B2B Marketing Playbook: Align B2B Marketing With Business Needs

A top challenge facing B2B marketers is organizational fit — how to work effectively with other marketing teams and with sales, human resources, executives, and internal clients. Align your B2B marketing with business needs by convening all the principals with a say in marketing under a big tent to co-create your marketing strategy, metrics, and message together and get everyone on the same page. Also, use employer branding to help your company recruit, retain, and energize talented people. Prepare employees to become brand ambassadors who extend your brand’s reach by sharing content on their social media networks. This course will help you use co-creation to trigger a cognitive bias called the IKEA effect: People assign higher value to what they helped create.

This is the second course in the four-course B2B Marketing Certificate Program.

Click HERE to register for the first course, “B2B Marketing Playbook: Begin With B2B Buyer Insights.”

Register below for the second course, “B2B Marketing Playbook: Align B2B Marketing With Business Needs.”

Click HERE to register for the third course, “B2B Marketing Playbook: Generate Demand.”

Click HERE to register for the fourth course, “B2B Marketing Playbook: Empower Sales.”

Click HERE to register for the “B2B Marketing Certificate Program.”

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

• Marketers at B2B or hybrid B2B2C companies
• B2B marketers who are specialists, managers, or directors

Learning Objectives

1. Align Marketing with Sales and Business Needs: Take a big-tent approach to create a solid marketing foundation and frame a strategy on one page by working collaboratively. Ensure the marketing strategy fully aligns with business objectives and goals.
2. Create a Marketing Message That Hooks Your Audience: Create a brand message that hooks your audience in 7 seconds by telling buyers what's in it for them.
3. Attract, Retain, and Energize Employees: During a time when employees' trust in employers is falling, apply employer branding to recruit and retain employees. Train key employees to become brand ambassadors who energize and extend your brand's reach.

Find out what you will learn from instructor George Stenitzer in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here