EXECUTIVE EDUCATION

B2B Marketing Strategy (Online)

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Course Dates
DEADLINE EXTENDED

June 17, 2021

Course Duration

DURATION

6 weeks, online
4-6 hours per week

Course Duration

Master the Specialized Skills of B2B Marketing

Although all marketing is essentially person to person, marketing your products and services to other businesses requires a different approach than marketing directly to consumers. You not only have different audiences, you also have specific modes of connecting with them and a longer buying cycle that requires patience and complex relationship building. In the B2B Marketing Strategy (Online) program, you will acquire a practical understanding of how to gain a competitive advantage with effective marketing, pricing, sales force, and social media tools for each stage of your go-to-market strategy.

Who Is This Program For?

The B2B Marketing Strategy (Online) program is ideal for mid to senior-level marketing or business-unit managers.

  • Managers from a technical or manufacturing background, 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

Representative roles and titles may include:

  • Industrial Sales Lead
  • Key Account Manager
  • Relationship Manager
  • Product Manager
  • Growth Product Manager
  • Business Manager
  • Development Manager
  • Bid Manager
  • Marketing Manager
  • Commercial Sales Manager
  • Head of Marketing
  • Head of Strategy
  • Head of Business Development
  • General Manager
  • Sales Director

Representative industries may include:

  • Advertising
  • Banking
  • Consulting
  • Financial Services
  • Industrial Goods
  • IT Products and Services
  • Manufacturing
  • Oil and Gas
  • Utilities

Program Experience

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Bite-Sized Learning

Decorative image relating to real-world application

Real-World Application

Decorative image relating to case studies

Case Studies

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Cohort-Based

Decorative image relating to on-demand video lectures

On-Demand Video Lectures

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Live Office Hours with Program Leader

Program Modules

Module 1:

B2B Brands

Identify the B2B vs B2C marketing process, understand perceptual maps for positioning your brand, and learn how size, scale, scope, and cooperation impact competitive advantage.

Module 2:

B2B Decision-Making Process

Identify who your decision makers are and how to target them, capitalize on lead generation, and use the decision-making funnel to build customer loyalty.

Module 3:

B2B Go-to-Market Strategies

Engineer your approach to influence the unique decision-making process in B2B organizations and use micro-segmenting to meet customers needs and the goals of sales and distributors.

Module 4:

B2B Sales Force Design and Management

Design effective compensation systems for your sales team, including proportioning of fixed and variable salary, and learn how to motivate them.

Module 5:

B2B Pricing

Analyze basic and advanced pricing strategies, discern and avoid the pitfalls of contracts, explore price pressures, and learn how to measure demand.

Module 6:

B2B Marketing Strategy and Competitive Advantage

Develop the marketing strategy knowledge and skills to enable you to deliver a sustainable competitive advantage for your enterprise and make marketing relevant to your CEO.

Module 1:

B2B Brands

Identify the B2B vs B2C marketing process, understand perceptual maps for positioning your brand, and learn how size, scale, scope, and cooperation impact competitive advantage.

Module 4:

B2B Sales Force Design and Management

Design effective compensation systems for your sales team, including proportioning of fixed and variable salary, and learn how to motivate them.

Module 2:

B2B Decision-Making Process

Identify who your decision makers are and how to target them, capitalize on lead generation, and use the decision-making funnel to build customer loyalty.

Module 5:

B2B Pricing

Analyze basic and advanced pricing strategies, discern and avoid the pitfalls of contracts, explore price pressures, and learn how to measure demand.

Module 3:

B2B Go-to-Market Strategies

Engineer your approach to influence the unique decision-making process in B2B organizations and use micro-segmenting to meet customers needs and the goals of sales and distributors.

Module 6:

B2B Marketing Strategy and Competitive Advantage

Develop the marketing strategy knowledge and skills to enable you to deliver a sustainable competitive advantage for your enterprise and make marketing relevant to your CEO.

For full details of the curriculum, please download the brochure.

Download Brochure

Case Studies

It is through the use of case studies that you will come to understand how companies confront the particular challenges inherent to B2B marketing. As you seek to meet the challenges of developing your organization’s strategy, look to the wisdom of those who have discovered valuable solutions in their own industries.

Is there really any ROI when a global shipping giant seeks “likes” on social media?

Maersk Line

Is there really any ROI when a global shipping giant seeks “likes” on social media?

Did price cutting automatically increase market share for this packaging corporation?

Signode

Did price cutting automatically increase market share for this packaging corporation?

When a media company’s go-to-market strategy involves overcoming competitors, what marketing weapons should it deploy?

Bloomberg

When a media company’s go-to-market strategy involves overcoming competitors, what marketing weapons should it deploy?

When a financial tech company challenges an established business, what are its best practices for managing key accounts and designing a sales strategy to support its competitive effort and determine market penetration?

Symphony Technology Group

When a financial tech company challenges an established business, what are its best practices for managing key accounts and designing a sales strategy to support its competitive effort and determine market penetration?

How did executive buy-in overcome the consulting firm’s aversion to self-promotion?

Bain & Company

How did executive buy-in overcome the consulting firm’s aversion to self-promotion?

How did this medical device company build its brand to fit its competitive strategy?

Becton Dickinson

How did this medical device company build its brand to fit its competitive strategy?

Application Exercises

Our hands-on assignments prepare you to put theory into practice so you can apply your knowledge right away to the benefit of your organization.

  • Discern the B2B decision funnel
  • Write your value proposition
  • Build you social media strategy
  • Plot your response curve for setting advertising or marketing budgets

Faculty

Faculty Member Miklos Sarvary

Miklos Sarvary

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

Miklos Sarvary is an expert on media and information marketing, with a special interest 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 towards 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.

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