Topic outline

  • B2B Marketing Resilience - masterclass


  • Challenge your B2B insights

    • In the economic recovery from the COVID-19 pandemic, marketing – the link between businesses and their customers - is more relevant than ever, drawing on tried-and tested models and tactics, as well as showing resolve, resilience and agility to climb back and get ahead of ‘the next normal’. Business leaders are to re-architect their current customer models, approaches and tools.


      The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.

      Alvin Toffler

      Traditionally, marketing has been the business function that best understands the customer. More than ever, this is a major driver in meeting the needs of today’s and tomorrow’s business.

      Customers expect innovative ideas that are relevant to their specific problems and that can offer measurable results. As a business leader today, how can you be relevant to your customer, and how do you design that customer journey? In view of the current economic situation, it’s vital to develop even deeper insight and seek foresight, to remain as relevant as possible.


      The Extraverted Nerd II - Philippe Gosseye
      The BIG Five

      Philippe Gosseye highlights five pillars for the modern business leader and links each of those pillars to different chapters in his best-selling book The Extraverted Nerd II, which forms a backbone through these two days.

  • Conditions and Price

    • Date

      • 10 December 2020 09:00 - 17:00
      • 11 December 2020 09:00 - 17:00

      *Optional evening programme with overnight stay


      Pricing

      Unique experience during a two-day masterclass at Louise-Marie Manor including refreshments, drinks, lunch, course materials, external speakers and  the B2B cookbook 'The Extraverted Nerd II'

      € 2.099 ex VAT (€ 2.540 inc. 21% VAT)

      OPTION including evening progam, networking dinner, overnight stay and breakfast at nearby quality Hotel or B&B

      € 2.499 ex VAT (€ 3.024 inc. 21% VAT)

      Payment via invoice.

      Click here to
      REGISTER!


      Terms

      • For privacy reasons, we indicate that visual material may be created at this event - in the form of photo and/or film - which can then be used via EBA media channels.
      • 10% discount for a second participant from the same company.
      • KMO-portefueille is not supported for this training.

  • Who is this training for?

    • This Masterclass is aimed at Leaders and Managers active in a Business-to-Business context:

      • Managers seeking to enhance B2B marketing and sales resilience in their organizations.
      • Managers from all business areas wishing to be resilient in today’s hybrid, physical and digital world.
      • Managers working in B2B industries seeking to enhance the marketing and sales resilience in their organizations

      Required level: Experience in leading people


      Language: ENGLISH

  • Agenda

    •   09:00 - 12:30

      BIG STORY - "We live in a world of ideas"
      • How should we be talking to our customers?
      • What actions should we take to prepare for a post-COVID-19 world?
      • Should we recalibrate our messaging to address the customers' new reality and engage with them more thoughtfully and authentically?
      • What inspires or triggers the customer?
      • Why is storytelling important?
      • What is a good story?
      • Why is authenticity important?
      • How can you be authentic through digital channels?
      • Inspirational moment: Peter Saerens, Content Strategist & Co-Founder (Collectief Duchamp)


        13:00 - 17:0

      BIG RELEVANCE: "People will rate you on your calibre of thinking"
      • Digital interactions are twice more important to customers now than they were before the pandemic.
      • Customers believe digital channels are (still) most valuable when researching suppliers.
      • How do you design the customer journey?
      • Which channels that companies have traditionally relied on are out of commission?
      • How are you going to be relevant to your customers as a marketer?
      • What does relevance mean today?
      • Inspirational moment: Geertrui Mieke De Ketelaere, Program Director Artificial Intelligence (AI) (imec)

      BIG INTELLIGENCE: "Data is the new creative "
      • What is Big Data today?
      • How to find a balancing act between online and offline, old & new marketing tactics, creative & analytical thinking.
      • Inspirational moment: Jan Paesen, Director B2B Digital & Marketing (Proximus)

        09:00 - 12:30

      BIG RELATIONS: "Stop selling and start adding value"
      • New Solutions Selling, Social Media Marketing, Digital Marketing, Experiential Marketing
      • Why can't you exist as a company on your own anymore?
      • Why is it essential to break through silos?
      • Why is it best to surround yourself with outside expertise?
      • Relations go beyond partnerships. Is it also about thriving in new ecosystems?

        13:00 - 17:00 

      BIG TEAM: "Reducing Friction between Sales & Marketing"
      • People make the difference
      • What is a good team and how do you build it?
      • How about cultural elements?
      • An agile-squad model can raise a company's metabolic rate.
      • How should we be working with our teams and our colleagues across the business?
      • Inspirational moment: Guy Janssens, Organizational Architect (Management Spark)

  • About the Trainer

    • Philippe Gosseye

       Philippe Gosseye

        Founder-owner Jack&Jack
        EBA Business Partner/Trainer

      Founder of Jack & Jack - Marketing & Team Architect
      Former Sr. Director at Dell Technologies - Thought Leadership, CxO Engagement, Customer Advocacy
      Author of the Extraverted Nerd II - The Essential B2B Marketing Cookbook


  • Downloads

    B2B Marketing Resilience masterclass - flyer