This is the ISBM B2B Mastery Track™ Series. These 7 courses will be delivered remotely beginning April 14, 2021 through September 22, 2021. Register here for this complete B2B Mastery Track™ which include all 7 Track sessions for a discounted price $6900.00.

FEATURES

• Four World Class B2B Instructors
• 7 Workshops, 41 Virtual Hours
• Flexible Scheduling and Make-Up
• Dedicated Track™ Portal with Content, Tools, Templates
• Offline Virtual Coaching Hours
• Maximum of 15 in each Cohort
• ISBM B2B Mastery Certificate

B2B Marketing Mastery Track Includes:

• • • B2B Marketing Fundamentals of Market Analysis and Understanding – April 14, 2021
      Instructor: Dr, Robert Thomas, Georgetown University and ISBM Fellow
    • The 5C’s: Category, Customers, Competitors, Collaborators, and one’s own Company

• • • B2B Marketing Fundamentals of Market Analysis and Understanding – April 14, 2021
      Instructor: Dr, Robert Thomas, Georgetown University and ISBM Fellow
    • The 5C’s: Category, Customers, Competitors, Collaborators, and one’s own Company

• • • B2B Marketing Segmentation, Targeting, and Positioning – April 28, 2021
      Instructor: Dr, Robert Thomas, Georgetown University and ISBM Fellow

• • • B2B Marketing Strategy – May 12, 2021
      Instructor: Dr, Robert Thomas, Georgetown University and ISBM Fellow
    • The 4P’s: Product, Price, Place, and Promotion

• • • Voice of the Customer (VOC) in B2B – June 8 & 22, 2021
      Instructor: Gerry Katz, Applied Marketing Science
    • Learn VOC and in-person and virtual customer input techniques with an emphasis on feedback, remote connections and data collection.

• • • Advanced B2B Market Analysis – July 13 & 15, 2021
      Instructor: Dr, Liam Fahey, The Leadership Forum and ISBM Fellow
    • 2 Modules to learn how to analyze your market and depict your market strategy to extract implications for your firm’s current and future marketing strategy.

• • • B2B Competitor Analysis – August 17 & 19, 2021
      Instructor: Dr. Liam Fahey, The Leadership Forum and ISBM Fellow
    • 2 Modules to learn how to analyze your competitor’s strategy to extract implications for your firm’s current and future marketing strategy.

• • The Concept of Value & B2B Customer Value Propositions – September 14 & 21, 2021
    Instructor: Dr. Ralph Oliva, Penn State Smeal College of Business and ISBM Executive Director Emeritus
  • 2 Modules to understand the Concept of Value in B2B Offerings and how to analyze, measure and link this to defining a unique and impactful Value Proposition for your offering.

RECOMMENDED FOR:

• Employees who are new to Marketing
• Marketers who are new to B2B
• B2B Marketers who would benefit from an acceleration of their knowledge, skills, and abilities
• B2B Marketers who would benefit from a Graduate School level of knowledge to improve their skills and abilities
• The Track™ Series is especially valuable to Marketers coming from an engineering or technical background

FORMAT:

LIVE Virtual workshops recorded for catch-up or replay. Delivered in consumable formats, <4 hours spread across days. Workshop content, tools, and templates available in special Track portal. Instructors provide offline, one-on-one coaching access. Designed for participants to “bring their work” into the workshop.

OBJECTIVES:

After completion of the B2B Mastery Track™, your Marketers will:

• Be more confident and enabled to drive profitable organic growth
• Mobilize lasting, personal connections to their instructors for fast advice and consultation in challenging market situations
• Compute customer value in tangible quantitative terms to more accurately set prices, and support sales in driving organic growth
• Make more profitable decisions on market and customer selection, and tailor winning Value Propositions to win share
• Analyze competition and their strategies, and move proactively rather than reacting
• Enact a “Voice of the Customer” practice to assist in the creation of more profitable new offerings
• Generate qualified leads to enable salespeople to close more profitable sales