Course Objectives

• To understand the B2B marketing situations and the characteristics of the B2B markets
• To develop understanding and skills required to manage B2B relationships
• To explain how to organize the B2B marketing functions
• To develop the analytical and decision-making skills required to succeed in the B2B marketing roles
• To give an idea of B2B Marketing in the age of Social Media and the opportunities and challenges in Industry 4.0

Course Outcomes

After completion of this course, the students should be able to:

• CO1;Appreciate the unique characteristics of the markets and customers in the B2B context
• CO2:Apply the conceptual and practical insights gained from this course to develop and manage B2B relationships
• CO3:Suggest formulate and implementation of marketing programs for new as well as existing B2B markets for products and services
• CO4:Demonstrate analytical and decision-making skills required for business success in the B2B context
• CO5:Develop an insight into the changing shape of B2B marketing in the era of social media and Industry 4.0

Course Syllabus

Module: I

Fundamentals of B2B Marketing: Types of B2B goods and services, Characteristics of B2B Markets and Marketing, Understanding B2B Buyers and Buying Process, Managing B2B Key Accounts, Customer Relationships and Experiences, Delivering solutions

Module: II

B2B Market Analysis and Strategy: Researching B2B Markets and Environments, Segmenting B2B Markets, Estimating Demand

Module: III

Organizing B2B Marketing Functions:Managing Product / Service portfolios – Developing and launching new products, managing B2B brands, Pricing for B2B Markets, Communicating with B2B Markets, Delivering value through channel partners and sales force

Module: IV

Social Media, Industry 4.0 and B2B Marketing: Leveraging the power of Social Media for B2B Marketing, Industry 4.0 technologies and their use in B2B Marketing.

References Recommended:

Books:

Business Marketing Management B2B by Michael D. Hutt and Thomas W. Speh, Cengage Learning

Business Market Management (B2B): Understanding, Creating, and Delivering Value by James C. Anderson, Das Narayandas, James A. Narus and D.V.R. Seshadri

Session Plan

Session 1

Whitepaper:

A Guide to B2B Marketing And How it Differs From Consumer Marketing (https://www.b2binternational.com/publications/b2b-marketing/#section-1)

Journal Article:

Marketing Reading: Business-to-Business Marketing by Frank V. Cespedes, Das Narayandas, Harvard Business Publishing. https://hbsp.harvard.edu/product/8145-PDF-ENG

YouTube Video:

What is B2B Marketing? (https://www.youtube.com/watch?v=TjhJNDaE2Zs)

Text Book:

Chapter 1 of Text Book 1.

Topics to be discussed:

Who is a B2B customer, who is not; Characteristics of B2B Markets and Buyers; Difference between B2B and B2C

Solve Case 1 and submit.

Instructor’s PPT(To be shared)

Case 1 (To be shared)

Session 2

Whitepaper:

B2B Marketplaces: Decoding the Growth Pattern: https://yourstory.com/mystory/f7cea3d25b-b2b-marketplaces-deco

Journal Article 1:

The Future of B2B by Richard Wise and David Morrison, Harvard Business Review, November–December 2000.

Assignment 1

Collect the past five year’s data on the B2B sales in BRIC, European and North American countries. Prepare an Infographics. Project the trend for the next couple of years making suitable adjustments for significant environmental factors.

Case 2 (To be shared)

Topics to be discussed:

Presentation of Infographics by Teams on the Current Trends in B2B Marketing in India and the World and the Forecast for next two years.

Team 1 to present Case 2

Solve the Quiz on Module 1 and submit.

