B2B/B2G Marketing: How to Influence the Market Before the Sale Begins

On October 19, Nikolay Soustin will hold an open practical training session focused on working in complex B2B and B2G markets and on tools for influencing future purchasing decisions even before a customer begins selecting a supplier.

Date: October 19, 2026
Time: 13:10–14:10
Venue: Crocus Expo International Exhibition Center, Pavilion 1, PCVExpo Conference Hall (Hall 4), Booth H231

Nikolay Soustin is a leading expert in B2B and B2G marketing, Professor of Practice at the HSE University Graduate School of Business, and a leading instructor for corporate training programs and academies of Rosatom, Rostec, TECHNONICOL, and other major Russian companies.

In industrial B2B markets, the decision to purchase equipment, materials, or complex services is not always made solely by the direct customer. Designers, technical specialists, contractors, integrators, parent organizations, regulators, and other market participants may also influence the choice. That is why effective sales require an understanding of the entire decision-making system and engaging with its participants long before a specific procurement opportunity emerges.

During the training, Nikolay Soustin will present his proprietary practical methodology for working in complex B2B and B2G markets and demonstrate how to see this system as a whole and use it when developing pre-sales and sales activities.

The program includes:

• Market Model — who surrounds your customer and who actually influences the decision-making process.
• Stakeholders and Centers of Influence — how to identify the role of each participant and understand whom you need to engage with before the sales process even begins.
• Pre-Sales Strategy — how to systematically build influence in the market and create conditions that increase the likelihood of your company being selected.
• B2B Sales Funnel — from establishing contact and generating interest to negotiations and closing the deal.
• Touchpoints and Communications — how to build relationships with different market participants and adapt your arguments, materials, and offering to each of them.
• Trade Shows within the B2B Marketing System — what role exhibitions play in pre-sales and sales strategy and how to use a trade show for targeted engagement with customers and key stakeholders.

Who Will Benefit from the Training

The training is designed for company executives and commercial directors, marketing and sales directors, heads of sales and business development departments, marketers, and key account managers, as well as professionals working with industrial customers and the public sector.

Participants will gain a systematic view of the B2B/B2G market and a practical methodology that can be used to prepare for sales, develop relationships with key market participants, and increase the effectiveness of trade show participation.

Join the training on October 19 to explore the mechanics of complex B2B/B2G sales and understand how to build relationships with customers and centers of influence before active selling even begins.