B2B Marketing Strategy (Online)

Deploy the right marketing, pricing, sales force, and go-to-market strategies for you and your organization

Download Brochure

Get Your Brochure

Course Dates

STARTS ON

February 7, 2023

Course Duration

DURATION

6 weeks, online
6-8 hours per week

Course Fee

Create Sustainable Competitive Advantage with B2B Marketing

Success in the B2B market is no longer purely transactional. The recent rise in B2B e-commerce means the rule book is changing. Businesses must be customer centric—anticipating end-user requirements, simplifying transactions, and designing offerings that are value oriented.

Led by Miklos Sarvary, Faculty Lead for the Media and Technology Program at Columbia Business School and a seasoned marketing expert, this program imparts a practical understanding of how to achieve and maintain a competitive advantage through the right mix of marketing, pricing, sales force design and management, and social media tools across every stage of your go-to-market strategy.

$25.65 trillion

Projected value of the B2B e-commerce market in 2028, three times the projected value of the B2C e-commerce market

SOURCE: RESEARCH AND MARKETS

80%

Percentage of B2B sales transactions that will occur between buyers and suppliers through digital channels by 2025

SOURCE: GARTNER

Key Takeaways

By participating in the program, you will be able to:

  • Identify the functional, process, and relationship benefits of your B2B brand, giving you the knowledge to discern the value proposition for any B2B brand
  • Perceive differences in the B2B and individual decision funnels and use this knowledge to capitalize on the decision-making process to grow customer loyalty for your business
  • Select and employ marketing tools across every stage of the go-to-market process to maintain an edge over the competition
  • Identify basic pricing strategies and leverage them to control prices
  • Harness your marketing strategy to gain a sustainable competitive advantage and use this knowledge to demonstrate to your CEO the value of marketing

Who Should Attend?

  • Managers from a technical or manufacturing background who are now responsible for growth or marketing-driven functions
  • Product managers and marketing leads transitioning from a consumer domain into a B2B environment
  • Account managers seeking to make better customer-relationship decisions specific to B2B marketing
  • Experienced and newly promoted product and business unit managers with technical expertise but limited marketing background

Program Modules

Module 1:

B2B Branding—The Foundation of Business Marketing

Understand how the customer decision-making process impacts marketing mix design and resource allocation in today’s digital environment.

Module 2:

The Customer Decision-Making Process

Explore the tools and resources needed to build and maintain a robust B2B brand in a competitive environment. Then, discover how a brand serves as a platform for all other marketing activities.

Module 3:

B2B Go-To-Market Strategies

Learn the essentials of sales force design and management and how to optimize your organization’s infrastructure to reach your customers.

Module 4:

B2B Pricing Strategies

Learn best practices for B2B pricing and explore common pricing challenges.

Module 5:

Product Strategy

Learn how to design and introduce a commercial product using value innovation.

Module 6:

B2B Marketing as a Strategic Resource

Discover how to leverage the B2B marketing process as a long-term strategic resource and learn the fundamental elements of success.

Module 1:

B2B Branding—The Foundation of Business Marketing

Understand how the customer decision-making process impacts marketing mix design and resource allocation in today’s digital environment.

Module 4:

B2B Pricing Strategies

Learn best practices for B2B pricing and explore common pricing challenges.

Module 2:

The Customer Decision-Making Process

Explore the tools and resources needed to build and maintain a robust B2B brand in a competitive environment. Then, discover how a brand serves as a platform for all other marketing activities.

Module 5:

Product Strategy

Learn how to design and introduce a commercial product using value innovation.

Module 3:

B2B Go-To-Market Strategies

Learn the essentials of sales force design and management and how to optimize your organization’s infrastructure to reach your customers.

Module 6:

B2B Marketing as a Strategic Resource

Discover how to leverage the B2B marketing process as a long-term strategic resource and learn the fundamental elements of success.

For full curriculum details, please download the brochure.

Download Brochure

Program Experience

Hands-on exercises

Dedicated program support team

Mobile learning app

In-depth case study analysis

Real-world application exercises

Peer learning and feedback

Adding Value to Your Experience

Case Studies

Bain & Company

Learn how an established consulting organization secured executive buy-in for a more traditional marketing approach while staying true to their original value proposition that is founded upon customer relationships.

Bloomberg LP

Examine the business model of this financial information organization to determine whether they have what it takes to maintain their market position in a competitive landscape.

Borusan Cat

How does this heavy machinery distributor’s monetization strategy impact their choice of market segment for a new predictive technology?

Maersk Line

In the age of digital connectivity, can this global shipping giant capture ROI and foster long-term growth by seeking “likes” on social media?

Symphony

Faced with increased competition, changing usage attitudes, the rise of cloud computing, and a shifting regulatory environment, should this secure messaging platform expand beyond the financial services industry?

Hands-On Activities

  • Frameworks—Apply frameworks for branding, pricing, and sales force design and management
  • B2B Marketing Strategy—Practice building the components of a B2B marketing strategy to grow market share and accelerate your career
  • Interactive Hands-On Activities—Conduct a market segment analysis, craft a positioning statement, create a perceptual map, and calculate value-based pricing for a product or service

Capstone Project

Drawing on the program’s five foundational case studies, you will identify the sources of competitive advantage for each organization and analyze the role of marketing in building and reinforcing these advantages.

Faculty

Faculty Member Miklos Sarvary

Miklos Sarvary

Carson Family Professor of Business, Faculty Lead for the Media and Technology Program, Columbia Business School

Miklos Sarvary is an expert on media and information marketing, with special interests in consulting, the film and entertainment industry, strategy, user-generated content, social network competition, and online and mobile advertising. He has taught or consulted internationally for Intel, Nokia, Alcatel, Samsung, Pearson, McKinsey & Co., Dun & Bradstreet, and PwC. Prior to becoming an academic, he worked for IBM. Sarvary joined the Columbia Business School faculty in 2012.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon completion of the program, participants will receive a certificate of participation from Columbia Business School Executive Education and two days toward a Certificate in Business Excellence.

Download Brochure

Your verified digital certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Columbia Business School Executive Education.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.