Write answer outlines for the short and long answer type questions for Module 1 and submit

Session 3

Whitepaper: 2 Frameworks to Help You Understand Every B2B Decision Making Unit: https://www.b2binternational.com/publications/2-frameworks-to-understand-b2b-decision-making-unit/

Do Emotions Play a Part in Business-to-Business Decision Making?: https://www.b2binternational.com/publications/emotions-in-business-to-business-decision-making/

The Customer Journey and How Businesses Buy: https://www.b2binternational.com/publications/the-customer-journey-and-how-businesses-buy/

Journal Article: Marketing Reading: Consumer Behavior and the Buying Process by John T. Gourville, Michael I. Norton, Harvard Business Press, https://hbsp.harvard.edu/product/8167-PDF-ENG?itemFindingMethod=Other

YouTube Video: 2B Buying Situation - Typical Purchases for BusinessesExplained: https://www.youtube.com/watch?v=bXFxqDXZiyU

Text Book: Chapter 2 of Text Book 1

Instructor’s PPT(To be shared)

Case  (To be shared)

Topics to be discussed:

B2B Buying Process, Buying Centers, Decision Making Units (DMUs) and their influences.

Solve the Quiz on this session and submit.

Write answer outlines for the short and long answer type questions for this session and submit.

Submit the Case …solution.

Session 4

Whitepaper: Customer Relationship Management in Paper Industry by BCG: https://www.bcg.com/documents/file14299.pdf

Journal Article: Stop Trying to Delight Your Customers by Matthew Dixon, Karen Freeman and Nicholas Toman, Harvard Business Review, July–August 2010 Issue

YouTube Videos: Building Sustainable Relationships that Bring Brands and People Closer | Mark Morin | TEDxLaval: https://www.youtube.com/watch?v=Hp0Q8Z5Isz4

Salesflare CRM for B2B business OVERVIEW: youtube.com/watch?v=2MAKjHQS09g

B2B CRM Training video: https://www.youtube.com/watch?v=3NECeUQgQ2U

Text Book: Chapter 3 of Text Book 1

Instructor’s PPT(To be shared)

Case  (To be shared)

Topics to be discussed:

Types and natures of relationships, Managing Buyer-Seller Relationships, Measuring Customer Profitability, Managing Unprofitable Customers, Acquiring, Retaining and Growing customers, Upselling and cross-selling

Solve the Quiz on this session and submit.

Write answer outlines for the short and long answer type questions for this session and submit.

Submit the Case …solution.

Session 5

Whitepaper: Market Segmentation in B2B Markets: https://www.b2binternational.com/publications/b2b-segmentation-research/

A Practical Guide to Market Segmentation: https://www.b2binternational.com/publications/market-segmentation-research/

Journal Article: Marketing Reading: Segmentation and Targeting by

Sunil Gupta, Harvard Business Press, https://hbsp.harvard.edu/product/8219-PDF-ENG?itemFindingMethod=Other

YouTube Video: Industrial Marketing Segmentation Simplified - EP13: https://www.youtube.com/watch?v=tl_Lo2_ClOQ

Text Book: Chapter 4 of Text Book 1

Instructor’s PPT(To be shared)

Case  (To be shared)

Topics to be discussed:

Micro and macro level bases for segmentation, The Segmentation Process, Choosing Market Segments

Solve the Quiz on this session and submit.

Write answer outlines for the short and long answer type questions for this session and submit.

Submit the Case …solution.

Session 6

Whitepaper:

Building a Better B2B Demand Center: https://www.bcg.com/en-in/publications/2018/building-better-b2b-demand-center.aspx

Blog: B2B Demand Sensing: 7 Things You Must Know: https://blog.arkieva.com/b2b-demand-sensing-tips/

YouTube Video: Exploratory Qualitative Research for Market Segmentation Projects: https://www.youtube.com/watch?v=CUI0d_GLKYQ

Introduction to Forecasting - with Examples: https://www.youtube.com/watch?v=98K7AG32qv8

Text Book: Chapter 4 of Text Book 1

Instructor’s PPT(To be shared)

Case  (To be shared)

Topics to be discussed:

Methods of Forecasting Demand: Qualitative Techniques, Quantitative Techniques, Combining Several Forecasting Techniques

Solve the Quiz on this session and submit.

Write answer outlines for the short and long answer type questions for this session and submit.

Submit the Case …solution.

