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B2B Marketing: Fundamentals Advanced B2B Marketing: Media and Measurement
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Founding price US$197 · ends 30 September 2026 Course One · B2B Marketing Fundamentals

The strategic foundation most marketers were never taught

Nine evidence-based modules that end with your One-Page Growth Strategy: the document that changes how you plan, argue for budget, and operate.

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B2B Marketing Fundamentals

  1. Welcome to B2B Marketing Fundamentals

    4 lessons
    1. Lesson 1: Welcome
    2. Lesson 2: Your Map, the Six-Step Framework
    3. Lesson 3: Your Signature Deliverable, the One-Page Growth Strategy
    4. Lesson 4: How to Use This Course

  2. Module 1: What B2B Marketing Actually Is

    11 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: What Marketing Actually Is
    3. Lesson 3: The Four Ps, Marketing's Whole Remit
    4. Lesson 4: The Marketing Discipline, Diagnose, Strategise, Act
    5. Lesson 5: Marketing as a Growth Function
    6. Lesson 6: The FP Collectiv Framework
    7. Lesson 7: What Marketing Is Not
    8. Lesson 8: The Argument You Will Need to Win
    9. Lesson 9: Consolidate and Decide
    10. Lesson 10: Apply It
    11. Lesson 11: Knowledge Check

  3. Module 2: How B2B Buying Actually Works

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: Almost Nobody Is Buying Right Now, the 95:5 Rule
    3. Lesson 3: Buying Is a Committee Sport
    4. Lesson 4: A Non-Linear, Mostly Invisible Journey
    5. Lesson 5: Long Cycles and What Marketing Controls
    6. Lesson 6: How Buyers Build Their Shortlist Before They Contact You
    7. Lesson 7: What the Five Realities Mean for How You Plan
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  4. Module 3: Segmentation, Targeting and Positioning

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: Segmentation, Divide the Market Honestly
    3. Lesson 3: Targeting, the Courage to Say No
    4. Lesson 4: Positioning, the Battle for the Buyer's Mind
    5. Lesson 5: The Debate Every Serious Marketer Should Know
    6. Lesson 6: Writing Your Ideal Customer Profile
    7. Lesson 7: Writing a Positioning Statement You Can Defend
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  5. Module 4: Brand and Demand

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: Two Jobs, Creating Demand and Capturing It
    3. Lesson 3: How Demand Actually Gets Built
    4. Lesson 4: Mental Availability, How Brands Become the Easy Choice
    5. Lesson 5: Physical Availability, Being There When Buyers Look
    6. Lesson 6: Demand Gen Is Not Lead Gen, and Why That Matters
    7. Lesson 7: The 60:40 Split and How to Find Yours
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  6. Module 5: The Funnel Myth and the Real Buyer Journey

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: What Buyers Actually Do, the Messy Middle
    3. Lesson 3: Prior Exposure and the Trigger Moment
    4. Lesson 4: Exploration and Evaluation, the Loop
    5. Lesson 5: The Six Buying Jobs
    6. Lesson 6: Where Buyers Look, and Where Most Brands Are Absent
    7. Lesson 7: Two Implications That Change How You Plan
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  7. Module 6: Content Strategy for B2B

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: What Content Actually Does in B2B
    3. Lesson 3: The Four Content Jobs, and What Belongs in Each
    4. Lesson 4: The Content Calendar Trap, and What to Build Instead
    5. Lesson 5: SEO and Search, Getting Found in the Exploration Phase
    6. Lesson 6: LinkedIn and Social in B2B
    7. Lesson 7: Content Repurposing and Distribution Leverage
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  8. Module 7: Channel Strategy and the Media Mix

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: The Paid, Owned, and Earned Framework
    3. Lesson 3: Paid Channels in B2B, What Works and What Wastes Budget
    4. Lesson 4: Owned Channels, Building an Audience You Control
    5. Lesson 5: Earned Channels, the Highest-Trust Media You Cannot Buy
    6. Lesson 6: Channel Selection, Matching Channels to Jobs and Audience
    7. Lesson 7: The Integrated Channel Plan, Making Channels Work Together
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  9. Module 8: Measurement and Marketing Metrics

    10 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: The Measurement Problem in B2B
    3. Lesson 3: Leading Indicators and Lagging Indicators
    4. Lesson 4: The Three Measurement Layers
    5. Lesson 5: Attribution, What It Tells You and What It Hides
    6. Lesson 6: Budget Justification, the Language of the Boardroom
    7. Lesson 7: Building Your Marketing Dashboard
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  10. Module 9: Your One-Page Growth Strategy

    11 lessons
    1. Lesson 1: Introduction
    2. Lesson 2: Why One Page Works
    3. Lesson 3: The Six Sections of the One-Page Growth Strategy
    4. Lesson 4: Writing Each Section with Precision
    5. Lesson 5: Pressure-Testing Your Strategy
    6. Lesson 6: A Worked Example, One Page Under Pressure
    7. Lesson 7: Presenting to Leadership, the Conversation That Matters
    8. Lesson 8: Making the Strategy Live, from Document to Direction
    9. Lesson 9: Consolidate and Decide
    10. Lesson 10: Apply It, the Capstone
    11. Lesson 11: Knowledge Check

Advanced B2B Marketing: Media and Measurement

  1. Advanced B2B Marketing: Media and Measurement

    4 lessons
    1. Lesson 1: Welcome to the Advanced Media and Measurement Course
    2. Lesson 2: Your Map, the Eight Advanced Modules
    3. Lesson 3: Your Signature Deliverable, the Advanced Brief
    4. Lesson 4: How to Use This Course

  2. Module 1: The Media Landscape

    10 lessons
    1. Lesson 1: Introduction to Module 1, The Media Landscape
    2. Lesson 2: The Central Distinction, Creation versus Capture
    3. Lesson 3: Where the Media Sit, Creation, Capture and Connective Tissue
    4. Lesson 4: The Seed, Prime, Capture Model
    5. Lesson 5: The Offer Commitment Ladder
    6. Lesson 6: Coverage Beats Choreography
    7. Lesson 7: Reading Your Media Mix as a Portfolio
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  3. Module 2: Seed, Broad-Reach Creation Media

    10 lessons
    1. Lesson 1: Introduction to Module 2, Seed: Broad-Reach Creation Media
    2. Lesson 2: What Seed Is For, Mental Availability and the Ninety-Five Percent
    3. Lesson 3: The Seed Media Landscape, What Each One Does
    4. Lesson 4: Reach, Attention and Creative, the Three Levers of Seed
    5. Lesson 5: Targeting Seed, Go Broad on Purpose
    6. Lesson 6: The Seed Offer, Low Commitment by Design
    7. Lesson 7: Reading Seed Performance Without Fooling Yourself
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  4. Module 3: Prime, Nurture and Consideration Media

    10 lessons
    1. Lesson 1: Introduction to Module 3, Prime: Nurture and Consideration Media
    2. Lesson 2: What Prime Is For, the Demand Bridge
    3. Lesson 3: The Prime Media Landscape
    4. Lesson 4: Thought Leadership and Webinars, Earning the Right to Be Considered
    5. Lesson 5: Retargeting and Nurture, Keeping the Warm Audience Moving
    6. Lesson 6: Content Syndication, Use It Without Being Fooled
    7. Lesson 7: The Prime Offer and Measuring the Bridge
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  5. Module 4: Capture, Search and Review Sites

    10 lessons
    1. Lesson 1: Introduction to Module 4, Capture: Search and Review Sites
    2. Lesson 2: What Capture Is For, Harvesting Demand You Did Not Create
    3. Lesson 3: The Capture Media Landscape
    4. Lesson 4: Search, Branded and Non-Branded
    5. Lesson 5: Review Sites and Intent Marketplaces
    6. Lesson 6: High-Intent Retargeting and the Capture Offer
    7. Lesson 7: Measuring Capture Without Over-Investing
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  6. Module 5: Measurement, Attribution, Incrementality and Mix Modelling

    10 lessons
    1. Lesson 1: Introduction to Module 5, Measurement: Attribution, Incrementality and Mix Modelling
    2. Lesson 2: Why B2B Measurement Is Hard, and Why Most of It Misleads
    3. Lesson 3: Match the Metric to the Stage
    4. Lesson 4: Attribution, Useful but Never the Truth
    5. Lesson 5: Incrementality, the Question That Cuts Through
    6. Lesson 6: Marketing Mix Modelling and the Triangulation Approach
    7. Lesson 7: Measuring Fairly in Practice, the Content Syndication Lesson
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  7. Module 6: Account-Based Marketing as an Operating Model

    10 lessons
    1. Lesson 1: Introduction to Module 6, Account-Based Marketing as an Operating Model
    2. Lesson 2: ABM as an Operating Model
    3. Lesson 3: The ABM Spectrum and Choosing Accounts
    4. Lesson 4: Running Seed, Prime and Capture Against Accounts
    5. Lesson 5: Sales and Marketing as One Team
    6. Lesson 6: The ABM Technology, Tools That Enable the Model
    7. Lesson 7: Measuring ABM, from Leads to Accounts
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  8. Module 7: The Operating Environment, Privacy, Data and the Future of Measurement

    10 lessons
    1. Lesson 1: Introduction to Module 7, The Operating Environment: Privacy, Data and the Future of Measurement
    2. Lesson 2: The End of an Era
    3. Lesson 3: The Three Forces, Regulation, Platforms and People
    4. Lesson 4: First-Party Data, the New Foundation
    5. Lesson 5: Consent and Trust as an Asset
    6. Lesson 6: Durable Measurement
    7. Lesson 7: Where This Leaves B2B, and Where Measurement Is Heading
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

  9. Module 8: Putting It Together, Portfolio, Optimisation and the Advanced Brief

    10 lessons
    1. Lesson 1: Introduction to Module 8, Putting It Together: Portfolio, Optimisation and the Advanced Brief
    2. Lesson 2: The Media Plan as a Portfolio
    3. Lesson 3: Balancing the Portfolio
    4. Lesson 4: Optimising the Portfolio Over Time
    5. Lesson 5: Defending the Plan
    6. Lesson 6: Building Your Advanced Brief
    7. Lesson 7: The Advanced Marketer
    8. Lesson 8: Consolidate and Decide
    9. Lesson 9: Apply It
    10. Lesson 10: Knowledge Check

Marketing & AI: Foundations

  1. Module 1: See Where AI Actually Fits in Your Marketing (and Where It Doesn't)

    10 lessons
    1. Lesson 1: Introduction to Module 1: See Where AI Actually Fits in Your Marketing (and What Doesn't Change)
    2. Lesson 2: Marketing Is the Function. AI Is the Amplifier
    3. Lesson 3: What Generative AI Actually Is, in Plain Language
    4. Lesson 4: The Jagged Frontier: Where AI Is Brilliant and Where It Breaks
    5. Lesson 5: The Shift From Doer to Strategist
    6. Lesson 6: Set Your Operating Principle: Co-pilot, Not Autopilot
    7. Lesson 7: In the Real World: What Klarna Learned the Hard Way
    8. Lesson 8: Module 1: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 1: Knowledge check

  2. Module 2: How AI Thinks, So You Can Direct It

    10 lessons
    1. Lesson 1: Introduction to Module 2: How AI Thinks, So You Can Direct It
    2. Lesson 2: The Prediction Engine, One Level Deeper
    3. Lesson 3: Context: What AI Knows, Remembers, and Forgets
    4. Lesson 4: Why the Same Question Gets Different Answers
    5. Lesson 5: Not One AI: Choosing the Right Kind of Machine
    6. Lesson 6: When the Machine Is Wrong: A Verification Habit That Fits in Your Week
    7. Lesson 7: In the Real World: The Chatbot That Cost Air Canada in Court
    8. Lesson 8: Module 2: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 2: Knowledge check

  3. Module 3: Cut Through the Tool Hype: Evaluate Any AI Tool in 10 Minutes

    10 lessons
    1. Lesson 1: Introduction to Module 3: Cut Through the Tool Hype
    2. Lesson 2: The Landscape Is Designed to Overwhelm You
    3. Lesson 3: V Is for Value: Name the Job or Walk Away
    4. Lesson 4: E Is for Evidence: The Ten-Minute Bench Test
    5. Lesson 5: T Is for Trust: The Questions That Protect You
    6. Lesson 6: The Verdict: Adopt, Trial, Watch, or Walk Away
    7. Lesson 7: In the Real World: The Wrapper Squeeze
    8. Lesson 8: Module 3: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 3: Knowledge check

  4. Module 4: Know Your Edge: The Marketing Skills AI Makes More Valuable

    10 lessons
    1. Lesson 1: Introduction to Module 4: Know Your Edge
    2. Lesson 2: The Value Shift: What Gets Cheap, What Gets Scarce
    3. Lesson 3: Edge One: Customer Empathy: You Have Met the Customer. It Hasn't.
    4. Lesson 4: Edge Two: Judgment and Taste: The Chooser in the Age of Options
    5. Lesson 5: Edge Three: Strategic Framing: The Question Before the Answer
    6. Lesson 6: Edge Four: Relationships and Influence: The Work Between the Work
    7. Lesson 7: In the Real World: The Amateurs Who Beat the Grandmasters
    8. Lesson 8: Module 4: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 4: Knowledge check

  5. Module 5: Use AI You Can Stand Behind

    10 lessons
    1. Lesson 1: Introduction to Module 5: Use AI You Can Stand Behind
    2. Lesson 2: Responsible Is a Position, Not a Policy
    3. Lesson 3: Accuracy: Claims You Can Show Your Working For
    4. Lesson 4: Bias: The Average Has a Slant
    5. Lesson 5: Privacy: The People Inside the Data
    6. Lesson 6: Disclosure: Honest About the Machine, and Your Charter
    7. Lesson 7: In the Real World: The Authors Who Never Existed
    8. Lesson 8: Module 5: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 5: Knowledge check

  6. Module 6: Your First Working Session: Put It All Together on a Real Task

    10 lessons
    1. Lesson 1: Introduction to Module 6: Your First Working Session
    2. Lesson 2: The Session Loop: Five Steps, One Method
    3. Lesson 3: Frame and Brief: The Ninety Seconds That Decide the Session
    4. Lesson 4: Branch and Direct: Edit the Structure, Not the Wreck
    5. Lesson 5: Verify and Finish: Make It True, Make It Yours
    6. Lesson 6: Session Habits: Making the Loop a Weekly Reality
    7. Lesson 7: In the Real World: The Same Task, Twice
    8. Lesson 8: Module 6: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 6: Knowledge check

  7. Module 7: Map Your Role: Automate, Augment, Own

    10 lessons
    1. Lesson 1: Introduction to Module 7: Map Your Role
    2. Lesson 2: From Frontier Map to Role Map: The Three Verbs
    3. Lesson 3: Automate: Hand It Over, Keep the Keys
    4. Lesson 4: Augment: Where the Loop Lives and the Hours Come From
    5. Lesson 5: Own: The Column That Defines You
    6. Lesson 6: The Reallocation: Where the Hours Actually Go
    7. Lesson 7: In the Real World: The Ad Coca-Cola Chose to Automate
    8. Lesson 8: Module 7: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 7: Knowledge check

  8. Module 8: The Fundamentals, Amplified: How AI Makes You a Better Marketer

    10 lessons
    1. Lesson 1: Introduction to Module 8: The Fundamentals, Amplified
    2. Lesson 2: The Amplification Thesis: Multiply by What, Exactly?
    3. Lesson 3: Customer Understanding, Amplified
    4. Lesson 4: Positioning and Strategy, Amplified
    5. Lesson 5: Brand and Trust, Amplified
    6. Lesson 6: Growth and Measurement, Amplified
    7. Lesson 7: In the Real World: A Celebrity for Every Corner Store
    8. Lesson 8: Module 8: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 8: Knowledge check

  9. Module 9: Stay Current Without Drowning

    10 lessons
    1. Lesson 1: Introduction to Module 9: Stay Current Without Drowning
    2. Lesson 2: The Firehose Is Not a Requirement
    3. Lesson 3: The Source Diet: Three to Five, On Your Schedule
    4. Lesson 4: Testing Beats Reading: The Monthly Bench Habit
    5. Lesson 5: The Quarterly Review: One Hour That Keeps Everything True
    6. Lesson 6: Share It Forward: Currency That Compounds
    7. Lesson 7: In the Real World: The Metaverse Money and the Marketers Who Kept Their Heads
    8. Lesson 8: Module 9: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 9: Knowledge check

  10. Module 10: Your AI Point of View: The Capstone

    10 lessons
    1. Lesson 1: Introduction to Module 10: Your AI Point of View
    2. Lesson 2: Why a Point of View Is a Career Asset
    3. Lesson 3: The Assembly: One Page, Five Sections, All Yours
    4. Lesson 4: Answering the Room: Three Audiences, One Point of View
    5. Lesson 5: The Next 90 Days: From Course to Normal
    6. Lesson 6: The Road From Here: What You Now Have, and Where It Goes
    7. Lesson 7: In the Real World: One Page, Read by Three Rooms
    8. Lesson 8: Module 10: Consolidate and Decide
    9. Lesson 9: Apply it
    10. Lesson 10: Module 10: Knowledge check

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