Effective B2B & Trade Marketing Strategy Course

Register for this course

We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.

Course Overview

This course equips professionals with the strategic and tactical skills to design, execute, and optimize B2B and trade marketing initiatives. Participants will explore how to build value-driven relationships, support channel partners, and align sales and marketing to drive measurable growth.

With a focus on AI-powered lead generation, partner enablement, and data-driven campaign planning, learners will gain practical tools to thrive in complex B2B ecosystems, whether targeting wholesalers, distributors, or enterprise clients.

Course Duration

5 Days

Target Audience

B2B Marketing Managers and Executives
Trade Marketing and Channel Development Managers
Sales Enablement and Business Development Teams
Product and Brand Managers in B2B sectors
Entrepreneurs targeting business clients or trade networks

Personal Impact

Gain clarity on B2B buyer behavior and partner dynamics
Build a portfolio-ready B2B marketing strategy
Strengthen collaboration skills across marketing, sales, and channel teams
Stay ahead of trends in trade marketing and digital enablement

Organizational Impact

Improve lead generation and pipeline contribution from marketing
Strengthen alignment between marketing, sales, and trade partners
Increase ROI from trade promotions and partner programs
Enhance brand visibility and loyalty in B2B markets
Build internal capacity for scalable, ethical B2B execution

Course Level: Intermediate

Course Objectives

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

Differentiate B2B and trade marketing from B2C approaches
Develop compelling value propositions and content for business buyers
Align marketing and sales strategies to improve lead quality and conversion
Design trade marketing campaigns that support distributors and retailers
Use CRM and analytics tools to measure ROI and optimize campaigns
Build long-term partner relationships through co-marketing and incentive programs

Course Outline

Module 1: Foundations of B2B & Trade Marketing

Key differences between B2B and B2C marketing
The B2B buyer journey and decision-making units
Role of trade marketing in channel growth
Emotional vs. rational drivers in B2B
Outcome: Map your B2B customer journey and stakeholder ecosystem

Module 2: Value Proposition & Content Strategy

Crafting business-centric messaging and offers
Content formats for different funnel stages (whitepapers, demos, webinars)
AI-assisted content creation (ChatGPT, Jasper)
Outcome: Develop a content matrix aligned to buyer personas

Module 3: Channel Partner Enablement

Partner segmentation and engagement models
Co-branded campaigns, MDFs, and incentive programs
Tools for partner onboarding and communication
Outcome: Design a partner marketing toolkit

Module 4: Lead Generation & Sales Alignment

Account-based marketing (ABM) and lead scoring
CRM integration (e.g. HubSpot, Salesforce)
Aligning sales and marketing KPIs
Outcome: Build a lead generation and qualification workflow

Module 5: Trade Promotions & Campaign Execution

Trade shows, in-store activations, and digital trade campaigns
Push vs. pull strategies in trade marketing
Budgeting and ROI forecasting
Outcome: Plan a trade promotion calendar

Module 6: Analytics, Reporting & Optimization

GA4, CRM dashboards, and sales attribution
Measuring partner performance and campaign ROI
A/B testing and continuous improvement
Outcome: Build a reporting framework for B2B campaigns

Module 7: Ethics, Compliance & Global Trade Considerations

Ethical marketing in B2B and trade environments
Regulatory compliance (data privacy, anti-bribery, fair competition)
Navigating cultural and legal differences in global markets
Outcome: Draft a compliance checklist for trade marketing

Module 8: Case Study – B2B Growth Through Trade Alignment

Analysis of a successful B2B company that scaled through trade partnerships
Strategy, execution, KPIs, and lessons learned
Application to capstone project

Module 9: Capstone Project

Design and present a full B2B or trade marketing strategy
Include value proposition, partner plan, and performance metrics
Peer review and instructor feedback

Course Administration Details:

METHODOLOGY

The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.

ACCREDITATION

Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.

TRAINING VENUE

The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.

ACCOMMODATION AND AIRPORT PICKUP

Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email: info@skillstateinstitute.org
Phone: +254100920301

TAILOR-MADE

This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:

Email: info@skillstateinstitute.org
Phone: +254100920301

PAYMENT

Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org