This multi-modular, comprehensive course is designed for experienced marketing professionals and those new to B2B marketing who are ready to expand their skills with real-world frameworks and proven creative strategies that drive enterprise impact.
This curriculum equips you to:
1 — Understand and implement a marketing communications foundation and framework to understand how principles, strategies and tactics all work together.
2— Master the creative problem-solving process that enables you to generate non-stop, effective ideas to market any product in any industry.
3 — Build campaign and content ecosystems that drive pipeline growth while also establishing brand leadership in crowded markets.
What’s Included
30 Instructional videos (modules) featuring frameworks, strategies, explanations and tactics.
Video time ranges from 13:00 to 1:17 each.
Total course time is 14.7 hours.
Videos are on-demand, available 24/7/365.
Templates, Matrix Sheets, and Examples referred to and used as “Homework Assignments” in select modules.
Templates & Sheets are provided as Google Sheets and PDF files.
Total Cost: $1,200.00
• Creative B2B Marketing Course •
Get access to the complete course: all 30 videos and all templates »
1 — Hit the Learn More button, opens the Pricing page.
2 — Hit the Sign Up button to create an account.
3 — Login to your new account and the Learn More button will now say Start Course.
4 — Click, and it will take you to the Pricing page again where you can
Sign Up to enter your payment information.
-
access to all modules unlocked
• This course gateway will be unlocked after account setup and payment information is entered. • You set up an account so you can access all course videos and templates 24/7/365. • Lesson videos are MP4 files. Templates and downloads are Google Sheets and PDF files.
• This course gateway will be unlocked after account setup and payment information is entered. • You set up an account so you can access all course videos and templates 24/7/365. • Lesson videos are MP4 files. Templates and downloads are Google Sheets and PDF files.
OVERVIEW of all modules included in the
creative b2b Marketing course
FOUNDATIONAL MODULES
INTRODUCTION to the Creative B2B Marketing Course series. Are you ready to rock your industry?
-
Introduction to your course instructor and creator of the Creative B2B Marketing course, Randall Hall.
Your first homework assignment of setting up your analog and digital Idea Catcher System to be used throughout this course and your marketing career. Let’s Rawk!
Module 1.1 — BUYER GROUP DYNAMICS
#1 Foundation to B2B marketing success
-
Understanding who the stakeholders are in your Buyer Group is the absolute critical cornerstone of successful ABM/B2B marketing.
DO NOT SKIP THIS MODULE — it is the cornerstone to develop successful messaging and content strategy for your website and content ecosystem.
This lesson teaches you how to map the full B2B buyer group instead of building strategy around only one ICP, so you can market to the people who actually shape the deal. It explains how champions, influencers, and detractors each have different responsibilities, concerns, and information needs, and why your website and content must address all of them to avoid losing the sale late in the process.
You’ll also learn how to research these roles, build a buyer group dynamics matrix, and use that matrix to shape your campaigns, landing pages, and sales-support content. The big idea is simple: anticipate the concerns of each stakeholder, deliver the right information in the right place, and keep your solution top of mind throughout the 3-to-12-month buying cycle.
Why focusing on just one ICP is usually a mistake in B2B marketing.
How to identify the key influencers in a buying committee and distinguish champions from detractors.
What responsibilities and concerns to document for each persona, using sales, product, leadership, LinkedIn, and job postings as sources.
How a detractor such as an IT director can sink a deal if security, compliance, or technical proof points are missing.
Where to find each persona online and offline, including LinkedIn, newsletters, trade shows, conferences, and webinars.
How to use your buyer group matrix to inform website content, sales sheets, presentations and other content that speeds up the sales cycle.
Module 1.2 — Think You Have a Funnel? You Don't.
-
One of the biggest mistakes B2B marketers are making is applying B2C (consumer) marketing thinking and strategies to B2B buyer groups.
This lesson explains that the B2B buyer journey is rarely a clean, linear funnel. Instead, prospects move through a long brand experience—often in a flywheel pattern—where different people in the buying group interact with different content at different times before a purchase is made.
You’ll learn how to think about top-, middle-, and bottom-of-funnel content as useful categories, but not as a rigid sequence. The key takeaway is to build content that helps the right stakeholder at the right moment, whether that’s awareness content, comparison content, technical proof points, or sales enablement assets.
How the B2B buyer journey really works from first brand awareness to final signature, across a 3-, 6-, or 12-month cycle.
Why the classic awareness / interest / desire / action model is useful vocabulary, but not a perfectly linear reality.
How different buyer-group personas move through the journey differently, with overlap rather than a neat sequence.
What top-, middle-, and bottom-of-funnel content looks like in practice: ads, events, videos, case studies, data sheets, demos, battle cards, and one-on-one presentations.
Why attribution is hard in B2B, especially when multiple stakeholders interact with different assets at different times.
How to use the buyer journey framework to brainstorm campaign ideas and website content that serve the whole buying group instead of only one persona.
Module 2 — Nail Your Messaging Per Buyer Group Persona
-
This lesson shows B2B marketers how to turn product features into compelling, persona‑specific benefit messaging that can be reused across all channels in your demand generation campaigns. It walks you through a “messaging matrix” so each stakeholder sees clear, relevant value instead of generic feature lists.
You’ll learn how to build a reusable “gold standard” benefit block for each key buyer persona—headline, subhead, and benefit bullets—that becomes the foundation for your website, solution briefs, sales decks, and campaigns, and how to use AI and competitor research to refine and differentiate your message.
How to complete the messaging matrix column by column (persona, responsibilities, concerns, related features, benefits, competitors, content ideas).
Mapping product features to each stakeholder’s responsibilities and concerns so messaging feels specific and relevant.
Where and how to reuse the benefit block (website above the fold, PPC, solution briefs, sales decks, trade shows) to create consistency and brand recall.
Using AI tools effectively to help draft persona‑specific benefits from your features and concerns, and then sanity‑checking with product, sales, and leadership.
Capturing content ideas by persona across top‑, middle‑, and bottom‑of‑funnel and using the matrix to spot gaps in your buyer‑journey coverage.
Modules 3.0 - 3.2 — Define and Evolve Your Brand Part 1
-
Part one of two Brand Development videos — Learn why BRAND MARKETING is critical in TODAY's oversaturated and AI-powered environment and how to build your path forward for long-term success and revenue growth.
