MARKETING: GASTCOLLEGES
Gastcollege 1: B2B Marketing Strategy & Digital Impact on B2B buying Behavior............................ 4
1.1. B2B Marketing & Strategy...............................................................................................................4
1.2. Modelling the Process...................................................................................................................... 6
1.2.1. Capturing Customer Value...................................................................................................... 6
1.2.2. Building B2B Relationships....................................................................................................6
1.2.3. Benchmarking CVM Customers-Prospects............................................................................ 7
1.2.4. Business Markets Strategy Goals............................................................................................7
1.3. Buyer's Journey.................................................................................................................................7
1.3.1. B2B Customer journey: Touchpoints......................................................................................8
1.3.1.1. Customer Journey Mapping.......................................................................................... 9
1.3.1.2. Digital Balance in B2B Buyer’s Journey.................................................................... 10
1.3.2. B2B Customer Journey: Complicated Factors......................................................................10
1.3.3. B2B Customer Journey: Examples....................................................................................... 11
1.4. B2B Buyers:................................................................................................................................... 12
1.4.1. Digital Behaviour Impacting B2B Buyers............................................................................ 13
1.5. Influence of digitalization and AI in B2B buying processes, sales & marketing...........................14
1.5.1. 80% of B2B Sales will be digital.......................................................................................... 14
1.5.2. Digital Sales Channels will accelerate by 2025.................................................................... 15
1.5.3. Future of B2B Sales is Adaptive...........................................................................................15
1.5.4. The Future of CSO’s: Leaders of Selling, not sellers........................................................... 16
1.5.5. The integration of AI into B2B Marketing........................................................................... 16
1.6. Sales & Marketing funnel in a digital multi-channel age............................................................... 17
1.6.1. Evolution of Search...............................................................................................................18
1.6.2. Combine Buyers Journey & Sales Funnel............................................................................ 19
1.6.3. Inbound Marketing Methodology, translate strangers into customers.................................. 20
1.7. B2B Lead Generation..................................................................................................................... 21
1.7.1. What is Lead Generation?.....................................................................................................22
1.7.2. Tools needed for Lead Generation.......................................................................................... 1
1.7.3. Collecting Data for Lead Generation...................................................................................... 1
1.7.4. Omnichannel engagement for Lead Generation..................................................................... 1
1.8. Marketing Automation..................................................................................................................... 1
1.8.1. Choosing a B2B Marketing Automation Platform................................................................. 1
1.8.2. The benefits of using B2B marketing automation.................................................................. 1
1.8.3. Marketing automation in 2024................................................................................................ 1
1.8.3.1. Budgets for Marketing automation platforms............................................................... 1
1.9. B2B Examples.................................................................................................................................. 1
Gastcollege 2: Marketing Communication Mobile Marketing................................................................ 1
2.1. Mobile Marketing: The new normal.................................................................................................1
2.1.1. Populairste Sociale media platforms.......................................................................................1
1
, 2.1.2. Mobile Marketing Strategies for Gen Z & Alpha................................................................... 1
2.1.2.1. Gen Z Consumer Habits................................................................................................ 1
2.1.2.2. Mobile strategies for Gen Z...........................................................................................1
2.1.2.3. Gen Alpha Consumer Habits.........................................................................................1
2.1.2.4. Mobile strategies for Gen Alpha................................................................................... 1
2.1.2.5. Key take aways: Mobile strategies for Gen Z & Alpha................................................ 1
2.2. Mobile Marketing & Advertising..................................................................................................... 1
2.2.1. What is mobile marketing?..................................................................................................... 1
2.2.2. How mobile marketing works?............................................................................................... 1
2.2.3. Mobile Marketing strategies................................................................................................... 1
2.2.3. Mobile Marketing vs. Traditional Marketing..........................................................................1
2.2.4. How do you start a mobile marketing business...................................................................... 1
2.2.4.1. Set Up a Mobile Website............................................................................................... 1
2.2.4.2. Set up your business on Location-Based Platforms...................................................... 1
2.2.4.3. Dive Deeper...................................................................................................................1
2.2.4.4. Start a Mobile Ad Campaign......................................................................................... 1
2.2.4.5. Utilize QR-Codes.......................................................................................................... 1
2.2.5. How to do mobile marketing?.................................................................................................1
