Marketing
Create and sell value in B2B
When the sales cycle is long and the decision makers are many, read the B2B buyer, build the value proposition, and align the go-to-market plan.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Foundations of B2B marketing
Foundational: the core toolkit for decoding corporate buyers. You trace how B2B demand derives from end consumers, connect the four marketing decisions to business strategy, and map the buying center behind every corporate purchase. By the end of this program you can identify who decides, why, and how in a B2B buying situation, and read the strategic consequences of marketing decisions.
- Same game, different rules
- The derived demand chain
- The four components of B2B marketing
Apply it: Case: Calder Industrial's first major tender
10 lessons · ≈3 hours
- Program 02
Value proposition and pricing
Intermediate: you learn to match the benefit stack to the decision makers at the table, build a value proposition that resonates with each role, and tie price to the value created rather than to cost. By the end of this program you can bring each decision maker evidence in their own language, compute the zone of possible agreement, and defend your price.
- The benefit typology: four boxes
- Which benefit wins when
- Proving the claim
Apply it: Case: finding value in a commodity
10 lessons · ≈3 hours
- Program 03
B2B market strategy and organization
Advanced: you learn to treat market selection as a hard-to-reverse commitment, test opportunities with the questions of fit, align product, sales, and service around the chosen market, and rebuild the sales structure for the digitally empowered buyer. By the end of this program you can screen a market through the three fits, design alignment mechanisms across functions, and match sales structure and content strategy to each segment.
- Everything starts with market selection
- The three questions of fit
- Segmentation and the lure of the hot market
Apply it: Case: Elmworth goes enterprise
11 lessons · ≈4 hours