b2b marketing | ideal customer profile | demand generation | b2b content | sales alignment | pipeline | lead scoring
What You Will Learn:
- Define an ideal customer profile using Jobs to be Done rather than demographics
- Build a messaging framework your sales team can actually repeat
- Generate demand so buyers arrive already knowing who you are
- Score and prioritise leads with a buyer journey matrix and an avatar
- Write a service agreement between marketing and sales that both sides keep
- Measure with output, outcome and impact instead of reach
- Connect acquisition cost, lifetime value and payback in one system
- Run an editorial calendar tied to the buying cycle, not to holidays
- Learn alongside Mike’s 1.6 million students from 185 countries
- Draw on the author’s work at Preply, Wargaming, iDeals and Alfa-Bank
Overview: Cutting Through the B2B Noise
Let’s be honest: most B2B marketing advice is either outdated “spray and pray” tactics or high-level fluff that looks great in a slide deck but fails the moment it hits a real-world CRM. After spending years in the trenches of the tech world, I’ve seen countless teams burn through venture capital because they couldn’t bridge the gap between “getting clicks” and “closing deals.” That’s where Mike’s course, B2B Marketing: ICP, Content, Demand and Sales, enters the chat. This isn’t just another series of lectures; it’s a blueprint for building a high-growth revenue engine.
What makes this course stand out is its refusal to treat marketing as a siloed creative department. Drawing on his massive experience at heavy hitters like Preply and Wargaming, Mike forces you to look at marketing through the lens of a business owner. He shifts the focus from vanity metrics—like those dopamine-inducing but ultimately useless “reach” stats—to impact and unit economics. It’s an aggressive, data-backed approach that turns marketing from a cost center into a predictable growth driver. Whether you are working on real-world projects for a startup or scaling a legacy enterprise, the insights here are surgical.
Prerequisites
While the course is structured to take you from beginner to advanced, you’ll get the most out of it if you’ve at least spent some time inside a marketing dashboard. You don’t need to be a coding wizard, but a fundamental understanding of what a lead is and how a sales cycle works is essential. The real prerequisite here is a mindset shift: you have to be willing to kill your darlings. If you’re married to the idea that “brand awareness” is an excuse for not measuring ROI, this course will be a wake-up call. It’s ideal for those looking for job-ready skills that actually translate to a P&L statement.
Skills & Tools
Mike doesn’t just talk theory; he dumps a massive toolbox of over 130+ industry-standard tools at your feet. This is like a hands-on lab for modern marketers. You’ll dive deep into:
- Demand Generation Frameworks: Moving beyond lead magnets to creating genuine “hand-raisers.”
- RevOps & Analytics: Connecting the dots between acquisition cost (CAC), lifetime value (LTV), and payback periods.
- Content Mapping: Developing an editorial calendar that mirrors the buyer journey matrix rather than just chasing trending hashtags.
- CRM & Lead Scoring: Setting up logic that ensures your sales team is only talking to high-intent avatars.
- Sales Alignment: Drafting a Service Level Agreement (SLA) that ends the perpetual war between marketing and sales departments.
By the end, you’ll be comfortable navigating the tech stack that powers the world’s fastest-growing SaaS companies.
Career Benefits & Job Roles
If you’re looking for career growth, this is your certification prep for the roles that actually pay well in 2024 and beyond. In an era of tightening budgets, companies are desperate for “T-Shaped” marketers who understand the full funnel. Completing this course prepares you for high-impact roles such as:
- Demand Generation Manager: Own the pipeline and prove your worth with data.
- Growth Marketer: Master the unit economics that VCs and stakeholders care about.
- Content Strategy Lead: Transition from a “writer” to a “revenue-driven strategist.”
- Marketing Operations (MOps): Build the systems that allow a 130-tool stack to actually function without breaking.
It’s about moving from a tactical executor to a strategic leader who has a seat at the executive table.
Pros
- The “Jobs to be Done” (JTBD) Framework: This is a game-changer. Shifting from demographic targeting (e.g., “Males aged 30-45”) to functional needs (e.g., “People trying to automate payroll”) makes your messaging ten times more effective.
- Operationalized Sales Alignment: Most courses just say “talk to your sales team.” Mike gives you the actual templates for a service agreement that defines exactly what a “qualified lead” looks like, ending the finger-pointing once and for all.
- No-Nonsense Unit Economics: The section on connecting CAC, LTV, and Payback is worth the price of admission alone. It’s the difference between playing at marketing and actually running a business.
- Massive Social Proof: Learning alongside 1.6 million students provides a sense of community and a proven track record that few other instructors can match.
Cons
- Tool Overload: While the “130+ tools” sounds impressive on a landing page, it can be genuinely overwhelming for a solo marketer. You’ll need to be disciplined about which industry-standard tools you actually implement, or you’ll spend more time configuring software than actually talking to customers.