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"Change," a recent Gartner trends report concluded, "is the only constant in B2B marketing." In fact, change has rapidly accelerated with the ever-increasing digitalization of customer journeys demand. As in business-to-consumer (B2C) marketing, business-to-business (B2B) buyers have made a massive shift to digital. A McKinsey survey found 70 percent of B2B decision makers say they are now open to making new, fully self-serve, or remote purchases in excess of $50,000, and an astonishing 27 percent would spend more than $500,000. Gone are the days when digital transactions were limited to small-scale purchases.

To keep pace, industry professionals must understand both the language of B2B marketing as well as the foundational principles, customer-centric focus, emerging technologies, and essential tools that have reshaped B2B marketing during COVID-19 and tools that will remain a key driver of organizational growth in the years ahead.

The B2B Marketing: Growth Strategies for Your Organization online program from Kellogg Executive Education provides a holistic picture of the full scope and value of B2B marketing. In just eight weeks, through this A-to-Z playbook on B2B marketing, you will get a step-by-step guide on the strategies and techniques to build a strong B2B marketing action plan for your organization.

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