B2B Marketing Fundamentals

What You Will Learn

• 1 Learn the core principles that distinguish B2B marketing from B2C and understand how business buying decisions are structured.
• 2 Understand how to define, segment, and profile B2B target markets using firmographic, technographic, and behavioral data.
• 3 Apply account-based marketing frameworks to identify high-value accounts and align sales and marketing around shared revenue goals.
• 4 Develop a B2B content strategy that addresses each stage of the buyer journey and speaks to the specific concerns of multiple stakeholders.
• 5 Build and manage demand generation programs across inbound and outbound channels to consistently fill the pipeline.
• 6 Understand B2B digital marketing channels including search, paid media, and social platforms and know how to deploy them effectively.
• 7 Analyze marketing performance using key B2B metrics, attribution models, and reporting frameworks that connect marketing to revenue.
• 8 Explore B2B sales enablement and learn how to create tools, assets, and processes that help sales teams close deals faster.
• 9 Implement customer marketing and retention strategies that grow revenue from existing accounts and reduce churn.
• 10 Create a go-to-market plan that integrates positioning, channel strategy, and campaign execution into a cohesive B2B marketing program.