Digital Marketing B2B from A-Z: Learn Digital Marketing from a Silicon Valley Marketing Executive with top MBA, F100 XP
☑ Digital Marketing
☑ Social Media Marketing
☑ B2B Marketing
☑ Lead Generation
☑ Customer Acquisition
ATTENTION B2B DIGITAL MARKETING STUDENTS: Learn the strategies and nitty-gritty tactical details of acquiring business customers cheaply and quickly through digital marketing and modern social media marketing. Get executive-level training from a former VP of Marketing and college instructor with Fortune 100 experience–at a fraction of the cost of an executive digital marketing training courses!
This is the ultimate course on B2B digital marketing. I was a global marketing manager for Sony and a Vice President of Marketing for a Google accelerator startup. For the past 11 years I’ve worked with countless early and mid-stage companies with their digital B2B digital marketing. I also taught college-level digital marketing.
I studied B2B marketing and digital marketing at the #1 ranked marketing school in the US–the Kellogg School of Management. This is where the father of marketing himself, Philip Kotler, teaches.
The primary benefit of this course is learning how to acquire customers cost-effectively. But in the process of teaching you demand generation, you’re also going to learn a lot about B2B marketing strategy and high-level, long-term planning and digital brand-building.
If you feel anything is missing, you’re welcome to write me!
Key digital marketing topics:
- Demand generation and lead generation planning across various outbound and inbound channels
- Basic and advanced LinkedIn digital marketing with real examples of campaigns I ran
(as well as other social media marketing channels including Facebook and Twitter) - Cold email digital marketing and execution with real examples of manual and digital marketing automated campaigns
- B2B copywriting using my SPF framework and psychological fundamentals
- Account based digital marketing (ABM) with execution details
- B2B conversion rate optimization (CRO)
- B2B digital marketing content creation using real examples and case studies
This course is for anyone involved in B2B digital marketing, including freelancers, agencies, copywriters, entrepreneurs, and marketing managers and executives at companies large and small.
Let’s get started!
P.S., While there is a strong emphasis on LinkedIn digital marketing in this course, I will talk about fully integrated campaigns that involve Facebook, Twitter, and other channels. A fully-loaded B2B marketing campaign leverages the advantages of each social media marketing channel.
P.P.S., You’re welcome to ask me your toughest B2B digital marketing questions! I like a good challenge.
Learn from a master strategist and tactician without paying hefty consulting fees.
English
Language
B2B Lead Generation
Your list and why personas aren’t adequate
Pointless personas
The best approach
Finding or buying a list
Rent a list
Compile or build a list
Build a list from scratch – continued
Your List – Conclusion
Why you need to stop marketing your product and start doing this one thing
Latch onto Larger Companies Part 1
Latch onto Larger Companies Part 2
Pipeline Part 1
Pipeline Part 2
Pipeline Part 3
What type of lead do most people mean when they say “we want more leads!”
Customer Decision Journey – Part 1
Customer Decision Journey – Part 2
Customer Decision Journey – Part 3
Direct Mail Resurgence
Creating viral content
Beard Bib Example
Part 1 – One of the Cheapest Ways to Acquire Customers
Part 2 – One of the Cheapest Ways to Acquire Customers
Your Hard Offer – Part 1
Your Hard Offer – Part 2
Promote your hard offer on Facebook
Raising Awareness with Facebook Ads
Which of the following is a hard offer?
Content Syndication
Cold Calling
Emails Part 1
Email Lead Nurturing
Emails Part 2
LinkedIn Lead Generation Ads
Introduction
Most common mistakes I see in LinkedIn advertising
LinkedIn Mistakes
Fixing LinkedIn problem 1 with lead gen forms
Fixing LinkedIn problem 2 with negative targeting
Fixing LinkedIn problem 3 with bidding
Fixing LinkedIn problems 4 & 5 with nurturing
Creating a simple LinkedIn video ad in Canva
Simple & successful LinkedIn video ad example
Storytelling LinkedIn video ad example
LinkedIn Video Ad for Maximizing Views
Marketing Video Example
LinkedIn Message Ad Example
LinkedIn Message Ad Example 2
SPECIAL INCENTIVES!
LinkedIn Conversation Ads
LinkedIn WARNING about message ad KPIs!
LinkedIn: More Warnings
LinkedIn Text Ad Examples
LinkedIn Text Ads – UTM Tracking and Insights Tag
LinkedIn image ads 1
LinkedIn image ads 2
LinkedIn image ad campaign example (SaaS consulting)
LinkedIn Carousel ads
Choosing the right LinkedIn campaign objective
LinkedIn Targeting
Warning about the default campaign group in LinkedIn
LinkedIn Pre-filled forms!
LinkedIn Audience Network
LinkedIn email scraping
LinkedIn matched audiences
LinkedIn account assets – led gen forms
LinkedIn website demographics
LinkedIn campaign demographics
LinkedIn campaign performance
B2B Marketing Funnel Benchmarks for LinkedIn Marketing Performance
OPTIONAL: Why you should NOT use BANT to define Sales Qualified Opportunities
Marketing Funnel Template
The 3 Big Things to Test with LinkedIn
What if pushing people to consultations and demos doesn’t work?
What if the lead generation still isn’t working?
LinkedIn Awareness & Education Campaigns
LinkedIn Retargeting
LinkedIn FUNNEL CAMPAIGN EXAMPLE USING RETARGETING!
