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No card required · About fifteen minutes · Real course content, not a teaser

One more step after this: we email you a confirmation link. Click it and Module 1 unlocks straight away. We will then send a short series of emails about Advanced B2B Marketing: Media and Measurement. Unsubscribe any time.

What is in Module 1

The complete first module, not a sample

Module 1 installs the lens the rest of the course runs on: the difference between media that create demand and media that capture it, and the connective tissue in between. Once that distinction is settled, every later choice of channel, offer and metric has a defensible answer instead of being a matter of taste. The lessons are written rather than filmed, so you read at your own pace.

The central distinction: creation versus capture
Where the media sit: creation, capture and connective tissue
The Seed, Prime, Capture model
The Offer Commitment Ladder
Coverage beats choreography
Reading your media mix as a portfolio
Consolidate and decide, with the sources behind each claim
Apply it, using the course workbook
Knowledge check

The exercise

You audit your own paid media mix. Sort every line item into creation, capture or connective, label it Seed, Prime or Capture, work out the share of spend sitting at each stage, and check whether each offer matches the readiness of the stage it is running in. It usually finds the gap in about twenty minutes.

The rest of the course

Eight modules for marketers who already have the fundamentals. Each one ends the same way: consolidate and decide, apply it, knowledge check.

1. The media landscape
2. Seed: broad-reach creation media
3. Prime: nurture and consideration media
4. Capture: search and review sites
5. Measurement: attribution, incrementality and mix modelling
6. Account-based marketing as an operating model
7. The operating environment: privacy, data and the future of measurement
8. Putting it together: portfolio, optimisation and the Advanced Brief

What you finish with

The Advanced Brief. Built a section at a time across the eight modules, starting with the media landscape section you write in Module 1. A complete media and measurement plan for your own business, with the reasoning behind each choice written down so you can defend it.

Start Media and Measurement free