Part one of two Brand Development videos — Learn why BRAND MARKETING is critical in TODAY's oversaturated and AI-powered environment and how to build your path forward for long-term success and revenue growth.
This lesson reframes brand as the total experience customers have with your company, not just your logo or visual identity. It explains why B2B brand marketing matters more now—especially as performance marketing saturates—and shows how a stronger brand creates trust, lowers risk, and improves long-term revenue outcomes.
You’ll also learn how to evolve your brand intentionally by evaluating your current brand experience, defining a clearer voice, and building a visual system that works consistently across campaigns, websites, PDFs, ads, and sales materials. The module introduces the idea of brand VOI, or value on investment, as the long-term counterpart to ROI.
Why your logo is not your brand, and why customer experience is the real measure of brand strength.
How to use customer surveys and an advisory board to understand how customers perceive your brand versus competitors.
Why brand marketing is becoming more important as ads, outreach, and performance channels lose effectiveness.
Key survey insights showing that being known across the buyer group and being trusted by the market heavily influence purchase decisions.
The difference between campaign ROI and brand VOI: campaigns have a start and finish, while brand equity compounds over time.
How to define brand voice and visual vocabulary using your messaging blocks, mood boards, imagery, typography, color, and icon styles.
Why emotional experience matters across all touchpoints, and how to reduce friction and create positive brand affinity throughout the buyer journey.
Modules 3.3 - 3.4 — Define and Evolve Your Brand Part 2
-
Part two of two part Brand Development series. Get templates and guidance to EVOLVE/DEVELOP a brand that commands authority, trust and leadership in your market.
This lesson shows B2B marketers how to turn product features into compelling, persona‑specific benefit messaging that can be reused across all channels in your demand generation campaigns. It walks you through a “messaging matrix” so each stakeholder sees clear, relevant value instead of generic feature lists.
You’ll learn how to build a reusable “gold standard” benefit block for each key buyer persona—headline, subhead, and benefit bullets—that becomes the foundation for your website, solution briefs, sales decks, and campaigns, and how to use AI and competitor research to refine and differentiate your message.
How to complete the messaging matrix column by column (persona, responsibilities, concerns, related features, benefits, competitors, content ideas).
Mapping product features to each stakeholder’s responsibilities and concerns so messaging feels specific and relevant.
Where and how to reuse the benefit block (website above the fold, PPC, solution briefs, sales decks, trade shows) to create consistency and brand recall.
Using AI tools effectively to help draft persona‑specific benefits from your features and concerns, and then sanity‑checking with product, sales, and leadership.
Capturing content ideas by persona across top‑, middle‑, and bottom‑of‑funnel and using the matrix to spot gaps in your buyer‑journey coverage.
Up-Skilling: Creative Problem Solving
Module 4 Part 1 — The Science, Art and Psychology of Marketing
-
Why is the ART — the CREATIVE — part of effective B2B marketing your most potent and underused resource?
Learn how creative has the power to accelerate ROI while building long-term pipeline and brand attraction.
Effective marketing sits at the intersection of art, science, and psychology—not just dashboards and automation. It makes the case that creativity is the differentiator in an AI-heavy market, especially because most prospects are out of market when they first see your content.
You’ll also get a practical refresher on the idea catcher system and why sketching, note-taking, and loose concepting help marketers think more clearly than staying stuck in pixels and urgency. The module closes by tying those creative habits to proven marketing psychology, like finding an overt benefit, understanding the buyer group, and using real reasons to believe instead of relying on raw claims.
Why marketing works best when art, science, and psychology are balanced instead of over-indexing on tools and measurement.
How creativity becomes a strategic advantage when competitors can access the same AI and analytics platforms.
Why most of your market is out-of-market, and how creative content can still build long-term brand awareness and mind share.
How the idea catcher system works across notebook and digital formats, and why it should be organized for fast capture and later retrieval.
Why sketching ideas by hand, using templates, and stepping away from the screen improves clarity and helps you develop stronger concepts.
How “steal like an artist” really means combining and recombining ideas into something new, not copying work outright.
Why curiosity, observation, and simplification are core creative skills for marketers, and how they support better campaigns and stronger brand perception.
Module 4 Part 2 — The Creative Process that Never Fails
-
Learn the classic creative problem-solving process that can not only transform your marketing skills but also your life.
Here's a PDF slide deck summary of this course.
This lesson turns creative problem-solving into a practical marketing workflow, showing how to move from a blank page to a real campaign without getting stuck. It frames the process as a sequence of accepting the problem, analyzing it, defining it clearly, generating ideas, selecting the best option, evaluating results, and then repeating the cycle with better judgment.
You’ll also learn the explorer–artist–judge–warrior model as a way to organize creative work: gather information, transform it into ideas, evaluate those ideas honestly, and then execute with confidence. The message is that strong marketing comes from curiosity, experimentation, and resilience—not just speed or raw output.
Why defining the problem clearly is often the key to generating better solutions faster.
How creative problem-solving is different from linear execution and may loop back through earlier stages.
Why brainstorming works best when judgment is deferred and people feel safe sharing odd or funny ideas.
How the explorer role helps you gather inspiration from new places, people, and ideas, both online and offline.
How the artist role transforms raw information into concepts by reversing, combining, adapting, and simplifying ideas.
Why incubation, stepping away from the screen, and using a physical notebook can improve the quality of ideas.
How the judge role stress-tests ideas for assumptions, bias, timing, humor, feasibility, and real-world fit.
How the warrior role turns a chosen idea into action with commitment, resilience, and clear execution.
Module 4 Part 3 — B2B Marketing Creative Process that Destroys Competitors
-
"It's better to be a pirate than join the Navy." — Steve Jobs.
This lesson turns your “explorer–artist–judge–warrior” framework into a practical idea machine for B2B content, showing how to create standout campaigns instead of generic, AI‑generated noise.
Using a concrete example (AI‑powered project management SaaS for a marketing director), you learn how to generate irresistible concepts, stress‑test them for credibility, and turn one strong idea into a whole ecosystem of assets.
You’ll see how to keep your creativity human and strategic—using AI as a helper, not a crutch—so your headlines, visuals, and nurture flows feel fresh, specific to your buyer group, and emotionally resonant. The module also gives you fast sketching and mind‑mapping techniques to explore more ideas per session, and then refine them into bold, simple campaigns that your champions can’t ignore.