2.3. What is Mobile Advertising?............................................................................................................1
2.3.1. Objectives of Mobile Advertising...........................................................................................1
2.3.2. Benefits of Mobile Advertising...............................................................................................1
2.3.3. Why use Mobile Advertising?................................................................................................ 1
2.3.4. Types of Mobile Marketing.....................................................................................................1
2.3.5. Types of Mobile Advertising.................................................................................................. 1
2.3.6. Mobile App formats for Display............................................................................................. 1
2.3.6.1. Pro’s & Cons of each format......................................................................................... 1
2.4. Responsive design............................................................................................................................ 1
2.4.1. The Holy Trinity of Responsive Web Design......................................................................... 1
2.4.2. Guidelines for Design............................................................................................................. 1
2.4.2.1. Design effective content & imagery.............................................................................. 1
2.4.3. Responsive Email Design....................................................................................................... 1
2.5. Define your mobile application strategy.......................................................................................... 1
2.5.1. Types of Apps......................................................................................................................... 1
2.5.1.1. Types of pricing strategies.............................................................................................1
2.5.1.2. Key elements to succeed................................................................................................1
2.5.2. Impacting Downloads............................................................................................................. 1
2.5.3. Apps Design............................................................................................................................ 1
2.5.4. Mobile Metrics & ROI............................................................................................................ 1
2.6. Key Mobile Trends in 2025.............................................................................................................. 1
2.6.1. Conversational chatbots, Artificial Intelligence & Machine learning.................................... 1
2.6.2. User generated content & Influencer marketing..................................................................... 1
2
, 2.6.3. Social & M - Commerce & shoppable Ads............................................................................ 1
2.6.4. Mobile streaming is here to stay............................................................................................. 1
2.6.5. Mobile taking over the gaming industry................................................................................. 1
2.6.6. Consumers still prefer video................................................................................................... 1
2.6.7. Augmented Reality................................................................................................................. 1
2.6.8. Voice Search............................................................................................................................1
Gastcollege 3: (Radicale) Evoluties in Retailing.......................................................................1
3.1. Impact of digital ero on retail practices............................................................................. 1
3.2. COVID-19 is a disruption, even more than it is a disease................................................ 1
3.3. Today................................................................................................................................ 1
3.3.1. Consequences......................................................................................................... 1
3.3.2. Possible answers..................................................................................................... 1
3
, Gastcollege 1: B2B Marketing Strategy & Digital
Impact on B2B buying Behavior
1.1. B2B Marketing & Strategy
→ B2B buying behaviour:
Business buying behaviour of organisations that buy goods and services for use in the production of other
products and services that are sold, rented or supplied to others.
The business buying process is the decision process by which business buyers determine which products
and services their organisations need to purchase and then find, evaluate and choose among alternative
suppliers and brands.
The business market is bigger than the consumer markets and differs in many ways.
The business markets consist of less, but larger buyers than B2C. Business demand ultimately derives
from the demand for consumer goods. Business markets’ demand is more inelastic and is less affected by
short-term price changes, while demand also fluctuates more quickly.
The nature of the buying unit involves more decision participants and a more professional purchasing
effort. The business buyers’ decisions are often more complex and formalized. Finally, buyer and seller
often work on long-term relationships. Supplier development is the systematic development of networks
of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in
making products or reselling them to others
→ What are the big challenges for a B2B marketeer?
● Understanding the customer: B2B marketers must have a deep understanding of their target
audience and their needs, challenges, and goals. This requires research, analysis, and a
willingness to stay up-to-date with the latest trends and best practices in the industry.
● Cutting through the noise: With so much information and advertising out there, it can be
difficult to capture the attention of B2B customers. Marketers must be creative and strategic in
their approach to break through the clutter and make a lasting impression.
● Building trust: B2B customers are typically looking for long-term partnerships with companies
that they can trust. Marketers must work to establish and maintain trust through effective
communication, high-quality products and services, and excellent customer service.
● Generating leads: Generating high-quality leads is a constant challenge for B2B marketers. They
must develop effective lead generation strategies that attract potential customers and convert them
into paying clients.
● Measuring and demonstrating ROI: B2B marketing efforts can be expensive, so it is important
to be able to demonstrate a return on investment (ROI). Marketers must use data and analytics to
track the effectiveness of their campaigns and adjust their strategies as needed to improve results.
⇒ Overall, B2B marketing requires a deep understanding of the target audience, strong communication
skills, and a willingness to adapt and innovate in a constantly changing business environment.
