Although all marketing is essentially person-to-person, marketing your products and services to other businesses requires a different approach than marketing directly to consumers. You not only have different audiences, you have specific modes of connecting with them and a longer buying cycle that requires patience and complex relationship-building. In the B2B Marketing Strategy (Online) program, you will acquire a practical understanding of how to gain a competitive advantage with effective marketing, pricing, sales force, and social media tools for each stage of your go-to-market strategy.
While there is some crossover in strategy between direct-to-consumer and business-to-business marketing, there are key differences. If you are operating in a B2B market or developing a B2B line for a consumer brand, you must understand your value proposition, who is making the buying decision, and how to create value in a business-direct environment.
Emotion, pleasure, ease
Approval from many stakeholders
Buy-in from one consumer
Infrequent, with higher value
Frequent, with lower value
Lead generation, expertise
Brand building, fun
Reliability, efficiency, relationships
Results and benefits
The B2B Marketing Strategy (Online) program is ideal for mid to senior-level marketing or business-unit managers.
Live Office Hours with
Our approach is to provide the tools and frameworks that will improve the efficiency of your B2B marketing efforts with the goal of increasing revenue and profitability. Key components of the program include:
For full details of the curriculum, please download the brochure.Download Brochure
It is through the use of case studies that you will come to understand how companies confront the particular challenges inherent to B2B marketing. As you seek to meet the challenges of developing your organization’s strategy, look to the wisdom of those who have discovered valuable solutions in their own industries.
Is there really any ROI when a global shipping giant seeks “likes” on social media?
Did price-cutting automatically increase market share for this packaging corporation?
When a media company’s go-to-market strategy involves overcoming competitors, what marketing weapons should it deploy?
When a financial tech company challenges an established business, what are its best practices for managing key accounts and designing a sales strategy to support its competitive effort and determine market penetration?
How did executive buy-in overcome the consulting firm’s aversion to self-promotion?
How did this medical device company build its brand to fit its competitive strategy?
Our hands-on assignments prepare you to put theory into practice so you can apply your knowledge right away to the benefit of your organization.
Carson Family Professor of Business
Faculty Lead for the Media and Technology Program
Miklos Sarvary is an expert on media and information marketing, with a special interest in consulting, the film and entertainment industry, strategy, user-generated content, socialRead more
Upon completion of the program, participants will receive a certificate of participation from Columbia Business School Executive Education and one day towards a Certificate in Business Excellence.Learn more
Your verified digital certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Columbia Business School Executive Education.