LW-B2B-Customer Value-ENG


Skills Course in B2B
Value Creation & Business Proposition

In B2B, no one buys a product – they buy a better tomorrow. This course gives you a proven method for understanding, articulating, and proving customer value in complex sales. You’ll learn how marketing and sales teams can speak the customer’s language, link offers to measurable outcomes, and create value that lasts long after the contract is signed. In short: you’ll get the tools to move from being one supplier among many to becoming a partner who truly makes a difference.

This hands-on course is designed to give you the tools, insights, and confidence you need to make smarter decisions, back your strategies with solid analysis, and stand out as a forward-thinking marketer.

15 modules

of course content

1.5 hours

of video content

1 days

to complete the course

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Who is this for?

For those responsible for or working on your company’s B2B customer value. You are looking for deeper knowledge, inspiration, and concrete tools to understand, define, and communicate the value your company creates for customers – and to turn that understanding into stronger offerings, partnerships, and profitability.
Sales managers
Marketing managers & directors
Key Account Manager
Business Development Manager
Marketing Strategist

What you’ll gain

Put customer outcomes at the center

Learn to express value in the customer’s currency by linking your offer to tangible improvements and ROI.

Understand the buyer’s journey

Identify what customers are really trying to achieve using Jobs To Be Done and tailor your arguments to different roles and decision levels.

Design for profitability and long-term value

Develop packaging, pricing, and follow-up strategies that strengthen margins, simplify customer choices, and demonstrate value even after the sale.

Gain a competitive edge
with a diploma



After completion, you will receive a digital certification officially endorsed by Marketing Levels for you to showcase your expertise on LinkedIn or in your CV

How does the examination work?

There are three parts you need to pass in order to receive your diploma.

Complete all course modules

You must go through all course modules. This is tracked through our platform.

Multiple-choice test

You must pass a multiple-choice test. Each module includes study questions. The final exam consists of 20 randomly selected questions from these, and you need at least 15 correct answers.

Submission assignment

Throughout the course, we work with a number of templates. You must complete at least four of these, write a reflection of at least 250 words, and submit it for approval.
Meet the instructor

Erik Modig, Ph.D

Erik Modig is one of Sweden's leading experts in marketing, communication, and customer psychology. He has helped 100s of companies to better understand the mechanisms that drive customers to buy and what you need to get there. When he's not doing that, he researches and teaches at the Stockholm School of Economics.

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Walter White
Senior product manager
Online learning and training have become an essential part of our society. LearnWorlds is one of the top platforms to create and sell online courses.
Walter White
Senior product manager
Online learning and training have become an essential part of our society. LearnWorlds is one of the top platforms to create and sell online courses.

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