THE INSTITUTE DIFFERENCE

OUR CUSTOMIZED CURRICULUM.
YOUR PATH TO PROFITABLE GROWTH.
At The Institute for the Study of Business Markets, we make staying ahead of the curve our business. We work with the best of the best: world-renowned B2B marketing academics, and highly successful executives who know how to translate a marketing program into a healthy balance sheet. Together, we research the trends, translating our findings into professional development programs, and delivering them to you in ways that best support your individual business needs. We focus only on B2B, so we understand you and what will propel you to the next level.  

INTERESTED? YOUR COMPETITORS SURE ARE.

HOW WE'RE DIFFERENT

At the Institute, we know that one size does not fit all. Which is why our curriculum is designed to close your gaps with a variety of approaches. We work with you to deliver workshops that will help drive your B2B business forward.

New ISBM B2B Mastery Curriculum

Foundational

Learn the language, tools, and concepts of effective B2B Marketing

Gain Mastery

Learn Insights and Applications to enrich your analysis and refine your decision making

Specialist

Take a deeper dive on specific topics that may not apply to every business model

Analyze & Define

Market Opportunities & Value Propositions

  • Voice of the Customer
    • Learn and apply a proven process to collect, analyze, and draw insight from customer needs as input to new product development
  • B2B Marketing Foundations
    • Learn the process and tools to build a winning market strategy, including customer and competitive analysis, segmentation, targeting, positioning, and core marketing planning decisions.
  • Value Proposition Development
    • Apply a proven framework in developing value propositions and refine each VP element in line with needs-based segmentation.
  • Segmenting B2B Markets
    • Learn how to define and select macro- and micro-market segments to more effectively launch new products and relaunch existing ones for profitable growth. Topics include selecting segmentation variables, collecting needed data, and aligning marketing and sales resources for implementation
  • Marketplace Insight Methods
    • Learn how to build an insight-driven culture and skills to go beyond analysis to developing insights and articulating how they are relevant to current and future strategies

Design

Product and Value Delivery Systems

  • New Product Blueprinting
    • Interpret how to align product development efforts with customer needs. This program is offered on-site for members and includes series of workshops that follow real projects through creation through execution of a project roadmap.
  • Value and Pricing Strategy
    • Explore pricing strategies to extract value through understanding of customer value, market and price dynamics, and competitive and industry cycles.
  • Winning at New Products
    • Examine best practices in New Product Development and distinguishing success factors including generating new ideas, developing the business case, and selecting, promoting and killing projects.
  • Customer Experience Strategy and Journey Mapping
    • Discover how to design and develop a roadmap for a Customer Experience aligned with growth strategies.
  • Beyond Stage Gate
    • Explore how Agile Development and other new concepts can be incorporated into Stage Gate to accelerate the development and launch process, and make it more flexible.
  • New Product Blueprinting
    • Interpret how to align product development efforts with customer needs. This program is offered on-site for members and includes series of workshops that follow real projects through creation through execution of a project roadmap.
  • Becoming An Effective Marketing Leader
    • Make connections between strategic goals and your personal strengths to develop your leadership style. Increase your impact in your organization as you lead through influence and strategic guidance.
  • Innovation Strategy and Portfolio Management
    • Come prepared to develop an innovation strategy and select the best ideas to increase your portfolio’s value. Link company strategy and NPD to create competitive advantage.
  • Moving Beyond Products: Creating High Value B2B Solutions
    • Showing best practice examples of developing, marketing, and selling high-value B2B solutions through Hands-On immersion in the models.

Execute

Communicate, Deliver and Manage Value

  • Integrated Marketing Communications in a Digital World.
    • Align marketing communications with corporate/brand strategy to create integrated approaches and campaign. Both leverage and integrate digital capabilities with traditional MarCom tools and processes.
  • The Art of Selling
    • Experience the essential interpersonal and sales call planning, preparation, and management skills of highly effective consultative sales professionals.
  • Digital Marketing Tactics
    • Learn best practices and tools for effective digital marketing including inbound marketing, websites, SEO, social media, and email marketing in the B2B environment
  • The Science of Selling
    • Providing tips for hands-on system for strategic territory, account, and large opportunity sales plan development. Use of Ascension software. Participants will create an annual plan during the workshop.
  • Sales Management
    • Learn to lead, motivate, hire and train a sales team to create a competitive advantage. This 5 day workshops covers tools and strategies for increasing performance and retention through exemplary leadership.
  • Personal Brand
    • Learn to develop and communicate a personal brand that aligns with your values, strengths, and styles; the organization’s goals; and your vision. Increase your self-awareness and connect your off-line and on-line expression to create your intended impression.
  • Marketing Plan Execution
    and Alignment

    • Translate your marketing strategy into an execution roadmap. Learn to analyze and define the Execution gap in your organization and to overcome barriers to effective marketplace performance
  • Data-Driven Channel Management
    • Compare frameworks to select, manage, and boost ROI for product channels.
  • Remote Selling Excellence
    • Examine best practice consultative sales training focusing specifically for inside sales, customer service/support representatives expected to up/cross sell.
  • Negotiations
    • Learn to develop negotiating strategies that optimize outcomes by using planning tools; analyzing view and needs of both sides; and leveraging consultative selling skills for long term relationships.

Suggested Learning Path

An Engineering or Science Education & Job Experience

1

Value Proposition Development

2

B2B Marketing Foundations

3

Value and Pricing Strategy

4

Winning at New Products

5

Voice of the Customer in Business Markets

6

Customer Experience Strategy and Journey Mapping

7

Competitor Analysis & Market Intelligence

8

Innovation Strategy and Portfolio Management

A B2C Marketing Education & / or Job Experience

1

Voice of the Customer in Business Markets

2

Value Proposition Development

3

The Role of Brand in B2B

4

Winning at New Products

5

Value and Pricing Strategy

6

B2B Marketing Foundations

7

Competitor Analysis & Market Intelligence

8

Integrated Marketing Communications in a Digital World

Accountability to Create and Manage Marketing Process

1

Strategic Thinking for Marketing Professionals

2

Value Proposition Development

3

Marketplace Insights

4

Customer Experience Strategy and Journey Mapping

5

Becoming an Effective Marketing Leader

6

Innovation Strategy and Portfolio Management

7

The Role of Brand in B2B

8

Marketing in a Digital World

2019 Open Course Schedule

Administered by Partners

Administered by Partners

Administered by Partners

LET'S TALK

Businesses that want to grow organically come to us – for access to our wide range of diverse, award-winning faculty, our unmatched B2B sales and marketing curriculum, project-based courses tailored specifically to each member, and more. It’s that simple. Don’t get left behind – join us today.
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