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B2B Career Acceleration Module

B2B Career Acceleration Module. How to Successfully Sell and Market Products and Services in a B2B Marketplace. Ron Hess LD Metcalfe. March 2013. Business-2-Business Marketing. Exchange of goods, services, and ideas…. between or among firms . THE CENTRAL FOCUS…… ALWAYS……

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B2B Career Acceleration Module

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  1. B2B Career Acceleration Module How to Successfully Sell and Market Products and Services in a B2B Marketplace Ron Hess LD Metcalfe March 2013
  2. Business-2-Business Marketing Exchange of goods, services, and ideas…. between or among firms. THE CENTRAL FOCUS…… ALWAYS…… NO EXCEPTIONS. AND THE KEY ISSUE… UNDERSTANDING FIRM BUYING BEHAVIOR The Customer in a B2B Environment

  3. Some B2B “Heavy-weights”

    Lockheed Martin Corporation
  4. Good Student Fit for B2B CAM Anyone interested in … Marketing field in general Supply chain interests Technology Business Services Selling/sales management Strong job opportunity
  5. What you will gain from B2B course: Appreciation for the B2B market environment and its unique characteristics. Understanding of B2B marketing fundamentals (makes you a better marketer and a better hire). Enhance your ability to tackle real-world problems that companies experience. Similar to the types of activities you will be asked to perform early in your careers.
  6. Teaching Techniques: Lectures, Discussion, Guest lectures, HBR case discussions, Case Exam, Visits to local and regional companies, CAM trip to IBM, Cisco, RedHat and others, Short “Live” cases with guest lecturers, Semester-long “Live” case, Presentations of problem/case solutions.
  7. B2B CAM Week-By-Week Overview: Week 1 Positioning Statement / Marketing Strategy/ Live Case Week 3 Sales Force Mgt. Issues Week 5 Company Visits Week 7 Customer Satisfaction CLV Week 2 Promotion / Filling the Sales Funnel In B2B Week 4 Selling & Negotiation Week 6 Pricing & Other Ways to The Customer Week 8 Final for Live Case
  8. Expanded Topics Planned for 2013: Marketing Automation, Role of Social Media in B2B, Customer Satisfaction / Retention, Customer Relationship Management, Customer Profitability Analysis & CLV, Managing Channel Partners
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