B2B Marketing Fundamentals

1. Module 1: What B2B Marketing Actually Is - FREE PREVIEW!

   7 lessons

   1. Introduction to Module 1: What B2B Marketing Actually Is
   2. What marketing actually is
   3. The marketing discipline: diagnose, strategise, act
   4. Marketing as a growth function
   5. The FP Collectiv framework
   6. Apply it
   7. Module 1: Knowledge check

2. Module 2: How B2B Buying Actually Works

   7 lessons

   1. Introduction to Module 2: How B2B Buying Actually Works
   2. Almost nobody is buying right now
   3. Buying is a committee sport
   4. A non-linear, mostly invisible journey
   5. Long cycles, and what marketing controls
   6. Apply it
   7. Module 2: Knowledge check

3. Module 3: Segmentation, Targeting and Positioning

   7 lessons

   1. Introduction to Module 3: Segmentation, Targeting and Positioning
   2. Segmentation: divide the market honestly
   3. Targeting: the courage to say no
   4. Positioning: the battle for the buyer's mind
   5. How STP feeds the rest of the course
   6. Apply it
   7. Module 3: Knowledge check

4. Module 4: Brand and Demand

   7 lessons

   1. Introduction to Module 4: Brand and Demand
   2. Two jobs: creating demand and capturing it
   3. How demand actually gets built
   4. Mental and physical availability
   5. Demand gen is not lead gen, and the split
   6. Apply it
   7. Module 4: Knowledge check

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

   6 lessons

   1. Introduction to Module 5: The Funnel Myth and the Buyer Journey
   2. What buyers actually do: the messy middle
   3. The six buying jobs
   4. Two implications that change how you plan
   5. Apply it
   6. Module 5: Knowledge check

6. Module 6: Measurement Without Self-Deception

   7 lessons

   1. Introduction to Module 6: Measurement Without Self-Deception
   2. The five layers of metrics
   3. Why a low cost per lead is not good news
   4. Time lag, and why you cohort
   5. Attribution, incrementality, and why platform and CRM differ
   6. Apply it
   7. Module 6: Knowledge check

7. Module 7: Budgeting From First Principles

   7 lessons

   1. Introduction to Module 7: Budgeting From First Principles
   2. The budget is a portfolio
   3. Share of Voice: the rule that decides growth
   4. The brand versus activation balance
   5. Sizing capture, and adjusting by market
   6. Apply it
   7. Module 7: Knowledge check

8. Module 8: Earning Marketing's Seat at the Table

   6 lessons

   1. Introduction to Module 8: Earning Marketing's Seat at the Table
   2. The three conversations
   3. The scenario clinic
   4. Accountability without apology
   5. Apply it
   6. Module 8: Knowledge Check

9. Module 9: Capstone

   1 lesson

   1. The FP Collectiv One-Page Growth Strategy