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A5

Foundation module

B2B Marketing

10 lectures
SYNTHESIS

A5 · The productive tension

Demand generationandlead generation.

Primary sources

Binet & Field (B2B) · LinkedIn B2B Institute · Dawes

Lectures

10 lectures

0 of 10 · 0%
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  1. A5-01B2B Is Not a Different Universe — Where It Is and Isn't~10 min2 SPTake the quiz →
  2. A5-02The Brand Laws in B2B — the Dawes Evidence~10 min2 SPTake the quiz →
  3. A5-03The 95-5 Rule — a Framework, Not a Census~10 min2 SPTake the quiz →
  4. A5-04Buying Groups and the Buying Committee~9 min2 SPTake the quiz →
  5. A5-05Brand vs. Activation in B2B — the B2B Institute Data~9 min2 SPTake the quiz →
  6. A5-06Category Entry Points and Mental Availability in B2B~10 min2 SPTake the quiz →
  7. A5-07Account-Based Marketing — an Honest Label~9 min2 SPTake the quiz →
  8. A5-08Sales-Marketing Alignment — Ending the Trench War~9 min2 SPTake the quiz →
  9. A5-09Pricing and the Procurement Reality~9 min2 SPTake the quiz →
  10. A5-10Measuring the Long Cycle — the B2B Growth Audit (Capstone)~10 min2 SPTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 43 →

Case studies

1 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Strategische casus (type 6) — budgetallocatie en meetontwerp onder een lange salescyclusVeldkamp Flow Control — the Pipeline PanicRead the case →
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