Certifications For B2B Marketing Professionals

Chapter 1​: Understand The Drivers Of Great B2B Marketing​
Pinpoint the core drivers of key offerings in target markets that are most important to your organization, using key concepts in B2B marketing to drive alignment across functions and improve success with evolving audiences. ​

Chapter 2: Plan For Audience-Centricity​
Identify buyers’ needs and explore their decision-making process through journey mapping to deliver effective audience-centered marketing. ​

Chapter 3: Architect The Postsale Customer Lifecycle ​
Develop a framework for meeting customer expectations by identifying goals and interactions for each stage of the customer lifecycle. ​

Chapter 4: Improve B2B Campaigns With The Integrated Approach ​
Align your campaign goals with targeted approaches for prioritized audiences to improve cross-functional collaboration and, ultimately, business results. ​

Chapter 5: Optimize The Revenue Engine For Growth​
Explore how your organization can recognize opportunities versus leads by shifting to a buying-group-centered approach.​

Chapter 6: Measure Marketing’s Business Impact​
Create meaningful systems of measurement that accurately reflect marketing’s contribution to your organization’s business goals.

Develop A Lifecycle Revenue Marketing Strategy
Establish a frontline marketing strategy that encompasses the entire customer lifecycle and the full range of buying motions and opportunity types.

Optimize Lifecycle Revenue Processes
Analyze key milestones throughout the buying cycle, using tools such as the B2B Revenue Waterfall™, to determine if audiences are realizing value and enable the organization to achieve revenue growth.

Plan And Activate Adaptive Programs
Develop strategies, programs, and tactics that generate, sense, and adapt to buying signals in real time to advance audiences’ decision process as conditions change.

Retain And Grow Existing Customers
Optimize customer marketing programs to improve engagement and drive growth through retention, upsell, and cross-sell​.

Leverage Digital Marketing Across The Lifecycle
Optimize always-on digital approaches to meet buyers’ increasing demands for self-service experiences in all buying motions, including direct sale and e-commerce.

Modernize Revenue Marketing Teams and Competencies
Align organizational teams and roles to core demand and ABM competencies and responsibilities.

Understand Your Market​
Gain a clear picture of the competitive landscape and develop a prioritized strategy for short- and longer-term portfolio growth.​

Know Your Buying Audience​
Prioritize the ideal buying groups for your offering and take an audience-centric approach to align product, marketing, and sales as you plan your go-to-market strategy​

Design Buyer Journeys​
Capture the key buyer insights you need to round out your knowledge of your buying audience and create engaging buyer experiences.​

Craft Messaging That Motivates Buyers​
Use your deep understanding of your buyers to craft impactful messaging that moves buyers from business problem discovery to decision and purchase.​

Enable Your Teams And Organization​
Identify the right roles in your organization to enable, determine what knowledge to enable them with, and build a process to focus your enablement efforts for the greatest impact on buyers.​

Create Your Product Launch Strategy​
Develop a launch strategy that aligns your company’s functions and incorporates proven steps in go-to-market planning so you can maximize business value.