The B2B Advisory team are experts on business to business marketing and market research. They have carried out thousands of consultancy projects using every imaginable market research tool. They have examined every marketing subject in 146 countries in the last two years. They are the authors of the world’s best selling books on market research.

We have written the only book on business models and frameworks.

This expertise is shared in market research training courses and business to business marketing training courses that are designed specifically for clients.

Typical Training Course Content

The typical content of training courses are as follows:

Masterclass on business to business marketing

Overview & Introduction

  • What is b2b marketing
  • Life cycle and b2b markets
  • The purpose and role of the 4 Ps within marketing
  • The 4 Ps and SAVE in b2b markets and b2c markets
  • The role of marketing and the 4 Ps in a B2B company


  • The core product – features, specifications, range
  • The extended product – service, bundling, the interaction between the core product and the extended product
  • Intangibles
  • Using market research to define the product that is needed
  • Differentiating the product
  • Product requirements in Western and Eastern markets
  • How to write a customer value proposition (CVP)


  • Types of pricing strategy – penetration pricing, value pricing, bundling, debundling etc.
  • Calculating your optimum price – an overview
  • Avoiding commoditisation
  • Pricing strategies in Western and Eastern markets


  • Geography, decision maker, channel and other aspects of place
  • Building a market map
  • Direct versus indirect channels – pros and cons
  • Channel strategies in Western and Eastern markets
  • Value chain analysis


  • Promotional strategies and tactics
  • Promotional messages
  • Promotional channels
  • Branding and positioning
  • Guerrilla marketing


  • Firmographic, behavioural, needs and psychographic segmentation possibilities
  • Developing segmentation strategies that work in B2B companies

Useful Frameworks

  • SWOT
  • Value Equivalence Line
  • Directional Policy Matrix

Masterclass on specialist market research skills

The use of market research in building businesses

  • Learn how market research feeds into different business models and frameworks.
  • Learn what market intelligence can (and cannot) find out that will help your business grow.

Using market research to segment markets

  • Types of segmentation approach (firmographic, behavioural, and needs based).
  • Statistical techniques used in segmentation research.
  • Successfully using segmentation within your organisation.
  • Bringing segments to life

Using market research to improve a brand position

  • Brand health monitoring.
  • Using tracking studies to measure brand health.
  • Using market research to establish brand positioning.
  • Measuring brand equity

Using market research to improve customer satisfaction and loyalty

  • Pulse surveys versus annual surveys to track satisfaction and loyalty
  • Questions to determine satisfaction and loyalty.
  • Using statistics to dig deep into drivers of satisfaction and loyalty.

Using market research to achieve optimum pricing

  • Sources of market intelligence on business to business pricing.
  • Van Westendorp analysis and its role in B2B marketing.
  • Gabor Granger analysis and price elasticity.
  • Using MaxDiff to establish what is valued in an offer.
  • Using conjoint analysis to determine optimum prices.
  • Using SIMALTO to determine optimum prices.
  • Brand price trade-off analysis.

Using market research to enter a new market

  • Techniques for measuring market size.
  • Identifying trends and growth opportunities.
  • Researching the competitive landscape.

Using market research for launching new products

  • The use of qualitative research for screening new ideas.
  • Developing success criteria for new products.
  • How to test prototype and new products.

Masterclass on specialist market research skills

Understand the different sources of internal and external knowledge

  • Learn how to be more effective in researching secondary sources (desk research from media, competitors etc.).
  • Understand the role of primary research and where it should be used (both from the market and from colleagues).
  • How to take a structured approach to discovering what really matters to customers and to exploit competitor gaps.
  • Understand the basics of customer experience and what drives excellent CX.
  • Understand the fundamentals of segmented marketing & how research helps in defining/executing a segmented plan.
  • Understand the customer journey and its component parts (touchpoints)

Practical Skills

  • How to ask questions that get to the heart of the matter (questionnaire writing and interviewing).
  • How to interpret different types of market research data (quantitative and qualitative).
  • Spotting trends and how to separate trivia from more fundamental insights.
  • Joining the dots: How to derive learnings from different pieces of knowledge.
  • How to find detailed intelligence on competitors.
  • How to effectively communicate insights to others (both written and verbally).
  • Issues to bear in mind in B2B market research.
  • Understand how promotional campaigns can be assessed using market research methods.
  • Understand basic metrics for measuring customer experience, including standard measures and metrics.

Using market intelligence to build your organisation

  • Understand the role of brand in supporting effective marketing and positive customer experiences: Learn how brand performance is measured in B2B markets.
  • Building CVPs for customers that are appropriately targeted and which highlight key segment / customer needs.
  • Understand benchmarks and goals against which customer experience can be measured both within your organisation and outside it.
  • Understand the factors that attract customers to do business with you in the first place.
  • Understand the factors which keep customers happy in the longer term.
  • Developing new ways to enhance customer experience