B2B Sales and Marketing – Business Clinic Workshops

Business Clinic – Monthly Workshops

Next Workshop: Business Model Canvas

Date: Thursday, 17th October
Time: 10:30 AM – 12:30 PM
Location: Impact Hub Geneva, Petit Salon
Attendance: Free for Impact Hub members

Join us for an engaging workshop on B2B Sales and Marketing!

Dive into the world of B2B with our interactive workshop designed for entrepreneurs and business professionals. Whether you’re looking to refine your B2B strategies or tackle new challenges, this session will cover essential topics and encourage collaborative discussions to help you navigate the complexities of effective B2B marketing.

What We’ll Explore

In B2B, the buyer’s journey can be long and complex. We’ll break down the B2B marketing funnel, focusing on how to reach and attract prospects, nurture relationships, and convert leads into loyal customers.

Value Map – who are your customers?
Learn how to identify your ideal customer profiles and understand their specific needs. We’ll cover techniques to map out customer pain points and desired outcomes, enabling you to create compelling value propositions.

Product Levels and Order Sizing
Discover how to build trust with prospects by offering a tiered product strategy. We’ll discuss the role of free product, low level standardized product, diagnostic test, core product and product for customer in fostering relationships and driving sales.

B2B Marketing Funnel
We’ll explore the marketing funnel, covering how to guide customers from awareness to purchase and beyond. Learn how to reach and effectively engage your target audience, convert interest into sales, and build long-term relationships through repeat business, cross-selling and customer advocacy.

We’ll also review the most effective B2B marketing tools for each stage of the funnel and work together to prioritize their use in your strategy.

Why Attend?

This workshop offers a collaborative space where you’ll work alongside like-minded professionals, share insights, and gain practical, actionable strategies to enhance your B2B marketing efforts.

Whether you’re looking to boost sales, enhance customer engagement, or expand your market reach, this session is designed to equip you with the tools and insights to drive your business forward.

We look forward to seeing you there!

The Business Clinic is delivered by dr. Edward Boon and Erika Veneziano

• About Edward Boon

Edward Boon is a teacher and consultant who provides simple and practical marketing advice to entrepreneurs and small businesses.

He has worked with major brands (e.g., Hugo Boss, Lacoste, and BMW) and at the digital startup First Europa (a spin-off of eBookers).

He is currently a professor at Webster University Geneva. His research has been published in leading business journals, including Business Horizons and Tourism Management.

• About Erika Veneziano

Erika is an entrepreneur with 15+ years in the hospitality and travel sector, leading her company labelV. As a Sustainability Consultant with Mission: Net Zero, she now supports hotels on their sustainability journey through operational strategies, communications and certifications like Green Key and Green Tourism, both recognized by the Global Sustainable Tourism Council (GSTC). A B Leader trained by B Lab Europe, Erika also assesses the environmental and social impact performance of companies and can make recommendations to attain the BCorp certification.

She holds a master’s in international relations from IUHEI and completed advanced studies in Business Sustainability Management, Circular Economy, and Sustainable Tourism. Passionate about nature and well-being, Erika volunteers on biodiversity projects both locally and internationally.