Teilnehmerin B2B Marketing

Intensive Seminar B2B Marketing

Tap the potential of B2B sales with effective B2B marketing

The basic framework of B2B markets are constantly changing and have become increasingly dynamic in recent decades. A systematic focus on the needs of markets and customers forms the basis of successful strategic market cultivation. In this three-day B2B marketing seminar, you’ll discover and discuss the latest insights and developments in B2B marketing.

Our compact B2B seminar is designed to fit in with your professional commitments and features lecturers from the world of research and practice. It provides an application-oriented overview of B2B marketing and specific insights, and fresh impetus for marketing and sales in your companies. During this step-by-step seminar, you will come to understand what successful B2B customer management involves and learn how to lay the foundations for services and investment product marketing to secure a lasting competitive advantage. The intensive seminar on B2B marketing at the University of St. Gallen also provides scope and space to discuss and develop your ideas with experienced lecturers and other participants. You will benefit from the opportunity to exchange ideas with elite leaders from various sectors and join the University of St. Gallen (HSG) network.

Upon successful completion of the course, you will receive a certificate from the University of St.Gallen. You can also count this intensive seminar as a CAS Sales Management or CAS Marketing Management courses module.



Graduation: Seminar Certificate
Program Language: German
Start date: 12 November 2024
Duration: 3 days
Location: Weiterbildungzentrum Holzweid, St. Gallen
Investment: CHF 3900
Dalia Herzog Universität St.Gallen

Personal consultation

Dalia Herzog

Course Goals

In this compact, three-day seminar, you will explore the characteristic features and requirements of business-to-business (B2B) marketing and sales and learn how to elevate yourself about your competitors. The course focuses on the following topics:

  • Sound specialist and methodological competencies in the marketing of services and industrial goods
  • Develop the potential of your B2B activities by applying what you learn directly in your company
  • Establish your company as a successful supplier and differentiate your company with customer-focused services
  • Equip yourself with practical tools that support the systematic analysis and implementation of methods to market complex products


Day 1: Strategic B2B Marketing (Services and Industrial Goods Marketing)

  • Build a strategic B2B business: B2B marketing is different from exploiting your B2B business.
  • Ensure long-term success in B2B business: Learn the relevant needs of your economically attractive customer groups.
  • Professionalize sales and customer management: Achieve successful customer management through sound and professional customer segmentation and situational management of marketing and sales.

Day 2: B2B Marketing Analytics, Social Selling, CRM, Predictive Analytics and Trade Show, Event and Digital Content Marketing.

  • Optimize Account-based Marketing: Identify potential new key accounts and learn strategies to engage them as customers. Digitize Lead Management: Learn targeted methods for acquiring new customers, evaluating and prioritizing leads, and finding the right tool for your B2B business.
  • Introduce B2B marketing analytics: Create a comprehensive database by efficiently using state-of-the-art CRM tools and maximize your cross-selling and up-selling through personalized B2B marketing.
  • Professionalize Trade Show, Event and Digital Content Marketing: Learn about the current challenges of digital trade show and event marketing in B2B business and create strategies to overcome them. In parallel, adapt your digital content marketing strategy specific to your B2B environment and develop concrete marketing and sales measures for your company, in which you meet the demands of personal contact and digital media.

Day 3: Buying Center Marketing, B2B Value Selling, B2B High-Performance Marketing

  • Consciously live Buying Center Marketing: Systematically identify your stakeholders in the buying center and evaluate their information needs. Create concrete buyer personas for your own company while still in the seminar and receive feedback from our experts.
  • Promote B2B communication strategically: Learn how to build trust and establish a common language with your customers through proven communication approaches in B2B.
  • Customer Centricity in B2B companies: Know the levers for living Customer Centricity and apply them to your own company in the B2B environment.
  • Achieve B2B High-Performance Marketing: Learn about and apply the concept of Service-Dominant Logic. In the seminar, you will discuss and optimize your company examples with experts and experienced participants.


The nature of business-to-business (B2B) activities presents significant challenges for marketing and sales. Today, successful suppliers set themselves apart with customer-focused services that offer genuine added value. Marketing complex products and services requires systematic analysis and implementation based on specialist and methodological competencies in marketing services and industrial goods. This course will equip you with the tools you need to do just that.

This B2B Marketing course addresses managing directors, marketing managers, sales managers, key account managers, product managers and project managers working in the B2B segment. It is an executive education course suitable for professionals looking to deepen their expertise in B2B marketing by earning an additional qualification. There are no requirements regarding previous qualifications.

The intensive seminar takes place from Tuesday to Thursday, with a social event on Wednesday evening. Upon request, we will be happy to send you a module plan from the current cohort.

A transfer paper reinforces the implementation of your insights to your company. For this purpose, you will submit an individual learning transfer in written form after completing the module (approx. ten pages, grading will take place). Here you will apply the concepts and methods you have learned to challenges in your company, and you will receive individual feedback.

Extension option to CAS up to the diploma degree. You can count the intensive seminar B2B Marketing towards the CAS Marketing Management or CAS Sales Management. Optionally, you can expand this with another CAS course and a diploma thesis to a diploma program with a total of 30 ECTS points

Admission is at the discretion of the head of studies. We will pay attention to your professional and educational background. An academic university or technical college degree is not required.

