B2B Communications

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With more channels and information available to buyers, the B2B landscape has shifted dramatically, and B2B businesses are now transforming the ways they communicate. In these lessons, we explore how this landscape has changed and what this means for B2B businesses; we discuss the components that all need to work together to form an effective communications plan; and we outline some best practice principles for planning and implementing a B2B communications strategy.

By the end of these lessons you will understand:

  • How and why approaches to B2B communications have changed
  • The roles content, channels and communicators should all play in a B2B communications strategy
  • How to plan and implement an effective B2B communications strategy

Lesson Overview

Lesson 1

Why Businesses Need To Transform the Way They Communicate

An introduction to B2B communications; from an overview of the current B2B landscape to a look at how real-world businesses have transformed their communications.

In this lesson you will learn:

  • How and why approaches to B2B communications have changed
  • Why B2B businesses are moving away from strictly functional communications aimed at their direct buyers
  • How real-world B2B businesses are transforming their communications

Lesson 2

The Essential Components of An Effective Communications Strategy

An in-depth look at three of the components that need to work together for B2B communication strategies to be successful: content, channels and communicators.

In this lesson you will learn:

  • The different areas to consider when making impactful content
  • How to select the best channels for your content
  • The importance of Word of Mouth interactions and reviews

Lesson 3

Planning & Implementing an Impactful Communications Strategy

A detailed guide to planning and implementing an effective B2B communications strategy.

In this lesson you will learn:

  • How to plan an effective B2B communications strategy
  • Some best practices for implementing your strategy