Cold Emails
Introduction
Cold Email Tip #1
Tip 1
Cold Email Tip #2
Cold Email Tip #3
Cold Email Tip #4
Cold Email Tip #5
Tip 5
Cold Email Tip #6
Tip #6 Explained
Email Copywriting Case Study
Measuring Success – Email Copywriting
Measuring Success
Getting Emails from LinkedIn Sales Navigator
New Email + Warming It Up
Deliverability Checklist
B2B Copywriting
Introduction
Copywriting Introduction
Quiz
Chatbot Example Continued
Stages
OPTIONAL: Building a Funnel Campaign in LinkedIn
Psychology 1 – Reactance Copywriting
Reactance
Psychology 2 – Endowment Copywriting
Task: Endowment Copywriting
Endowment Copywriting
Psychology 3 – Distance Copywriting
Psychology 4 – Uncertainty Copywriting
Psychology 5 – Corroborating Evidence Copywriting
Copywriting Funnel 1
Funnel
Copywriting Funnel 2
SPF Copywriting Framework Workbook
Copywriting Mistakes 1
Copywriting Mistakes 2
B2B Copywriting Mistakes
Copywriting Cases
Maximizing Video Views
PAS Copywriting
Tactical Copywriting Frameworks
Copywriting Case Studies 2
Account Based Marketing
Introduction
High Level Framework
ABM framework
What Makes it Different
ABM Funnel
Key ABM Trigger Events
LinkedIn company/account targeting
ABM campaign to target accounts
Setting up the ABM campaign
Setting up the ABM Ad
Finishing a Conversation Ad
Conversation Ads
Measuring ad performance
Persona Level Targeting
Integrations
Direct mail overview
Mailing list
3 Considerations
Direct mail execution
Successful direct mail examples
Direct mail case study
Direct Mail
Influencer marketing for B2B ABM
Sales Navigator
Facebook ad setup
Facebook Lead Gen Ad
Twitter Ads
Account targeting with Google ads
Content syndication & display ads
3-2-1 Strategy – Salesforce
3-2-1 Strategy HubSpot
3-2-1 Strategy Mailchimp
CRM triggers
Trigger example
Content Funnel
ABM content marketing mistake & correction
Changing people’s minds
Addressing objections 1
Addressing objections 2
Reciprocity
Familiarity
Introduction to Sales Enablement
Internal Education 1
Internal Education 2
Customer Facing Content
Operational Improvement
B2B Conversion Rate Optimization
Introduction
Strategic Thinking for Conversion Rate Optimization
Strategic Thinking
Assignment: Audience Insights
On-site Surveys
Survey Example
Conversion Rate Optimization Mistake
Easiest Way to Boost Conversion Rates
Dramatic CTA Changes
Levels of Testing
Offer Testing
Time to Convert
30 Day Drip with Webinar
Assignment: Webinar
6 Principles
Analytics Mistakes
Ungated Videos
Provide Options
Provide Options through Retargeting
Address Objections
Testing Creative Strategies
AB Testing Pages
AB Testing Pages 2
A/B vs A/B/N vs. Multivariate Testing
General Rule of Thumb
CRO Software
Optimizing Based on Stages of Awareness
Funnel Content Testing
Funnel Example
Pricing Page Testing
Audio Testing
PQLs
Social Sign On
Live Chat CRO
Cancellation
Interactive Content
B2B Content Creation
Introduction
Shopify 1
Quiz
Shopify 2
Quiz
Quiz
Shopify & McKinsey Framework
Shopify & Brand Language
Quiz
Content Analysis
Quiz
Psychology & Industries
REDUCE Framework
Soft Content
Blog & More
Stages of Awareness
PAS Formula
Quiz
Funnel Content Intro
Assignment
Buyers Guide
Survey Reports
Webinars
Case Studies
Case Study 2
Direct Mail
Direct Mail – Classic
Industrial Advertisement
My #1 Piece of Advice for PR & Event Content
Assignment
Article
Interactive Content [Optional]
Article Focused on Problems
Salesy BOFU Content
Default Positioning
Advanced LinkedIn Ads
Introduction
Avoid Gating Content
Gating
Assignment: Ungated LinkedIn Content
Direct-Response vs Brand Awareness
Direct Response
Out of Market Buyers
Buyers
Assignment: In-Market Buyers
In Market Targeting
Which of the following is generally consider “MOFU” or middle-of-funnel content?
Awareness Advertising
Awareness Marketing Stages
Frequency & Reach
Repetition
Awareness Campaign Example
Video as Direct Response
Cheaper Video Views Campaign
Video Views
Video Creative
Different Objective, Same Outcome
Comparing Video Metrics across Platforms
Comparing Videos within a Campaign
Lower CPC Creative
Comparing Video Views between Campaigns
When to Use LinkedIn Ads vs Other Ads
When to Use LinkedIn Ads
When Everything Fails
Testing
Using LinkedIn Ads for Research?
Research
Economies of Scale
Where to Use LinkedIn for Research
Negative Targeting
Positive Targeting
Demographic Targeting
Event Ads
Bidding
Spotlight Ads
Key Pointers
Boosting Organic Posts
High Level Considerations in B2B Marketing
Stage 1
Stage 2
Conclusion
Conclusion