Elements and Performance Criteria
- Identify and evaluate business-to-business marketing strategies
- Identify B2B markets in an industry context
- Research characteristics of business markets in an industry context
- Identify and analyse factors influencing business buyers in an industry context
- Analyse the business buying process and its implications in the industry context
- Research and analyse a range of B2B marketing strategies appropriate for the organisation
- Identify key personnel in buying decision process in the organisation’s business markets
- Select business-to-business marketing strategies
- Analyse trends within business markets and identify B2B marketing opportunities for the organisation
- Identify and analyse success of the organisation’s previous B2B marketing strategies
- Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans
- Plan and develop business-to-business marketing activities
- Record B2B marketing objectives and purpose
- Calculate costs of B2B marketing activities with assistance of appropriate personnel
- Select methods to report and measure effectiveness of B2B marketing activities
- Assign responsibilities to team members for B2B marketing activities
- Record B2B marketing plan and present to relevant stakeholders
- Assemble required resources to implement B2B marketing plan
- Implement and monitor business-to-business marketing plan
- Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan
- Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements
- Plan implementation of B2B marketing activities according to marketing plan
- Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan
- Analyse success indictors of B2B marketing plan and record performance according to organisational reporting requirements