B2B Marketing Strategy (Online)

Deploy the Right Marketing, Pricing, Sales Force, and Go-To-Market Strategies

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Course Dates

STARTS ON

August 9, 2022

Course Duration

DURATION

6 weeks, online
4-6 hours per week

Course Fee

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

Bite-Sized Learning

Decorative image relating to real-world application

Real-World Application

Case Studies

Cohort-Based

On-Demand Video Lectures

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

Participant Testimonials

Rafael De La Cruz

I enjoyed learning, via case studies, of reputable firms and companies and breaking down their business using real-world insights.

— Rafael De La Cruz, Channel Marketing Manager, Harpoon Branding

Roy van Wel

Learning about the business cases and reviewing them was very helpful. It gave real-life examples where the theory matched the situation at hand. Furthermore, the good mix of cases, assignments, videos, and office hours generated a nice balance.

— Roy van Wel, Product Manager, LANXESS

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.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in USD via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enrolling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    Does the program fee include taxes? Are there any additional fees?

    Yes, the program fee is inclusive of any taxes, except for GST for Singapore residents.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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