LIVE at lunchtime - Online learning

The ABC of B2B Communications

Thursday 05 - Tuesday 26 August 2021
12:00pm –1:30pm
MA Online

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A three-step approach to effective B2B communications

In this workshop, we look at the essentials of great Business-to-Business advertising and communication.

In three stages, you'll find out how to turn samey, forgettable propositions into memorable, distinctive and effective campaigns that engage business audiences on a human level.

In part one we consider a new way to look at your audience (A).
In part two, we look at the benefits that matter for decision-makers (B).
In part three, we look at the best channels to tell your story (C).

Course structure
A live session will be held each Thursday at 12:00pm - 1:30pm over 4 weeks. The facilitator will present that week's topic live online with other participants. There will also be activities and resources to support your learning.


  • $595.00 + GST Members
  • $895.00 + GST Non Members
  • Special rates available for students*, registered charities and multiple bookings. Contact us.
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Learning outcomes

You'll learn about

  • Why most B2B comms really suck (the three big mistakes)
  • What businesses are actually interested in
  • How businesses make decisions (and how that changes what you say to them)

So you can

  • Plan more effective B2B campaigns
  • Get better work from your agencies
  • Create differentiating communications for your business product or brand

To achieve

  • Clearer and more relevant messaging for business audiences
  • Business messages that support a wider brand proposition
  • Campaigns that support your entire sales pipeline

Who should attend?

  • Anyone with responsibility for planning or delivering B2B communications (above or below the line)



Matthew Masters

Facilitator, Matthew Masters

Creative Director, Badger Communications

Over the last twenty-something years Matthew has worked with brands including Vodafone, Vector, Shell (in Europe), TNT, Expedia, ANZ and...well, others.

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Well presented, interesting and idea creating workshop that enabled me to feel positive about the direction we are moving in and provided insight and concepts that I intend to adopt.

Angela hunter, sales & marketing manager, 2020

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Are you a SME and keen for support with funding your professional development? You may be eligible to receive a subsidy of up to 50% for your course fee. Click here to find out more.