B2B SaaS Marketing Course

Lesson 1 • How B2B SaaS Markets Work

Defines recurring-revenue models, ARR/MRR logic, and how SaaS differs from perpetual-license software. Grounds all later marketing decisions in commercial reality.

Lesson 2 • B2B Buyer Psychology and Behaviour

Examines how organisational buyers evaluate risk, build consensus, and justify spend. Connects buyer psychology to messaging and channel strategy throughout the course.

Lesson 3 • Market Segmentation and Sizing

Teaches TAM, SAM, and SOM estimation and firmographic segmentation methods. Provides the market intelligence foundation for ICP and positioning work ahead.

Lesson 4 • Competitive Landscape Analysis

Introduces frameworks for mapping direct, indirect, and status-quo competitors. Outputs feed directly into differentiation and positioning strategy.

Lesson 1 • Crafting Buyer Personas

Translates ICP attributes into role-specific personas capturing goals, pain points, and objections. Personas drive messaging, content, and channel selection in later chapters.

Lesson 2 • Segmenting Accounts for Prioritisation

Applies ICP tiers to rank target accounts by revenue potential and fit score. Enables resource allocation decisions in demand generation and ABM chapters.

Lesson 3 • Building a Data-Driven ICP

Uses CRM data, revenue patterns, and churn signals to define the firmographic and behavioural traits of best-fit customers. Anchors all targeting decisions that follow.

Lesson 1 • Messaging Across the Funnel

Adapts the core message hierarchy to awareness, consideration, and decision-stage content. Prepares students to apply messaging in demand generation and content chapters.

Lesson 2 • Positioning Theory for SaaS

Covers April Dunford's positioning framework and category design principles applied to SaaS products. Establishes the strategic logic before tactical messaging work begins.

Lesson 3 • Testing and Iterating on Messaging

Applies A/B testing, customer interviews, and sales feedback to validate and refine messages. Closes the loop between positioning strategy and real-world resonance.

Lesson 4 • Writing a Positioning Document

Guides students through each component of a formal positioning statement and internal positioning doc. Produces the single source of truth that aligns all marketing output.

Lesson 1 • Measuring Demand Generation Performance

Establishes pipeline contribution, CAC, and channel attribution as core demand gen metrics. Enables data-driven budget reallocation and programme optimisation.

Lesson 2 • Inbound Marketing for B2B SaaS

Covers SEO, content marketing, and conversion optimisation as inbound pipeline drivers. Connects organic traffic strategy to lead quality and CAC efficiency.

Lesson 3 • Lead Scoring and Qualification

Builds behavioural and demographic scoring models to prioritise leads for sales follow-up. Reduces wasted sales effort and improves pipeline conversion rates.

Lesson 4 • Outbound and Paid Demand Programmes

Teaches paid search, paid social, and outbound sequencing to generate pipeline at scale. Balances speed-to-pipeline with cost-per-opportunity efficiency.

Lesson 1 • Creating High-Value B2B Content

Covers long-form guides, case studies, data reports, and video as primary B2B content formats. Teaches quality standards that build credibility with sophisticated buyers.

Lesson 2 • Content Strategy for B2B SaaS

Defines content goals by funnel stage, maps content types to buyer roles, and sets editorial priorities. Provides the strategic blueprint before production and distribution begin.

Lesson 3 • Content Distribution and Amplification

Applies owned, earned, and paid distribution tactics to maximise content reach and engagement. Ensures production investment translates into measurable pipeline influence.

Lesson 4 • Thought Leadership and Executive Content

Develops founder and executive voices through opinion pieces, podcasts, and speaking programmes. Builds category authority that paid channels cannot replicate.

Lesson 1 • Measuring ABM Programme Success

Defines account engagement score, pipeline influenced, and deal velocity as ABM-specific KPIs. Distinguishes ABM measurement from traditional lead-volume metrics.

Lesson 2 • Personalised Content and Outreach

Creates account-specific content, landing pages, and outreach sequences tailored to each stakeholder. Drives engagement rates that generic demand gen programmes cannot achieve.

Lesson 3 • ABM Orchestration and Technology

Maps the ABM tech stack—CRM, MAP, ad platforms, and intent tools—and the workflows connecting them. Enables scalable, coordinated account engagement across channels.

Lesson 4 • Intent Data and Buying Signals

Uses third-party intent data and first-party behavioural signals to time outreach to active buyers. Increases conversion by reaching accounts when purchase intent is highest.

Lesson 1 • Designing the Self-Serve Onboarding Funnel

Maps the activation funnel from sign-up to first value moment and identifies friction points. Directly impacts free-to-paid conversion rates and time-to-value.

Lesson 2 • PLG Metrics and Experimentation

Tracks activation rate, time-to-value, free-to-paid conversion, and PQL volume as core PLG metrics. Establishes an experimentation cadence to continuously improve the funnel.

Lesson 3 • Converting Free Users to Paid

Applies behavioural triggers, upgrade prompts, and pricing gates to move users from free to paid plans. Optimises the revenue conversion step in the PLG funnel.

Lesson 4 • PLG Fundamentals and Fit Assessment

Defines PLG principles, free trial vs. freemium models, and the conditions under which PLG outperforms sales-led growth. Helps students assess PLG fit for their product.

Lesson 1 • Marketing and Sales Alignment

Establishes SLAs, shared pipeline definitions, and feedback loops between marketing and sales. Eliminates the handoff friction that reduces pipeline conversion and revenue predictability.

Lesson 2 • Marketing Budget and ROI Accountability

Builds a marketing budget model tied to pipeline and revenue targets, with ROI reporting for leadership. Positions marketing as a revenue investment, not a cost centre.

Lesson 3 • Revenue Forecasting and Pipeline Planning

Builds a bottoms-up pipeline model linking marketing activity to closed revenue. Enables marketing to own a pipeline number and forecast contribution to revenue targets.

Lesson 4 • Scaling the Marketing Organisation

Defines hiring sequences, team structures, and agency vs. in-house trade-offs for scaling marketing. Prepares students to build and lead a high-performing B2B SaaS marketing team.

Lesson 5 • Customer Expansion and Retention Marketing

Applies marketing programmes to drive upsell, cross-sell, and renewal within the existing customer base. Demonstrates that net revenue retention is a marketing responsibility.