How to apply the Explorer → Artist → Judge → Warrior process step‑by‑step to a real B2B content project (e.g., a high‑impact blog post for a specific persona).
Turning loose “what if” questions into a concrete, irresistible headline—and then working backwards to make it true and credible (e.g., using customer surveys and self‑reported results).
Squeezing maximum value from one strong idea (like a survey): blog, white paper, infographic, short video, nurture emails, and social/promotional assets.
Using artist mode: quick notebook sketches and visual concepts that align with your messaging (e.g., “small team, big results” campaign variations) before handing off to designers.
Running deeper discovery with “who/what/where/when/how/when” mind‑mapping to uncover motivators, channels, and timing triggers (job changes, funding, expansion/downsizing, etc.).
Keeping AI in its place: when to use it to expand ideas or imagery, and when to rely on your own strategy and brand voice so your content feels unique, bold, and low‑friction for busy B2B buyers.
Content marketing ecosystem
Module 5.0 Part 1 — Your Content Marketing Ecosystem
Battle-tested to Leave Competitors in the Dust
-
Introduction to building a branded content ecosystem creative enough to cut through competition and deliver lead pipeline through long buying cycles.
This course lays out a tactical B2B marketing playbook built on four foundations: buyer group clarity, strong messaging, brand consistency, and a creative process for generating and organizing ideas.
The big shift here is from chasing leads to building a branded content ecosystem that attracts the right people, earns familiarity, and supports the whole buyer group over a long sales cycle.
It then turns that strategy into three practical game plans: build and clean your prospect list, stack value with content people actually want, and show up where your audience expects you and where they don’t. The module also emphasizes repurposing content with AI, but only after doing the human creative work so the output stays useful, on-brand, and persuasive.
Why strategy must come before tactics, and why hope or assumptions are not a substitute for research and questions.
The four prerequisites before this module: clear buyer group roles, dialed-in messaging blocks, an established brand system, and a working creative process.
Why the real marketing goals are to build brand first and generate revenue second, because a strong brand ecosystem attracts leads instead of chasing them.
How to treat your audience as a permission-based nurture list, not just raw email volume, and why list quality matters more than quantity.
How to segment and clean your list using signals like demo requests, webinars, trade shows, job changes, and company “heat signals.”
Why valuable, low-ask content should dominate most of your outreach, with occasional stronger business-related asks or webinars.
How to be present in both expected channels and surprising places, such as niche conferences where your buyer group still shows up.
Why short-term, long-term, and evergreen content all matter in building trust, familiarity, and a steady pipeline.
Module 5.0 Part 2 — The Content Plan that Builds Brand and Accelerates Revenue
-
This lesson shows you how to build a 12‑month content plan that supports an entire B2B buyer group—not just the “decision maker”—so your campaigns nurture champions, influencers, detractors, and existing clients through the full buying cycle. It reframes content planning as a strategic tool to shorten long B2B sales cycles and prepare marketing and sales to handle objections before they derail deals.
You’ll learn how to design a persona‑based content factory that blends lead generation with brand building, aligns campaigns to awareness/consideration/decision stages, and uses client marketing to drive referrals and lifetime value. The module also covers how to keep plans agile, make campaigns work synergistically, and repurpose high‑value assets across multiple channels.
How to structure a 12‑month content plan around buyer‑group personas (champions, influencers, detractors, clients) instead of just “the decision maker.”
Using content across the full buying cycle to keep accounts engaged and compress 12–18 month sales cycles down to 4–6 months.
Where to focus awareness vs. consideration vs. decision content, and why influencers and detractors should get targeted mid/bottom‑funnel assets.
Specific content ideas for champions, detractors, and clients (e.g., solution briefs, battle cards, client‑only webinars, roundtables, VIP programs, seasonal mailers).
Making campaigns synergistic by aligning emails, ads, landing pages, events, and follow‑ups with consistent visuals and messaging.
How to avoid over‑automation, keep newsletters/blogs timely, and repurpose “gold mine” assets like survey reports into multi‑touch campaigns.
Module 5.1 — The Power of the Solution Brief — A Creative Tactic that Blows Away Competitors
-
Your Solution Brief can be more powerful than your website at converting prospects into customers. Learn a creative, battle-tested tactic your competitors are not doing.
Here is an interactive PDF sample. (Works in Chrome browser or download to hard drive, not in Safari.)
Learners will up-skill with the following concepts, frameworks, and strategies for using a solution brief as a high-impact marketing asset. This lesson shows how to build a compact, persuasive one-pager that mirrors a website page, communicates benefits fast, establishes credibility, and speaks to champions, influencers, and detractors inside the buyer group.
It also covers how to deploy the solution brief across emails, landing pages, events, and sales enablement so it circulates through the buying committee and supports a longer sales cycle. The module includes practical guidance on structure, design, interactivity, tracking, and call-to-action placement so the brief can function like a miniature web experience that drives engagement and conversations.
How to structure a solution brief with a clear headline, benefit-led introduction, credibility proof, and calls to action.
How to present results, customer logos, and quotes to build trust and make the case for your offering.
How to address different buyer roles, including champions, influencers, and detractors, within a single asset.
How to create an interactive “super solution brief” that functions like a miniature web page in PDF form.
How to use solution briefs in emails, newsletters, trade shows, and other campaign touchpoints.
How to track usage and source performance with UTM codes and related analytics practices.
How to support content discovery by linking prospects to deeper assets like case studies, white papers, and videos.
Why consistent messaging across website, PDF, and sales collateral increases credibility and recall.
Module 5.2 — The Irresistible Email — Build Your Brand While Driving Leads
-
Have you ever sent an email to customers and prospects that had a 94% open rate AND put a big smile on their faces? I have. Get the story here.
Email is still the #1 most effective tactic savvy businesses use to build brand while generating pipeline leads.
Yet many companies are destroying their brand and future opportunities by falling into popular traps. Learn real-world-proven, solid business-building email strategies in this module.
Up-skill with the following concepts, frameworks, and strategies for designing irresistible emails that build brand value and drive action. This lesson shows how to move beyond low-value ask emails and instead use subject lines, content structure, and visual design to create messages people actually open, read, and forward.
