Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration. 2. Identify and apply theoretically grounded solutions to business-to-business marketing problems.

Assignment Task

Learning Outcomes

This assessment supports the following unit learning outcomes:

1. Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration.

2. Identify and apply theoretically grounded solutions to business-to-business marketing problems.

Task Description

By completing this assessment, you will gain the following knowledge and skills. Knowledge and skills in focus

Knowledge

• Knowledge on broad business to business marketing theories and how they apply in the real world.
• Deeper understanding and analysis on business to business marketing theory

Skills

• Analytical skills through reviewing information and ascertaining the case study issue. Research skills to review content in a case study and present it appropriately
• Academic writing skills

Case Briefing:

Assessment two is a case study on a B2B company - Robotic Marketer, a cutting-edge marketing technology that specializes in the development of comprehensive Artificial Intelligence (AI)-based automated marketing strategies. Robotic Marketer develops a comprehensive marketing strategy, implementation plan for marketing tactics, generates content across email marketing, blogs, social media calendar, case studies, website and press releases, manages the performance of your marketing strategy and provides reporting with predictive analysis. This Al-driven solution promises multifaceted productivity gains for the marketing functions of its customer firms. Robotic Marketer makes it easy and affordable for businesses to develop a data-driven marketing strategy that capitalizes on the company's strengths and leverages opportunities. With just 1-2 hours of onboarding onto the software, and 2 hours for a facilitated marketing workshop, your company will have a marketing strategy, 12- month execution plan easily integrated into project management software and a management tool in place. You can find more information about the company and their Al platform on Robotic Marketer's website.

As part of the case study, imagine that you are the Marketing Manager of Robotic Marketer. Despite the innovation, Robotic Marketer faces a significant challenge: demand generation. In this case study, let us explore how you, in your hypothetical role as the Marketing Manager of Robotic Marketer, would navigate the complexities of influencing buyers in the B2B landscape. Specifically, the case study requires you to reflect on the Demand Generation Conundrum.

Despite the groundbreaking nature of Robotic Marketer's product, the firm faces a paradox: How can they generate demand for a solution that disrupts existing marketing norms? You recognize that influencing B2B buyers requires a strategic approach, tackling three critical aspects:

1. Understanding Buying Center Dynamics: B2B purchasing decisions involve multiple stakeholders within an organization. Research the intricacies of the buying center-the group responsible for evaluating and approving purchases as relevant for your solution. Who are the key players? What motivates their decisions? How can Robotic Marketer tailor its messaging to resonate with each stakeholder?

2. Developing a Key Value Proposition: A compelling value proposition is essential. How can you articulate the unique benefits of Robotic Marketer? Craft a concise, persuasive message to convey the transformative impact of the company's Al-driven marketing platform to potential buyers?

3. Mapping customer networks: B2B buyers operate within interconnected networks. These networks influence decision-making, referrals, and trust. Decipher this web of relationships-from industry influencers to satisfied clients. What is the structure of this network? How can Robotic Marketer leverage these connections?

The case study emphasizes on the challenges and opportunities in B2B marketing. By developing a compelling value proposition, understanding the buying center dynamics, and leveraging customer networks, your goal is to propel Robotic Marketer's growth. This assessment requires you to research and apply what you learned from your readings and workshop to address the case study effectively.

How to analyse a case study?

A case study helps you learn by immersing you in a real-world business scenario where you can act as problem-solvers and decision-makers. The case presents facts about a particular organisation. You must analyse the case by focusing on the most important facts and using this information to determine the opportunities and problems facing that organisation. A case study analysis must include much more than just summarizing the case. It should identify key issues and problems, outline and assess alternative courses of action, and draw appropriate conclusions.