Marketing & Communication

B2B Marketing and Account-Based Marketing

B2B buying involves multiple stakeholders and long decision cycles. This course covers B2B buyer behaviour, segmentation and targeting, value propositions, demand generation, account-based marketing, sales and marketing alignment, and measurement.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

B2B marketing requires different approaches from consumer marketing. This course helps you reach and influence business buyers more effectively.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses B2B case studies, ABM planning workshops, campaign design exercises and alignment role plays.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Understand B2B buying processes and stakeholders
Segment and target business markets
Develop B2B value propositions
Plan demand generation programmes
Design and execute account-based marketing
Align marketing and sales and measure results

Target audience

Who should attend.

This course is suitable for:

B2B marketers
Marketing managers
Sales and business development managers
Product marketers
Key account managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

B2B buyer insight
Segmentation
Value propositions
Demand generation
Account-based marketing
Sales alignment

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1B2B Marketing Fundamentals

09:00–09:54B2B versus B2C
09:54–10:48Buying centres
10:48–11:00Buying journeys
11:00–11:30Coffee break
11:30–12:12Buying journeys (continued)
12:12–13:06Trends
13:06–14:00Exercise: Buying process map

Day 2Targeting and Value Propositions

09:00–09:54Segmentation
09:54–10:48Ideal customer profile
10:48–11:00Value propositions
11:00–11:30Coffee break
11:30–12:12Value propositions (continued)
12:12–13:06Messaging
13:06–14:00Workshop: Value proposition

Day 3Demand Generation

09:00–09:54Content and campaigns
09:54–10:48Lead generation
10:48–11:00Lead scoring and nurturing
11:00–11:30Coffee break
11:30–12:12Lead scoring and nurturing (continued)
12:12–13:06Events and webinars
13:06–14:00Exercise: Campaign plan

Day 4Account-Based Marketing

09:00–09:54ABM models
09:54–10:48Account selection
10:48–11:00Personalised programmes
11:00–11:30Coffee break
11:30–12:12Personalised programmes (continued)
12:12–13:06Sales collaboration
13:06–14:00Workshop: ABM plan

Day 5Alignment and Measurement

09:00–09:54Service level agreements
09:54–10:48Pipeline metrics
10:48–11:00Attribution
11:00–11:30Coffee break
11:30–12:12Attribution (continued)
12:12–13:06Continuous improvement
13:06–14:00Capstone: B2B marketing plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.