- What do brands like IBM, Caterpillar,
and Square have in common?
They're highly valued,
successful business-to-business brands.
When people hear the word marketing,
they often think of consumer brands like Nike or Pepsi,
but what many people don't realize is that the investment
in business-to-business brands marketing is the same as
or higher than consumer brands.
Hi, I'm Dina Shapiro, and we're going to talk
about how to create relevant, differentiated,
effective marketing for business-to-business brands.
We'll take a look at how business-to-business marketing
has evolved and the role of the marketer.
We'll discuss how to write objectives,
identify your competition and market opportunities
and write key components of a B2B marketing plan.
By the end of this course, you'll have the knowledge
and tools to develop a B2B marketing plan
to give you a competitive edge.
Let's get started.