<img height="1" width="1" src="https://www.facebook.com/tr?id=1762792827285594&amp;ev=PageView &amp;noscript=1">
Website cover - L&D Re-Branding  (682 x 682 px) (11)

LIVE at Lunchtime - Online Training

The ABC of B2B Communications

Thursdays | 11 August - 1 September
12:30pm – 2:00pm

register now

The ABC of B2B - 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 from 12:30pm - 2:00pm 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.
register now

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)
  • A new way to segment business audiences

So you can

  • Plan more effective B2B campaigns
  • Get better work from your agencies
  • Create differentiating communications for your business product or brand
  • Develop engaging content for business audiences
  • Optimise your media spend to the most effective/useful channels

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
  • Higher conversion for your sales teams/channels

Who is this workshop for

  • Anyone with responsibility for planning or delivering B2B communications (above or below the line)
  • Marketers who need to support a sales or account management team dealing with business customers
  • People who manage B2B comms that has to work within an existing consumer-oriented brand


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.

Read more

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

Start your professional development
journey with us today.

register now


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.