B2B and Account Based Marketing
Learn how to analyze, plan and create content across mediums with proven B2B and account based marketing strategies.
Next available course: Summer 2025
Classes Start 09/08/2025
Registration Open Until 09/12/2025
Course Overview
Business-to-business (B2B) transactions (the process where one company buys products or services from another) make up the majority of business transactions. That's why growth-oriented marketers need an understanding of B2B marketing essentials while tracking vendor interactions across the purchase journey to impact pipeline in target accounts. In our B2B and Account Based Marketing course, you will study these critical areas and consider the multiple ways you present your organization and brand to other businesses.
In our expert-led online course, you will gain data insights on proven B2B marketing strategies and target account purchase intents that can shape strategy in dynamic ways. You’ll also understand the unique needs of those company contacts you may be targeting — depending on your product or service, your target audience could include functional groups, procurement/purchasing staff, mid-level managers, and/or c-suite executives. As soon as a target shows interest in your category or hits your website, you can customize each subsequent digital interaction and trigger sales early.
Course Format
Instructor-led week-to-week cadence, with assignments, discussion boards, and learning assessments (quizzes) opening on Monday and to be completed by the end of the week. This gives students flexibility to review materials at their leisure. Additionally, recorded lectures and video recordings are available to enhance learning objectives.
Price
$625Course Details
Units 2.4 CEUs / 24 PDUs
Location Online Courses
Course Type Group-Paced
Next Available Course
Term Summer 2025
Classes Start 09/08/2025
Registration Open Until 09/12/2025
Register NowWhat You’ll Learn
After successful completion of this course, you will be able to:
- Understand crucial strategies for engaging with difficult-to-reach, but high-value businesses.
- Differentiate between B2C and B2B marketing strategies.
- Identify a total addressable market (TAM) and ideal customer profile (ICP).
- Create aligned marketing content for social, mobile, and web platforms aimed at B2B customers.
- Develop an effective marketing plan that strategically identifies business needs and relationship development.
- Gain insights into target account purchase intent and engagement for both anonymous and registered stakeholders.
- Learn why consistency makes it likely for buyers to engage in sales outbounding.
Your Instructor
Vice President of Product Marketing & Customer Experience Solutions at Teletech
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<p>Jeff Marcoux is the CMO Lead for Worldwide Enterprise Marketing at Microsoft. He has driven cross product and team collaboration, supported multiple product releases, bringing new products to market, innovative content strategies, channel development, and acquisition integration work. Jeff comes from the marketing automation and consulting industry where he led the service, consulting, implementation, marketing, and sales engineering teams. He believes that every touch point with a customer is a marketing experience- from marketing to sales to customer service. Jeff is a marketing growth hacker, martech expert, and brings entrepreneurial innovation to a big tech world. He attended the University of Washington where he received his MBA in Leadership, a Certificate in Technology Entrepreneurship, and was a Board Fellow for Leadership Eastside. Jeff currently sits on the board for the Internet Marketing Association (<a href="www.imanetwork.org)">www.imanetwork.org)</a> and has received Congressional recognition for his work in the Internet Marketing Industry. In his spare time Jeff does lots of hiking and other fun outdoor activities. </p>
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