It also explains how to balance brand-building with performance marketing by using permission-based lists, intent signals, fresh content, and the right ratio of value-first emails to business-driving emails. The module includes practical examples of graphical emails, sales templates, solution brief links, and other tactics that help marketing and sales deliver more trust, more engagement, and more pipeline.
How to write subject lines that earn opens by promising clear value, relevance, or legitimate intrigue.
Why high-value email content should lead most of your outreach instead of constant demo requests or sales asks.
How to use a 5:1 value-to-ask ratio as a practical guide for brand-friendly email sequencing.
How to build and enrich prospect lists using permission-based sources, intent signals, and buyer-group targeting.
Why fresh, timely email content performs better than overly automated campaigns planned months in advance.
How to combine email with solution briefs, webinars, case studies, videos, and other assets to deepen engagement.
Why graphical emails can strengthen brand perception more effectively than plain-text formats.
How sales enablement templates help representatives send consistent, credible, and useful outreach.
Module 5.3 — The Newsletter that Is Always Welcome
-
Want to know how to create an eNewsletter that prospects LOOK FORWARD to getting — and builds your brand and lead pipeline? This is the template and process that gets it done.
Link to email/newsletter PDF sample.
Want to know how to create an eNewsletter that prospects LOOK FORWARD to getting — and builds your brand and lead pipeline?
This is the template and process that gets it done.
Launch a B2B email newsletter that feels valuable instead of overwhelming. This lesson walks through a proven “hero + curated links + secondary promo” template that builds positive brand impressions, respects reader attention, and supports a longer buying cycle.
It also shows how to avoid high–cognitive load newsletter patterns (walls of copy, dense link lists, no white space) and replace them with scannable sections, bold imagery, and a tight selection of highly relevant links. You’ll see how cadence, curation, and consistency turn a newsletter into a long-term brand and pipeline asset rather than a one-off campaign.
How to structure a newsletter around a single hero story, 4–5 curated links, and one secondary business promotion.
How to use imagery, white space, and concise blurbs to reduce cognitive demand and create a positive emotional response.
Why limiting choices and links leads to a better brand experience for busy senior stakeholders in the buyer group.
How to curate external content intelligently so you’re seen as plugged into the market, not just promoting yourself.
How to choose a realistic cadence (from quarterly up to every two weeks) that builds anticipation instead of unsubscribe fatigue.
How to repurpose newsletter sections as sales touchpoints so reps have value-led reasons to reach out.
Why consistent visuals, headlines, and messaging across newsletters and campaigns increase recall and credibility.
Module 5.4 — How to Create Blogs that Get Shared, Start Conversations, and Build Revenue
-
Want to create blogs that get shared within your buyer groups and attract new prospects?
This is the strategy and framework to get your blog posts to work hard at driving conversations and sales.
Want to create blogs that get shared within your buyer groups and attract new prospects? This is the strategy and framework to get your blog posts to work hard at driving conversations and sales.
Create B2B blogs that prospects actually share inside a buying committee. This lesson shows how to combine buyer-group insight, clear structure, and a distinctive point of view so your posts feel worth someone saying, “You should read this.”
Also learn how to use AI intelligently—as a research and brainstorming aid rather than a substitute writer—so your content remains original, credible, and on-brand. You’ll see concrete patterns from successful blogs and blog hubs, and how to design your own blog and resources section so both humans and AI can easily find, understand, and circulate your best ideas.
How to choose topics and angles that map directly to your buyer group’s responsibilities, aspirations, and pains.
How to give “permission to believe” with thought leadership, notable clients, executive voices, and strong framing.
How to use AI safely for ideation, research, and first drafts while keeping final prose human and differentiated.
How to structure posts with clear headings, short sections, visuals, and CTAs that encourage internal sharing.
How to design a blog hub that organizes content by problem, solution, product, or industry—not just by date or format.
How to tag and format content so it is easy for both search engines and AI systems to surface and reuse.
Why unexpected perspectives, list posts, checklists, and useful “how-to” content are especially shareable in B2B contexts.
Module 5.5 — The Social Post that Won't Be Ignored
-
Want your social posts to stop your prospects from scrolling and check out your content?
This course covers how to create B2B social posts that actually get noticed and clicked. This lesson focuses primarily on LinkedIn, showing how to design both “self-contained” posts that deliver immediate value in the feed and hook-style posts that entice people to your website.
Learn how to use formats the algorithm currently favors—like sliders and short video—while staying tightly aligned to the specific pains and interests of your buyer group. You’ll see how to combine bold visual design, provocative angles, and clear calls to action so your posts feel relevant, human, and hard to scroll past.
How to distinguish between value-in-the-feed posts and hook posts that drive traffic to landing pages or gated assets.
How to write and design social content that makes leaving the feed feel worth it to a busy professional.
Why some posts should stand alone on-platform while others summarize or tease deeper content like blogs and videos.
How to mix formats: static posts, carousels/sliders, short videos, reels, and highlight clips from events or webinars.
How to use visual contrast, color, typography, and emojis within platform constraints so posts pop in the feed.
Why you should focus on a narrow, well-defined buyer group instead of trying to make “viral” or universally appealing content.
How to encourage selected employees to post and amplify content to make the brand feel more human and present.
How to end sliders and videos with a clear, context-matched CTA that leads to the right page or next step—not just the homepage.
Module 5.6 — How to Use Webinars for Lead Generation and Client Retention
-
Expand your concept of what a "webinar" can be.
Use webinars and virtual events to drive both client retention and new pipeline.
This lesson shows how to move beyond a single “slide deck + talking head” format and instead design a mix of sessions—panels, interviews, workshops, virtual conferences, and live streams—that let prospects actually experience your people, culture, and expertise.
Also learn how to treat every webinar as a high-value content asset: promoting it intelligently beforehand, recording it, and then repurposing it into blogs, clips, social posts, and gated or ungated on-demand experiences. You’ll see how cadence, format variety, and smart follow-up turn webinars from one-off events into a scalable, ongoing growth engine.
How webinars build familiarity and trust by giving prospects a live, person-to-person experience of your team.
How to vary formats: product demos, expert interviews, customer panels, client-only sessions, workshops, and half/full-day virtual conferences.
How to integrate webinars with events and trade shows via live streams and candid “on the floor” content.
How to connect webinars with existing assets like white papers, articles, and event recaps to “squeeze the juice” from your content.
How to promote webinars with focused campaigns and registration landing pages that feed your prospect list.