Since our intensive courses are often booked up early, we recommend that you contact the seminar management as soon as possible. A Reservation is an ideal way to secure a place without obligation and make organizational arrangements in the meantime.

The total participation fee amounts to CHF 3900 for 3 study days, including learning transfer. All learning materials, books, lunch and refreshments during breaks are covered. Not included are the costs for arrival and departure, accommodation, dinner and joint evening events.

  • HSG delivers what it promises. Due to the new function as CO Head of Markteting & Sales and the strong growth of the company in the past two years, it became clear that a professional handling of the lead/partner management is necessary. The intensive seminar B2B Marketing and Sales covered all relevant topics in my situation. I particularly liked the fact that the theory was made very tangible with clear examples.
    Julia Klingspor
    Head of Marketing and Sales at Novo Business Consultants AG
  • Having been trained primarily in veterinary medicine, I was looking for an opportunity to further my education in B2B marketing and sales as a new business unit manager in my department. In this HSG B2B continuing education, teaching is practice-oriented. Scientific knowledge also flows in equal parts. Very helpful for the development of ideas and implementation is also the exchange with representatives of sales departments of other industries and the experienced lecturers.
    Dr. August Dumrath
    Sales Manager at Serumwerk Bernburg AG
  • For the higher sales degree, I only had basic knowledge in marketing. Now I was put in charge of marketing and lacked the strategic theory to put it into practice. I found the workshops with topics about my own company particularly enriching. Overall, it was a practical class with many case studies. With the learning transfer in B2B marketing, I write strategic approaches to the company, which I can finish step by step and implement.
    Christina Erni
    Head of Marketing and Sales at Meyerhans Mühlen AG
  • The HSG's Intensive Seminar B2B Marketing offers methodologically holistic further training with an extremely strong practical focus and notably competent lecturers. The selection of topics and their depth of treatment met my expectations exactly – namely to professionalize marketing and sales in one's own company in a scientifically sound manner and to develop, reflect on and implement concrete solution approaches in the company.
    Marco Steiner
    Deputy Head of Vanilla & Spices at Pronatec AG
  • The seminar allowed me deep insights into practical and latest methodologies in B2B marketing, as well as the analysis and solution design of current and future market trends. The seminar was rounded off by lively discussions and a transparent exchange among the participants. The combination of research and practice with a focus on business-to-business makes the B2B Marketing seminar unique.
    Michael Rohr
    Account Manager at Ericsson AG Switzerland
  • I was looking for a continuing education course with an exclusive business-to-business focus. The B2B Marketing at the HSG teaches current topics in a practical way and shows the most important modern tools. I appreciated the exchange with participants in a pleasant environment and receiving examples from practice. The process for working out the buyer persona helped me a lot. Well explained, a little trained in the group, has now already been introduced to me.
    Harald Rupp
    CEO Inworks GmbH


The lecturers on this B2B marketing course include teaching staff at the University of St.Gallen and well-known figures with proven practical experience. The University of St. Gallen is world-renowned for its pioneering research and unique practical approach.


Porträt Prof. Dr. Sven Reinecke
Prof. Dr.
Sven Reinecke
Director Institute for Marketing and Customer Insight at the University St.Gallen
Prof. Dr.
Christian Schmitz
Lehrstuhlinhaber Sales Management Department at the Ruhr-Universität Bochum
Milos Radovic
Head of B2B Marketing & Development at Swisscom
Heike Seltmann
Group Director Sales at CWS International GmbH
Porträt Michael Weibel
Michael Weibel
Managing Director at the Center for Industrial Marketing AG
Porträt Sonja Mechling
Sonja Mechling
Head of Global Marketing, UX & Digital Innovation at Schindler Group
  • Porträt Prof. Dr. Sven Reinecke
    Prof. Dr.
    Sven Reinecke
    Director Institute for Marketing and Customer Insight at the University St.Gallen
  • Prof. Dr.
    Christian Schmitz
    Lehrstuhlinhaber Sales Management Department at the Ruhr-Universität Bochum
  • Milos Radovic
    Head of B2B Marketing & Development at Swisscom
  • Heike Seltmann
    Group Director Sales at CWS International GmbH
  • Porträt Michael Weibel
    Michael Weibel
    Managing Director at the Center for Industrial Marketing AG
  • Porträt Sonja Mechling
    Sonja Mechling
    Head of Global Marketing, UX & Digital Innovation at Schindler Group

Executive Education at the IMC

Decisive for our success in executive education at the Institute for Marketing and Customer Insight (IMC) at the University of St.Gallen (HSG) are the holistic view of problems, orientation towards the reality of the markets, relevance of the content, competent lecturers, intensive interaction with the participants and new approaches for an efficient transfer of learning into practice.

The courses are modular and offer different seminars that can be booked individually. The individual seminars attended can also be credited towards a certificate (CAS) or diploma (DAS) at a later date. You will receive an officially recognised certificate from the University of St.Gallen for all further education courses attended. Our lecturers are from the University of St.Gallen and other renowned international business schools as well as personalities with proven practical experience. The HSG is known worldwide for its pioneering research and unique practical orientation.

Overview Executive Education