B2B Marketing Certificate Program

The B2B Marketing Certificate Program is a five-hour self-paced online certificate program, comprised of four courses, developed for marketers to improve overall business-to-business (B2B) marketing proficiency through broad exposure to all facets and levels of B2B. During this certificate program, you’ll learn the skills needed to maximize lead generation, enhance customer engagement, improve conversions and loyalty, and enable your business to thrive in the competitive B2B landscape.

Learning Experience

This program includes courses with fully interactive multi-media formats. Active participation is required, and it includes knowledge checks, activities, assessments, and resources/tools.

Who is this Certificate Program For?

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

Certificate Program Outline

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Course: B2B Marketing Playbook: Begin with B2B Buyer Insights

B2B buyers have developed a preference for digital marketing and remote sales experiences. Learn to work with Sales to deliver buyer-centric marketing and navigate the dynamics of B2B buying committees to deliver B2B marketing that meets buyers’ expectations. Map your buyers’ journey step by step to deliver the content buyers need, in the media they prefer, with the answers they crave. Audit your brand touchpoints to make sure your brand shows up distinctively and consistently to build trust. This course will help you use insights into B2B buyers and buying committees to develop strategies that engage decision-makers and optimize your sales funnel.

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Course: 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.

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Course: B2B Marketing Playbook: Generate Demand

B2B brands need marketers to generate buyer demand, capture that demand, and turn it into sales. Marketing works side by side with Sales to grow the sales pipeline, win customers, and generate growth in revenue and profits. Demand generation also involves creating content and staging trade shows and events — enabling brands to attract buyers’ attention and convey a message buyers recall. This course will help you diagnose and address conversion problems, enabling your brand to win customers and revenue, generate content that educates and enables the capture of buyers’ information, and maximize value from live events and trade shows.

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Course: B2B Marketing Playbook: Empower Sales

In many B2B organizations, Sales and Marketing operate in silos, leading to missed opportunities for strategic alignment, personalization, and consistent messaging. When sales enablement, account-based marketing, and customer experience strategies are unified, organizations can deliver targeted, value-driven interactions that deepen customer relationships and help the brand beat revenue goals. This course will provide you with a strategic foundation for co-creating across disciplines, with practical tools for fostering collaboration, personalizing outreach, and enhancing the customer experience.

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Assessment: B2B Marketing Certificate Program

Estimated Length of Completion

Approximately 5 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate or Certification Program, you will automatically be registered for all the Courses listed in the program. All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.