Module 1: Introductionto B2B
Marketing Fundamentals
• Define B2B market uniqueness: derived
demand, scale, rational criteria
– Contrast B2B vs. B2C: decision-makers,
procurement processes, emotional vs. rational
– Decision-Making Unit roles: initiators, users,
influencers, gatekeepers, deciders, buyers
– Classic frameworks: Buy-Grid Model; Webster &
Wind Model
– Segmentation: industry, size, application
– Case Snapshot: GE Industrial’s MRI machine
procurement
3.
Module 2: B2BBuyer Behavior and
Decision-Making
• Organizational buying process: need
recognition to post-purchase evaluation
– Buying Center roles in practice: example of wind
turbine procurement
– Buyer motivations: total cost of ownership,
compatibility, reliability, service
– Buying situations: straight rebuy, modified rebuy,
new task
– Case Study: Boeing 787 Dreamliner global supply
chain procurement
4.
Module 3: ValueCreation &
Capture in B2B
• Value proposition: align product benefits with
buyer KPIs
– Frameworks: Total Cost of Ownership; Economic
Value to Customer
– Value creation vs. capture: balancing innovation
with profitability
– Business models: Power by the Hour (Rolls-Royce);
subscription and service contracts
– Case Examples: Caterpillar service agreements;
Hilti Tool Fleet Management
5.
Module 4: RelationshipMarketing
& Key Account Management
• Importance of long-term partnerships in B2B
– Commitment-Trust Theory: trust as reliability;
commitment as long-term investment
– CRM systems and metrics: CLV, customer health
signals
– Key Account Management: dedicated teams, co-
development partnerships
– Case Examples: Dow-Ford plastics collaboration;
IBM’s enterprise account program
6.
Module 5: IndustrialChannels &
Distribution Strategies
• Channel structures: direct vs. indirect,
distributors, dealers, VARs
– Value-Added Resellers: Cisco partner certification
model
– Channel conflict management: segmentation,
incentives
– Case Snippets: Caterpillar dealer network;
Schneider Electric mixed channels
– Emerging digital channels: e-commerce,
disintermediation/re-intermediation
7.
Module 6: DigitalTransformation in
B2B
• Digital era buyer behavior: self-service
research, hybrid interactions
– B2B e-commerce platforms: Alibaba.com, Amazon
Business
– Digital marketing tactics: content, SEO, marketing
automation, social selling
– Tech tools: ABM, AI-driven analytics, CRM
integration
– Case Spotlight: HubSpot ‘flywheel’ model; sales-
marketing alignment
