Course Preview | B2B Marketing: Growth Strategies for Your Organization from Kellogg Executive Education
4:48 min
36
Hi, I'm Kent Grayson and I'm Jonathan Copulsky. And we are your instructors for the program on business-to -business marketing. Now Kent and I designed each module of this program to ensure that you learn about the key responsibilities and tasks that a business marketing manager needs to master.
How do we know what these key responsibilities are? Well, first of all, Jonathan and I have been working on business marketing challenges for decades.
I've been teaching at Kellogg for the last few years, but before that, I spent my career as a Chief Marketing Officer for a number of B2B organizations, most recently, Deloitte.
And I've been teaching at the Kellogg School of Management since 2002. For all of that time I've taught on the business marketing program at Kellogg, and I've also worked with business-to-business companies like Rockwell Automation and Herman Miller furniture.
So, based on this experience, we already had a good idea of what skills are needed to be successful business marketer. But to be sure we accurately identified the kinds of skills that companies expect, we also researched the business marketing jobs that companies are trying to fill.
With help from Emeritus, we looked at online job postings for business marketing positions, we gathered all these job descriptions together; we identified the skills that are mentioned in all of them, and we counted up which skills are mentioned most frequently.
Now, four key responsibilities were mentioned most frequently as skills that companies want their business marketers to be able to do. Here they are: developing a go-to-market strategy, demand generation, lead generation, and customer relationship management.
These are skills and responsibilities that are not new to Jonathan and I, we teach them on the Kellogg business marketing program. But the analysis that we did on the job postings encouraged us to structure the program around these responsibilities. So, you're looking at not only the top business marketing responsibilities that are mentioned by companies in their job postings, but also the outline for this program which Jonathan and I have organized around these responsibilities.
So, if you're looking for a job in business marketing, you've come to the right place, because our program teaches you the skills that employers are looking for. You've also come to the right place if you're early in your career as a business marketer and you want to enhance your ability to deliver what your company and your senior managers are expecting from you as a business marketer.
Now I start out the program talking about developing a go-to-market strategy. A go-to-market or GTM strategy is your plan for launching a new product or improving the sales of an existing product. A go-to-marketing strategy includes key activities that are also mentioned frequently in business marketing job titles. These activities include customer research, customer insight identification, market segmentation, targeting, positioning, and developing a value proposition. I talk about all of these in the first few modules.
And then, I pick up the baton from Kent by talking about demand generation, lead generation, and customer relationship management. Now these topics include coverage of even more responsibilities that are frequently mentioned in job marketing titles, such as content marketing, outbound marketing, and inbound marketing. And we'll also discuss ways to leverage technology to improve your marketing functions. We'll conclude the program by helping you develop a customized B2B marketing action plan for your organization.
And by the way, throughout this program, you'll have the opportunity to learn some important quantitative skills, such as break-even analysis, price elasticity analysis, reading a profit and loss statement, and calculating the response to a marketing campaign. Now, some people don't usually associate marketing with quantitative analysis, but especially today, Jonathan and I agree good marketers need to know some important quantitative skills so that they can better defend their plans and more persuasively argue for funding.
Kent, I couldn't agree more. You said that incredibly eloquently. So, on behalf of myself, Kent and the Kellogg School of Management, welcome to our program on B2B marketing. We look forward to working with you.
How do we know what these key responsibilities are? Well, first of all, Jonathan and I have been working on business marketing challenges for decades.
I've been teaching at Kellogg for the last few years, but before that, I spent my career as a Chief Marketing Officer for a number of B2B organizations, most recently, Deloitte.
And I've been teaching at the Kellogg School of Management since 2002. For all of that time I've taught on the business marketing program at Kellogg, and I've also worked with business-to-business companies like Rockwell Automation and Herman Miller furniture.
So, based on this experience, we already had a good idea of what skills are needed to be successful business marketer. But to be sure we accurately identified the kinds of skills that companies expect, we also researched the business marketing jobs that companies are trying to fill.
With help from Emeritus, we looked at online job postings for business marketing positions, we gathered all these job descriptions together; we identified the skills that are mentioned in all of them, and we counted up which skills are mentioned most frequently.
Now, four key responsibilities were mentioned most frequently as skills that companies want their business marketers to be able to do. Here they are: developing a go-to-market strategy, demand generation, lead generation, and customer relationship management.
These are skills and responsibilities that are not new to Jonathan and I, we teach them on the Kellogg business marketing program. But the analysis that we did on the job postings encouraged us to structure the program around these responsibilities. So, you're looking at not only the top business marketing responsibilities that are mentioned by companies in their job postings, but also the outline for this program which Jonathan and I have organized around these responsibilities.
So, if you're looking for a job in business marketing, you've come to the right place, because our program teaches you the skills that employers are looking for. You've also come to the right place if you're early in your career as a business marketer and you want to enhance your ability to deliver what your company and your senior managers are expecting from you as a business marketer.
Now I start out the program talking about developing a go-to-market strategy. A go-to-market or GTM strategy is your plan for launching a new product or improving the sales of an existing product. A go-to-marketing strategy includes key activities that are also mentioned frequently in business marketing job titles. These activities include customer research, customer insight identification, market segmentation, targeting, positioning, and developing a value proposition. I talk about all of these in the first few modules.
And then, I pick up the baton from Kent by talking about demand generation, lead generation, and customer relationship management. Now these topics include coverage of even more responsibilities that are frequently mentioned in job marketing titles, such as content marketing, outbound marketing, and inbound marketing. And we'll also discuss ways to leverage technology to improve your marketing functions. We'll conclude the program by helping you develop a customized B2B marketing action plan for your organization.
And by the way, throughout this program, you'll have the opportunity to learn some important quantitative skills, such as break-even analysis, price elasticity analysis, reading a profit and loss statement, and calculating the response to a marketing campaign. Now, some people don't usually associate marketing with quantitative analysis, but especially today, Jonathan and I agree good marketers need to know some important quantitative skills so that they can better defend their plans and more persuasively argue for funding.
Kent, I couldn't agree more. You said that incredibly eloquently. So, on behalf of myself, Kent and the Kellogg School of Management, welcome to our program on B2B marketing. We look forward to working with you.
