BeginnerStart here. No prior knowledge assumed.
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Lesson 1
B2B vs B2C Marketing
How B2B marketing fundamentally differs — buying committees, longer cycles, and the logic of demand generation vs lead generation.
Lesson 2
The B2B Buying Journey
How B2B purchases are actually made — research phases, committee dynamics, and the dark funnel.
Lesson 3
B2B Content Strategy
Content that serves every stage of the B2B buying process — awareness, consideration, and decision content.
Lesson 4
Demand Generation vs Lead Generation
Why demand generation builds better pipeline than lead generation — the shift in B2B marketing philosophy.
Lesson 5
B2B Email Marketing
Cold outreach, nurture sequences, and the email strategy for reaching and advancing B2B buyers.
What is the B2B buying committee?
What is demand generation?
IntermediateBuild on the basics.
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Lesson 1
Account-Based Marketing
Targeting specific companies with coordinated marketing and sales — ABM strategy, technology, and execution.
Lesson 2
LinkedIn for B2B
Why LinkedIn is the primary B2B organic channel and the content strategy that builds authority.
Lesson 3
B2B SEO
Search behaviour of B2B buyers — commercial investigation keywords, comparison content, and thought leadership SEO.
Lesson 4
B2B Paid Advertising
Google Search, LinkedIn Ads, and intent-based programmatic — the paid channels that work for B2B.
Lesson 5
Marketing and Sales Alignment
How marketing and sales teams work together effectively — lead handoff, SLAs, and shared pipeline metrics.
What is Account-Based Marketing?
What is the dark funnel in B2B?
AdvancedDepth, edge cases and strategy.
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Lesson 1
B2B Marketing Attribution
How to attribute pipeline and revenue to marketing activities across long, multi-touch buying journeys.
Lesson 2
Webinars and Events
Virtual events, webinars, and in-person events as B2B marketing channels — when they work and how to measure them.
Lesson 3
B2B Social Proof
Case studies, testimonials, and the forms of social proof that move B2B buying committees.
Lesson 4
Community-Led Growth in B2B
Building communities that drive product adoption, retention, and word-of-mouth for B2B products.
Lesson 5
AI in B2B Marketing
Personalisation at account level, AI-assisted prospecting, and the B2B use cases where AI adds genuine value.
Why is attribution harder in B2B than B2C?
What is a B2B case study?