• General managers
• Marketing, product and sales managers from medium to large business-to-business firms
• Presidents and vice presidents of marketing from smaller firms
• Other managers who help plan and implement market-oriented business strategies

• Strengthen your ability to segment, target and position effectively in B2B markets
• Create compelling customer value propositions and translate them into stronger go-to-market strategies
• Develop B2B content and strategies for getting it in front of the right audiences
• Connect marketing and sales through effective account-based marketing approaches
• Build stronger customer relationships through customer success and loyalty strategies

Developing Your B2B Marketing Strategy

• Explore the evolving role and archetypes of the B2B marketing leader
• Strengthen your approach to segmentation, targeting and positioning
• Develop effective go-to-market strategies

Creating and Communicating Customer Value

• Understand the principles of customer value management
• Apply customer value concepts to real-world business challenges
• Strengthen customer relationships through customer success and loyalty strategies

Developing and Activating B2B Content

• Develop compelling marketing content for B2B audiences
• Learn how to get digital content in front of the right audiences
• Connect content and marketing strategy to the customer journey

Aligning Marketing and Sales

• Explore strategies for effective account-based marketing
• Strengthen the connection between sales and marketing
• Apply customer-focused approaches to drive business growth

Eric T. Anderson - Academic Director; Polk Bros. Chair in Retailing; Professor of Marketing

Scott Barghaan - Academic Director; Adjunct Lecturer of Executive Education

Nick Caffentzis - Senior Fellow and Adjunct Professor of Marketing

Kelly Cutler - Associate Professor, Medill School of Journalism, Media, Integrated Marketing Communications

Kent Grayson - Professor of Marketing; Bernice and Leonard Lavin Professorship

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing

“Thanks for a great course.”

Participant, Live Virtual Program

"This was an outstanding program! It was time well-spent, with a deep-dive into the principles of marketing. I gained insight into redefining our marketing strategy and integrating marketing as a key partner in the company's strategic direction."

CEO China, TMF Group

"The Kellogg experience has been very refreshing. The concepts are constantly compared with real-life events. The faculty takes extra pains to involve each participant - overall, a great bang for the buck."

General Manager & Regional Head, State Bank of India

"This course will challenge the way you do business, regardless of your industry, profession, or marketing background."

VP Strategic Marketing, GE Capital Americas, Greater Chicago Area