This is the ISBM B2B Marketing Mastery TRACK™ Certificate Series for 2022. This series will be delivered beginning 7/12/22 through 10/26/22 and will include both virtual and live session. Register here for this complete 2022 B2B Marketing Mastery TRACK™ which include all 4 Track courses for a discounted price $7800.00 (Members) and $9360 (Non-Members).

FEATURES

• Four World Class B2B Instructors
• Flexible Scheduling and Make-Up
• Offline Virtual Coaching Hours
• Maximum of 15 in each Cohort
• ISBM B2B Marketing Mastery Certificate

RECOMMENDED FOR:

• Employees who are new to Marketing
• Marketers who are new to B2B
• New Product Development and New Business Development professionals needing skills to understand B2B Markets and identify growth opportunities
• 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:

The ISBM B2B Marketing Mastery TRACK™ Series is designed to be taken in its entirety, however, each of the courses can be taken individually. 4 Courses taught by 4 Instructors make up the entire TRACK™ Series. The B2B Marketing Fundamentals course taught by Dr. Robert Thomas is the spine of the series. Each of the other 3 courses taught by Dr. Liam Fahey, Gerry Katz, and Dr. Ralph Oliva are advanced courses going deeper into 3 fundamental topics in B2B Marketing.

The courses are delivered in a combination of LIVE Face-to-Face and LIVE Virtual workshops scheduled across a 4 month period. The LIVE Virtual workshops are delivered in consumable formats, < 5 hours spread across days, and are recorded* for catch-up or replay. The LIVE Face-to-Face workshops will be 2 days, featuring 2 instructors and these will be offered in a hybrid format to allow those who cannot participate face-to-face to join.
*B2B Marketing Fundamentals sessions will not be recorded

Workshop content, tools, and templates available in special Track portal. Instructors, provide offline, one-on-one coaching access. The workshops are designed for participants to “bring their work” into the workshop.

B2B Marketing Mastery TRACK™ Includes:

1. B2B Marketing Fundamentals – Dr. Robert Thomas, Georgetown University and ISBM Fellow

• “B2B Marketing Fundamentals of Market Analysis” – July 12, 2022 – LIVE Virtual 5 hour sessions with 2 hour break – COMPLETED
• “B2B Marketing Fundamentals of Marketing Strategy” – September 27, 2022 – LIVE Virtual 5 hour sessions with 2 hour break
• “B2B Marketing Fundamentals of Marketing Plan and Execution” – October 25, 2022 – LIVE Virtual 5 hour sessions with 2 hour break
  • A large part of the learning experience in these sessions is breakout work; therefore these session will not be recorded.
  • This course can be taken on it’s own for a course fee of $5895 (Members); $6999 (Non-Members)

2. Advanced B2B Market and Competitive Analysis – Dr. Liam Fahey, The Leadership Forum and ISBM Fellow

• “Advanced B2B Market Analysis” – August 9, 2022 – LIVE Face-to-Face (location TBD)
  • Learn how to analyze your market and depict your market strategy to extract implications for your firm’s current and future marketing strategy.
• “Advanced B2B Competitor Analysis” – September 13 and 14, 2022 – LIVE Virtual 3 hour modules
  • Learn how to analyze your competitor’s strategy to extract implications for your firm’s current and future marketing strategy.
  • This course can be taken on it’s own for a course fee of $1995 (Members); $2395 (Non-Members)

3. Voice of the Customer (VOC) in B2B – Gerry Katz, Applied Marketing Science

• “VOC and Planning for Success” – August 10, 2022 – LIVE Face-to-Face (location TBD)
• “VOC Analysis and Action” – August 30 and 31, 2022 – LIVE Virtual 3 hour modules
  • This course can be taken on it’s own for a course fee of $1995 (Members); $2395 (Non-Members)

4. The Concept of Value in B2B & Developing Winning Value Propositions – Dr. Ralph Oliva, Penn State Smeal College of Business and ISBM Executive Director Emeritus

• “The Concept of Value in B2B & Developing Winning Value Propositions” – October 18 and 20, 2022 – LIVE Virtual 3 hour modules
• 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.
  • This course can be taken on it’s own for a course fee of $995 (Members); $1195 (Non-Members)

B2B Marketing Mastery TRACK™ 2022 Schedule Summary

1. July 12 – VIRTUAL LIVE 5 hour modules with 2 hour break – “B2B Marketing Fundamentals of Market Analysis” – COMPLETED
2. August 9 – LIVE Face-to-Face – “Advanced B2B Market Analysis”
3. August 10 – LIVE Face-to-Face – “VOC and Planning for Success”
4. August 30 and 31 – VIRTUAL LIVE 3 hour modules – “VOC Analysis and Action“
5. September 13 & 14 – VIRTUAL LIVE  3 hour modules – “Advanced B2B Competitor Analysis”
6. September 27 – VIRTUAL LIVE 5 hour modules with 2 hour break – “B2B Marketing Fundamentals of Marketing Strategy”
7. October 18 and 20 – VIRTUAL LIVE 3 hour modules – “The Concept of Value in B2B & Developing Winning Value Propositions”
8. October 25 – VIRTUAL LIVE 5 hour modules with 2 hour break – “B2B Marketing Fundamentals of Marketing Plan and Execution”

OBJECTIVES:

After completion of the B2B Marketing 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