Marketing strategies for B2B organizations are evolving rapidly. Technological innovations and significant shifts in buyer behavior toward digital have dramatically rerouted the journey of B2B organizations.
One notable sign that digital sales have come of age, is the ease with which B2B buyers are making large new purchases and reorders online, according to McKinsey Research. The prevailing wisdom used to be that e-commerce was mainly for smaller-ticket items and fast-moving parts. Not anymore. Remarkably, 70 percent of B2B decision makers say they are open to making new, fully self-serve or remote purchases in excess of $50,000, and 27 percent would spend more than $500,000.
In terms of digital practices, Gartner predicts that 80 percent of B2B sales interactions between suppliers and buyers will occur via digital channels by 2025. However, one of the biggest hurdles for B2B organizations is aligning sales and marketing functions for maximum efficiency and revenue impact.
B2B Marketing: Growth Strategies for Your Organization reveals the processes, strategies, and tools that successful marketers use to drive growth within their B2B organizations. The value proposition for your products and services is the greatest weapon in your arsenal. Learn how to develop, communicate and deliver it to your prospects through a new, modern set of tools and frameworks that put your customers at the center of your universe.
B2B Marketing: Growth Strategies for Your Organization is designed for professionals who want to understand the full scope and potential of B2B marketing techniques and strategies. The program delivers a veritable A-to-Z playbook for growth within their B2B-oriented organization or department. No prior marketing expertise is required, and this program is ideally suited for:
By the end of this 8-week program, you will be able to:
This program serves as the preeminent A-to-Z strategy playbook for B2B marketing, sales, and growth-seeking professionals, unfolding in eight sequential modules, and is aimed at driving measurable impact in your organization.
Module 1: The New B2B Marketing Imperative—Driving Profitable Growth
Gain a foundational understanding of why B2B-oriented organizations need to modernize and formalize their marketing practices, what that transformation looks like in practice, and the proven tools to get you there.
Module 2: Your Go-to-Market Strategy—Understanding the Context
Explore qualitative methods for identifying your customer segments with more precision and determine how to solve their most pressing problems.
Module 3: Your Go-to-Market Strategy—Choosing Your Path
Apply customer insights to create a compelling value proposition and product marketing strategy.
Module 4: Product Pricing
Once you have identified what your customers want and how your products address their unique needs, you can then determine pricing strategies for different segments.
Module 5: Demand Generation and Outbound Marketing
Recognize that demand generation is about building awareness for your brand or product. Employ the Strategic Marketing Framework as a tool for refining your marketing objectives.
Module 6: Lead Generation
Generating a lead means that your product or service is now in the consideration pool, but it requires nurturing to convert leads to customers.
Module 7: Customer Relationship Management and Marketing Automation
Technology plays a crucial role in every marketing organization; it is critical to understand which tools will add substantial value to your organization.
Module 8: Your Path Forward
Your learning journey culminates in the creation of a marketing action plan that outlines the next 30, 60, and 90 days, giving you a roadmap for success and enabling transformation.
The final project culminates in the creation of a B2B marketing action plan that you can present to your leadership team, colleagues, or prospective clients. To ensure that your plan is truly actionable, you will also create a schedule for implementing it over a three-month period. A series of pilot programs will test your vision so that you can determine what works and what does not work. Individualized feedback is offered to help you achieve your best output.
What is the program about?
Designed for sales, marketing, and business department heads operating in B2B environments, the 8-week program, B2B Marketing: Growth Strategies for Your Organization, offers an A-to-Z playbook that incorporates all of the modern marketing strategies you will need to reach your organizational goals.
What is the learning experience?
Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program.
What is the program format?
The program consists of 8 modules delivered over 9 weeks online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.
Could a learner choose to opt out of some topics?
No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.
Are any of the sessions delivered in real time (live)?
There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.
What methods will be used for grading and evaluations?
Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.
How much time is allocated to complete assignments?
The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.
Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?
No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.
Does the program offer community engagement for learners?
Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.
What are the requirements for accessing the program?
Participants will need the following to access the B2B Marketing program:
PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery
Does the program offer a certificate?
Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)
Who is Emeritus and what is their relationship with Kellogg Executive Education?
Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.
February 23 - April 27, 2023
Start: March 2 at 12:00 AM
End: April 27 at 12:00 AM