Prepare for an career interview with top B2B companies that do institutional & projects sales
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14 reasons why this is the best Negotiation Course in the market right now
Why 500 + learners have taken this course
Course Content
Learn our structured GROWTH 6 step process
Avoid the L1 Lowest price trap
Case studies in Real estate, building products & more
Research your target companies to know how to pitch to them
Sell on value & get higher prices for your products
Understand how to approach four different buying influences
Avoid the 6 common mistakes in institutional selling
Watch the Course Intro by Maneesh Konkar, Faculty
Key Features of this Course
01
4+ hours duration
Lifetime access.
Recorded videos 14 day refund
02
6 step Growth Model
03
Research your target companies for buying signals
04
Taught by Industry expert ex IIMB Corporate Trainer Maneesh Konkar
05
Pitch on value & sell on premium prices
$100 mn of Sales Tips in 23 mins
Pick up a certificate like this on course completion
Maneesh Konkar (Course Faculty & Founder - Direction One).
MBA from IIM Bangalore. Started his career with ITC. Over the past 22 years, he has conducted various professional courses for teams from fmcg & consumer companies like HUL, Tata Motors, VLCC, Parle, Godrej Consumer, Amazon, Legrand, Asian Paints, ICICI Bank, Cargill Foods, Mahindra, Aditya Birla group and more. He has trained with manufacturing, FMCG, IT, pharma, internet, and building construction industries.
His online courses venture has about 7 courses which has garnered over 10,000 students in the last 2 years.
He also runs Direction One - Digital - a digital marketing agency that is doing some awesome work with Tata Motors (CV & PV across Maharashtra / Gujarat / multiple states).
He is also a Visiting Faculty with SPJIMR, Mumbai, and a panelist at IIM Bangalore interviews multiple times.
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Here's what our students are saying....
11 Tips to Handle Price Objections from Tough Customers
Frequently asked questions
Q1 - What is B2B Marketing?
B2B marketing (business-to-business marketing) is the process by which one business promotes its products or services to another business, rather than individual consumers. It focuses on building strong relationships and long-term partnerships with client organizations. The primary aim is to help the buying business improve its operations, efficiency, or profitability. - Sales cycles in B2B marketing are longer and more complex, often involving multiple decision-makers and deeper negotiations. Each transaction can take weeks or months, requiring careful evaluation, customized solutions, and trust-building. This complexity makes reliability, expertise, and communication especially important. - B2B purchase decisions are driven by logic, data, and clear return on investment, rather than by impulse or emotion. Businesses look for measurable benefits, cost savings, and performance improvements from the products or services they consider. Marketing materials often include detailed information, case studies, and evidence of results. - Educational content is central in B2B marketing, with companies using whitepapers, webinars, product demos, and in-depth resources to inform and engage buyers. Effective communication is tailored to each organization’s pain points, industry challenges, and strategic goals. Personalized outreach and consultative selling are common approaches. - Developing lasting client relationships is a major focus in B2B, with ongoing support, repeat business, and loyalty playing critical roles. Companies measure success by client retention, upselling, and the quality of their partnerships. Trusted suppliers often move into roles as strategic advisors. - Brand reputation and industry authority are crucial in B2B marketing, as businesses prefer to work with suppliers who have a proven track record, deep expertise, and positive references. Companies often review past performance, case studies, and peer recommendations before making a selection. - Marketing efforts in B2B are often directed at multiple audiences within a single client company, such as procurement teams, technical experts, and company executives. Successful strategies address the unique needs and priorities of each stakeholder group within the buying organization. - B2B marketing is a continuous process that moves prospects through a multi-step decision journey, from awareness and research to negotiation, purchase, and ongoing support. Marketers frequently nurture leads for months and aim to align their solutions with the client’s evolving business needs over time.
How is B2B sales and marketing different from others?
Q2 - What are some examples of B2B marketing in India?
Axis Bank sells payment integration APIs and B2B collection services to large FMCG and automobile firms like Unilever, Maruti Suzuki, and Nestle. TCS provides enterprise software and IT consulting to corporate clients such as SBI and Mahindra Group. Zoho offers SaaS business tools to SMEs and large companies like Titan and HDFC Bank. Bennett Coleman & Co. licenses news content and advertising inventory to brands and media buyers such as Hyundai and Tata Motors. UpGrad delivers corporate upskilling and MBA prep courses to companies such as Infosys and Tata Steel. Kajaria Ceramics supplies tiles to institutional real estate customers like DLF and hospitality groups like Taj Hotels. UltraTech Cement delivers bulk cement and concrete to infrastructure firms such as L&T and Reliance Infrastructure. IndiaMART connects manufacturers and wholesalers to retailers and distributors like Metro Cash & Carry. Ninjacart supplies fresh produce to large supermarket chains and restaurant groups. Nokia sells networking and telecom equipment to telecom operators like Airtel and Reliance Jio. Direction One - Digital manages digital marketing campaigns for corporate clients such as HSBC and TVS Motors. Somany Ceramics supplies tiles and sanitaryware to construction companies and hotel chains. Direction One delivers corporate training and leadership courses for business clients across India.
