The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
November 14, 2024
8 weeks, online
4–6 hours per week
Participants report that enrolling in a program with colleagues fosters collaborative learning and amplifies their impact.
Please provide your details to get more information about the group-enrollment pricing.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist"Change," a recent Gartner trends report concluded, "is the only constant in B2B marketing." In fact, change has rapidly accelerated with the ever-increasing digitalization of customer journeys demand. As in business-to-consumer (B2C) marketing, business-to-business (B2B) buyers have made a massive shift to digital. A McKinsey survey found 70 percent of B2B decision makers say they are now open to making new, fully self-serve, or remote purchases in excess of $50,000, and an astonishing 27 percent would spend more than $500,000. Gone are the days when digital transactions were limited to small-scale purchases.
To keep pace, industry professionals must understand both the language of B2B marketing as well as the foundational principles, customer-centric focus, emerging technologies, and essential tools that have reshaped B2B marketing during COVID-19 and tools that will remain a key driver of organizational growth in the years ahead.
The B2B Marketing: Growth Strategies for Your Organization online program from Kellogg Executive Education provides a holistic picture of the full scope and value of B2B marketing. In just eight weeks, through this A-to-Z playbook on B2B marketing, you will get a step-by-step guide on the strategies and techniques to build a strong B2B marketing action plan for your organization.
of marketing organizations report having a B2B marketing automation platform deployed, leading to better metrics calculation and analysis.
US job postings with “B2B Marketing” listed as a skill on LinkedIn
of sales and marketing professionals report misalignment in terms of strategy, process, culture, and content in their organizations.
By the end of this 8-week program, you will be able to:
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
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.
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.
Explore qualitative methods for identifying your customer segments with more precision, and determine how to solve their most pressing problems as well as learn to conduct effective market research, including competitive and category analysis, to uncover customer needs and goals.
Apply customer insights to create a compelling value proposition and product marketing strategy.
Through this module, you will also discover the immutable link between your value proposition and product pricing as well as examine price elasticity to determine the impact of price changes on the net margin.
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. In addition, identify metrics to measure the success of your demand marketing generation and outbound marketing activities.
Learn tactics to convert marketing qualified leads (MQLs), and evaluate approaches for scoring and nurturing leads. Using Kellogg's Comprehensive Campaign Template, achieve better results for your organization's B2B marketing efforts.
Technology is critical to understand which tools will add substantial value to your organization. Throughout this module, you will examine how these technologies interact with sales technologies (e.g., CRM), learn how to automate your A/B testing processes, and identify emerging marketing technologies that could benefit your organization.
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.
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.
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. In addition, identify metrics to measure the success of your demand marketing generation and outbound marketing activities.
Explore qualitative methods for identifying your customer segments with more precision, and determine how to solve their most pressing problems as well as learn to conduct effective market research, including competitive and category analysis, to uncover customer needs and goals.
Learn tactics to convert marketing qualified leads (MQLs), and evaluate approaches for scoring and nurturing leads. Using Kellogg's Comprehensive Campaign Template, achieve better results for your organization's B2B marketing efforts.
Apply customer insights to create a compelling value proposition and product marketing strategy.
Technology is critical to understand which tools will add substantial value to your organization. Throughout this module, you will examine how these technologies interact with sales technologies (e.g., CRM), learn how to automate your A/B testing processes, and identify emerging marketing technologies that could benefit your organization.
Through this module, you will also discover the immutable link between your value proposition and product pricing as well as examine price elasticity to determine the impact of price changes on the net margin.
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:
Examine how Deloitte became a more agile organization by transforming its marketing practices across four dimensions:
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:
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 and was a finalist for Kellogg professor of the year in 2010... More info
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, and marketing technology... More infoKent Grayson
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 and was a finalist for Kellogg professor of the year in 2010.
When working with companies, Professor Grayson stresses customer insight, market segmentation, and targeting. Consumer goods and services companies that he has assisted with marketing issues include British Airways, Diageo, Electronic Arts, Exxon/Mobil, Hilton International, Microsoft, Nestle, Nissan, TD Bank, and Sony. He has also worked on business-to-business marketing issues with Rockwell Automation, Herman Miller, and John Deere.
Professor Grayson's academic research focuses on trust, deception, and authenticity. He co-founded The Trust Project at Northwestern and was its faculty director from 2016 to 2019. His work has garnered more than 9,000 citations.
Professor Grayson joined Kellogg in September 2002. For eight years before that, he was on the marketing faculty at London Business School.
Jonathan Copulsky
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, and marketing technology.
Thought leadership has been a focus throughout Copulsky's career. He has produced more than 40 bylined articles and interviews with leading business journals such as MIT Sloan Management Review, The Wall Street Journal, Fortune, and Business Week. In 2011 Palgrave Macmillan published his book Brand Resilience, a critically acclaimed brand risk management primer. More recently, he co-authored The Technology Fallacy: How People Are the Real Key to Digital Transformation (MIT Press, 2019) and The Transformation Myth: Leading Your Organization Through Uncertain Times (MIT Press, 2021).
At Kellogg, Copulsky is the Program Director for the Executive Education Business Marketing Strategy course, and serves on the faculties of the Executive Education Advanced Marketing course and Chief Digital Officer program. He also teaches Customer Value Innovation, Introduction to Marketing Technology, and Data Storytelling for Marketers in Medill's graduate program in Integrated Marketing Communications. In addition, he has served as Executive Director for Medill's Spiegel Research Center.
Before joining Northwestern's faculty, Copulsky spent 20 years as a senior principal with Deloitte, where his leadership roles included Global Insights Leader, Chief Marketing Officer, Chief Corporate Responsibility Officer, and Managing Principal for Deloitte's Customer and Marketing Strategy practice.
Aditya Varanasi
Lyndall Spooner
Victoria Meyer
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.
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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.
Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.
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.
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:
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 email us if you need further clarification on program activities.
More than 300,000 learners across 200 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.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
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.
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.
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 email us if you need further clarification on any specific program requirements.
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.
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.
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.
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.
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.
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.
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.
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
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Program fees for Emeritus programs with Kellogg Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.
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Flexible payment options available.