RESOURCES

Building a B2B Program: A Strategic Growth Opportunity for Colleges and Universities

By Brian Mahoney

How B2B Education Partnership Programs Meet Workforce Needs and Drive Institutional Growth

Colleges and universities face growing enrollment and revenue pressures from demographic shifts, flattening traditional pipelines, and increased competition. Meanwhile, employer demand for reskilling, upskilling, and workforce-aligned education is stronger than ever. 

One of the most sustainable solutions is to build a Business-to-Business (B2B) program: partnering with employers, associations, workforce boards, and government agencies to deliver education and training that meets real workforce needs. 

A successful B2B education partnership program enables institutions to: 

  • Diversify revenue streams 
  • Drive enrollment growth with working adults 
  • Strengthen workforce partnerships 
  • Enhance brand reputation in key industries 
  • Deliver measurable community and economic impact 

This paper outlines the case for B2B and provides a practical roadmap to help institutions launch or expand these programs strategically. 

Why Now? 

As colleges and universities seek sustainable growth, launching an education partnership program has become a timely and strategic response to rising demand for continuing education, employer tuition assistance, and workforce-aligned corporate education partnerships that serve adult learners.

Market Drivers: 

  • Rising demand for flexible, career-relevant education 
  • Growth in employer tuition assistance and workforce grants 
  • Popularity of shorter, stackable, non-degree credentials 
  • B2B marketing typically yields better acquisition costs and lifetime value than other strategies 

Institutional Advantages: 

  • Generate incremental enrollments beyond traditional student markets 
  • Establish sustainable revenue streams with lower marketing costs 
  • Build lasting employer partnerships and regional workforce relevance 
  • Contribute directly to local economic mobility and talent pipelines

Key Benefits of B2B Partnerships

These corporate education partnerships serve as pipelines for long-term hiring and upskilling, creating mutual value for both institutions and employers. Here are some of the most compelling benefits of building a B2B program:

  1. Enrollment & Revenue Growth
  • Tap into employer tuition assistance and workforce training budgets 
  • Access scalable working adult populations 
  • Reduce reliance on declining undergraduate markets 
  1. Employer Partnerships
  • Develop custom programs aligned to industry needs 
  • Create Employer Affinity Groups as entry points 
  • Open new internships and career pathways for students 
  1. Brand Strength
  • Position as a trusted leader in workforce development 
  • Stand out in a competitive education market 
  • Build thought leadership through employer collaborations 
  1. Community Impact
  • Support adult learners’ economic mobility 
  • Address regional skills gaps 
  • Align with state and regional workforce priorities

How to Get Started 

Define Goals 

  • Clarify intended outcomes: revenue, enrollments, industry impact, reputation 
  • Identify priority industries and employer segments 

Align Leadership 

  • Secure buy-in from President, Provost, Enrollment, Continuing Ed, Workforce, Marketing 
  • Assign clear program ownership 

Develop Offerings 

  • Audit existing continuing education programs that fit employer needs 
  • Package in accessible formats: cohort-based, modular, online 
  • Simplify admissions and enrollment for working adult learners 

Establish Outreach & Sales 

  • Build a target list of employers, associations, and government agencies 
  • Prepare outreach materials and partnership proposals 
  • Assign or hire B2B business development staff or partner with experts 

Pilot and Scale 

  • Launch pilots with early adopter employers 
  • Offer incentives: custom cohorts, flexible start dates, tuition discounts 
  • Document success stories to fuel expansion 
  • Formalize program infrastructure, develop a corporate partner portal, and track KPIs

A Strategic Growth Engine 

B2B education partnerships are not just a short-term enrollment boost — they're a strategic engine for sustainable growth, stronger employer ties, and workforce relevance. Institutions that move decisively can shift from transactional outreach to true strategic alliances, becoming indispensable partners in lifelong learning. 

Appendices 

Example Partner Segments 

Segment 

Example Partners 

Common Needs 

Large Corporations 

Bank of America, Boeing, CVS 

Leadership development, IT certifications, DEI training 

Mid-Market 

Regional healthcare systems, tech firms 

Short-term upskilling, frontline management 

Small Businesses 

Chambers of commerce 

Affordable certificates, online learning, talent pipelines 

Industry Focus Areas 

  • Healthcare: clinical leadership, digital health 
  • Financial Services: data analytics, compliance 
  • Technology: software engineering, cybersecurity 
  • Manufacturing: operations leadership, safety 
  • Government & Nonprofit: workforce programs, grants, leadership development 

Sample Metrics 

  • Number of corporate partnerships 
  • B2B enrollment and revenue 
  • Partner renewal rates 
  • Proposal-to-close rate 
  • Student completion and employer satisfaction 
  • Share of total institutional revenue from B2B 
  • Number of students supported by employer tuition assistance programs

Program Maturity Stages 

Stage 

Focus 

Challenges 

Exploration 

Define goals, champions 

Ownership gaps 

Foundation 

Pilot offerings, first outreach 

Limited sales capacity 

Early Growth 

Formalize sales, refine programs 

Staffing, academic alignment 

Maturity 

Scaled partners, dedicated portals 

Personalized engagement 

Strategic 

Fully integrated with planning 

Balancing priorities 

First 90-Day Checklist 

  • Identify executive sponsor and cross-functional team 
  • Set B2B goals 
  • Inventory market-ready programs 
  • Prioritize top industries 
  • Create outreach toolkit and target list 
  • Assign interim B2B sales lead or external partner 
  • Track KPIs and review progress at 90 days 

The goal: launch quickly, learn fast, and build momentum. 

Building a successful education partnership program is a powerful way to expand continuing education offerings, engage adult learners, and strengthen corporate education partnerships.

Contact Matrix Point today to explore how we can help your institution launch a workforce-ready program that aligns with employer tuition assistance goals and drives long-term growth.

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