B2B Marketing Fundamentals

Defining Target Customers & Decision Makers

• How to identify the right types of companies to focus on
• How to understand the roles, needs, and motivations of individuals involved in buying decisions

Crafting a Clear Value Proposition

• How to clearly communicate what you offer, who it helps, and why it matters
• How to translate features into meaningful business benefits

Understanding the B2B Customer Journey

• The key stages of the buyer journey—from awareness to decision
• How marketing supports each stage and where sales typically leads

Building an Effective B2B Marketing Mix

• The core B2B channels and their purpose
• How to choose and combine channels based on customer needs

 Introduction to Demand Generation

• The fundamentals of creating interest and supporting early engagement
• How marketing contributes to qualified opportunities

 Measuring Marketing Performance & ROI

• The essential metrics B2B marketers should track
• How to evaluate marketing effectiveness and contribution to business outcomes

• Practical frameworks for defining target customers, value propositions, and the B2B buyer journey
• Applied examples that illustrate how marketing and sales work together across each stage
• Clear, structured guidance on selecting channels and assessing marketing effectiveness
• Greater confidence in measuring marketing impact and communicating ROI

• A structured approach to identifying and prioritizing target customers and decision makers
• A simple, actionable approach to building value propositions, mapping the buyer journey, and selecting an effective channel mix
• A set of core metrics and demand generation fundamentals to support stronger marketing performance

Marketing Managers, Senior Managers, Account Leads, and agency or in-house marketers looking to strengthen their B2B fundamentals. Ideal for those who want to improve customer targeting, develop more effective B2B programs, enhance alignment with sales, and better understand marketing’s role in driving business results.

Joanne Pawlicki
Pawlicki Marketing & Communications

Joanne Pawlicki is a global marketing and branding expert with over 20 years of experience driving growth across four countries, eight industries, and 30+ brands—including Kellogg’s, Nestle, Cineplex, and the CN Tower. Her expertise spans brand, product marketing, communications, digital, and loyalty, developed through leadership roles in top-tier CPG, retail, entertainment, and food organizations.

One of Joanne’s core strengths is strategic planning. She has developed and executed marketing strategies from the ground up for over 10 organizations, balancing consumer insight, creativity, and commercial discipline to drive clarity and results. At Cineplex Entertainment, she introduced a structured brand-building approach that defined brand identities across core businesses, shaped go-to-market roadmaps, and unlocked new revenue streams through cross-functional alignment and enterprise-wide strategic partnerships. Whether for start-ups, Fortune 500s, or billion-dollar enterprises, Joanne consistently builds marketing plans that align business objectives with bold brand ambition.

Currently, Joanne leads her consulting firm, Pawlicki Marketing & Communications, where she helps brands solve strategic challenges, transform perception, and accelerate growth. She also serves as the Finance Officer on the board of the Toronto chapter of NextUp, an organization dedicated to advancing women in business.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague