Media and Measurement:
run the whole engine
Eight modules through media strategy, measurement and ABM, ending in the Advanced Brief: the working document senior media leaders build from.
Buy now · Founding price US$299Founding price ends 30 September 2026, then US$340 · Best taken after Fundamentals · Or start Module 1 free
Most B2B media plans are all capture. That is why growth keeps getting harder.
Cost per lead looks great, the pipeline looks fine, and yet every quarter takes more effort than the last. That is what an over-captured media plan feels like from the inside: you are harvesting the small pool of buyers already in market, while the 95 percent who will buy later never hear from you.
This course teaches the whole engine: Seed to build future demand, Prime to carry it toward a decision, Capture to harvest it, the measurement to prove what is actually working, and ABM to run all of it around the accounts that matter most.
Why this course is different
The whole engine, not one channel
Seed, Prime, Capture: one operating model that places every medium, every offer, and every metric by the job it does. No channel-of-the-week, no silos, no funnel buyers never actually ride.
Measurement you can defend
Attribution, incrementality, and mix modelling, each in its right place. You will know what your media actually caused, not just what the dashboard credits, and how to say so to a board.
Built for the next decade
Privacy, the loss of user-level tracking, and first-party data are treated as the permanent operating environment, not a footnote. What you build here does not expire with the next platform change.
What's inside: eight modules, one operating model
Written lessons, real-world evidence, and a knowledge check in every module. Every module ends with better decisions you can act on.
The Media Landscape
Separate demand creation from demand capture, and judge every medium by the job it does. Learn the Seed, Prime, Capture model that organises your whole mix, and match every offer to buyer readiness with the commitment ladder.
Seed: Broad-Reach Creation Media
Build mental availability in the 95 percent who are not in market, so your brand is remembered when the buying trigger fires. Learn the three Seed levers: reach, attention, and creative, and why creative is the most neglected of them.
Prime: Nurture and Consideration Media
Prime is the bridge that carries Seed's memory to Capture's harvest, and the stage most programmes underbuild. Run thought leadership, retargeting, and owned nurture for the job each does, judged on progression, never on cost per lead.
Capture: Search and Review Sites
Capture harvests existing demand; it can never create it. Manage branded and non-branded search as separate jobs, use review sites as a high-intent channel, and grow Capture the only way possible: by creating more demand upstream.
Measurement: Attribution, Incrementality and Mix Modelling
B2B measurement is structurally hard: long cycles, invisible buying groups, and offline moments hide where value is made. Match the metric to the stage, use attribution for optimisation only, and prove cause with incrementality tests.
Account-Based Marketing as an Operating Model
ABM is a way of running the whole system around chosen accounts, not a tactic. Tier a carefully selected account list, match intensity across one-to-one, one-to-few, and one-to-many, and align sales and marketing around shared accounts.
The Operating Environment: Privacy, Data and the Future of Measurement
The loss of user-level tracking is a permanent reset, not a disruption to wait out. Rebuild on first-party data and owned relationships, and treat consent and privacy as a source of trust and competitive advantage.
Putting It Together: Portfolio, Optimisation and the Advanced Brief
The capstone: manage your media as a single portfolio across Seed, Prime, and Capture, judged as a balanced whole. Tune fast within stages, rebalance slowly across them, and leave with the Advanced Brief in hand.
Eight modules, each with a knowledge check. Complete them all and your completion certificate is issued automatically.
What you will have built by the end of Media and Measurement.
- The Advanced Brief: the working document senior media leaders build from
- A Seed, Prime, Capture media portfolio: every medium placed by the job it does
- A measurement stack: attribution, incrementality, and mix modelling, each in its right place
- An ABM operating model: a tiered account list with intensity matched to account value
- A first-party data plan: durable measurement built for the privacy reset
- Your completion certificate: issued automatically when all eight knowledge checks are done
Is this for you?
This course is for you if:
- You run media or demand and want the full engine, not another channel tactic
- You need to defend media spend with measurement a board will accept
- You've taken Fundamentals, or you already operate at that level
Probably not for you if:
- You want a beginner's introduction: start with Fundamentals
- You're looking for platform button-pushing tutorials
Choose how you join
This course
Advanced B2B Marketing: Media and Measurement
Founding price until 30 September 2026 · one-time payment · instant access
- All eight modules with written lessons and knowledge checks
- The Advanced Brief, built module by module
- Named research behind every claim, cited in every lesson
- Completion certificate, issued automatically
- Lifetime access to this course, including updates
Best value
FP Collectiv Membership
Founding rate, locked for life · closes 30 September 2026 · or US$29/month
- All existing and future B2B Marketing and Marketing & AI courses, included with your monthly or yearly membership
- Monthly Evidence Briefing + AI news translated for marketers
- Prompt Vault, templates, and the members community
Not ready? Start Module 1 free and see how we teach.
Judge it on the work
FP Collectiv is new, and we'd rather tell you that plainly than manufacture social proof you can't trust. What you can judge is the work itself: start Module 1 free, read the evidence behind every claim, and decide whether the explanation is clearer than what you've found elsewhere. Every lesson cites its sources, every module ends in decisions you can act on, and if the course isn't what we've described, tell us and we'll make it right.
Questions, answered
Buy the course outright and it is yours for life, including future updates. If you access it through an FP Collectiv membership instead, your access lasts as long as your membership is active.
The Advanced B2B Marketing series builds on the One-Page Growth Strategy you create in Fundamentals. You can start here if you are already operating at that level, but most people get more from taking them in order.
Yes. Complete all eight modules and their knowledge checks and your completion certificate is issued automatically.
Founding pricing ends 30 September 2026. After that, the course moves to its standard price. Anyone who bought at founding price keeps everything, including updates.
If you want this course alone, buy it. If you'd take even one more course this year, the membership is the better decision: it includes all existing and future B2B Marketing and Marketing & AI courses, the briefings, and the community, for US$290 a year (or US$29 a month) at the founding rate.
Run the whole engine, not just the last click.
Eight modules from now, you will hold the Advanced Brief: your media portfolio, measurement stack, and ABM model on one working document. Founding price ends 30 September 2026.
Buy now · US$299Secure checkout via Stripe · instant access · prices in USD
