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B2B Marketing Foundations


A complete overview of the entire business-to-business marketing process, tools, and practice.

This is a comprehensive “level setting” course, built on significant B-to-B cases, that provides a complete overview of the entire process, tools, and practice of business-to-business marketing. Following the ISBM “Value Delivery Framework,” this course begins with a foundation on understanding value: in your markets, in your customers, in your firm. Tools and techniques for quantifying the total value of an offering in a market, and pricing to value are introduced and illustrated with B-to-B case examples.


Business-to-business marketers with a technical background who discover they’re now addressing significant marketing challenges and opportunities. Teams who need to create a “common language” who need to work better together and with their sales team.


2-day interactive workshop mixing learning and application of tools with review and feedback.


  • Participants will learn value-based segmentation – approaches for selecting and targeting the most valuable customers for your firm.
  • Learn how to build offerings that serve customers’ needs and position your offerings distinctly from those of competitors.
  • Understand communication and delivering value – approaches to Integrated Market Communications and Brand Management in business-to-business markets.
  • Introduction to managing business-to-business life cycles are covered: product lifecycles,customer lifecycle, market lifecycles.


Dr. Robert J. Thomas is a Professor of Marketing at Georgetown University.  He also served as Senior Associate Dean; Director of Executive Programs; Associate Dean for Graduate Business Programs; Interim Dean for the School of Continuing Studies; Founder and Executive Director of the Center for Professional Development and Innovation; and Co-Founder and Executive Director of the Georgetown Institute for Consumer Research.  Bob teaches Strategic Market Segmentation, Strategic Marketing Planning, and New Product Development.  He has also published over 50 publications in the areas of new product development, organizational buying behavior, business-to-business marketing, and forecasting.

Bob serves on the editorial boards and is an active member in numerous academic associations.  He has designed and taught executive education seminars in the U.S. and several countries and has consulted with over 50 organizations in a wide variety of industries and cultures, including both consumer and B2B products and services.  He is also an ISBM Distinguished Research Fellow.

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Cancellation Policy: (Prior to course start date)

For the benefit of our attendees, our course attendance is purposefully limited. We will only provide a full refund for cancellations prior to 21 days before the start of the course. In lieu of a refund, prior to 7 days before the start of any course, you may choose to use your payment to attend another Mastery Curriculum Course. Please contacting us to determine availability.

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