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B2B Digital Marketing Masterclass
New
6 students

B2B Digital Marketing Masterclass

Build B2B positioning, demand generation, ABM, RevOps, conversion, forecasting, retention, and scalable revenue.
Created byDr. Law Payne
Last updated 10/2026
English

What you'll learn

  • Build a complete B2B revenue system connecting market selection, positioning, demand, pipeline, conversion, retention, and growth.
  • Develop differentiated positioning and stronger offers around buyer priorities, perceived risk, evidence, and the cost of inaction.
  • Design coordinated content, outreach, and paid-acquisition programs that create and capture qualified demand.
  • Improve landing pages, qualification, nurturing, lead routing, sales handoffs, and funnel progression.
  • Evaluate customer acquisition cost, contract value, conversion, sales velocity, retention, expansion, and lifetime value.
  • Select high-value target accounts using fit, pain, change, access, and potential economic value.
  • Map complex buying committees and adapt evidence to economic buyers, champions, evaluators, blockers, and end users.
  • Coordinate marketing, sales, customer success, and executive actions through an account-based strategy.
  • Define reliable lifecycle stages and diagnose revenue leakage using conversion, velocity, aging, and loss evidence.
  • Build more credible forecasts using stage-weighted, category, cohort, and structured deal-inspection methods.

Course content

2 sections • 7 lectures • 1h 1m total length

  • The B2B Growth System—From Market to Revenue7:26

    Understand how market selection, positioning, demand creation, pipeline, revenue, retention, and expansion form one connected system. Diagnose why isolated tactics fail and identify the constraint limiting growth.

    Learning objective: Analyze a B2B organization as a complete revenue system rather than a collection of marketing channels.

  • Positioning, Offers, and the Psychology of the B2B Buyer6:49

    Learn how B2B buyers evaluate change, risk, trust, differentiation, proof, and internal consequences. Build positioning and offers that make value specific and help a buying group justify action.

    Learning objective: Develop buyer-centered positioning that connects a costly problem to a credible, differentiated outcome.

  • Demand Generation—Content, Outreach, and Paid Acquisition6:36

    Connect thought leadership, educational content, paid media, outbound outreach, and sales follow-up around buyer problems. Distinguish attention from intent and lead volume from qualified demand.

    Learning objective: Design a coordinated demand-generation system that creates belief, captures intent, and contributes to pipeline.

  • Conversion and Sales Alignment—Turning Attention into Pipeline6:16

    Improve conversion paths, qualification, routing, response time, nurturing, objections, and marketing-to-sales handoffs. Examine where trust and momentum break down throughout the funnel.

    Learning objective: Diagnose and remove conversion friction while aligning marketing and sales around shared revenue outcomes.

  • Measurement, Retention, and Scalable Revenue Growth6:42

    Connect marketing performance with customer economics. Evaluate acquisition cost, conversion, velocity, margin, retention, expansion, and lifetime value to make better allocation and scaling decisions.

    Learning objective: Use financial, behavioral, and customer evidence to guide sustainable growth decisions.

Requirements

  • No advanced marketing software or technical experience is required.
  • A basic understanding of business, marketing, sales, or customer acquisition is helpful but not required.
  • Learners should be prepared to analyze markets, buyers, revenue data, and organizational processes critically.
  • A real or fictional B2B product, service, or company can be used for the course application exercises.

Description

This course contains the use of artificial intelligence.

Most B2B marketing fails for a simple reason: companies collect tactics without building a complete revenue system.

Traffic, content, advertising, automation, and sales outreach can generate activity. But activity does not automatically produce qualified demand, trusted buying relationships, stronger conversion, customer retention, or profitable growth.

B2B Digital Marketing Masterclass teaches you how to connect the entire customer journey—from market selection and positioning to pipeline creation, sales alignment, account-based marketing, forecasting, retention, and scale.

Dr. Law Payne combines advanced strategy with practical business application. He is a nine-figure entrepreneur, a two-time recipient of ClickFunnels’ top-tier revenue award, a ten-time Two Comma Club award winner, an eight-time Eight Figure Club award winner, and a former Director of Growth Marketing and Creative Strategy responsible for more than one billion dollars in managed sales.

The course begins with the B2B growth system. You will learn why disconnected marketing tactics fail and how markets, messages, demand, pipeline, revenue, and retention work together.

You will then examine positioning, offers, and buyer psychology. Instead of relying on generic claims, you will learn to define a valuable problem, communicate meaningful differentiation, make the cost of inaction visible, and reduce the risk surrounding a purchase.

The demand-generation lecture explains how content, outreach, paid acquisition, and sales follow-up can create and capture qualified demand. You will learn why attention is not the same as intent and why lead volume is less important than pipeline quality.

Next, you will improve conversion and sales alignment. You will examine landing-page clarity, qualification, lead routing, response time, stakeholder context, objections, handoffs, and funnel progression.

Measurement, retention, and scale are treated as leadership disciplines—not dashboard decoration. You will connect acquisition cost, sales-cycle length, contract value, gross margin, customer lifetime value, retention, expansion, and customer economics to better resource-allocation decisions.

Section Two advances the course into account-based marketing and revenue operations. You will learn how to select high-value accounts, map complex buying committees, create role-relevant account experiences, coordinate marketing and sales activity, and measure genuine account progression.

The final lecture integrates lifecycle design, revenue leakage, forecasting, pipeline inspection, dashboards, and structured growth experiments. You will learn to diagnose the constraint before choosing a tactic and to turn uncertainty into disciplined organizational learning.

This course is designed for business owners, B2B marketers, consultants, agency professionals, sales leaders, growth leaders, graduate students, and professionals who want more than surface-level marketing advice.

You will leave with frameworks you can apply immediately: an account-selection scorecard, a buying-committee map, a revenue-leakage analysis, a forecasting model, an operating dashboard, and a structured growth-experiment brief.

Who this course is for:

  • Business owners and entrepreneurs building a repeatable B2B customer-acquisition system.
  • B2B marketers responsible for positioning, content, lead generation, paid media, automation, or pipeline.
  • Sales and revenue leaders seeking stronger alignment, qualification, forecasting, and funnel performance.
  • Consultants and agency professionals who want to diagnose client growth systems more strategically.
  • Customer-success and RevOps professionals connecting acquisition, adoption, retention, and expansion.
  • Graduate and doctoral business students studying marketing strategy, growth, buyer behavior, or organizational performance.
  • Professionals who want practical frameworks grounded in real revenue leadership—not disconnected marketing tactics.

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