B2B Marketing Fundamentals
The grounding most marketers never received. Eight modules from what marketing actually is to how to defend it, each evidence based and ending in a knowledge check, with a completion certificate.
What you leave with
The signature FP Collectiv deliverable: a complete One Page Growth Strategy for your own business that you can present to your manager, leadership team, or board in under five minutes. You build it section by section across the course and finalise it in the capstone.
What is inside
- What B2B marketing is.
- How B2B buying works.
- Segmentation, targeting, and positioning.
- Brand and demand.
- The funnel myth and the buyer journey.
- Measurement without self deception.
- Budgeting from first principles.
- Earning marketing's seat at the table.
Who it is for
Marketers who want the strategic fundamentals, whether early in their career or experienced and tired of defending their budget with the wrong metrics.
How we teach
Every lesson is practical, plain spoken, and backed by named research, from the Ehrenberg Bass Institute, Binet and Field, Gartner, and others. No vague theory, no buzzwords. We give you the principle, the evidence behind it, and exactly how to use it on Monday morning.
Frequently asked questions
