B2B Marketing Course

Lesson 1 • B2B Buyer Behaviour and Psychology

Examines how organisational buyers evaluate risk, build consensus, and make decisions. Connects buyer psychology to messaging and channel strategy.

Lesson 2 • B2B vs. B2C Market Distinctions

Contrasts purchasing logic, relationship depth, and sales cycles between B2B and B2C. Grounds all subsequent strategy in the unique realities of business buyers.

Lesson 3 • Core B2B Marketing Objectives

Defines pipeline generation, brand authority, and retention as primary B2B goals. Aligns marketing activity to measurable business outcomes from the start.

Lesson 4 • The Buying Committee Concept

Introduces multi-stakeholder decision units and the roles within them. Enables marketers to map influence and tailor content to each role.

Lesson 1 • Primary Research Methods for B2B

Covers interviews, surveys, and win/loss analysis tailored to business audiences. Provides tools to gather first-party insight directly from buyers and prospects.

Lesson 2 • Behavioural and Psychographic Segmentation

Extends segmentation beyond demographics to buying behaviour and organisational values. Produces richer audience profiles that improve message relevance.

Lesson 3 • Ideal Customer Profile Development

Synthesises research into a structured Ideal Customer Profile used to focus go-to-market efforts. Directly informs targeting, messaging, and channel selection in later chapters.

Lesson 4 • Firmographic and Technographic Segmentation

Introduces segmentation by company size, industry, revenue, and technology stack. Enables precise targeting and account prioritisation in B2B campaigns.

Lesson 1 • Crafting the B2B Value Proposition

Guides construction of value propositions that address business outcomes, not just features. Connects buyer pain points identified in research to specific, quantifiable benefits.

Lesson 2 • Messaging for the Buying Committee

Applies the messaging architecture to each stakeholder role identified in Chapter 1. Produces role-specific content briefs that align with consensus-building dynamics.

Lesson 3 • Messaging Architecture and Hierarchy

Builds a layered messaging framework from core narrative down to persona-specific proof points. Ensures consistency across channels while allowing audience-level customisation.

Lesson 4 • Validating and Iterating Positioning

Introduces methods to test positioning with real buyers before full campaign deployment. Establishes a feedback loop that keeps messaging aligned with evolving market conditions.

Lesson 1 • Webinars, Podcasts, and Video Content

Explores audio-visual formats that build audience relationships and generate qualified leads. Connects format selection to audience preferences and funnel stage.

Lesson 2 • Case Studies and Social Proof

Teaches how to capture, structure, and deploy customer success stories for maximum persuasion. Directly supports late-stage buyer evaluation and objection handling.

Lesson 3 • Content Distribution and Amplification

Covers owned, earned, and paid distribution channels to maximise content reach and impact. Ensures content investment translates into measurable audience engagement.

Lesson 4 • B2B Content Strategy Fundamentals

Establishes content strategy as a deliberate plan linking business goals to audience needs. Differentiates B2B content from B2C in tone, depth, and decision-support function.

Lesson 1 • Lead Nurture and Marketing Automation

Designs automated nurture sequences that move prospects through the funnel with relevant content. Integrates with CRM and sales workflows to ensure seamless lead handoff.

Lesson 2 • Demand Generation Strategy Overview

Distinguishes demand creation from demand capture and explains when each approach applies. Frames the full demand generation system before introducing individual tactics.

Lesson 3 • Lead Scoring and Qualification

Introduces behavioural and demographic scoring models to prioritise leads for sales follow-up. Reduces wasted sales effort and improves conversion rates through systematic qualification.

Lesson 4 • Inbound Marketing and SEO for B2B

Applies search engine optimisation and inbound methodology to attract high-intent business buyers. Connects organic search strategy to ICP-aligned content developed in earlier chapters.

Lesson 1 • Personalisation at Scale

Covers dynamic content, personalised landing pages, and tailored outreach for ABM programmes. Balances depth of personalisation with operational efficiency across account tiers.

Lesson 2 • Account Selection and Prioritisation

Applies ICP criteria and intent data to build and rank a target account list. Ensures ABM investment is concentrated on accounts with the highest revenue potential.

Lesson 3 • ABM Measurement and Optimisation

Defines ABM-specific metrics including account engagement score, pipeline influence, and deal velocity. Establishes a review cadence to optimise account programmes over time.

Lesson 4 • ABM Fundamentals and Tier Models

Defines ABM as a strategy and introduces one-to-one, one-to-few, and one-to-many tier models. Helps students choose the right ABM approach based on account value and resource availability.

Lesson 1 • Joint Planning and Communication Rhythms

Establishes recurring meetings, shared dashboards, and joint planning cycles to sustain alignment. Prevents regression to siloed behaviour after initial alignment efforts.

Lesson 2 • Root Causes of Sales-Marketing Misalignment

Diagnoses the structural, cultural, and metric-driven causes of conflict between sales and marketing. Establishes a shared understanding of the problem before introducing solutions.

Lesson 3 • Sales Enablement Content and Tools

Equips sales teams with marketing-produced content, battlecards, and talk tracks for each deal stage. Connects content strategy from Chapter 4 directly to sales execution.

Lesson 4 • Unified Funnel and Revenue Model

Builds a single funnel definition agreed upon by both teams, from awareness to closed revenue. Eliminates stage definition disputes and enables accurate forecasting.

Lesson 1 • Reporting, Dashboards, and Insights

Teaches how to design executive and operational dashboards that drive decisions, not just reporting. Connects data visualisation to strategic storytelling for leadership audiences.

Lesson 2 • B2B Marketing Metrics Framework

Introduces a tiered metrics model covering activity, pipeline, and revenue-level indicators. Prevents vanity metric reliance by anchoring measurement to business impact.

Lesson 3 • Strategic Planning and Budget Allocation

Applies measurement insights to annual planning, budget modelling, and investment prioritisation. Closes the loop between performance data and forward-looking marketing strategy.

Lesson 4 • Marketing Technology and Data Infrastructure

Maps the core martech stack components needed to collect, connect, and activate marketing data. Ensures measurement systems are built on reliable, integrated data foundations.