B2B Marketing: Best Practice in 2025

Navigate the strategic and tactical decisions required to deliver an effective B2B marketing function.

Join an practical and interactive session which objectively examines the B2B nuances at play globally and in Australia, with helpful comparisons to B2C and reference to relevant marketing theory.

Who should attend

From entry-level marketers to seasoned B2B practitioners (10 years+), the course caters for all levels, with the opportunity to work individually and within small groups to apply the content.

Topics Covered

1.  Account Based Marketing theory & practice
2. Buyer Group Marketing theory & practice
3. Growing B2B Brands via Category Entry Points
4. Analysing B2B campaign types by effectiveness & role
5. Product Led Growth ‘vs’ Sales Led Growth
6. Modern Sales, Business Development and Marketing organisational structures & KPIs / benchmarks

Case studies and mini-tasks are peppered throughout the content to enable discussion and debate.

Learning Outcomes

• Describe and apply B2B marketing principles, throughout the funnel (both acquisition and retention)
• Understand the tension and synergies between Sales, BD and Marketing
• Have an objective view of the promises of Product Led Growth models
• Walk away with a clear view of any ‘gaps’ and areas to prioritise in your own B2B marketing efforts

Facilitator

Liam Loan-Lack

Educated at the London School of Economics and the Institute of Practitioners in Advertising, Liam is an expert in the practical application of marketing best-practice to business challenges - as evidenced by winning x4 Global Effies for integrated client work.

His transition client-side started when he became CMO of one of the fastest growing multi-channel retail brands in Australia, My Muscle Chef, before switching categories to CMC Markets - a FTSE 250 trading & stockbroking brand - to lead the Marketing function for APAC.

Before departing CMC, he was promoted into the role of Chief Commercial Officer APAC, driving the integration of Marketing, Sales and Customer Support functions across B2B/C. Then, Liam took on a role consulting for one of Australia’s preeminent Independent agencies, Match & Wood and is about to start his new role as a Chief Customer Officer in the Home Loan and Financial Coaching category, leading an integrated team across Sales, Marketing, Customer Success and Product Development team.

*This course qualifies for 14 CPD points under the AMI’s Certified Practicing Marketer program.