B-to-B Marketing Courses

Description of professional development opportunities offered by the ISBM.

The ISBM offers the most comprehensive suite of business-to-business marketing courses available; all seminars are delivered by the recognized academic and/or research leaders in each targeted area of business-to-business marketing.

All ISBM B-to-B Marketing Courses

All ISBM courses listed alphabetically.

Advanced Negotiations
B-to-B Marketing: Strategies for Driving Growth and Profit
Building Effective B-to-B Marketing Plans
Business-to-Business Marketing: A “201” Overview
Competitor Analysis and Intelligence
CRM Field Marketing (CRM-FM)
Creating Competitive Advantage with High Value B-to-B Solutions
Customer Value Management in Business Markets
Integrated Market Communications
Effective Marketing Across Countries, Customs, Cultures, and Currencies
Finance for the Business Marketer
Hiring and Developing a World Class B-to-B Sales Force
Innovation for Practitioners
Key Account and Customer Relationship Management
Managing Brand Equity in Business Markets
Managing Pricing Profitably
Managing Profitable Growth
Managing Strategic Alliances: Gaining a Competitive Advantage
Marketing Skills Assessment/Skill-Building/Certification (MSA/B/C)
Market Research for Business Marketers
Planning Profitable B-to-B eBusiness Strategy
Portfolio Management for New Products
Power Tools for Marketing: Marketing Engineering
Rethinking Distribution Channels
Return on Marketing Investment: Measuring and Improving Marketing Effectiveness
Segmentation Marketing
Segmentation, Targeting, Positioning with ME>XL
Social Media for B2B: Leveraging Social Tools and Networks for Stronger Customer Connections and Accelerated Sales
Value and Pricing Strategy
Voice of the Customer
Winning at New Products: Pathways to Profitable Innovation

Course Type

Custom Training Programs

All of our courses are available to Member firms as custom in-house programs. Custom programs provide the opportunity to tune the content and delivery to the specific needs of the firm, often delivered in an action-coaching, team-based format. Action-coaching allows participants to bring real projects to the class for instructor discussion and feedback, resulting in an actionable timeline and plan for implementation.

Open Enrollment Courses

Many of our programs are made available throughout the year as open enrollment seminars and are available to both member and non-member firms. These 2-day focused seminars are perfect for the new employee who may need B-to-B marketing education, the seasoned B-to-B marketer wanting to sharpen his/her marketing skills, or those recently tasked with new marketing responsibilities.

By combining custom team “Action Coaching” programs with individual open enrollment seminars, professionals can plan their business-to-business skills development using the Value Delivery Framework as a guide.

View Courses and Events Calendar

On Demand Courses

Managing Profitable Growth

A team-based webinar series led by Dr. Roger J. Best, Emeritus Professor of Marketing, Lundquist College of Business, University of Oregon.

This Team-Based Learning Series requires company team of 3 or more people and will start when you want and involves no travel or time off the job. The series is offered via webcast and includes an Introduction Session, 5 Team Application Sessions, and a Summary Session, each one hour long.

ISBM "Basics Series" from BMI

Today’s competitive and challenging business-to-business markets require marketing professionals to possess the skills and knowledge required to execute effective marketing programs that generate solid, measurable sales response, and to master the new skills required to plan, develop, execute, and measure marketing programs utilizing online marketing methods and the latest on-demand CRM (customer relationship management) systems.

To address these needs, the ISBM, in connection with the Business Marketing Institute, is offering two online training and certification programs for business marketing professionals:

Both of these training programs help companies of all sizes assess, train, and certify that their companies’ marketing staffs know how to practice the essential, practical skills of marketing execution required to plan, manage, and measure marketing programs that generate sales leads and develop new business opportunities for their companies.

Special offer for ISBM Members on the new Web-Based Business Marketing Execution and CRM Training and Certification Programs.

ISBM B-to-B Marketing Curriculum

The ISBM Business-to-Business Professional Development curriculum follows our “Value Delivery Framework”. This high level framework spans the entire business-to-business marketing practice and enables B-to-B marketers to better:

Understand value: conceptualizing, conceiving, demonstrating, documenting, and pricing to harvest value
Develop strategy: Segmentation, Targeting, Positioning
Create high value offerings and value propositions: new product development, portfolio management, innovation, and more
Communicate and deliver value: managing brands in B-to-B, integrated market communications, channel strategy and more
Manage through the life-cycle: global views of emerging markets, product management, product launches, customer management, key account management, and more

Personal tools

B-to-B Marketing Courses

All ISBM B-to-B Marketing Courses

Course Type

Custom Training Programs

Open Enrollment Courses

On Demand Courses

ISBM B-to-B Marketing Curriculum

Build Value Understanding

Strategy Formulation

Design Customer Value

Communicate and Deliver Value

Life-cycle Management