B2B Marketing Basics

Explore the marketing mix as a recipe of differentiators, featuring the four Ps—product, price, place, promotion—and the extra Ps of physical environment, process, and people, with technology layered on.

Explore how the seven Ps—product, price, place, promotion, physical environment, process, and people—drive B2B marketing, from value-driven product decisions to cross-channel promotion and buyer journeys.

Identify who buys in B2B marketing—producers, resellers, government, and institutions—and what they purchase: materials or components, finished goods, and professional services.

Explore how the B2B buying committee adds complexity to marketing by detailing influencer, evaluator, decision maker, purchaser, and executive sponsor roles, with one person possibly filling multiple roles.

Identify who makes purchasing decisions in b2b markets to tailor products and campaigns. Professors largely drive textbook purchases, with adjuncts, coordinators, and department leaders shaping selections, guiding target markets.

Define the target market as the group most likely to buy your product, guiding focused B2B marketing and budget decisions.

Identify and create buyer personas to segment your target market, using market research and real data to profile demographic and psychographic traits, boosting targeting, conversions, and revenue.

Define and integrate a multi-channel B2B marketing strategy using events, nurture emails, online advertising, social media, and a robust website to engage buyers.

Lead generation drives B2B marketing by stimulating and capturing interest to build a sales pipeline. Information abundance and self-directed buyers push inbound content and outbound tactics to improve lead quality.

map lead lifecycle across the buyer's journey, from prospect to customer, using funnel, detours, and marketing and sales alignment. use lead scoring to trigger when to pass leads to sales.

Lead nurturing builds relationships with buyers at every stage through timely, relevant communication. Targeted messages and segmentation drive buyers to be sales ready, while channels and relevant content measure success.

Measure campaign impact by tying results to revenue and organizational goals, not vanity metrics like opens or clicks, and track impact on pipeline and close to revenue.

Gain foundational knowledge of B2B marketing concepts and functions, learn to adapt to evolving technology and processes, measure success, and prove value to executives.