique Selling Position) V. Writing Compelling and Creative B2B Copy The differences between copy for B2B and B2C Features vs. benefits how to focus on the benefits and not merely list your products features Have you written enough copy? Too much? Here s how to tell for sure Why outstanding advertising copy is usually unacceptable B2B marketing copy 5 things you should edit your copy for before it even goes to layout VI. Secrets of Successful Graphic Design What s the prime directive of B2B marketing design, and why do you need to follow it 100 percent of the time? Why the medium you choose to contact your customer with is crucial Increasing comprehension and results with type and layout tricks How to improve readability even if you think it s pretty good already Using color more effectively VII. Perfecting the B2B Mail Package That ALWAYS Gets Opened Self-mailer vs. the envelope package which works best for which situation? Surefire envelope teasers that will get your package opened How to integrate multimedia into your package Letter by itself? Letter with brochure? Brochure alone? What should impact your decision The effect of personalized pieces even in a B2B campaign VIII. Testing and Analysis The fundamental rules of testing How to determine what you re going to test and when Ensuring your sample size is big enough to give your numbers validity Reliability of results and test controls How to create ongoing testing programs BRING THIS WORKSHOP ON-SITE. For more information, call our Business Training and Development Services department at or go online at An enormous amount of information presented in a meaningful way. J. Orr, Director of Marketing informative and packed full of useful information and techniques. D. Brown, Marketing Project Manager Really taught me to see marketing strategies in a new light. M. Anastos, Marketing SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 3

4 Alan Weber Learn the inside secrets about successful B2B marketing from one man renowned for his B2B and database marketing success! One of the country s leading authorities on B2B and database marketing, Alan is author of two highly regarded industry books, and his articles have appeared in direct marketing trade journals such as Target Marketing magazine, DM News and Catalog Age magazine. As a respected marketing executive, he has been a featured speaker at conferences such as the National Center for Database Marketing Conference/Exhibition and the Business-to-Business Database Marketing Conference. He trains direct marketers throughout North and South America and England, and has conducted sessions for The International Institute of Marketing Research, Henry Stewart Conference Studies, Total Technology Training, various regional direct marketing associations, and has lectured at New York University. Alan is the founder of Marketing Analytics Group, LLC and enjoys sharing his unique vision and insight with marketing professionals across the country in seminars exactly like this one. He helps participants just like you steer your B2B marketing creative, strategic, and tactical efforts toward success. He packs every seminar he presents with lively and eye-opening discussions that bring life to the subject matter. Alan will provide you with all the must-know B2B information, and he ll share his expertise and insights into the best practices of marketing excellence. Don t miss this rare opportunity to learn from one of the industry s most respected and brightest minds. Enroll today. TO ENROLL... Register online at Training.com Attend This Intensive Two-Day Course and You ll Learn How to Fax the completed registration form to Call toll-free or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box Kansas City, MO Identify the key characteristics of B2B marketing that make it unique Build a better brand awareness for your company with your customers Distinguish the difference between B2B and B2C direct marketing Reach your customers more effectively Determine what to test and how often Create a sound B2B marketing plan Analyze your data better and make sound business decisions based on facts Build more profitable customer relationships Anticipate acceptable response rates depending on the medium you use Create irresistible offers that your customer won t be able to refuse Integrate traditional direct mail marketing into your multimedia mix *We reserve the right to substitute a trainer of equal quality. 4 SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!

5 REGISTRATION FORM 1. Names of Attendees (Please list additional registrations on a separate sheet and attach.) 1. Mr./Ms. Title City/Event #: Address 2. Mr./Ms. Title City/Event #: Address WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 2. Company Information (Please Print) *Phone required in case of last-minute changes. Organization Address Mail Stop *Phone City State ZIP Approving Supervisor: Mr./Ms. Title Address **Fax **Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers. SCHEDULE HOTEL ACCOMMODATIONS Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended. 3. Method of Payment If you have registered by phone, please record your confirmation number here:. Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here: and attach a copy of your tax-exempt certificate. Charge to: MasterCard VISA American Express Discover Diners Club Card No. Exp. Date Signature Bill my organization; Attn: (Note: Full registration fee due and payable prior to start of workshop) Our purchase order is attached (government, educational and health care organizations only) 4. Important: Your VIP Customer Number Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.) Enrollment Fees & Group Discounts GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE! CANCELLATION: If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge. FED ID #

6 With cutting-edge B2B marketing strategies like the ones you ll find in this powerful training, you ll be able to: Use B2B marketing to support all your organization s marketing initiatives Generate more leads and track your responses more accurately Boost your company s financial performance Keep on top of changing trends in the marketplace Set challenging goals for your B2B marketing projects and meet them! Always communicate with the right customer at the perfect time Tap deeper into your existing customer base as you build on it Retain customers and keep them engaged Gain smart solutions for picking the right lists Develop effective and more creative offers Adapt on the fly: When what works now doesn t work in 6 months Reduce campaign costs The Basics of B2B Marketing The Complete Course on Effective B2B Marketing That Will Drive Sales, Increase Customer Loyalty, and Make All Your Campaigns More Effective and Profitable! P.O. Box Kansas City, MO Need to correct name, title or address? Did you receive duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to or mail to us at 6901 West 63rd Street, Shawnee Mission, KS , Attention: List. Allow 15 weeks for processing. Nonprofit U.S. Postage PAID Rockhurst University Continuing Education Center, Inc. Time-Sensitive Material ENROLL ONLINE AT OR CALL VIP # Take advantage of our early bird enrollment and group training discounts. See page 5 for details.