StretchLearn Course

Market to businesses, not to a single buyer who clicks once

ICP targeting, demand generation, lead scoring, nurture, and pipeline reporting built for long, multi-stakeholder B2B cycles

Preview Curriculum Back to Catalog

Beginner9 hr 35 minSelf PacedRegistered

Course Overview

What this course is designed to develop

B2B marketing fails when teams treat a six-month, multi-person purchase like a one-click consumer sale. This course replaces that with the methods demand-gen teams actually use, including ICP and TAM-SAM-SOM sizing, the 6-to-10-person buying committee, the demand-creation versus demand-capture split, lead scoring and the MQL-to-SQL handoff, the SiriusDecisions and Bowtie funnel models, and a marketing-sourced-pipeline number you defend to a CFO. You will leave able to target the right accounts, build nurture that respects a long cycle, align with sales on a shared SLA, and report on pipeline and CAC payback rather than vanity metrics.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Define an ICP and buying committee and size a market with TAM, SAM, and SOM

Distinguish demand creation from demand capture and budget across both deliberately

Build a lead-scoring model and an MQL-to-SQL handoff with a marketing-sales SLA

Design multi-touch nurture campaigns mapped to a long, multi-stakeholder buying cycle

Model a B2B funnel with stage conversion rates and required top-of-funnel volume

Report marketing-sourced pipeline, CAC, and payback that survive finance scrutiny

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Foundations: How B2B Buying Actually Works

Build an accurate model of the B2B purchase, define your ideal customer profile and the buying committee behind every deal, and size the market you can realistically win.

3 lessons

Why B2B Is Not Just B2C With Bigger LogosContent · 45 min

Preview Enabled

Defining Your ICP and the Buying CommitteeContent · 50 min

LMS Access

Sizing the Market: TAM, SAM, and SOMContent · 45 min

LMS Access

Module 2

Module 2: Demand Generation: Creating Demand and Capturing It

Split your strategy into demand creation and demand capture, build a content and channel engine for each, and avoid the trap of optimizing only the bottom of the funnel.

3 lessons

Demand Creation vs Demand CaptureContent · 50 min

LMS Access

The B2B Content Engine That Feeds the FunnelContent · 50 min

LMS Access

Channels: Choosing Where B2B Demand LivesContent · 45 min

LMS Access

Module 3

Module 3: Lead Management: Scoring, Nurture, and the Sales Handoff

Turn raw contacts into sales-ready opportunities with a lead-scoring model, multi-touch nurture built for long cycles, and a clean MQL-to-SQL handoff governed by a marketing-sales SLA.

3 lessons

Lead Scoring: Fit Plus BehaviorContent · 50 min

LMS Access

Nurture Built for a Long, Multi-Stakeholder CycleContent · 50 min

LMS Access

The MQL-to-SQL Handoff and the Marketing-Sales SLAContent · 45 min

LMS Access

Module 4

Module 4: Pipeline and Measurement: Proving Marketing's Value

Model the B2B funnel with real conversion rates, report marketing-sourced and marketing-influenced pipeline, and defend CAC and payback to finance using attribution you can stand behind.

3 lessons

Funnel Math: From Pipeline Target to Top-of-Funnel VolumeContent · 50 min

LMS Access

Attribution and Marketing-Sourced PipelineContent · 50 min

LMS Access

CAC, Payback, and Reporting to FinanceContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

b2b marketingdemand generationlead nurturingpipeline marketinglead scoringbuying committeemarketing automationsales and marketing alignment