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B2B Marketing: Get on the Buyer's Shortlist, 420+ Tools
2,893 students
B2B Marketing: Get on the Buyer's Shortlist, 420+ Tools
The shortlist is set before the buyer calls? B2B marketing, ideal customer profile, content, demand generation, RevOps
Last updated 9/2026
English
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What you'll learn
- Be known before the buyer fills in a form: take 420+ ready templates, procedures, checklists and question lists in 55 downloadable resources
- Agree what a good lead is with sales using the Lead handover agreement from the first lecture
- Define the ideal customer profile with Jobs to Be Done, customer journey mapping and customer research
- Build product and portfolio decisions on product-market fit, the BCG and McKinsey matrices and unit economics
- Build brand authority with a messaging framework, key narratives, an editorial calendar and executive thought leadership
- Run B2B channels: website, referrals, email, SEO, video, paid search, remarketing and social ads, with a monthly report
- Build the sales machine: credibility, hiring and coaching sellers, lead scoring and a two-way agreement between marketing and sales
- Run revenue operations with a unit economics calculator, a CRM audit and gap analysis workbook and a RevOps CEO dashboard
- Roll out revenue operations in 90 days with an automation roadmap, a tech stack audit and a 90-day implementation workbook
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
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Course content
16 sections • 45 lectures • 24h 47m total length
Requirements
- Experience in marketing, sales or running a B2B business
- No analytics background required: every metric comes with a template or a calculator
- Nothing to buy for the course itself: the presentations and 12 working files are attached to the lectures
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
Selling to a business is not selling to a person in a different tone of voice. It is a different decision, made by more people, over a longer time. Here are 426 tools for it: 260 ready-to-use templates, procedures, checklists, question lists and AI prompts, 116 models and methods, 38 services shown on screen and 12 working files.
Open a lecture, take the template, apply it to your next campaign.
Half the buying cycle happens without you in the room
Five to seven people sign off, each with a private reason to say no. The cycle runs for months, and for most of it the buyer is reading, comparing and asking colleagues, none of which appears in your analytics. By the time somebody fills in a form, the shortlist already exists and you are either on it or you are not.
What changes after this course
You can describe exactly who buys and what job they hire you to do. Your content arms the person who has to defend the choice to their own manager. Your channels are measured by output, outcome and impact. Marketing and sales work under one agreement and one funnel. And revenue operations show where the funnel leaks and what each customer costs and returns.
A note on two blocks
The channel block was recorded around recruitment marketing: the mechanics are general and the examples are about vacancies, which transfer with little loss, since a buyer and a candidate research you the same way. In the sales block, nine lessons are about hiring, training and paying salespeople, because in business selling the salesperson is part of the marketing machine.
What is inside: 426 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 55 downloadable resources: the lecture presentations plus 12 working files, from the Lead handover agreement to the RevOps 90-day implementation workbook
- 260 ready-to-use tools inside the presentations:
- 62 templates and sample documents: value proposition builder, competitive positioning, customer journey map, editorial calendar
- 55 step-by-step procedures and workflows: market research, key message design, content factory, marketing automation
- 52 checklists: customer research, product-market fit signals, LinkedIn profile, buyer engagement validation
- 38 question lists and scripts: customer interview script, buyer persona questionnaire, buyer work context, decision-maker outreach script
- 26 scorecards, rubrics and matrices: competitive positioning map, stakeholder power-interest matrix, value verification matrix, impact-effort matrix
- 15 ready AI prompts: lead scoring model, revenue funnel audit, lead routing design, RevOps dashboard
- 10 formulas and metric sets: AARRR funnel metrics, engagement and retention metrics, PR output-outcome-impact metrics, revenue funnel KPI targets
- 2 other working tools: PMF diagnostic sheet, sales performance diagnosis guide
- 116 models and methods explained with examples: Jobs to Be Done, Message House, owned-earned-shared media, multi-touch attribution
- 38 services shown on screen, including HubSpot Sales Hub, LinkedIn Campaign Manager, Google Ads, Meta Business Suite and SendPulse
Where the tools are
- Start here (1 tool). The Lead handover agreement: agree what a good lead is.
- Who buys (3 sections, 130 tools). Customer voice, product-market fit, portfolio, Jobs to Be Done, journey mapping, product analytics, monetisation and scaling.
- Authority (2 sections, 73 tools). Brand authority, messaging, content channels, executive thought leadership, crisis communications and PR measurement.
- Channels (2 sections, 53 tools). Website, referrals, chatbots, email, video, SEO, paid search, social ads and channel analytics.
- The sales machine (6 sections, 113 tools). Buyer trust, sales talent, prospecting, onboarding, training, coaching, pay, demand generation, lead scoring, alignment and experiments.
- Revenue operations (2 sections, 89 tools). The revenue funnel, CAC, LTV, payback, churn, CRM as the system of record, automation, forecasting and a 90-day rollout.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.
At Preply I saw what segmentation gives a business: the marketing team split learners into people building careers, travellers and people building relationships, and built separate programmes for each segment rather than one generic course. At iDeals we needed to understand an audience we barely had inside the company, so we worked with a research partner, agreed a profile, interviewed about twenty people from that audience and built the brand around the five principles they gave us.
How to use the course
Start with the first lecture and agree the definition of a good lead with sales. Then go through the blocks in order, or open the one where your pipeline is weakest. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 45 lectures across 16 sections, 25 hours
- 55 downloadable resources: lecture presentations and 12 working files
- 426 tools across the lessons, including 38 services shown on screen
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
Write down the last three deals you won and when each buyer first heard of you. If the answer is "when they filled in a form", start with the first two blocks. Enrol now and start your first lesson today.
Who this course is for:
- B2B marketers who need to generate demand, not only content
- Founders of B2B companies whose growth depends on a few channels
- Sales and marketing leaders who want one revenue system instead of two departments
- Product and growth managers in B2B companies
- Revenue operations specialists building the funnel, CRM and reporting