FP Collectiv Store
Available Courses
B2B Marketing Fundamentals - Limited access
As an introductory offer, get access to the first module for free. By the end of this module you will be able to: Articulate, in one sentence, what marketing is for in your organisation. Identify three places marketing is being treated as a support function, and what it should be instead.
Free for 60 days
B2B Marketing Fundamentals - Founding offer
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. 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.
$197.00 USD
Advanced B2B Marketing Topics - Coming soon
For marketers who have the fundamentals down and want to go deeper into channels, measurement and account-based strategy. Eight modules, each evidence-based and ending in a knowledge check, with a completion certificate. Who it is for: experienced marketers, and anyone who has finished the Fundamentals course and wants the executional depth: how each channel really works, how to measure what marketing actually caused, and how to run media as a portfolio.
$349.00 USD
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.
Advanced B2B Marketing Topics
For marketers who have the fundamentals down and want to go deeper into channels, measurement and account-based strategy. Eight modules, each evidence-based and ending in a knowledge check, with a completion certificate.
What is inside:
- The channel landscape: capture, creation and connective tissue.
- Search and review sites: winning the capture moment.
- Paid social and video: the creation engine.
- Programmatic, display and the open web.
- Account-based marketing as an operating model.
- Advanced measurement: attribution, incrementality and mix modelling.
- The operating environment: privacy, data and the future of measurement.
- Putting it together: portfolio, optimisation and the advanced brief.
Who it is for: experienced marketers, and anyone who has finished the Fundamentals course and wants the executional depth: how each channel really works, how to measure what marketing actually caused, and how to run media as a portfolio.