This is the ISBM B2B Marketing Mastery TRACK™ Certificate Series for 2023. This series will be delivered beginning 3/14/23 through 6/27/23 and will include both virtual and live session. Register here for this complete 2023 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 (TK1) – Dr. Robert Thomas, Georgetown University and ISBM Distinguished Research Fellow

• Part 1 – B2B Marketing Fundamentals of Market Analysis – March 14, 2023, 9:30AM – Noon ET and 1:30PM – 5:00PM ET – Everyone, all is Remote
• Part 2 – B2B Marketing Fundamentals of Marketing Strategy – May 23, 2023, 9:30AM – Noon ET and 1:30PM – 5:00PM ET – Everyone, all is Remote
• Part 3 – B2B Marketing Fundamentals of Marketing Plan and Execution”- June 27, 2023, 9:30AM – Noon ET and 1:30PM – 5:00PM ET – Everyone, all is Remote
  • A large part of the learning experience in these sessions is breakout work; therefore these sessions will not be recorded
  • This course can be taken on it’s own for a course fee of $2995 (Members); $3595 (Non-Members)

2. Advanced B2B Market and Competitive Analysis (TK2) – Dr. Liam Fahey, The Leadership Forum and ISBM Distinguished Research Fellow

• Part 1, March 28, 2023, 8:30AM – 12:30PM ET – In-Person and Remote Participants (location TBD)
• Part 2, March 28, 2023, 1:30PM – 5:00PM ET – In-Person Participants only (location TBD)
• Part 2 make-up session for Remote participants, Date flexible and TBD, 9:00AM – Noon ET – Remote Participants only
• Part 3, May 2, 2023, 9:00AM – Noon ET – Everyone, all is remote
• Part 4, May 3, 2023, 9:00AM – Noon ET – Everyone, all is remote
  • 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  (TK3) – Gerry Katz, Applied Marketing Science and ISBM Practice Fellow

• Part 1, March 29, 2023, 8:30AM – 12:30PM ET – In-Person and Remote Participants (location TBD)
• Part 2, March 29, 2023, 1:30PM – 5:00PM ET – In-Person Participants only (location TBD)
• Part 2 make-up session for Remote participants, Date flexible and TBD, 8:30AM – Noon ET – Remote Participants only
• Part 3, April 18, 2023, 8:30AM – Noon ET – Everyone, all is remote
• Part 4, April 19, 2023, 8:30AM – Noon ET – Everyone, all is remote
  • 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 (TK4) – Dr. Ralph Oliva, Penn State Smeal College of Business, ISBM Executive Director Emeritus, and ISBM Distinguished Practice Fellow

• Part 1, June 13, 2023, 9:00AM – Noon ET – Everyone, all is remote
• Part 2, June 15, 2023, 9:00AM – Noon ET – Everyone, all is remote
  • This course can be taken on it’s own for a course fee of $1995 (Members); $2395 (Non-Members)

B2B Marketing Mastery TRACK™ 2023 Schedule Summary

• Tuesday March 14 – 9:30AM – Noon & 1:30PM – 5:00PM – (TK1) B2B Marketing Fundamentals of Market Analysis  (Instructor:  Bob Thomas), Part 1 – Everyone, all is remote.
• Tuesday March 28 – 8:30AM – 12:30PM – (TK2) Advanced B2B Market and Competitive Analysis (Instructor:  Liam Fahey), Part 1 – In-Person location TBD & Remote Participants
• Tuesday March 28 – 1:30PM – 5:00PM – (TK2) Advanced B2B Market and Competitive Analysis (Instructor:  Liam Fahey), Part 2 – In-Person location TBD Participants only
• Wednesday March 29 – 8:30AM – 12:30PM – (TK3) Voice of the Customer (VOC) in B2B (Instructor:  Gerry Katz), Part 1 – In-Person location TBD & Remote Participants
• Wednesday March 29  – 1:30PM – 5:00PM – (TK3) Voice of the Customer (VOC) in B2B (Instructor:  Gerry Katz), Part 2 – In-Person location TBD Participants only
• Date flexible and TBD makeup session for remotes – 8:30AM – Noon – (TK3) Voice of the Customer (VOC) in B2B (Instructor:  Gerry Katz), Part 2 – Remote Participants only
• Date flexible and TBD makeup session for remotes – 9:00AM – Noon – (TK2) Advanced B2B Market and Competitive Analysis (Instructor:  Liam Fahey), Part 2 – Remote Participants only
• Tuesday April 18 – 9:00AM – Noon – (TK3) Voice of the Customer (VOC) in B2B (Instructor:  Gerry Katz), Part 3 – Everyone, all is remote
• Wednesday April 19 – 9:00AM – Noon – (TK3) Voice of the Customer (VOC) in B2B (Instructor:  Gerry Katz), Part 4 – Everyone, all is remote
• Tuesday May 2 – 9:00AM – Noon – (TK2) Advanced B2B Market and Competitive Analysis (Instructor:  Liam Fahey), Part 3 – Everyone, all is remote
• Wednesday May 3 – 9:00AM – Noon – (TK2) Advanced B2B Market and Competitive Analysis (Instructor:  Liam Fahey), Part 4 – Everyone, all is remote
• Tuesday May 23 – 9:30AM – Noon & 1:30PM – 5:00PM – (TK1) B2B Marketing Fundamentals of Marketing Strategy  (Instructor:  Bob Thomas), Part 2 – Everyone, all is remote.
• Tuesday June 13 – 9:00AM – Noon – (TK4) The Concept of Value in B2B & Developing Winning Value Propositions  (Instructor:  Ralph Oliva), Part 1 – Everyone, all is remote
• Thursday June 15 – 9:00AM – Noon – (TK4) The Concept of Value in B2B & Developing Winning Value Propositions  (Instructor:  Ralph Oliva), Part 2 – Everyone, all is remote

• Tuesday June 27 – 9:30AM – Noon & 1:30PM – 5:00PM – (TK1) B2B Marketing Fundamentals of Marketing Plan & Execution  (Instructor:  Bob Thomas), Part 3 – Everyone, all is remote.

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