Revenue Marketing and Funnel Optimization Course

Lesson 1 • The Revenue Marketing Tech Stack

Surveys the categories of tools that enable revenue marketing execution. Helps students evaluate and prioritize technology investments.

Lesson 2 • Aligning Marketing with Business Goals

Maps marketing objectives directly to company revenue targets. Provides a goal-setting structure that anchors all campaign planning.

Lesson 3 • Core Revenue Marketing Metrics

Introduces the essential KPIs that connect marketing activity to revenue. Builds the measurement vocabulary used throughout the course.

Lesson 1 • Persona Development for Revenue Impact

Converts ICP data into actionable buyer personas tied to revenue outcomes. Personas built here are applied in content and campaign chapters.

Lesson 2 • Mapping the Buyer Journey Stages

Defines awareness, consideration, and decision stages with observable buyer behaviors. Creates the structural map that the funnel chapters will operationalize.

Lesson 3 • Touchpoint Analysis and Journey Gaps

Identifies where buyers interact with the brand and where drop-offs occur. Reveals optimization opportunities addressed in later funnel chapters.

Lesson 4 • Buyer Psychology and Decision Drivers

Examines cognitive and emotional factors that shape purchase decisions. Grounds funnel strategy in behavioral science rather than assumptions.

Lesson 1 • Lead Lifecycle and Recycling Programs

Manages leads that do not convert immediately through structured re-engagement. Maximizes the revenue value of the existing lead database.

Lesson 2 • Lead Scoring and Qualification Models

Builds scoring systems that rank leads by fit and engagement. Ensures sales focuses effort on leads most likely to convert.

Lesson 3 • Funnel Stage Design and Definitions

Establishes clear entry and exit criteria for each funnel stage. Prevents the ambiguity that causes misalignment between marketing and sales.

Lesson 4 • MQL, SQL, and Handoff Protocols

Defines marketing-qualified and sales-qualified lead criteria with formal handoff processes. Reduces lead leakage and inter-team friction.

Lesson 1 • Demand Generation Strategy Fundamentals

Distinguishes demand creation from demand capture and sets strategic priorities. Frames channel selection and budget allocation decisions.

Lesson 2 • Events and Partner-Led Demand

Uses virtual events, webinars, and partner co-marketing to generate qualified pipeline. Expands reach beyond owned channels.

Lesson 3 • Acquisition Metrics and Campaign Optimization

Tracks cost per lead, cost per opportunity, and channel efficiency to optimize spend. Introduces the optimization loop applied throughout the course.

Lesson 4 • Organic and Content-Led Acquisition

Leverages SEO, thought leadership, and community to attract high-intent audiences. Builds sustainable acquisition channels that reduce paid dependency.

Lesson 1 • Nurture Strategy and Segmentation

Defines nurture objectives by segment and funnel stage to ensure relevance. Prevents the generic messaging that causes unsubscribes and disengagement.

Lesson 2 • Email Marketing for Revenue Nurture

Applies email as the primary nurture channel with deliverability, copy, and sequence design. Directly builds the skills needed for automation setup.

Lesson 3 • Marketing Automation Workflow Design

Builds automated workflows that trigger the right content at the right time. Scales nurture without manual intervention.

Lesson 4 • Content Mapping to Funnel Stages

Matches content formats and topics to specific funnel stages and buyer questions. Ensures every asset serves a conversion purpose.

Lesson 1 • Landing Page Design for Conversion

Applies persuasion principles and UX best practices to landing page structure. Directly improves the conversion rates of demand generation campaigns.

Lesson 2 • A/B and Multivariate Testing

Designs statistically valid experiments to identify winning page variations. Builds the testing discipline that drives continuous improvement.

Lesson 3 • Form and Offer Optimization

Optimizes lead capture forms and gated offers to maximize submission rates. Balances data collection needs against conversion friction.

Lesson 4 • Conversion Rate Optimization Principles

Establishes the CRO mindset, process, and prioritization framework. Prevents random testing by grounding optimization in data and hypotheses.

Lesson 1 • Choosing the Right Attribution Model

Guides model selection based on sales cycle length, channel mix, and data availability. Prevents misattribution that distorts budget decisions.

Lesson 2 • Closed-Loop Reporting with Sales

Connects marketing activity data to closed-won revenue through CRM integration. Enables true ROI calculation and budget justification.

Lesson 3 • Communicating Results to Leadership

Translates marketing metrics into business language that resonates with executives. Builds credibility and secures budget through data storytelling.

Lesson 4 • Attribution Model Fundamentals

Explains how different attribution models assign credit to marketing touchpoints. Establishes the conceptual foundation for model selection.

Lesson 1 • Sales and Marketing Alignment at Scale

Formalizes the processes, agreements, and communication rhythms that sustain alignment. Prevents the drift that undermines revenue programs over time.

Lesson 2 • Scaling Programs with Automation and AI

Applies automation and AI-assisted tools to scale personalization and efficiency. Maintains quality while growing program volume.

Lesson 3 • Full-Funnel Strategy Design

Synthesizes demand generation, nurture, and conversion into a unified annual plan. Ensures every tactic connects to a revenue outcome.

Lesson 4 • Continuous Optimization and Growth Loops

Embeds a systematic optimization process into the marketing operating model. Ensures the revenue engine improves continuously rather than in isolated sprints.