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Potomac Tech Wire - March 31

Arlington, Va. -- A pair of local marketing consultants have launched a new Arlington-based firm aimed at bolstering the skills of marketers targeting business and government clients. Marybeth Fraser and Dana Theus, both adjunct professors at George Mason's School of Management Technology, said that their company, called B2B Marketing Excellence, will offer training courses focused on branding, product marketing, marketing communications and sales enablement, as well as web tools such as a blog and a social networking community. "Marketing to a business or government agency requires understanding the special dynamics of the organizational sale," said Fraser. "Branding and positioning are just as critical in B2B marketing as they are in B2C, but the techniques and nuances of being effective can be dramatically different."
http:/www.B2BMarketingExcellence.com 

B2B Marketing Excellence is pleased to announce its first marketing training course, Corporate Brand Strategy: Accelerating the Sales Cycle which will be held in Arlington Virginia on May 8, 2008. This unique look at corporate branding in the Business-to-Business and Business-to-Government markets will address special branding challenges encountered in the business market such as whether and how to brand products, acquired companies and partnerships. The class will also address the newest branding challenges facing business marketers in Web 2.0 and social media environments, which are becoming critical to communications and awareness campaigns.

B2B Marketing Excellence will provide course attendees with pragmatic marketing templates, tools and methodologies to develop a Strategic Brand Platform, Positioning Statement, Brand Architecture, Brand Creative Brief and Communications Plan. The one day course fee is $695 and an early registration fee of $595 will apply through April 10, 2008.

Marybeth Fraser and Dana Theus, executive marketing consultants and adjunct professors at George Mason University’s School of Management Technology Management program, have joined forces to launch B2B Marketing Excellence. 

The new company will target a growing deficit in professional development opportunities and resources available to B2B and B2G marketers in today's fast-moving knowledge economy. "Many marketing training resources do a solid job at addressing the demographic and psychographic challenges of consumer marketing," said Marybeth Fraser, Principal. "However, marketing to a business or government agency requires understanding the special dynamics of the organizational sale. Branding and positioning are just as critical in B2B marketing as they are in B2C, but the techniques and nuances of being effective can be dramatically different."

The company will offer courses in the core marketing disciplines: branding, product marketing, marketing communications and sales enablement. In addition to covering the specific B2B and B2G requirements in each of these functional areas, B2B Marketing Excellence will also address the unique challenges facing business marketers in Web 2.0 and social media environments, which are becoming critical to communications and promotion.  Taking a practical approach to staying on top of these rapidly developing opportunities, the company will launch the  B2B Expert's Forum, a social networking community and knowledge based wiki for business marketers to share best practices and business case information.

"Social media marketing opportunities are developing more rapidly than most organizations realize," noted Dana Theus, Principal. "The implications for branding, product development, promotion and even sales are evolving as we speak and we are taking a 'learn-by-doing' approach with our social network, B2B Expert's Forum." The B2B Expert's Forum will be available in April, 2008.

About B2B Marketing Excellence
B2B Marketing Excellence is the business marketer’s professional development advantage. Lively training courses, experience-based methodologies, our B2B/B2G focused blog and the B2B Expert's Forum social networking community, all provide marketing executives and up-and-comers the strategic edge. Join our expert’s community and distinguish yourself in the knowledge economy. B2B Marketing Excellence is based in Arlington, Virginia. To learn more please visit www.B2BMarketingExcellence.com.