4
Gastcollege 1: B2B Marketing Strategy & Digital Impact on B2B buying Behavior............................ 4
1.1. B2B Marketing & Strategy...............................................................................................................4
1.2. Modelling the Process...................................................................................................................... 6
1.2.1. Capturing Customer Value...................................................................................................... 6
1.2.2. Building B2B Relationships....................................................................................................6
1.2.3. Benchmarking CVM Customers-Prospects............................................................................ 7
1.2.4. Business Markets Strategy Goals............................................................................................7
1.3. Buyer's Journey.................................................................................................................................7
1.3.1. B2B Customer journey: Touchpoints......................................................................................8
1.3.1.1. Customer Journey Mapping.......................................................................................... 9
1.3.1.2. Digital Balance in B2B Buyer’s Journey.................................................................... 10
1.3.2. B2B Customer Journey: Complicated Factors......................................................................10
1.3.3. B2B Customer Journey: Examples....................................................................................... 11
1.4. B2B Buyers:................................................................................................................................... 12
1.4.1. Digital Behaviour Impacting B2B Buyers............................................................................ 13
1.5. Influence of digitalization and AI in B2B buying processes, sales & marketing...........................14
1.5.1. 80% of B2B Sales will be digital.......................................................................................... 14
1.5.2. Digital Sales Channels will accelerate by 2025.................................................................... 15
1.5.3. Future of B2B Sales is Adaptive...........................................................................................15
1.5.4. The Future of CSO’s: Leaders of Selling, not sellers........................................................... 16
1.5.5. The integration of AI into B2B Marketing........................................................................... 16
1.6. Sales & Marketing funnel in a digital multi-channel age............................................................... 17
1.6.1. Evolution of Search...............................................................................................................18
1.6.2. Combine Buyers Journey & Sales Funnel............................................................................ 19
1.6.3. Inbound Marketing Methodology, translate strangers into customers.................................. 20
1.7. B2B Lead Generation..................................................................................................................... 21
1.7.1. What is Lead Generation?.....................................................................................................22
1.7.2. Tools needed for Lead Generation.......................................................................................... 1
1.7.3. Collecting Data for Lead Generation...................................................................................... 1
1.7.4. Omnichannel engagement for Lead Generation..................................................................... 1
1.8. Marketing Automation..................................................................................................................... 1
1.8.1. Choosing a B2B Marketing Automation Platform................................................................. 1
1.8.2. The benefits of using B2B marketing automation.................................................................. 1
1.8.3. Marketing automation in 2024................................................................................................ 1
1.8.3.1. Budgets for Marketing automation platforms............................................................... 1
1.9. B2B Examples.................................................................................................................................. 1
Gastcollege 2: Marketing Communication Mobile Marketing................................................................ 1
2.1. Mobile Marketing: The new normal.................................................................................................1
2.1.1. Populairste Sociale media platforms.......................................................................................1
1
, 2.1.2. Mobile Marketing Strategies for Gen Z & Alpha................................................................... 1
2.1.2.1. Gen Z Consumer Habits................................................................................................ 1
2.1.2.2. Mobile strategies for Gen Z...........................................................................................1
2.1.2.3. Gen Alpha Consumer Habits.........................................................................................1
2.1.2.4. Mobile strategies for Gen Alpha................................................................................... 1
2.1.2.5. Key take aways: Mobile strategies for Gen Z & Alpha................................................ 1
2.2. Mobile Marketing & Advertising..................................................................................................... 1
2.2.1. What is mobile marketing?..................................................................................................... 1
2.2.2. How mobile marketing works?............................................................................................... 1
2.2.3. Mobile Marketing strategies................................................................................................... 1
2.2.3. Mobile Marketing vs. Traditional Marketing..........................................................................1
2.2.4. How do you start a mobile marketing business...................................................................... 1
2.2.4.1. Set Up a Mobile Website............................................................................................... 1
2.2.4.2. Set up your business on Location-Based Platforms...................................................... 1
2.2.4.3. Dive Deeper...................................................................................................................1
2.2.4.4. Start a Mobile Ad Campaign......................................................................................... 1
2.2.4.5. Utilize QR-Codes.......................................................................................................... 1
2.2.5. How to do mobile marketing?.................................................................................................1
