B2B Marketing: Growth Strategies for Your Organization
Key Takeaways
By the end of this 8-week program, you will be able to:
Assess your organization’s current B2B marketing capabilities and identify improvement priorities
Apply modern B2B marketing principles, tools, terminology, tactics and strategies to inform and accelerate organizational performance
Define the roles that B2B marketers play within an organization, and describe why, in a digital-first environment, great marketing matters more than ever
Apply the knowledge and skills gained from this program to create a B2B marketing action plan for yourself and your organization
Take a holistic approach to B2B marketing based on its foundational definitions and applications to influence your organization’s B2B marketing strategy and drive growth
Who Is This Program For?
Sales managers and key account managers seeking to improve alignment between marketing and sales, including the handoff from demand generation to lead generation
Marketing managers seeking proven tools and frameworks to create and execute strategic B2B marketing plans that support organizational goals
Department heads and senior leaders seeking a deeper understanding of the knowledge, skills and language of B2B marketing
Program Experience
Live sessions with faculty
Guest lectures with Industry Experts
Real-world application exercises
Proprietary case study—Deloitte's Marketing Makeover: Making Marketing Agile
Knowledge checks and moderated discussions
Capstone project with individualized feedback
Program Modules
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 it is aimed at driving measurable impact in your organization.
Capstone Project
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
Test your vision through a series of pilot programs so that you can determine what works and what does not work
Receive individualized feedback to help you achieve your best output
Case Studies and Industry Examples
Examine how Deloitte became a more agile organization by transforming its marketing practices across four dimensions:
- People
- Culture
- Structure
- Process
Tap into many other real-world examples of how modern B2B marketing organizations adapt their culture, people and processes to become more agile, and apply this knowledge as you identify opportunities and challenges within your organization.
Other examples include:
Pathway to Becoming an Executive Scholar
Participants who successfully complete the B2B Marketing: Growth Strategies for Your Organization online program will accrue points towards becoming an esteemed Kellogg Executive Scholar; a unique credential that provides you the opportunity to customize your pathway to achieve your professional development goals.
Kellogg’s expansive program offerings allow you to build a variety of competencies that focus on practical application. More than about learning to lead, the path to becoming an Executive Scholar is about leading through learning.
Program Faculty
Associate Professor of Marketing, Bernice and Leonard Lavin Professorship
Professor Grayson has taught in Kellogg's Business Marketing program for executives since 2004. He has earned the Chairs' Core Teaching Award in marketing at Kellogg six times...
Lecturer of Marketing, Program Director, Business Marketing Strategy, Executive Education
An innovative marketing leader, Copulsky is a growth strategist with over 40 years of experience working at the intersection of brand, marketing strategy, content marketing, a...
Guest Speakers
Founder and CEO, Awarity
En route to earning an MBA from Northwestern University’s Kellogg School of Management, Varanasi shifted his focus from developing products—he holds multiple US patents from h...
CEO, Fifth Dimension
After beginning her management-consulting career by running customer and employee surveys for large industrial organizations and government bodies, Spooner joined Invetech, on...
Founder and President, Progressio Global
A B2B strategy and marketing expert with more than 25 years in the chemical industry at Organizations that include Shell, Clariant, and LyondellBasell, Meyer has a long histor...
Certificate
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.
FAQs
Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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