Business-to-business (B2B) marketing differs fundamentally from consumer marketing. Organizations selling to other businesses must navigate longer buying cycles, multiple decision-makers, complex procurement processes, higher-value transactions, and long-term customer relationships. Success requires a strategic approach that combines market intelligence, customer insights, value-based positioning, sales and marketing alignment, relationship management, and data-driven decision-making. One of the most effective modern approaches is Account-Based Marketing (ABM), which focuses organizational resources on acquiring, developing, and retaining strategically important accounts.
This course provides a practical, executive-oriented study of B2B marketing and account-based strategies. Rather than focusing solely on promotional activities, students will learn how organizations identify high-value markets, prioritize target accounts, develop customized value propositions, align marketing and sales efforts, manage complex buying journeys, and create long-term customer partnerships. Students will also explore how technology, analytics, customer relationship management, and digital marketing support account-based growth strategies.
Throughout the course, emphasis is placed on practical decision-making used by industrial companies, technology firms, professional service organizations, healthcare companies, financial institutions, manufacturing enterprises, logistics providers, and business service organizations. Students will develop the strategic skills needed to build sustainable customer relationships, improve commercial performance, and drive long-term organizational growth through disciplined B2B marketing.
Course Objectives
By the end of this course, students will be able to:
• Understand the strategic differences between B2B and business-to-consumer (B2C) marketing.
• Analyze organizational buying behavior and complex purchasing decisions.
• Develop comprehensive B2B marketing strategies aligned with business objectives.
• Identify, prioritize, and manage high-value customer accounts.
• Design account-based marketing strategies that improve customer acquisition and retention.
• Integrate marketing, sales, and customer success functions.
• Evaluate customer relationships using practical performance metrics.
• Apply marketing technology, analytics, and customer relationship management systems to B2B marketing.
• Understand ethical and governance considerations in business marketing.
• Integrate account-based strategies into long-term organizational growth planning.
