Export Training Series
Export Marketing: From Understanding the Market to Creating Customers
Most exporters start marketing with the wrong question: "Should we advertise?" This course reverses the order — understand the market, define your ideal customer, build a differentiated value proposition, and connect marketing to revenue through the funnel and CRM. 14 lessons, ~86 minutes, in English.
Kimler için?
- B2B manufacturers (machinery, chemicals, building materials, industrial equipment) preparing to enter export markets
- Exporters who equate marketing with advertising — and wonder why campaigns don't convert
- Export, sales and marketing managers who need one shared framework for market entry decisions
- Companies entering a new country and deciding how to position against local and global competitors
- Teams that report impressions and likes, but cannot trace marketing to revenue
Neler öğreneceksiniz?
- Distinguish marketing, advertising and sales — and why marketing begins before any promotion
- Assess a market's real attractiveness beyond economic size, and find the competitive gap with ten competitor questions
- Translate product features into customer outcomes and define a precise Ideal Customer Profile
- Map the five-person B2B buying centre and tailor a message to each decision-maker
- Write a differentiated value proposition and positioning statement no competitor could copy
- Align product, price (total cost of ownership), place and promotion with your positioning
- Design the marketing–sales funnel with its CRM feedback loop, and build a KPI set that reaches revenue and CAC
Ön koşullar
- No prior marketing knowledge required; the course starts from first principles
- The course is taught in English; comfortable listening comprehension is sufficient
- Having a target market in mind (or using the running case: a Turkish machinery maker entering Germany) makes the exercises concrete
Kurs materyalleri
4 indirilebilir dokümanEğitim boyunca kullanacağınız şablonlar, kontrol listeleri ve kaynak dokümanlar. PDF, Word, Excel ve sunum dosyalarını bilgisayarınıza indirebilirsiniz.
Materyalleri indirmek için programa ücretsiz kaydolun.
- PDFThe Marketing Chain Diagnostic GuideThe 11 links with control questions and broken-link symptoms; run the chain test on your company (Lessons 0.2, 5.1)47 KB
- PDFValue Proposition & Positioning CanvasFeature-to-outcome table, buying-centre messages and the positioning statement template (Lessons 1.3–3.1)47 KB
- ExcelSegment & ICP Scoring MatrixWeighted segment scoring, ten-question competitor positioning and ICP definition — with filled example (Lessons 1.2, 2.1)14 KB
- ExcelFunnel, KPI & TCO CalculatorStage conversions, CAC, business-metric KPI set and the total-cost-of-ownership argument (Lessons 3.2, 4.2, 4.3)13 KB
Program içeriği
6 bölüm · 13 ders · 51 dkDers içerikleri yalnızca programa kayıtlı üyelere açıktır.
Most exporters start marketing with the wrong first question. This module separates marketing, advertising and sales, and introduces the 11-link marketing chain that structures the whole course — from market to retention.
Program hakkında
Most exporters treat marketing as advertising: a LinkedIn campaign, a brochure, a trade-fair stand. This course reverses that order. Marketing is the discipline that connects what the market needs with what your company can profitably deliver - and it begins long before any promotion.
The backbone is an 11-link marketing chain: Market → Segment → Target Customer → Need → Value Proposition → Positioning → Message → Channel → Lead → Sale → Retention. Most companies enter at links seven and eight, because that is where the visible activity is - but links one to six decide whether seven and eight can work at all. The course walks the chain in order. Module 1 reads the market: attractiveness beyond economic size, ten competitor questions that find the gap rather than a list of names, and the outcomes customers actually buy. Module 2 chooses whom to serve: B2B segmentation, the Ideal Customer Profile, and the five-person buying centre where production, technical, procurement, finance and management each need a different message. Module 3 is the heart: the headline lesson builds a value proposition from a specific problem, a real capability and a measurable benefit — then aligns product, price (total cost of ownership), place and promotion behind it. Module 4 connects marketing to revenue: the B2B customer journey, the funnel from 100,000 impressions to 2 customers, the CRM feedback loop, and a KPI set built on qualified leads, RFQs, revenue and CAC rather than likes.
A single running case carries the whole course - a Turkish industrial machinery manufacturer entering the German market - so every concept is applied, not just explained. Four permanent materials turn the lessons into work: the Marketing Chain Diagnostic Guide, the Value Proposition & Positioning Canvas, the Segment & ICP Scoring Matrix and the Funnel, KPI & TCO Calculator (both Excel tools ship with filled examples). Case figures are illustrative; market data examples use the "live data - pull the current figures yourself" frame.
Export Marketing is the umbrella course of the BAZ Akademi series: each other course operates one or more links of the chain. TradeMap reads the market, the Target Country Report is the central input, Content Strategy runs inbound, Cold E-Mail and LinkedIn run outbound, and the CRM course closes the loop. Exporting is not a campaign - it is a system.