How to record, transcribe, and repurpose sessions into blogs, snippets, and social content that keep working long after the live event.
How to choose frequency and format rotation so webinars stay engaging, not repetitive, while supporting long, complex B2B sales cycles.
Module 5.7 — Create Ads that Build Brand, Drive Leads and Generate Revenue
-
Learn the digital ad strategies that are proven to build your brand and pull leads to explore your content or website. We point out mistakes big companies like Microsoft and Google are making and deliver the framework to get consistent results for GTM and performance campaigns.
Learners will up-skill with the following concepts and strategies for planning and running B2B ad campaigns that actually generate revenue instead of vanity metrics. This lesson shows how to use both display and text ads across channels like LinkedIn, Google, Bing, industry newsletters, and social platforms in a way that is tightly aligned to your ICP, buyer group, and content strategy.
Also learn how to think about creative, placement, and measurement together: from bold, readable visual design and clear benefit-led headlines, to precise targeting, controlled bidding, and disciplined tracking of conversions and ROI over clicks. You’ll see how to connect ads to landing pages, emails, events, and content offers so every impression has a job to do in your funnel.
How to balance text ads (search and intent) with display and video ads (brand, education, and engagement) across Google, Bing, LinkedIn, and other channels.
Tightly target by account, job title, industry, and geography instead of “expand audience” and global defaults that waste budget.
How to mix “ask for business” ads with value-led ads that point to case studies, webinars, reports, and other useful content.
How to design ads with clear benefit headlines, strong hierarchy, legible type, bold backgrounds, and obvious button-style calls to action.
Keep campaign visuals consistent from ad to email to landing page so experiences feel trustworthy and connected.
Repurpose and recycle strong content assets (case studies, surveys, blogs) in new ad campaigns without feeling repetitive.
Structure campaigns and bidding manually, rotate creatives, and avoid over-automation that dilutes targeting.
Measure what matters—conversions, pipeline, and ROI over impressions and clicks—and troubleshoot gaps between ad performance and landing-page behavior.
Module 5.8 - 5.9 — Videos are Powerful to help Buyer Group Buy-In at all levels of the Funnel and an Excellent Content Investment
-
Learn how videos can be used at top, mid and bottom of the prospect journey to accelerate sales cycles.
Use video as a core part of a B2B marketing engine instead of a one-off “nice to have.”
This lesson shows how videos lift SEO, conversion rates, and buyer understanding, and how to plan them so they tell clear solution stories that match your buyer group.
Learn practical, low-friction ways to script, storyboard, produce, and repurpose video—even with limited budget or in-house skills—so each asset generates multiple downstream pieces of content and supports sales conversations directly.
Using short and long-form video to accelerate organic SEO and improve landing-page conversion rates.
Mapping different video types (explainer, capability, credibility, “how it works,” training, webinars, podcasts) to champions, detractors, and other buyer-group roles.
Turning a single long-form video into a library of clips, social teasers, blogs, case studies, and thought-leadership pieces.
Covering the three core stories every solution needs: capability (what you do and for whom), credibility (why you’re believable), and how it works (how the solution actually delivers results).
Storyboarding complex ideas into simple, visual narratives with a clear problem, resolution, and call to action.
Deciding when to use in-house, “rough but real” production versus outside agencies, and how to brief creatives with sketches, notes, and reference styles.
Structuring a video sales letter with hook, problem, solution, proof, offer, and CTA, and adapting that same structure to product pages.
Embedding human, conversational videos from sales or leaders into nurture emails and key pages (like demo request forms) to build trust and set expectations.
Module 5.10 — How Podcasts and Influencers can Promote Thought Leadership and Brand Authority
-
The global podcast listenership is growing daily — are you taking advantage of it?
How to use podcasts and influencers as long-term brand and authority builders rather than direct lead-gen tactics. This lesson shows where these channels fit in a B2B plan, especially for thought leadership, AI-search visibility, and creating promotable moments in your calendar.
Learn why most midsize and smaller companies should partner with existing industry podcasts and influencers instead of trying to launch and sustain their own show from scratch.
You’ll see how to pick the right voices, structure mutually beneficial collaborations, and repurpose each appearance into ongoing content fuel.
Positioning podcasts and influencer collaborations as PR-style brand authority plays, not primary demand-gen channels.
Using live and recorded podcast appearances to power email cadences, newsletters, and social promotion before and after each episode.
Turning podcast transcripts and recordings into blogs, thought-leadership pieces, downloadable PDFs, and site content that support AI and traditional search.
Choosing and approaching influencers whose audience, tone, and values align with your brand, then giving them freedom to speak in their own voice.
Plugging into an influencer’s existing channel and audience instead of building and maintaining your own show when resources are limited.
Structuring long-term relationships with key influencers so episodes compound into recognizable presence and authority in your category.
Deciding when an in-house podcast makes sense (typically for larger enterprises with dedicated staff and a consistent publishing cadence).
Module 5.11 — Sales Enablement that Accelerates the Sales Process
-
Learn what assets marketing can create that empower sales teams to keep prospects engaged, thwart competition and close deals faster.
Learners will up-skill with the tactics for using sales enablement to connect marketing’s assets directly to what reps need in real conversations. This lesson shows how to co-design tools, decks, and processes so sales can move deals faster, handle objections confidently, and keep messaging and visuals on-brand from first touch through close.
Learn how to build the “infrastructure” around sales enablement—templates, calendars, and a shared resource hub—so both teams work from the same source of truth and always have timely, valuable content for long, complex buying cycles.
Collaborating regularly with sales to understand stages, sticking points, objections, and what actually happens in late-stage calls.
Building and maintaining battle cards that map common objections to clear, value-based responses, and reusing this content for FAQs.
Equipping reps with four core artifacts on every call: solution brief, messaging matrix, relevant case studies/testimonials, and battle cards.
Designing flexible, on-brand presentation templates that sales can customize without breaking layout, style, or visual consistency.
Using layout, white space, icons, and chapter slides to make long decks easier to follow and less cognitively exhausting.
Providing simple style guides, brand-safe palettes, icon sets, and “yes/no” visual examples so non-designers can still stay on-brand.
Writing door-opening email and touchpoint templates that offer content value instead of generic “checking in” or demo requests.
