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Step 3: Two Elective Courses  
B2B
 
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Course Overview
You’ll gain new skills in data acquisition and maintenance, offer development, and creative
strategy. You’ll also learn how to reach and persuade those hard-to-reach business associates,
whether they are the end-user, influencer, or decision-maker.
 
Course Content
Recognize key differences between business-to-business and business-to-consumer marketing.
Identify essential sources of customer and prospect information needed for effective B-to-B
marketing and develop offers to motivate your busy business buyers to respond.
How direct marketing plays in B2B
  • Database management, segmentation and analysis
  • Lead generation, fulfillment and qualification
  • E-commerce and mail order
  • Customer retention and loyalty
 
Data issues in B2B
  • Data sources: Where business marketers get customer information
  • Essential B2B data fields you should have in your database
  • How B2B data is structured: the company comes first
  • Data append: How to purchase the key data elements you need
  • Data discovery: Filling in the holes in your customer records
  • How to reach your prospects: Lists, coop databases and industry specialty sources
  • The Internet as a new source of valuable business data
 
Data hygiene
  • The alarming decay rates of business data
  • 3 steps to clean up and maintain your B2B data
  • The benefits of clean data
 
Developing irresistible offers
  • The role of the offer in B2B marketing
  • Why an offer is essential to your success
  • 5 steps to offer development
  • The best offer to motivate business buyers
  • Checklist of proven B2B offers
  • 7 ways to enhance your offer and lift response
 
Compelling B2B creative
  • The decision-making unit
  • How to segment creative by buying role
  • Checklist: the best B2B message platforms
 
5 key principles of B2B creative
  • Get inside the mind of your target audience
  • Stress benefits, versus features
  • Drive the offer
  • Design for clarity, over beauty
  • Use a personal, me-to-you tone
 
Online Course Price Option - Pay as you go:
DMA Member $189/course
Non_Members $219/course
Certification & Testing Fees Included $250 value
 
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