B2B Marketing & AI Education
Back to Marketing
Why fundamentals matter more than ever.
AI hasn’t changed the fundamentals of marketing. It has made them impossible to ignore.
Most marketers don’t need another AI prompt. They need stronger judgement. They need better strategic thinking.
They need to understand why marketing works before deciding how AI should help them execute it.
FP Collectiv exists to help marketers get back to first principles, combining evidence, commercial judgement and practical experience to make better marketing decisions.
Evidence informs. Judgement decides.
Two tracks. One membership.
B2B MarketingFundamentals
The strategic foundation most marketers were never taught. Nine modules ending in your One-Page Growth Strategy, the document that changes how you operate.
See what's insideMedia and Measurement
Channel by channel through media, measurement and ABM, ending in the Advanced Brief. For marketers ready to run the whole engine.
See what's insideFoundations
The strategic foundations of AI for marketers: what it really does, where it fits your work, and why your judgment just became more valuable. What AI can, and can't, do for your marketing.
See what's insideWorking with AI
The applied course for consistent, repeatable results from AI. Brief AI like you brief an agency, iterate deliberately, and build a prompt library and working method that are yours for good.
See what's insideProductivity for Marketers
The third course in the Marketing & AI track: putting your working method to work across the marketing tasks you repeat every week, so the hours come back.
See what's insideMembership
All five live courses across the B2B Marketing and Marketing & AI tracks, and every course still to come, for as long as you are a member. Cancel any time.
Join monthlyMembership
Everything in the monthly plan at the annual founding rate, held for as long as you stay a member. All existing and future courses in both tracks, included the whole time.
Join annualBuilt for marketers ready to think strategically
We would rather you know before you enrol. FP Collectiv is a serious investment of your attention, and it is not for everyone.
This is for you if
- You are a B2B marketer who was promoted for execution and is now expected to think strategically
- You want frameworks backed by published evidence, not someone's playbook
- You are building toward senior roles and need the capability, language and confidence to match
- You would rather finish with a working document than a folder of notes
It is probably not for you if
- You are looking for growth hacks or quick tactical wins
- You want someone to hand you a template without the thinking behind it
- You are after consumer marketing; everything here is built for B2B
Built for marketers who learn by thinking and doing
Every module follows the same rhythm, designed around a full-time job: understand the evidence, apply it to your own market, prove it stuck, and leave with something you can use at work.
Short, sourced lessons
Focused lessons built on published evidence, never opinion. Every claim carries its source.
Practical exercises
Each module ends with an exercise that turns the thinking onto your own company and market.
Knowledge checks
Quick checks confirm the ideas stuck before you build on them in the next module.
A real deliverable
You finish with a working document: a One-Page Growth Strategy, an Advanced Brief, an AI Working Charter. Not notes, an asset.
Evidence-based thinking for strategic marketers
Defend Your Marketing Budget
What the evidence says about protecting marketing investment when the CFO comes asking, and how to make the case in their language.
Read the article → B2B Marketing FundamentalsThe B2B Funnel Is a Myth
Buyers don't move through neat stages. What the research shows about how B2B buying actually happens, and what to do instead.
Read the article → Marketing & AIWhat Can AI Actually Do in Marketing?
What AI can do in marketing, what it can't, and why the line is jagged. The research-backed capability map every marketer needs before buying anything.
Read the article →Prefer it in your inbox? Back to Marketing is our fortnightly essay on marketing, judgement and AI. No hype, unsubscribe any time.
Experience the courses before you enrol
Module 1 of B2B Marketing: Fundamentals and Module 1 of Marketing & AI: Foundations are both free. Real course content, not a teaser. No card required. Or join the membership and get every course in both tracks.