Live Case – Project
MARKETING: The Changing Customer Buyer Journey – Winning Strategies for B2B Marketing
A Collaboration Between
The emphasis on inbound marketing has caused a shift in how B2B buyers make informed buying decisions and engage with salespeople. In addition, the buying process has changed with many stakeholders involved in the process today.
Marketers need to find ways to reach their buyers and simplify the buyer journey. In addition, B2B companies need to find ways to stay competitive and setting their brand apart from the competition.
In an ever-changing market, what should Vitech do to stand out and win business? How can we help simplify the buying journey and reach out to various stakeholders involved in the buying process?
Project Topics
Growth Strategy
Marketing
Sales & Business Development
Company Information
| Company | Vitech Systems Group |
| HQ | New York, NY |
| Revenue | N/A |
| Employees | 500-2500 |
| Stage | Large Enterprise |
| Hiring Potential | N/A |
| Website | https://www.vitechinc.com/ |
Company Overview
At Vitech we believe technology is best when it is used to simplify complex business processes and are on a mission to bring better software solutions to market to address the complexities of the insurance, retirement and investment industries.
We are committed to innovation and continuously building better user experiences for our customers by pairing our deep domain expertise with the latest advancements in technology.
Experiential Learning Program Details
| School | Fordham University |
| Engagement Format | Live Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives. |
| Course | MBA On the Spot Consulting, Fall 2021 |
| Level |
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| Students Enrolled | 80-100 |
| Meeting Day & Time | 2 Sessions on Wednesday 10/27 & 11/3 from 3:30 - 5:30 PM ET |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 1 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
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STUDENT ON-BOARDING BEGINS!
STUDENT ON-BOARDING BEGINS! |
October 13th, 2021 | Event na | |
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REMINDER OF CONFIDENTIALITY
REMINDER OF CONFIDENTIALITY
During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
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October 14th, 2021 | Event na | |
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Upload Résumé
Upload Résumé
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October 17th, 2021 | Submission Required submission-required | |
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SUBMIT PROJECT PREFERENCES
SUBMIT PROJECT PREFERENCES
Survey link: Project Preference Survey
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October 17th, 2021 | Evaluation evaluation | |
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Teams Finalized
Teams Finalized
Students Ramp-up for Assigned Project
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October 20th, 2021 | Event na | |
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Kickoff Evaluation Due
Kickoff Evaluation Due
Survey link: https://forms.gle/o47W3NjXWmoQ4BzW6
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October 26th, 2021 | Evaluation evaluation | |
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Presentation - Overview of Vitech
Presentation - Overview of Vitech
3:30 - 4:00 PM ET - Vitech Overview
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October 27th, 2021 | Event na | |
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Project Breakout Sessions
Project Breakout Sessions
4:00 - 4:30 PM ET: Overview of Project
4:30 - 5:30 PM ET: Working Session + Office Hours with Vitech Contact
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October 27th, 2021 | Event na | |
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Temp Check Due
Temp Check Due
Survey link: https://forms.gle/mQTcH4a5h4pLet269
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October 28th, 2021 | Evaluation evaluation | |
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Submit Final Presentation
Submit Final Presentation
Upload your Presentation in PDF Form
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October 31st, 2021 | Submission Required submission-required | |
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Submit Link to 5-Minute Video Pitch
Submit Link to 5-Minute Video Pitch
Please submit a link to your 5-minute recorded video pitch introducing yourselves and summarizing your creative approach to solving the challenge presented by Vitech. We recommend recording and uploading your video using one of the following tools: YouTube, Vimeo, Zoom, Loom, DropBox, and/or Google Drive.
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October 31st, 2021 | Submission Required submission-required | |
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Debrief Session with Vitech
Debrief Session with Vitech
Each of the four projects will be debriefed in this order. Included in the debrief is an opportunity for Vitech to provide their feedback on deliverables and students to share reflections based on what they learned.
3:30 - 4:00 PM: PRODUCT DEVELOPMENT: Data and Analytics New Offering Analysis
4:00 - 4:30 PM: TALENT MANAGEMENT: How to Win the Competition for Technology Talent
4:30 - 5:00 PM: DELIVERY: Solutions Standardization
5:00 - 5:30 PM: MARKETING: The Changing Customer Buyer Journey – Winning Strategies for B2B Marketing
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November 3rd, 2021 | Event na | |
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Final Peer Evaluation Due
Final Peer Evaluation Due
Survey link: https://forms.gle/qP6JwPc8wVKFqsJW6
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November 6th, 2021 | Evaluation evaluation | |
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Final Self Evaluation Due
Final Self Evaluation Due
Survey link: https://forms.gle/fnv47sPFqjVZyrtT9
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November 6th, 2021 | Evaluation evaluation |
Key Project Milestones
-
October 27, 2021 - B2B Buyer Journey Overview & Vitech Marketing Strategy DeepDive
- What are some of the best strategies for B2B SaaS?
- What are some tactics being used by other B2B SaaS Companies?
- Who is the target audience for Vitech?
- What is the current buyer journey for a Vitech Customer?
- How does Inbound marketing compare with Outbound marketing strategies?
Suggested Deliverable:
- Develop an overview of the B2B Buyer Journey Overview & Vitech Marketing Strategy DeepDive
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October 31, 2021 - Develop B2B SaaS Inbound Marketing Strategy
- What does Vitech need to do to stand out to prospects more effectively?
- How do you prioritize marketing tactics for both the “tech” buyer and the “business” buyer?
- How can Vitech simplify messaging, materials, and buyer journey to help close more business?
- What goals does Vitech need to accomplish related to their marketing strategy and buyer journey? How do you measure each of these goals?
- What tools or vendors might be helpful in achieving these goals?
Suggested Deliverable:
- Develop a report highlighting best B2B SaaS In-Bound Marketing practices can Vitech adopt to increase awareness and sales
Academic Mentors
Assigned Students
