B2B Marketing: Growth Strategies for Your Organization

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Course Dates

STARTS ON

January 24, 2023

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Fee

B2B Marketing: Growth Strategies for Your Organization

"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.

80%

of marketing organizations report having a B2B marketing automation platform deployed, leading to better metrics calculation and analysis.

SOURCE: GARTNER

501,243

US job postings with “B2B Marketing” listed as a skill on LinkedIn

SOURCE: LinkedIn

90%

of sales and marketing professionals report misalignment in terms of strategy, process, culture, and content in their organizations.

SOURCE: LINKEDIN/EDELMAN

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

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Live sessions with faculty

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Guest lectures with Industry Experts

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Real-world application exercises

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Proprietary case study—Deloitte's Marketing Makeover: Making Marketing Agile

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Knowledge checks and moderated discussions

Decorative image relating to a capstone project

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.

Module 1:

The New B2B Marketing Imperative—Driving Profitable Growth

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.

Module 2:

Your Go-to-Market Strategy—Understanding the Context

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.

Module 3:

Your Go-to-Market Strategy—Choosing Your Path

Apply customer insights to create a compelling value proposition and product marketing strategy.

Module 4:

Product Pricing

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.

Module 5:

Demand Generation

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.

Module 6:

Lead Generation

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.

Module 7:

Customer Relationship Management and Marketing Automation

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.

Module 8:

Your Path Forward

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.

Module 1:

The New B2B Marketing Imperative—Driving Profitable Growth

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.

Module 5:

Demand Generation

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.

Module 2:

Your Go-to-Market Strategy—Understanding the Context

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.

Module 6:

Lead Generation

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.

Module 3:

Your Go-to-Market Strategy—Choosing Your Path

Apply customer insights to create a compelling value proposition and product marketing strategy.

Module 7:

Customer Relationship Management and Marketing Automation

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.

Module 4:

Product Pricing

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.

Module 8:

Your Path Forward

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.

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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:

Decorative image relating to Amazon
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Decorative image relating to Kone
Decorative image relating to McKinsey
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Decorative image relating to Procter & Gamble

PROGRAM FACULTY

Profile picture of faculty, Kent Grayson

Kent 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... More info

Profile picture of faculty, Jonathan Copulsky

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... More info

Guest Speakers

Profile picture of guest speaker, Aditya Varanasi

Aditya Varanasi

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 his work on such innovations as Lay’s Stax and Tostitos Scoops—to marketing them. He managed Frito Lay’s first-ever content-based digital campaign, promoting leading brands, including Cheetos and Cracker Jack. After 14 years at PepsiCo, Varanasi launched Awarity, whose mission is to make world-class advertising affordable for small businesses. Awarity’s proprietary AI increases efficiency to deliver industry-leading results.

Profile picture of guest speaker, Lyndall Spooner

Lyndall Spooner

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, one of Australia’s most successful technology commercialization organizations. Drawing upon an extensive background in research and design thinking, honed by working with progressive organizations such as Microsoft, Spooner founded Fifth Dimension Consulting in 2006. Her organization, which specializes in innovation through the collaboration of different mindsets and technical capabilities, was recently awarded two global innovation awards for their work with Coles and QBE in CX measurement. Fifth Dimension was also ranked in the top 25 most innovative consultancies globally in 2020.

Profile picture of guest speaker, Victoria Meyer

Victoria Meyer

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 history of success. She has led numerous teams to overcome stagnant growth and fulfill their potential by developing and delivering market-focused solutions. Her strategic mindset, insatiable curiosity, and sincere interest in people enable her to understand business challenges, ideate quickly, build trust with clients, and, in turn, help them to accelerate success. Meyer holds an MBA from the Kellogg School of Management at Northwestern University and a BS in chemical engineering from the Illinois Institute of Technology.

CERTIFICATE

Example image of certificate that will be awarded upon successful completion of the program

CERTIFICATE

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.

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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.

  • 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.

  • 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 the program currency 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 enroling 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.


    How can I obtain a W9 form?

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

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