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, MBA, CM
Marketing Executive | CMA Instructor

Joanne Pawlicki is a senior marketing leader who has built her career across leading global organizations, including Coca-Cola, Nestlé, and Kellogg, with international experience across Canada, the UK, and Australia, before moving into enterprise-scale leadership roles at Cineplex Entertainment and Compass Group.

Her foundation in blue-chip CPG shaped a disciplined, insight-driven approach to brand and growth. She has since applied that expertise in complex, multi-unit and high-growth environments, where marketing must directly drive business outcomes. This has defined her approach: combining rigour with agility and applying a whole-business lens.

Joanne has led large-scale marketing mandates and transformations, including driving double-digit growth in multi-unit environments, leading a $1.7B division marketing scope, and restoring a $200M portfolio to 20%+ growth and category leadership. She is known for connecting strategy to execution and aligning cross-functional teams to deliver measurable commercial impact.

In addition to her corporate leadership experience, Joanne has worked in advisory and facilitation capacities, partnering with organizations to align leadership teams, strengthen commercial acumen, and unlock growth through more effective marketing. As a CMA instructor, she teaches budgeting, P&L management, and strategic marketing planning, and is recognized for delivering practical, engaging learning experiences.

Joanne is passionate about business and the role marketing can play in helping organizations grow and perform at their best.

Areas of Expertise

• Brand Strategy, Positioning and Architecture
• Strategic Planning and Market Analysis
• Go-to-Market Strategy and Digital Ecosystems
• Integrated Marketing Strategy and Campaign Development
• Customer Segmentation, Target Definition and Customer Insights
• Loyalty Strategy and Program Development
• Mission, Vision and Values Development
• Marketing and Organizational Alignment
• Strategic Partnerships and Growth Initiatives
• Executive Leadership, Team Development and Marketing Investment Planning

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