Treating the solution brief as a core conversion asset, including it via PS links and mirroring product-page structure and messaging.
Creating and sharing a marketing content calendar so sales can plan timely, value-led touchpoints during long sales cycles.
Building a central resource hub as the single source of truth for decks, briefs, templates, logos, images, curated third-party links, and enablement content.
Module 5.12 — How to Use Valuable Gated Content for Prospect List-Building and Brand Authority
-
How do you create content valuable enough for prospects to give their contact information?
Learn the optimum way to gate valuable content to generate leads, increase brand value and leadership.
Create gated content that is genuinely worth an email address and fuels a healthy, permission-based nurture list. This lesson shows where gating still makes sense in modern B2B, how to choose the right offers, and how to design the full experience—from ad to landing page to follow-up email—so it feels valuable instead of extractive.
Learn how to structure, present, and promote gated assets so they pull in champions from your buyer group and then keep working for you across channels. You’ll see how smart gating, thoughtful UX, and consistent promotion turn a single high-value asset into both a brand builder and a repeatable lead source.
Clarifying when to gate (research, surveys, in-depth guides, workshops, courses, high-value videos) and when not to gate (solution briefs, case studies, product promos).
Aiming gated content primarily at the champion persona while sometimes engaging detractors, based on your buyer-group research and messaging matrix.
Using creative brainstorming and AI prompts (fed with real persona details) to generate strong gated-offer ideas.
Designing offers such as survey reports, industry outlooks, ebooks, white papers, subscriptions, and learning series that feel substantial and worth the trade.
Setting up the right automation flow: form → thank-you page → instant email with the access link, instead of exposing downloads directly on-page.
Writing landing-page copy that “sells” the content with benefits, bullets, and strong visuals, and then reusing that block in ads and newsletters.
Keeping forms minimal, adding clear privacy language, and reinforcing your solution brief as a helpful PS and secondary CTA.
Using separate landing URLs or variants to track channel performance and learn which ads and placements drive the best gated conversions.
Build your prospect nurture lists with permission-based prospects.
Module 5.13 — Build Your MarTech Stack for Adaptability and Use GenAI for Effective Content
-
Structure and pro tips: What's included in a lean, agile and effective MarTech stack for B2B lead generation.
Learn frameworks for assembling a modern B2B martech stack and using AI as a force-multiplier rather than a shortcut. This lesson shows the core capabilities your stack needs—list building, segmentation, automation, ad and social scheduling, CRM, and analytics—and how to choose tools that fit your company size and budget.
Learn practical ways to plug AI into that stack for research, content creation, and analytics, while avoiding lazy “AI slop” and over-automation that hurts deliverability, brand, and sales coordination. See how thoughtful tool choices and disciplined prompting can keep your tech nimble, data clean, and campaigns continually improving.
Selecting right-sized platforms (e.g., all-in-one vs. heavyweight CRM/automation) based on revenue, complexity, and team capacity.
Building permission-based prospect lists using sources like events, gated content, LinkedIn tools, and carefully vetted scrapers plus email validation.
Structuring list management and segmentation so you can target by industry, product interest, behavior, and event participation.
Orchestrating ad placement and social posting with schedulers that support multi-campaign, multi-channel planning without going stale.
Integrating CRM, marketing calendar, and analytics so sales and marketing see the same accounts, activities, and upcoming touches.
Using analytics to track engagement trends and UTM-coded performance instead of fixating only on volume.
Applying AI for research, competitive intel, content drafting, and analytics summaries while keeping strategy and quality control human-led.
Treating prompts like creative briefs, seeding AI with your own best-performing examples, and iterating across models to sharpen copy and ideas.
Module 5.14 — How to Make Referrals Happen — Get Solid Leads the Fastest Way Possible
-
Referrals are the single most efficient and fastest way to get qualified leads because they skip the top AND mid-funnel journey normally required to convert prospects into leads.
Learners will up-skill with the strategies for engineering referrals from existing customers without gimmicky incentives or consumer-style bribes. This lesson shows how to treat customers as VIPs to stay top-of-mind, spark organic evangelism, and make your product/service inherently shareable—cutting top-of-funnel costs while boosting credibility and close rates.
Learn how to design repeatable experiences (events, panels, exclusives) that create positive emotional spikes and social proof loops, turning satisfied users into active advocates who refer because they genuinely want their network to have the same great experience.
Treating customers as your most valuable asset and marketing to them just as aggressively as prospects to keep the brand alive and shareable.
Hosting customer-only webinars, power-user tips, and early-release announcements that make users feel privileged and heard.
Forming a customer advisory panel (4–8 members, quarterly meetings) to gather real feedback, credit ideas publicly, and align product roadmaps with user needs.
Building branded communities through events (in-person or virtual), with reels and highlights shared widely to extend the vibe to non-attendees.
Offering meaningful perks like swag store credits, discounts, or niche experiences that feel thoughtful without crossing compliance lines.
Setting up partner referral agreements with complementary businesses for mutual lead flow and kickbacks on closed deals.
Planning a 12-month customer nurture cadence with value-led touches, mirroring your prospect plan but tailored to retention and advocacy.
Module 5.15 — How to Generate Unlimited Ideas for Brand-Building and Engaging Content
-
Learn the creative process to generate high-quality ideas and problem-solve for any marketing areas: channels, strategies, campaign concepts, beating competitors, etc...
This module is a refresher review of Module 4 The Creative Process that Never Fails.
Generate unlimited, high-impact campaign ideas using a repeatable creative process instead of waiting for inspiration. This lesson recaps the creative problem-solving, skill-building concepts from prior modules and shows how to customize it for your business using the proven explorer-artist-judge-warrior framework.
Also see AI-assisted tools like Gamma for rapid prototyping (dumping transcripts or notes into instant decks/pages) while keeping human strategy at the center to avoid generic output.
You’ll see how to loop through the process for everything from quick ads to full campaigns, always tying back to your buyer group for relevance and results.
Applying the universal traveler framework (accept, analyze, ideate, select, implement, evaluate) to break down problems and invent resonant solutions.
Using the explorer role to gather inputs from idea catchers, walks, diverse stimuli, and pattern-spotting without premature judgment.
Entering artist mode to smash concepts, mind-map bubbles, work backwards, and incubate for “wow” breakthroughs beyond obvious fixes.
Shifting to judge mode for reality checks on feasibility, budget, timeline, and alignment with objectives.