Q3 - What are the key strategies and tactics followed in B2B marketing?
Define Clear Brand Positioning Establishing a strong brand positioning is critical in B2B marketing. This involves clearly defining what makes your product or service unique and the specific value it offers to other businesses. Understanding how you differentiate from competitors helps shape your messaging and marketing approach. A well-defined brand positioning ensures your marketing efforts resonate with your target audience. Understand and Segment Your Audience Knowing your customers’ business needs, challenges, and decision-making processes is foundational in B2B marketing. This requires segmenting your target market based on industry, company size, role in the buying process, and other relevant factors. Detailed buyer personas help tailor messages that address specific pain points and priorities. Segmenting allows for more personalized, effective marketing campaigns. Leverage Content Marketing to Educate and Build Trust Creating informative and valuable content like whitepapers, case studies, blog posts, and webinars positions your business as a trusted advisor. Educational content helps prospects understand the benefits and ROI of your solutions, guiding them through complex buying journeys. Thought leadership pieces also increase brand credibility and support long-term relationship building. Consistent quality content nurtures leads and accelerates decision-making. Use Multi-Channel Campaigns for Outreach Effective B2B marketing reaches prospects over multiple channels including email, social media, paid search, and events. Multi-channel campaigns help maintain visibility and engagement throughout often lengthy B2B buying cycles. Coordinated messaging aligned with buyer stages increases conversion chances. Testing and optimizing campaigns across channels ensure efficient use of marketing budgets. Implement Account-Based Marketing (ABM) ABM focuses marketing and sales resources on a clearly defined set of target accounts with personalized campaigns. This approach treats each account as a “market of one,” tailoring content, offers, and outreach to the specific needs of key decision-makers. ABM drives higher engagement and ROI by addressing the unique challenges and goals of each account. Collaboration between marketing and sales is crucial for ABM success. Measure, Analyze, and Optimize Performance Ongoing measurement of marketing KPIs and analytics is essential to understand campaign effectiveness and customer behavior. Data-driven insights inform adjustments in strategy, messaging, and channel mix. Regular analysis optimizes lead generation, conversion rates, and customer retention. Continuous improvement based on performance metrics helps ensure marketing efforts are aligned with business goals.
Q4 - What is the difference between B2B and B2C marketing?
Here are six key differences between B2B (Business to Business) and B2C (Business to Consumer) marketing: Target Audience B2B marketing targets other businesses and organizations, while B2C marketing focuses on individual consumers. The decision-making process in B2B involves multiple stakeholders, whereas B2C decisions are typically made by a single consumer. Buying Process B2B purchases usually have longer sales cycles and involve complex approval processes. B2C buying is generally faster, often driven by personal preference or impulse purchasing. Relationship Building B2B marketing emphasizes building long-term relationships and trust with clients. In B2C, the focus is more on immediate brand loyalty and customer satisfaction. Communication Style B2B marketing uses formal, data-driven, and value-focused communication to appeal to business logic. B2C marketing leans toward emotional, entertaining, and benefit-oriented messaging to connect with individual feelings. Product Complexity and Customization B2B products or services often require customization and integration with existing systems. B2C products are usually standardized and designed for mass consumption. Pricing and Purchase Volume B2B transactions typically involve higher price points and bulk orders with negotiated contracts. B2C transactions generally feature fixed prices and smaller, one-time purchases.
Q5 - How does Direction One's B2B Sales & Marketing Course help me?
The Direction One B2B Sales & Marketing Online Course helps learners develop strong skills and knowledge specifically tailored for business-to-business sales and marketing. It is designed to prepare individuals for a career in institutional and project sales by offering a structured, practical growth process called the GROWTH 6 step model. The course emphasizes avoiding common pitfalls such as competing on the lowest price, and instead teaches how to sell based on value to achieve premium pricing. The course content covers important real-world case studies from industries like real estate and building products, which help learners understand how to research target companies and recognize buying signals effectively. It also focuses on understanding the four types of buying influences within organizations, so learners can approach and pitch more strategically, leading to better negotiation and closing outcomes. Taught personally by Maneesh Konkar—an experienced corporate trainer with 22 years of exposure to FMCG, consumer companies, manufacturing, pharma, IT, and building construction—the course offers practical insights from top corporate clients such as HUL, Tata Motors, Asian Paints, ICICI Bank, and Mahindra. This industry expertise ensures that learners are equipped with relevant skills that match real market demands. The course offers recorded videos totaling over 4 hours, lifetime access, and a certificate upon completion to enhance professional credibility. Altogether, Direction One’s B2B Sales & Marketing Online Course aims to build confidence and competence in selling complex B2B solutions, enabling learners to effectively succeed in sales roles within large organizations and institutional markets.
