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B2B Marketing - Value Propositions Virtual Classroom Training

Learn to develop and write a value proposition that gets noticed, gets read and gets results.

B2B Marketing


£499 inc VAT
Or £55.44/mo. for 9 months...
Study method
Online with live classes
6 hours, Part-time/Full-time
No formal qualification
Additional info
  • Tutor is available to students

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Whatever your market sector is, and whatever product or service you sell, it’s the power and relevance of your proposition that makes your customers respond and buy.

Customers now expect suppliers, both existing and new, to communicate with them in a way that’s insightful and relevant to their particular business drivers and concerns. In response, sales and marketing disciplines have become more entwined so that they can deploy more targeted and productive communications, and adopt more effective marketing disciplines such as ABM.

This fast-paced, inspiring two-day course will explore and explain exactly what you need to do to develop and write compelling marketing propositions that get noticed, get read and get results.


What you will learn

Whether you are currently engaged in ABM, looking to win new customers, or want to know how to create more targeted and productive messaging, this course is for you. It will provide the expert insights, tools and techniques you need to create compelling marketing propositions that target individual people, departments and business drivers, rather than just industry sectors.

Through the course, Paul will reference more than 100 real life messaging and proposition examples from B2B organisations of all sizes. As well as expert practitioner teaching, you will learn through practical exercises and evidential experience. You will also have the opportunity to put what you have learnt into practice during group workshops.

The customer mindset: how business people react and respond to propositions

  • Understanding customer-centricity and how to apply it in all your communications
  • The difference between what you want to sell and what customers want to buy
  • Winning hearts and minds: harnessing emotional drivers to create desire
  • Understanding the nature of propositions and their primary forms
  • Practical exercise: developing propositions that resonate with your target audience

Defining your proposition and creating perceived customer value

  • Marketing by objective: new business generation vs. protect and grow strategies
  • Account Based Marketing (ABM) and ‘Point of Entry’ propositions
  • Making it personal: even when you lack meaningful customer insight
  • Setting the tone: finding the right voice for your brand, product or organisation
  • Practical exercise: defining customer pain-points, aspirations and anxieties

How to make sure your marketing communications get read

  • The importance of structure: organising your messages in the right order
  • Creativity vs. Clarity: what works best, when and why
  • Why headlines are so important to almost all marketing content
  • Choosing the right type of headline to deliver your proposition

Toolkits and key takeaways

  • Motivator propositions crib-sheet
  • The proven three-step proposition formula that adds up to a sale
  • 15 key questions that will define your value proposition
  • 12 point validation checklist for ‘fit for purpose’ communications


Getting certified for the time you dedicate to upskilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV.


"It was great, really valuable personally and for our business."

Global marketing manager, S&P Global

"It was informative, useful, eye opening. My copywriting will take a whole new direction as a result." Marketing manager, Certsure

"Very useful training, providing useful techniques."

Marketing manager, Domino Printing

"Useful, insightful, worth coming!"

Marketing manager, Enigen

Who is this course for?

This course is ideal for anyone who is involved in developing product or service offerings and taking them to market. The learning outcomes will prove extremely beneficial to those who are responsible for deciding how their value propositions are defined, articulated and deployed, such as business leaders, marketers, propositions managers, copywriters and those looking to develop and implement ABM communications strategies.

Questions and answers

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What does study method mean?

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.