B2B & Enterprise
B2B Marketing
Market to businesses, not to a single buyer who clicks once
12 lessons4 modules9h 35m durationbeginner level
About this course
B2B marketing fails when teams treat a six-month, multi-person purchase like a one-click consumer sale. This course replaces that with the methods demand-gen teams actually use, including ICP and TAM-SAM-SOM sizing, the 6-to-10-person buying committee, the demand-creation versus demand-capture split, lead scoring and the MQL-to-SQL handoff, the SiriusDecisions and Bowtie funnel models, and a marketing-sourced-pipeline number you defend to a CFO. You will leave able to target the right accounts, build nurture that respects a long cycle, align with sales on a shared SLA, and report on pipeline and CAC payback rather than vanity metrics.
Curriculum
Module 1: Foundations: How B2B Buying Actually Works
- Why B2B Is Not Just B2C With Bigger LogosPreview
- Defining Your ICP and the Buying Committee🔒
- Sizing the Market: TAM, SAM, and SOM🔒
Module 2: Demand Generation: Creating Demand and Capturing It
- Demand Creation vs Demand Capture🔒
- The B2B Content Engine That Feeds the Funnel🔒
- Channels: Choosing Where B2B Demand Lives🔒
Module 3: Lead Management: Scoring, Nurture, and the Sales Handoff
- Lead Scoring: Fit Plus Behavior🔒
- Nurture Built for a Long, Multi-Stakeholder Cycle🔒
- The MQL-to-SQL Handoff and the Marketing-Sales SLA🔒
Module 4: Pipeline and Measurement: Proving Marketing's Value
- Funnel Math: From Pipeline Target to Top-of-Funnel Volume🔒
- Attribution and Marketing-Sourced Pipeline🔒
- CAC, Payback, and Reporting to Finance🔒
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