2.3. What is Mobile Advertising?............................................................................................................1
2.3.1. Objectives of Mobile Advertising...........................................................................................1
2.3.2. Benefits of Mobile Advertising...............................................................................................1
2.3.3. Why use Mobile Advertising?................................................................................................ 1
2.3.4. Types of Mobile Marketing.....................................................................................................1
2.3.5. Types of Mobile Advertising.................................................................................................. 1
2.3.6. Mobile App formats for Display............................................................................................. 1
2.3.6.1. Pro’s & Cons of each format......................................................................................... 1
2.4. Responsive design............................................................................................................................ 1
2.4.1. The Holy Trinity of Responsive Web Design......................................................................... 1
2.4.2. Guidelines for Design............................................................................................................. 1
2.4.2.1. Design effective content & imagery.............................................................................. 1
2.4.3. Responsive Email Design....................................................................................................... 1
2.5. Define your mobile application strategy.......................................................................................... 1
2.5.1. Types of Apps......................................................................................................................... 1
2.5.1.1. Types of pricing strategies.............................................................................................1
2.5.1.2. Key elements to succeed................................................................................................1
2.5.2. Impacting Downloads............................................................................................................. 1
2.5.3. Apps Design............................................................................................................................ 1
2.5.4. Mobile Metrics & ROI............................................................................................................ 1
2.6. Key Mobile Trends in 2025.............................................................................................................. 1
2.6.1. Conversational chatbots, Artificial Intelligence & Machine learning.................................... 1
2.6.2. User generated content & Influencer marketing..................................................................... 1
2
, 2.6.3. Social & M - Commerce & shoppable Ads............................................................................ 1
2.6.4. Mobile streaming is here to stay............................................................................................. 1
2.6.5. Mobile taking over the gaming industry................................................................................. 1
2.6.6. Consumers still prefer video................................................................................................... 1
2.6.7. Augmented Reality................................................................................................................. 1
2.6.8. Voice Search............................................................................................................................1
Gastcollege 3: (Radicale) Evoluties in Retailing.......................................................................1
3.1. Impact of digital ero on retail practices............................................................................. 1
3.2. COVID-19 is a disruption, even more than it is a disease................................................ 1
3.3. Today................................................................................................................................ 1
3.3.1. Consequences......................................................................................................... 1
3.3.2. Possible answers..................................................................................................... 1
3
, Gastcollege 1: B2B Marketing Strategy & Digital
Impact on B2B buying Behavior
1.1. B2B Marketing & Strategy
→ B2B buying behaviour:
Business buying behaviour of organisations that buy goods and services for use in the production of other
products and services that are sold, rented or supplied to others.
The business buying process is the decision process by which business buyers determine which products
and services their organisations need to purchase and then find, evaluate and choose among alternative
suppliers and brands.
The business market is bigger than the consumer markets and differs in many ways.
The business markets consist of less, but larger buyers than B2C. Business demand ultimately derives
from the demand for consumer goods. Business markets’ demand is more inelastic and is less affected by
short-term price changes, while demand also fluctuates more quickly.
The nature of the buying unit involves more decision participants and a more professional purchasing
effort. The business buyers’ decisions are often more complex and formalized. Finally, buyer and seller
often work on long-term relationships. Supplier development is the systematic development of networks
of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in
making products or reselling them to others
→ What are the big challenges for a B2B marketeer?
● Understanding the customer: B2B marketers must have a deep understanding of their target
audience and their needs, challenges, and goals. This requires research, analysis, and a
willingness to stay up-to-date with the latest trends and best practices in the industry.
● Cutting through the noise: With so much information and advertising out there, it can be
difficult to capture the attention of B2B customers. Marketers must be creative and strategic in
their approach to break through the clutter and make a lasting impression.
● Building trust: B2B customers are typically looking for long-term partnerships with companies
that they can trust. Marketers must work to establish and maintain trust through effective
communication, high-quality products and services, and excellent customer service.
● Generating leads: Generating high-quality leads is a constant challenge for B2B marketers. They
must develop effective lead generation strategies that attract potential customers and convert them
into paying clients.
● Measuring and demonstrating ROI: B2B marketing efforts can be expensive, so it is important
to be able to demonstrate a return on investment (ROI). Marketers must use data and analytics to
track the effectiveness of their campaigns and adjust their strategies as needed to improve results.
⇒ Overall, B2B marketing requires a deep understanding of the target audience, strong communication
skills, and a willingness to adapt and innovate in a constantly changing business environment.
4