Session 7

White Papers:

Thoughts on New Product Development: https://www.b2binternational.com/2016/12/08/thoughts-on-new-product-development/

The Product Development Process: Listening, Learning & Launching: https://www.b2binternationalusa.com/publications/the-product-development-process-listening-learning-launching/

Using Market Research For Product Development: https://www.b2binternational.com/publications/product-development-research/

Taking an ‘Agile’ Approach to Product Development: https://www.b2binternational.com/2015/08/17/taking-an-agile-approach-to-product-development/

Generating New Product Ideas:

Successful product research for industry leaders: https://www.b2binternational.com/research/services/the-complete-package-for-successful-product-research/#img-link-modal-5

Session 8

A Guide to Measuring Brand Health

Journal Articles:

How to Build a B2B Brand, by John Quelch, Harvard Business Review, November 21, 2007: https://hbr.org/2007/11/how-to-build-a-b2b-brand-1

YouTube:

Brand Studio Live: Episode 12 - Building a strong B2B brand on the internet: https://www.youtube.com/watch?v=zWdwD4-Xm1Q

Why Your B2B Brand Matters: https://www.youtube.com/watch?v=vb-jj0G2Odk

Session 9

Whitepaper:

B2B Branding: How to Build a Brand in Business-to-Business Markets: https://www.b2binternational.com/publications/b2b-branding/

YouTube:

Live with Marketers: Brand Storytelling in a B2B World: https://www.youtube.com/watch?v=3UZ2ZF6w1PY

Session 10

Whitepaper:

How To Avoid Competing On Price: https://www.b2binternational.com/publications/differentiate/

The Problem With Price: https://www.b2binternational.com/publications/pricing-research-marketing/

Session 11

Whitepaper:

Pricing Research – What Do Our Customers Value?: https://www.b2binternational.com/publications/price-research/

Session 12

Whitepaper:

Business Promotions & B2B Advertising: Ad Testing Research: https://www.b2binternational.com/publications/ad-testing-b2b-advertising/

YouTube:

Best B2B Marketing Campaigns: https://www.youtube.com/watch?v=kvTlKysEdoM

B2B advertising: https://www.youtube.com/watch?v=dAjmVIRZ52A

Session 13

YouTube:

Facebook Ads for B2B Lead Gen W/ a Small Budget (in 2020): https://www.youtube.com/watch?v=z_8tIyOYovg

B2B Advertising Essentials: LinkedIn Ads Spotlight - AJ Wilcox: https://www.youtube.com/watch?v=Agx9QhwMoTo

Session 14

Doubt Clearing

Session 15

Doubt Clearing

Session 16

YouTube:

The Ultimate B2B Sales Pitch – Solution Selling To C Level Clients: https://www.youtube.com/watch?v=scgDxRlQhOA

Salesforce For B2B Marketing: https://www.youtube.com/watch?v=WVYs9LbHWQA

Session 17

YouTube:

B2B Sales Funnel Strategy – Complete B2B Funnel Template For Lead Generation: https://www.youtube.com/watch?v=7XB--_AQ1_k

SalesforcePardot: B2B Marketing on the World's #1 CRM: https://www.youtube.com/watch?v=Hj653eyxI34

Session 18

YouTube:

Delivering the best end-to-end B2B customer engagement: https://www.youtube.com/watch?v=8F0BGlvQqt4

The Real B2B Customer Journey: https://www.youtube.com/watch?v=m11D-mR0szs

Redefining Service | Elizabeth Galbreath | TEDxVirginiaTech: https://www.youtube.com/watch?v=fmL_cha0OFY

Session 19

Session 20

Whitepapers:

B2B Sales and Marketing Machine Learning:  https://www.mosaicdatascience.com/2018/09/19/machine-learning-consulting-b2b-analytics/

5 Ways Industry 4.0 is changing Marketing and Sales for B2B Manufacturers: https://info.redjavelin.com/blog/industry-4.0-is-changing-b2b-manufacturing-marketing-and-sales

YouTube:

Marketing Keynote: The New Decade of Data, Trust and Engagement: https://www.youtube.com/watch?v=TZnhn_t7NNM

Case Study: WHOLESALE CANNIBALIZATION ANALYSIS: https://www.mosaicdatascience.com/wp-content/uploads/2020/04/Wholesale-Cannibalization-Process-CS.pdf