The strategic foundation
most marketers were never taught
Nine evidence-based modules that end with your One-Page Growth Strategy: the document that changes how you plan, argue for budget, and operate.
Start the courseNine written modules, about 4.5 hours in total · Certificate of completion · Level: beginner to intermediate · Founding price ends 31 December 2026, then US$249 · Or start Module 1 free
Most marketers learned tactics first. The strategy underneath was never taught.
You can run campaigns, write copy, and read a dashboard. But when the questions get bigger: why should budget go to brand, who exactly are we for, what would you cut and why, most marketers are improvising. Not because they lack talent, but because nobody taught them the discipline underneath the deliverables.
This course is that missing foundation. Nine modules of evidence-based B2B marketing: how buyers actually buy, how brands actually grow, and what the research really says, built into decisions you make on your own business as you go.
If you've done a digital marketing certificate, or learned paid media, SEO, email or social on the job, you already know how the channels work. This course covers the marketing decisions that sit above them: who the business sells to, what it should be known for, how the budget splits, and how to show the board what worked.
Why this course is different
Evidence, not opinion
Every module is built on named research: How Brands Grow, The Long and the Short of It, the 95:5 rule, Gartner's buying journey work. You leave knowing what the evidence says, and how to cite it when challenged.
Decisions, not just concepts
Every module ends with better decisions you can make immediately: what to say no to, how to split budget, which metrics to stop reporting. Theory only counts here when it changes what you do.
One system, one page
The whole course builds toward your One-Page Growth Strategy. Each module adds a decision to the page, so you finish with a strategy you can defend in any room, not a folder of notes.
What's inside: nine modules, one system
Written lessons, real-world evidence and a knowledge check in every module. Each module takes about 30 minutes, so the course takes about 4.5 hours. One or two modules a week fits alongside a full-time job.
What B2B Marketing Actually Is
Marketing is a discipline, not its visible outputs, and it is one of only two functions that create customers. Learn to define marketing's real role and defend its place in budget and structure conversations.
How B2B Buying Actually Works
Ninety-five percent of your market is not buying today, and the average purchase involves six to ten decision-makers. Learn to reach the full buying committee and get onto shortlists before the buying process starts.
Segmentation, Targeting and Positioning
Build a three-layer Ideal Customer Profile: firmographic, situational, and behavioural. Decide which accounts you are for, which you are not, and own a position in the buyer's mind before they are in market.
Brand and Demand
Demand has two jobs: creating it for the 95 percent not yet in market and capturing it from the 5 percent who are. Learn the evidence-based budget split, and how to defend brand investment that does not convert this quarter.
The Funnel Myth and the Real Buyer Journey
Real buyers loop between exploration and evaluation; they do not flow down a funnel. Learn where to meet them in the messy middle, and why presence over time beats precision in the moment.
Content Strategy for B2B
B2B content does four jobs: thought leadership, education, proof, and sales enablement. Build a content system around the associations you want to own, then multiply every asset with the repurposing waterfall.
Channel Strategy and the Media Mix
Every channel is paid, owned, or earned, each with different cost, trust, and time horizons. Choose channels by where your buyers actually are and the job each does, then build a mix that feeds itself.
Measurement and Marketing Metrics
Attribution misses 40 to 60 percent of the touchpoints behind B2B decisions. Build a three-layer measurement system across brand, demand, and revenue, and translate every metric into the language the board speaks.
Your One-Page Growth Strategy
The final module brings every decision from the previous eight modules onto a single page. Pressure test it for coherence, scenarios, and the pre-mortem, and leave with the document you plan, budget, and operate from.
Nine modules, each with a knowledge check. Complete them all and your Certificate of completion is issued automatically.
What you will have built by the end of B2B Marketing: Fundamentals.
- Your One-Page Growth Strategy: the single page you plan, argue for budget, and operate from
- A three-layer ICP and positioning statement: who you are for, who you are not, and the position you own
- A brand and demand budget split: creation versus capture, backed by the evidence
- A three-layer measurement framework: brand, demand, and revenue, translated for the board
- A channel mix you chose deliberately: including the channels you will not use, and why
- Your Certificate of completion: issued automatically when all nine knowledge checks are done
Is this for you?
This course is for you if:
- You work in paid media, SEO, email, social or digital marketing, and learned marketing on the job
- You've been promoted, or want to be, into a role where you own the plan or the budget
- You want to argue for budget with evidence rather than opinion
- You'd rather build one strategy you can defend than chase another tactic
Probably not for you if:
- You want channel hacks and growth tricks
- You're after a consumer marketing course: this is B2B to its core
The skills the next role asks for
Marketing manager, demand generation manager and head of marketing roles are judged on decisions, not on channel output. They ask you to pick the segments the business should serve, write a position it can own, split a budget between building demand and capturing it, and report results the board will accept.
Fundamentals teaches each of those decisions, and you make them on your own business as you go. You finish with your One-Page Growth Strategy and a Certificate of completion.
Choose how you join
This course
B2B Marketing: Fundamentals
Founding price until 31 December 2026 · one-time payment · instant access · 14-day money-back guarantee
- All nine modules with written lessons and knowledge checks
- Your One-Page Growth Strategy, built module by module
- Named research behind every claim, cited in every lesson
- Certificate of completion, issued automatically
- Ongoing access with no renewal fee, including updates
Best value
Back2Marketing Membership
Founding rate, held for as long as you stay a member · closes 31 December 2026 · or US$29/month
- All existing and future B2B Marketing and Marketing & AI courses, included with your monthly or yearly membership
- Every course still to come, included the day it is released
Not ready? Start Module 1 free and see how we teach.
Judge it on the work
Back2Marketing is new, and we'd rather tell you that plainly than manufacture social proof you can't trust. What you can judge is the work itself: start Module 1 free, read the evidence behind every claim, and decide whether the explanation is clearer than what you've found elsewhere. Every lesson cites its sources, every module ends in decisions you can act on, and every course carries a 14-day money-back guarantee. If the course is not what we have described, tell us within 14 days and we refund you in full.
Questions, answered
Nine modules of about 30 minutes each, so about 4.5 hours in total. There's no deadline, and one or two modules a week fits around a full-time job.
No. Digital marketing certificates usually teach how to run the channels and tools. This course teaches the decisions that come before the channels: segmentation, targeting, positioning, budget and measurement.
If you buy the course on its own, you pay once and keep access with no renewal fee. If you get it through a Back2Marketing membership instead, your access lasts as long as your membership is active.
Yes. Complete all nine modules and their knowledge checks and your Certificate of completion is issued automatically.
No. It's a Certificate of completion from Back2Marketing. It shows you finished all nine modules and passed every knowledge check. Your One-Page Growth Strategy is the stronger proof of what you can do.
Yes. Every course and the membership carry a 14-day money-back guarantee. If it is not what we have described, email hello@back2marketing.com within 14 days of purchase and we refund you in full.
Founding pricing ends 31 December 2026. After that, the course moves to its standard price. Anyone who bought at founding price keeps everything, including updates.
If you want this course alone, buy it. If you'd take even one more course this year, the membership is the better decision: it includes all five live courses across both tracks and every course still to come, for as long as you are a member. US$290 a year (or US$29 a month) at the founding rate.
Advanced B2B Marketing: Media and Measurement builds directly on the One-Page Growth Strategy you create here, taking you deeper into media strategy, measurement, and ABM. Most people take the two in order.
Stop improvising. Start operating from a strategy.
Nine modules from now, you will hold the One-Page Growth Strategy: who you are for, where the budget goes, and why. Founding price ends 31 December 2026.
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