The number 2

B2B Marketing Strategy

Overview

Because marketing to businesses is fundamentally different than marketing directly to consumers, it requires a different approach.

This program provides professionals operating in B2B markets and those wanting to develop a B2B product line with a strategic yet practical framework to sustain a competitive advantage by understanding how to deploy the right marketing, pricing, sales force, and decision making for each stage of your go-to-market strategy.

You will walk away from the program with a B2B management toolkit that provides key tools to increase B2B effectiveness.

Dates:  – 

Time Commitment: 6 hours per week

Format: Online, Asynchronous

Administrative Fee: $250

Please visit our contact page to view frequently asked questions about our programs.

Enroll Now

Key Learnings

  • Articulate your B2B brand’s value proposition

  • Allocate your marketing budget more effectively

  • Calculate the best offer price, with or without contracts

  • Evaluate an appropriate compensation plan for sales

  • Design the optimal go-to-market strategy, including sales force management

  • Differentiate, position, and build your B2B brand

  • Influence customers on the social media platforms they use and trust

Agenda

Module 1: B2B Brands

Module 2: B2B Decision-Making Process

Module 3: B2B Go-to-Market Strategies

Module 4: B2B Sales Force Management

Module 5: B2B Pricing

Module 6: B2B Marketing Strategy and Competitive Advantage

Faculty

Miklos Sarvary

Carson Family Professor of Business; Co-Faculty Director, Media and Technology Program

Enroll Now

Participants will need their Columbia UNI and password to enroll in this and other Alumni Edge programs. If you have forgotten your UNI or password or need help, please click here or contact edge@gsb.columbia.edu.

Enroll Now

Please visit our contact page to view frequently asked questions about our programs.