Beginner

Digital Marketing for B2B Education and Training Clients acquisition: Basic to Advanced

11 modules 115 lessons French Cogniroot

Course Curriculum

Segment the B2B education market by organization type and use case
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Size the opportunity: calculate TAM, SAM, and SOM for training services
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Identify high-value client attributes and qualification signals
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Profile decision-makers, influencers, and buyer personas in education orgs
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Document procurement structures and approval thresholds by segment
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Benchmark competitors, partners, and market positioning in training
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Create 3–5 Ideal Client Profiles with measurable fit criteria
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Build a client prioritization matrix to rank target accounts
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Specify essential prospect data points and signals for quick qualification
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Draft a one-page client brief template for sales and marketing alignment
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Map typical training buyer journeys by organization type
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Identify key decision roles: L&D, HR, procurement, and business sponsors
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Chart stakeholder influence and buying-center power dynamics
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Analyze trigger events, pain states, and purchase motivators
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Map evaluation criteria and proof requirements at each journey stage
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Estimate timelines, budget windows, and procurement cycles for purchases
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Design reusable buyer journey maps and templates for enterprise deals
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Facilitate stakeholder-mapping workshops with client teams
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Prioritize touchpoints and evidence types that advance decisions
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Create decision scorecards and risk assessments to guide sales actions
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Identify top five motivations of education buyers
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Translate program outcomes into financial, operational, and learning KPIs
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Craft three-tier value propositions: executive, manager, practitioner
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Develop stakeholder-specific messaging for L&D, procurement, and faculty
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Differentiate your offer by articulating unique benefits versus competitors
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Create evidence-based proof points and compact case-study narratives
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Anticipate common buyer objections and script persuasive responses
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Design rapid message tests using landing copy and micro-surveys
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Refine tone and language to match academic versus corporate cultures
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Document a message playbook: templates, claims, evidence, and guardrails
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Audit and map existing content assets for training credibility
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Identify signature thought-leadership themes tied to learner and business outcomes
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Plan a research-driven whitepaper or benchmark study for training buyers
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Author executive bylines and keynote narratives to position leaders as experts
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Structure persuasive impact case studies with measurable learning outcomes
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Convert curricula and course content into reusable marketing assets and microlearning
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Design a content hub and resource taxonomy to showcase program expertise
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Co-create authoritative content with industry partners, associations, and clients
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Establish editorial governance, IP rules, and a consistent publishing cadence
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Pitch and syndicate thought leadership to trade press, journals, and sector forums
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Audit and Prioritize SEO Opportunities for Training Websites
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Target Buyer-Focused Keywords for Education and Training Programs
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Optimize Course and Program Pages to Capture B2B Leads
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Implement Technical SEO and Schema for Training Offers
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Optimize LinkedIn Profiles and Company Pages for Lead Attraction
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Use LinkedIn Posts and Newsletters to Drive Training Buyer Interest
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Leverage LinkedIn Events and Groups to Build B2B Training Leads
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Design High-Converting Webinars for Each Buyer Decision Stage
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Promote Webinars Organically and Build a Registration Funnel
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Repurpose Webinar Content into SEO Assets and Lead Magnets
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Set account-level objectives for unpaid free campaigns
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Design account-specific free learning experiments with clear outcomes
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Create credentialized mini-courses as targeted free offers
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Build cohort-based free learning programs for named accounts
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Map stakeholder learning KPIs and success metrics per account
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Personalize free offer pathways for buyer roles within accounts
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Coordinate co-branded partner freebies for target enterprise accounts
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Launch account champion and referral programs to amplify unpaid reach
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Capture engagement signals from free programs and rank account intent
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Document playbooks and team roles to scale unpaid ABM campaigns
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Set Paid ABM Goals and Define Account Tiers
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Build Target Account Lists and Sync with CRM for Ads
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Choose Paid Channels: LinkedIn, Google, Microsoft, Programmatic
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Design Account-Personalized Ad Creative and Copy
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Allocate Budgets and Set Bid Strategies by Account Tier
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Implement Conversion Tracking and Offline CRM Imports
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Deploy Matched Audiences and Account-Based Retargeting
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Sequence Cross-Channel Ads for Account Journeys
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Run A/B Tests on Ad Creative, Format, and Landing Pages
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Scale Paid ABM Campaigns and Manage Spend Governance
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Define AI Prospecting Goals and KPIs
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Design AI Agent Roles: Finder, Enricher, Verifier
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Map Prospect Data Model and CRM Field Mappings
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Build a Multi‑Stage Prospect Discovery Pipeline
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Configure Web Scraping Agents for Education Signals
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Integrate Enrichment APIs and Configure Lookups
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Normalize, Cleanse, and Deduplicate Lead Data
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Automate Contact Discovery and Email Resolution
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Implement Multi‑Source Validation and Confidence Scoring
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Automate Firmographic and Intent-Based Lead Scoring
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Orchestrate Triggers to Push Leads into CRM and Lists
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Create Continuous Feedback Loops to Retrain Agents
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Scale Prospecting with Parallel Agent Orchestration
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Manage Enrichment Costs, Rate Limits, and Operational Controls
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Set outreach objectives and sequence KPIs
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Design multi-channel cadences: email, LinkedIn, and calls
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Compose high-converting email sequence templates for education buyers
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Create LinkedIn touchpoint sequences and personalized connection flows
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Build demo and post-demo follow-up sequences
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Assemble lead-to-MQL nurture streams and handoff criteria
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Build an email template library with dynamic personalization tokens
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Develop a sales enablement playbook for outreach and handoffs
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Create battlecards, ROI one-pagers, and decision-support collateral
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Train sales reps on objection handling, discovery scripts, and timing
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Configure CRM sequences, lead routing, and SLA escalation rules
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Run A/B tests on subject lines, CTAs, and cadence to optimize response
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Design win-back and re-engagement sequences for dormant leads
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Establish trigger-based escalation and next-best-action rules
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Set strategic pricing models for B2B training contracts
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Apply value-based pricing with ROI models for decision-makers
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Design pilot programs that prove impact and accelerate buy-in
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Structure tiered packages, bundles, and seat-based licensing
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Create professional proposals, SOWs, and pricing one-pagers
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Negotiate contracts: key clauses, SLAs, IP, and liability limits
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Manage procurement, RFPs, and legal review timelines
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Use discounts, pilots, and incentives without eroding margin
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Close deals: meeting agendas, closing scripts, and decision maps
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Plan onboarding, pilot-to-paid conversion, renewals, and upsells
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Define KPIs and Attribution Models for B2B Education Funnels
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Implement Analytics and Tracking for Course Signups and Enterprise Leads
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Run Experiments: A/B and Multivariate Tests on Landing Pages and Nurture Sequences
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Optimize CAC and LTV with Channel Mix and Cohort Analysis
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Scale Channels Sustainably: Budgeting, ROAS Thresholds, and Ramp Plans
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Ensure Privacy Compliance: Consent Management, Data Minimization, and Vendor Assessments
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Apply Ethical AI and Data Governance: Bias Audits, Monitoring, and Incident Response
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Instructor

Cogniroot

Course Instructor

Digital Marketing for B2B Education and Training Clients acquisition: Basic to Advanced

Free