{"id":143334,"date":"2025-10-02T22:07:10","date_gmt":"2025-10-02T20:07:10","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?post_type=open-program&#038;p=143334"},"modified":"2026-07-14T15:10:55","modified_gmt":"2026-07-14T13:10:55","slug":"marketing-strategy-and-growth","status":"publish","type":"open-program","link":"https:\/\/www.bbs.unibo.it\/en\/open-program\/marketing-strategy-and-growth\/","title":{"rendered":"DRIVING GROWTH IN B2B MARKETS"},"content":{"rendered":"<p>In increasingly competitive B2B markets\u2014characterised by complex buying processes, evolving business models, and the growing availability of data and digital technologies\u2014growth no longer depends solely on acquiring new customers. It requires the ability to identify the most promising opportunities, build a distinctive value proposition, and maximise the long-term value generated through customer relationships.<\/p>\n<p>The <strong>Driving Growth in B2B Markets<\/strong> Open Program is designed to equip managers and professionals operating in B2B environments with the tools, methodologies, and advanced capabilities needed to design and implement sustainable, measurable growth strategies. Through a highly practical and application-oriented approach, participants will explore the processes that enable organisations to identify high-potential market segments, understand purchasing decision drivers, develop effective customer acquisition strategies, and generate new business opportunities.<\/p>\n<p>The programme also focuses on the strategic levers required to maximise the value of existing customer portfolios, increase Customer Lifetime Value, foster long-term relationships, and build growth models based on continuous value creation. Particular attention is devoted to the integration of marketing, sales, and business development, the use of performance measurement frameworks, and the ability to translate strategic objectives into scalable operational plans.<\/p>\n<p>Throughout the programme, participants will work on real-world business cases and develop practical deliverables that can be immediately applied within their own organisations, including a <strong>Value Proposition<\/strong>, a <strong>Lead Generation Campaign<\/strong>, a <strong>Customer Lifetime Value Strategy<\/strong>, and a <strong>Go-to-Market Plan<\/strong>. Supported by a faculty of experienced professionals who work daily in complex B2B environments, participants will gain practical tools and actionable frameworks to address growth challenges with a pragmatic, measurable, and results-oriented approach.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>ACCREDITATIONS AND RANKINGS<\/strong><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.bbs.unibo.it\/wp-content\/uploads\/2021\/10\/equis.png\" alt=\"EQUIS\" \/><\/p>\n<p>Bologna Business School is\u00a0<strong>EQUIS \u2013 EFMD Quality Improvement System<\/strong>\u00a0accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.bbs.unibo.it\/wp-content\/uploads\/2026\/05\/FT_2026_BUSINESSEDUCATION_EXECUTIVEEDUCATION_RANKING_RGB-scaled.png\" width=\"178\" height=\"51\" \/><\/p>\n<p>Bologna Business School\u2019s Open Programs are included in the Financial Times Ranking in the Executive Education 2026 category.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In increasingly competitive B2B markets\u2014characterised by complex buying processes, evolving business models, and the growing availability of data and digital technologies\u2014growth no longer depends solely on acquiring new customers. It requires the ability to identify the most promising opportunities, build a distinctive value proposition, and maximise the long-term value generated through customer relationships. The Driving [&hellip;]<\/p>\n","protected":false},"author":143,"featured_media":0,"menu_order":0,"template":"","class_list":["post-143334","open-program","type-open-program","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DRIVING GROWTH IN B2B MARKETS | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/open-program\/marketing-strategy-and-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DRIVING GROWTH IN B2B MARKETS | BBS\" \/>\n<meta property=\"og:description\" content=\"In increasingly competitive B2B markets\u2014characterised by complex buying processes, evolving business models, and the growing availability of data and digital technologies\u2014growth no longer depends solely on acquiring new customers. 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