B2B Marketing: Growth Strategies for Your Organization

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.