Executing in warrior mode with clear plans, A/B/C testing (headlines, visuals, tones), and bold experiments.
Celebrating wins, dissecting losses, and refining quarterly to build a culture of predictable creative breakthroughs.
Leveraging AI tools like Gamma for instant visuals, decks, and layouts from raw copy while feeding in your brand data and best examples.
EVENTS
Module 6 — Get the Most Leads and ROI from Your Brand-Building Events
-
Learn strategies for turning events—trade shows, conferences, and virtual summits—into long-lasting brand and pipeline engines. This lesson shows how to design pre-, during-, and post-event tactics that maximize conversations, capture high-intent leads, and create reusable content instead of just “showing up with a booth.”
Also learn how to use themed after-parties, sponsorship partners, smart booth design, and video storytelling to extend the impact of one event for months.
See how to plan outreach, equip sales, and repurpose video footage so every show powers your nurture programs and positions your brand as the host, connector, and guide in your category.
Planning events six to ten months out with a week-by-week campaign matrix that covers logistics, outreach, and content capture.
Structuring pre-event outreach cadences for targeted attendees, assigning accounts to reps, and inviting prospects to VIP lunches or afterparties.
Designing and funding branded after-parties with sponsor partners, themed visuals, and registration pages that build a curated VIP list.
Using events to deepen relationships, not pitch—focusing on introductions, stories, and positive experiences that pay off when buyers enter a cycle later.
Keeping booth visuals bold and simple (clear seven-word tagline, short looping explainer video) to capture attention in four seconds.
Deploying QR codes on signage, screens, and clothing to drive to landing pages, solution briefs, prize registrations, and afterparty sign-ups.
Systematically capturing video and B-roll on-site, then repurposing it into recap videos, blogs, nurture emails, recruiting assets, and social posts.
Running post-event follow-up with tailored emails, PS links to solution briefs, and nurture inclusion for all contacts.
Hosting post-event webinars or online events that share key takeaways and extend engagement to those who couldn’t attend in person.
website strategy
Module 7.0 - 7.1 — Turn Your Website Into a Lead-Generation Machine
-
My experience with these tactics are not just a 10% increase in SQLs — results are typically 3X - 4X within 90 days after launch. (SQL = prospects contacting sales team asking for demo, solution proposal and cost estimate).
This vid is Part 1 in a 3 Part Series.
Link to the Website User Experience graphic & blog.
Up-skill with the concepts, frameworks, and strategies for turning your website into the high-converting, SEO/AI-optimized revenue accelerator that anticipates buyer questions before a sales call.
This lesson reveals Module 7's blueprint for diagnosing site friction, structuring pages to support rep-free journeys, and packing dense, scannable content that boosts dwell time and trust across the entire Buying Group.
Also learn battle-tested tactics like accordion tabs, mini-forms, and relevant resources to serve the Champions first while satisfying other stakeholders, ensuring your site becomes the gold standard for all campaigns. You’ll learn how to audit for "don't make me think" UX, align with messaging matrices, and create Buyer-Group-specific landing pages that capture leads faster without annoying pop-ups or walls of text.
Auditing existing pages for friction by watching new users navigate and repeat back your value prop, applying the “positive/meh/negative” engagement model from Module 3.
Answering the six core visitor questions in sequence: What is this? Why should I care? How does it work? Why should I believe you? What are steps to purchase? Post-purchase feel-good? With visuals, testimonials, and layered proof.
Guiding principle: "The more you tell, the more you sell"—use tabs, accordions, popups, and scrollable resource lists to density-pack 3-4 pages into one for SEO/AEO boosts.
Homepage as kiosk: Quick what/who/credibility (logos, testimonial sliders), no popups, paths to solutions, videos for engagement, AB test bounce/time metrics.
Solution/product pages: Hero benefits for champions, drill-downs (features/industries) for influencers, mini side-forms (name/email/demo) for 10-12% lift, footers with calendars.
About Us must-have: Leadership bios (missions/achievements), awards, community ties to build trust—no deal closes without buyer confidence in your team.
Evergreen campaign landing pages per persona/industry (e.g., cybersecurity for finance vs. healthcare), repeat modules, long scrolls over hops for better retention/SEO.
Brand consistency mandate: Site copy as gold standard—legal/sales-vetted, jargon-matched, updated diagrams, mirrored in ads/emails/presentations for stickability.
Module 7.2 — Landing Pages that Convert Prospects Into Qualified Leads
-
Part 2 of 3-part Website series.
Up-skill with the frameworks, and strategies for building dual-purpose landing pages—permanent solution hubs and time-limited campaign promos—that drive downloads, demos, and deals by layering value without distraction.
This Module 7.2 lesson breaks down layouts for gated content (ebooks, webinars), vertical-specific pages, and thank-you flows that nurture mid-funnel prospects into revenue.
It also demonstrates how to compress 2-3 pages of buyer-group-tailored content into tabs & accordions for SEO/AEO wins, weave in credibility, and dual-CTA forms (quick download + calendar) to boost conversions 4x over typical landing pages.
You'll master pro layouts that keep users 2+ minutes, lower bounce rates, boost SEO, that map to champions/influencers/detractors. Repurpose content for demand-gen emails with solution brief links.
Differentiating permanent solution pages (always-live, resource-rich) from campaign pages (gated content/event registration with defined lifespan).
Retaining full site nav on all pages for credibility/window-shopping, avoiding isolated "trap" designs that raise scam flags.
Campaign page flow: Hero benefit solution statement + benefit bullets, above fold; scroll down to mini-form/calendar + solution brief for dual conversion paths.
Thank-you page power-ups: "What to expect on call" agenda, calendar widget, solution brief link to extend engagement post-download.
Vertical/industry pages per campaign (e.g., one-product firm with finance vs. healthcare variants), mapping tabs to personas (champion/influencer/detractor).
Hero structure: Benefit headline + short intro + 4-5 bullets + explainer video + animating logos/awards/compliance badges (SOC2, HIPAA).
Tabbed density hacks: Buyer benefits/features/configs per tab (stay open for comparison), photos/happy faces for emotional lift, data-backed metrics with proof links.
Lower-funnel boosters: Named/title/company testimonials (photo if possible), scrollable related resources (webinars, briefs, datasheets), bottom CTA form.
