Market Research: B2B
47mBeginner2022-02-01
Authors
Sarah Weise
Author and CEO of Bixa, a marketing research studio
Course details
Business-to-business (B2B) marketing is fundamentally different from B2C marketing. Market research methodologies vary when you’re evaluating a longer buying cycle, niche audiences, complex decision trees, and multiple decision-makers. In this course, market research expert and best-selling author Sarah Weise shows you how to plan and execute successful B2B marketing and sales based on strategic market research.
Learn best practices for qualitative and quantitative B2B market research planning and the key phases of the B2B consumer experience. Explore B2B buyer personas, journey mapping, surveys, stakeholder interviews, budgeting strategies, and more. Find out how to apply market research methods that deliver in-depth, data-driven audience insights and business results on all kinds of B2B projects.
By the end of this course, you’ll have the tools you need to plan and execute your own B2B market research project.
Learn best practices for qualitative and quantitative B2B market research planning and the key phases of the B2B consumer experience. Explore B2B buyer personas, journey mapping, surveys, stakeholder interviews, budgeting strategies, and more. Find out how to apply market research methods that deliver in-depth, data-driven audience insights and business results on all kinds of B2B projects.
By the end of this course, you’ll have the tools you need to plan and execute your own B2B market research project.
Skills covered
B2B MarketingMarketing StrategyBusiness StrategyMarketingBusiness Analysis and StrategyLeadership and ManagementDeep Dive (X:Y)
Concepts
0. Introduction
- 01 - How to conduct B2B market research
1. Best Practices for B2B Market Research
- 02 - Mindset of a B2B marketer
- 03 - B2B buyer personas for market research
- 04 - Journey mapping in B2B market research
2. Critical Planning for Successful B2B Market Research
- 05 - Planning your market research project
- 06 - Defining your research goals
- 07 - Internal stakeholder interviews
- 08 - Selecting the best methodologies for B2B market research
- 09 - Agenda for team kickoff meeting
- 10 - Asking the right research questions in B2B market research
3. Applying Effective B2B Research Methodologies
- 11 - Landscape analysis for B2B market sizing
- 12 - In-depth interviews (IDIs) for B2B market research
- 13 - Surveys - Traditional and video options
- 14 - Recruiting a B2B audience and budgeting for market research
Conclusion
- 15 - Implementing your B2B market research plan
Related courses
Related learn paths
- Develop Your B2B Marketing Skills
- Advance Your Skills as a User Experience Researcher
- Become a Marketing Coordinator
- Sales Operations Foundations
- Growing as a Marketing Manager
- Become a Public Relations Specialist
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