The B2B Marketing Journey of Excellence

What is the course about?

Why it's so easy with structure and method!

Industrial Goods Marketing is more than ever currently undergoing tremendous change. Not only are institutional buyers now two or more generations younger than the top managers of leading industrial corporations, but technical sales can now be considered de facto dead. The reasons are many but this enormous change requires a paradigm shift in B2B marketing as well as in the overall management of the industry. In this context, this course is the perfect stimulus and companion - for managers and marketers. Basic knowledge of business administration and marketing helps in understanding, as does an openness and willingness to change and the will to implement.

Why the homework must be done!

However, a recent study by Marconomy and the course author (see Fig. 1) shows that most marketing managers in the industrial goods sector lack the appropriate cross-thematic skills. Organizational development methodology and structure are needed more than ever to shed the image of the brochure-producing, golf-event-hosting, cost-only department. But the entire training sector does not offer the appropriate courses and studies to be able to fill this skills gap.

Fig. 2: B2B Marketing Maturity Study 2020,
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(C) Marconomy and Dr. Seebacher

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As a result, B2B marketing is still the little appreciated plaything of the entire industrial companies and their executives. This leads to the fact that the necessary structures in the relevant marketing departments are not established until today and are thus present. Only about one third of today's marketing departments in the industrial sector have basic elements such as a marketing process database or corresponding, congruent and coordinated adequate job profiles and consistent target structures based on them. However, all of these things are essential to sustainably realize forward-looking, revenue-driven marketing. This course closes this gap in a uniquely effective and easy to understand way.

Success is the result of many small steps!

As a methodologist, the course author has accompanied and responsibly implemented organizational change processes in leading international companies ranging from hidden champions to globally successful corporations for more than 20 years. Against the background of many such projects in the marketing sector, he has developed the B2B Marketing Maturity Model on which this Espresso Course is based (see Fig. 2) as a simple guide for industrial goods marketers. Based on this B2B marketing maturity model, this Espresso course takes you through the five stages of the B2B Marketing Excellence Journey. Each stage of the Journey is explained and illustrated with many examples. In this context, the required fields of action are also explained for each stage in order to reach the next stage of the Journey. Thus, the course is the ideal blueprint and guide for all marketing managers to do it themselves!

Fig. 3: B2B marketing maturity model according to Seebacher

On the basis of many, current examples from the industry one experiences in the course, how one creates it in the conservative surrounding field of the industry to lift marketing and its value on a new, for the lasting entrepreneurial success crucial level. The course encourages the participants to take direct action themselves in order to develop the marketing department, regardless of its size and budget, from an unnoticed, often ridiculed cost driver to a strategically positioned, essential driver of revenue and sales success that is integrated in all important decisions.

This course is the secret of your success!

Course content

Course instructors

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Uwe G. Seebacher (MBA)

Uwe Seebacher has a PhD in economics and business administration. He is known worldwide for more than 30 published books, 70 key notes and the B2B Marketing Podcast heard in more than 60 countries. As a consultant, manager and entrepreneur with over 25 years of professional experience, he has worked for the most enigmatic names such as Allianz, Andritz, Banco Santander, BASF, Bayer, Commerzbank, DaimlerChrysler, Deloitte, European Union, Generali, Hilton, Intercontinental, Perot Systems, UBS, Uniqa or even the Austrian Chamber of Commerce.

Uwe Seebacher is internationally known as a methodologist and his work is also the basis for the Template-based Management (TBM) approach, which was first published in 2003 and continues to shape corporate practice today.

Seebacher is the editor of the standard work in the field of modern industrial goods marketing, the B2B Marketing Guidebook but also the world's first book on the subject of Predictive Intelligence.