Module 7.3 — How to Build Your Website for SEO and Conversions
-
Part 3 of 3-part Website series.
Link to the Hubspot AEO Guide
Master market-piercing frameworks, and strategies for the SEO/AEO hybrid that dominates B2B discovery in 2026—where Google still crushes B2B monthly professional searches (28:1 over AI tools) but Answer Engine Optimization surges for high-intent comparisons.
This lesson debunks "SEO is dead" panic, reveals user engagement as Google's top algorithm, and blueprints dense, video-packed pages that rank in both systems while feeding today’s growing rep-free journeys.
This course also covers ICP agent simulations for bottom-funnel prompts, subject-verb-object sentence structures for AI quotability, and digital PR plays that land authority backlinks—turning your site into a consensus-building machine for buyer groups.
You'll learn to compress features/benefits into scannable triples, hide transcripts in accordions, and measure AEO baselines to capture that critical 14%+ lift from hybrid optimization.
Proving SEO vitality: User dwell time (scrolls, tabs, videos) trumps keywords; AI searches handle late-funnel feature/price battles while Google owns brand discovery.
Hybrid best practice: 14% higher CTR combining SEO basics (H1 keywords, quality backlinks) with AEO (factual lists, comparisons, original survey data).
Video turbocharge: One embedded video can skyrocket organic rankings; pair with hidden transcripts (accordions/FAQs) for AI indexing without clutter.
ICP Champion agent: Build AI persona to generate high-intent prompts ("best cybersecurity website agency for startups") revealing content gaps/competitors.
Semantic triples structure: Subject-verb-object benefit statements ("HubSpot forms capture lead data on submit") reduce ambiguity, boost quotability over jargon hype.
AEO content winners: Commercial pages (what/how/comparisons), listicles, FAQs for detractors, glossaries, process diagrams, proprietary stats from client surveys.
Digital PR amplifier: Land "top 10" features, review sites, Reddit/Quora mentions; cross-link internal pages and authoritative externals for trust signals.
Keyword evolution: Long-tail buyer intent (i.e. “project management software for marketing teams") matching sales insights over volume; repurpose across ecosystem.
analytics
Module 8.0 — B2B Marketing Analytics: What to Focus on
-
Is having "as much data as possible" a good thing? No, it's not. There are two critical areas to focus on:
1) what you report to your leadership team and,
2) what to monitor to steer your campaigns to success.
Learn to ditch data obsession in favor of "only measure what you need"—focusing B2B KPIs on revenue lift, trends, and ecosystem guidance rather than vanity metrics or consumer-style spray-and-pray analytics.
This Module 8 opener flips the script: Marketing is NOT data with some creative thrown in; marketing is the creative ship with data as its compass — building long-term brand affinity for buyer groups over instant attribution.
This Module guides you to dashboard for CFOs (CAC/LTV/ROI trends tied to pipeline), test creative variants (splashy vs. upscale), and track un-measurables like flywheel paths with UTM/client boards—ensuring sales/marketing alignment without drowning in platform noise.
You'll master leadership storytelling: Trends over tactics, brand authority over impressions, and qualitative sales intel to justify ecosystem spend.
Rejecting "data-driven" hype: Prospects ignore your analytics; obsess on creative/customer experience, use data only to steer brand ecosystem (newsletters, ads, events).
Leadership dashboards: Simple revenue visuals (closed-won, Mktg ROI, CAC/LTV), integrated sales data, trends marketing activity to revenue % lifts, forward plans—no minutiae.
Ecosystem KPIs: Engagement (downloads/videos/time-on-page/bounce), high-intent conversions (demo requests/SQLs), branded searches, overall revenue lift vs. spend.
PPC reality check: Capture mid-funnel demand, segment high/low-intent, avoid expansion traps, balance with brand (algorithms shift, competitors bid).
Untrackable tracking: UTM everywhere (QR/print/newsletters), VoC quarterly (surveys/advisory boards/Reddit), self-attribution asks ("How'd you hear? What closed it?").
Brand impact proxies: CAC drop over time, pipeline/deal size growth, low-volume wins (e.g., IT datasheet critical to deals at BoFu), lag-adjusted ecosystem ROI (6-12 months).
Tools intel: SparkToro (audience hangouts), SimilarWeb (competitors), 6Sense (ABM insights), SEMRush (keywords)—buy stack tools after you know your strategy,strategy, chase intent over volume.
Module 8.1 - 8.3 — Guidelines for Automating Your Analytics and Trouble-Shooting
-
Learn strategies for leveraging AI to supercharge Module 8 reporting—turning raw transcripts/KPIs into polished decks via Gamma.app while sourcing Envato Elements for on-brand templates that elevate leadership presentations.
This final Module showcases AI as execution partner (not strategy replacement), avoiding "AI slop" with concept-first visuals that make trends pop.
It guides you to query proprietary data (HubSpot AI/Salesforce Einstein), automate lead scoring (1-4 star systems tracking return visits/downloads), and build trusted sales/finance dashboards—connecting ecosystem activity to pipeline/deal size/win rates.
You'll master troubleshooting funnels with analytics refinement, proprietary tools, and visual storytelling that lands budgets.
Gamma.ai workflow: Dump transcripts/notes → instant decks/pages with charts/icons/videos; perfect for KPI storytelling (trends > raw numbers) to leadership.
Envato Elements explorer hack: Royalty-free templates/icons/videos for presentations; brain-dump inspiration phase, customize to brand fonts/colors (avoid off-brand slop).
Proprietary AI queries: HubSpot AI/Salesforce Einstein for pipeline connections; Adobe Marketo Measure, Visible, Dream Data, Factors.ai, Metadata.io for trusted dashboards.
Lead scoring automation: 1-star (ad click/email submit), 2-star (return visits), 3-star (multi-downloads/videos), 4-star (technical briefs/case studies) → sales alerts.
Visual best practices: AI-generated but concept-driven; children's book style ok for memory hooks; vertical/circular charts auto-built from your numbers.
Execution guardrails: AI executes ideas (illustrations/charts), humans own strategy; modify outputs to match brand guidelines, use for videos.
Funnel refinement: Use scoring + analytics to troubleshoot (high activity → business ask); track return visits, gated content for hot prospects, etc…
Last part of video is a troubleshooting checklist to help diagnose common campaign problems when analytics paint a concerning picture.