B2B & Enterprise

B2B Marketing

Market to businesses, not to a single buyer who clicks once

12 lessons4 modules9h 35m durationbeginner level

Instructor: StretchLearn Faculty

About this course

B2B marketing fails when teams treat a six-month, multi-person purchase like a one-click consumer sale. This course replaces that with the methods demand-gen teams actually use, including ICP and TAM-SAM-SOM sizing, the 6-to-10-person buying committee, the demand-creation versus demand-capture split, lead scoring and the MQL-to-SQL handoff, the SiriusDecisions and Bowtie funnel models, and a marketing-sourced-pipeline number you defend to a CFO. You will leave able to target the right accounts, build nurture that respects a long cycle, align with sales on a shared SLA, and report on pipeline and CAC payback rather than vanity metrics.

Curriculum

Module 1: Foundations: How B2B Buying Actually Works3 lessons

Why B2B Is Not Just B2C With Bigger LogosPreview45m
Defining Your ICP and the Buying Committee🔒50m
Sizing the Market: TAM, SAM, and SOM🔒45m

Module 2: Demand Generation: Creating Demand and Capturing It3 lessons

Demand Creation vs Demand Capture🔒50m
The B2B Content Engine That Feeds the Funnel🔒50m
Channels: Choosing Where B2B Demand Lives🔒45m

Module 3: Lead Management: Scoring, Nurture, and the Sales Handoff3 lessons

Lead Scoring: Fit Plus Behavior🔒50m
Nurture Built for a Long, Multi-Stakeholder Cycle🔒50m
The MQL-to-SQL Handoff and the Marketing-Sales SLA🔒45m

Module 4: Pipeline and Measurement: Proving Marketing's Value3 lessons

Funnel Math: From Pipeline Target to Top-of-Funnel Volume🔒50m
Attribution and Marketing-Sourced Pipeline🔒50m
CAC, Payback, and Reporting to Finance🔒45m