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Full-Funnel System B2B Marketing
Before you'll start
Welcome video (2:17)
Students community
What is system full-funnel B2B marketing (15:31)
5 core B2B marketing goals (11:02)
The core elements of B2B marketing system (21:08)
Slides
Full-funnel B2B marketing framework (70:37)
Full-funnel framework slides
Home Work (3:13)
MODULE 1: MARKET SEGMENTATION AND IDEAL CUSTOMER PROFILE
What this module is about (0:50)
Unit 1. Analyze your existing customer database (12:05)
Unit 1. Homework
Unit 2. How to segment market using standard criteria (17:33)
Unit 2. Homework + Market Segmentation Template
Unit 3. Adding non-standard criteria for more efficient market segmentation and evaluation (9:04)
Unit 3. Homework + Market segmentation checklist
Unit 4. How to create an ideal customer profile (33:26)
Unit 4. Homework + ICP template
Unit 5. How to enrich ICP with in-depth interviews (9:47)
Unit 5. Homework + ICP in-depth interview questions
Unit 6. How to define buying committee (27:07)
Unit 7. Account Segmentation (27:26)
MODULE 2: COMPETITORS ANALYSIS
Lead generation channels analysis (27:35)
Positioning and USP analysis (5:10)
Sales funnel analysis (12:39)
Pricing policy analysis (10:55)
SWOT analysis (10:24)
Service analysis (10:47)
Templates: competitors analysis and SWOT analysis
Slides
Home Work (0:38)
Tech stack analysis (8:42)
Ads analysis (34:17)
MODULE 3: POSITIONING AND UNIQUE VALUE PROPOSITION
How to develop a positioning (27:50)
How to create Unique Value Proposition (26:28)
How to validate positioning and UVP (6:13)
MODULE 4: THE B2B CUSTOMER JOURNEY
B2B customer journey or buying process (16:41)
Marketing Funnel and Marketing Qualification (4:50)
Lead generation on awareness stage (9:49)
Lead generation on consideration stage (5:15)
Lead generation on decision stage (5:27)
Sales funnel goals and Micro Stages (14:04)
Lead nurturing (9:16)
Progressive profiling (5:10)
Sales Qualification (4:48)
After-sales service (11:33)
Retention stage (4:09)
NPS Survey Template
Slides
Home Work (2:25)
MODULE 5: RFM ANALYSIS
RFM analysis (24:57)
RFM analysis template
Presentation
Home Work (0:40)
MODULE 6: MARKETING STRATEGY AND MARKETING PLAN
Marketing strategy (11:10)
Marketing budget (4:37)
Marketing plan (13:19)
How to choose marketing tools and channels (5:57)
Templates: Marketing Strategy, Marketing Plan, Set Of Tools, 95 Marketing Tools
Slides
Home Work (0:59)
Account and budget planning (13:17)
MODULE 7: B2B MARKETING ANALYTICS
Lead generation campaigns efficiency (7:14)
Lead nurturing efficiency (2:16)
RFM-based campaigns efficiency (3:01)
Activation campaign efficiency (2:57)
Marketing report (10:40)
Marketing report template
Slides
Home Work (1:51)
MODULE 8: BUILDING MARKETING TEAM
B2B marketer responsibilities (18:45)
B2B Marketer KPI's (2:23)
Interview questions (7:00)
Compensation plan (8:19)
Professional development plan (9:45)
Templates: Compensation Plan, Interview Questions, Marketer Responsibilities
Slides
Home Work (1:27)
COURSE SURVEY
Course survey
WHAT'S NEXT? FULL-FUNNEL ACADEMY
Full-Funnel Academy
Positioning and USP analysis
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