Event / Courses

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.

Recommended for:  

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.