Total Time: 8 hours

• Pre-recorded modules

• Live Q&A (60 mins)

• Exercises

• 20-question online test

Overview

A strategic introduction to AI applied to B2B marketing. You will understand how AI changes buyer behaviour, marketing workflows, content creation and decision making in complex B2B environments. You will also gain clarity on responsible AI, governance frameworks and organisational readiness.

Learning Objectives:

• Understand AI fundamentals and applications in B2B marketing
• Assess organizational AI maturity and readiness
• Evaluate marketing AI tools available in the market
• Develop initial AI governance and policy framework
• Create accountability partnerships for ongoing learning

Pre-Recorded Modules:

• AI Transformation in B2B Marketing (45 min)
• AI Maturity Assessment Framework (45 min)
• Ethical AI & Governance Foundations (60 min)
• Tools Setup Workshop (60 min)

Deliverables (Due Sunday):

    ✓ AI Tools Audit (current tools inventory)

    ✓ Organizational Maturity Assessment (baseline)

    ✓ Draft Team AI Policy

    ✓ Quiz (70%+ passing score required)

    ✓ Accountability Partnership established

Templates & Tools Provided:

• AI Maturity Assessment (20 dimensions)
• AI Tools Audit Tracker
• AI Policy Framework
• Prompt Library (30 pre-built prompts)
• Prompt Engineering Template

Total Time: 8 hours

• Pre-recorded modules

• Practical worksheets

• 20-question online test

Overview

This week equips you to build a real-time intelligence engine for customers, competitors and market shifts. You will use AI to understand buying committees, extract patterns from unstructured data and turn insight into sharper B2B strategy.

Learning Objectives:

• Leverage AI for competitive intelligence and market analysis
• Build data-driven buyer personas and buying committee maps
• Implement Voice of Customer (VOC) analysis at scale
• Select and evaluate intelligence tools
• Create actionable intelligence reports

Pre-Recorded Modules:

• Competitive Intelligence Fundamentals (90 min)
• Persona Development with AI (45 min)
• Voice of Customer Analysis Methods (30 min)

Deliverables (Due Sunday):

    ✓ Competitive Intelligence Report (2-3 pages)

    ✓ B2B Buyer Personas (2 complete + map)

    ✓ Intelligence Tool Evaluation Matrix

    ✓ Quiz

    ✓ Peer feedback from discussion

Templates & Tools Provided:

• Competitive Analysis Framework
• B2B Persona Canvas (detailed)
• Buying Committee Map
• Tool Evaluation Matrix

Total Time: 8 hours

• Pre-recorded modules

• Strategic templates

• 20-question online test

Overview

AI becomes your strategic planning partner. You will learn how to shape GTM plans, ICP definitions and segmentation using AI, supported by forecasting, scenario planning and messaging development.

Learning Objectives:

• Use AI to develop refined go-to-market strategies
• Create data-driven ICP definitions and segmentation
• Develop AI-informed positioning and messaging
• Build comprehensive GTM plans aligned to personas
• Create fit scoring models for lead qualification

Pre-Recorded Modules:

• AI-Supported Strategic Analysis (60 min)
• ICP & Segmentation with AI (60 min)
• Positioning & Messaging (60 min)

Deliverables (Due Sunday):

    ✓ Complete ICP Definition (2-3 pages)

    ✓ GTM Plan (3-5 pages)

    ✓ Messaging Framework (1-2 pages)

    ✓ Quiz

    ✓ Peer feedback from CMO speaker

Templates & Tools Provided:

• Market Opportunity Analysis
• ICP Definition (15-20 dimensions)
• Fit Scoring Model (Excel)
• GTM Canvas
• Messaging Hierarchy Template

Total Time: 8 hours

• Pre-recorded modules

• Creative exercises

• 20-question online test

Overview

This week develops applied creative and content capability for B2B marketers. Learn to generate high-quality, multi-format content suitable for senior decision makers including thought leadership, campaigns and account-specific messaging.

Learning Objectives:

• Develop content strategy and editorial calendars using AI
• Create multi-format content at scale with generative AI
• Build AI-informed content that ranks and converts
• Design integrated campaigns with AI-powered variations
• Implement content production workflows and QA

Pre-Recorded Modules:

• Content Ideation Frameworks (45 min)
• Multi-Format Content Production (45 min)
• Campaign Architecture & Testing (45 min)

Deliverables (Due Sunday):

    ✓ Thought Leadership Article (800-1200 words)

    ✓ Multi-Channel Content Package (emails + posts + landing copy)

    ✓ Campaign Brief (1 page)

    ✓ Quiz

    ✓ Peer feedback from workshop

Templates & Tools Provided:

• Editorial Calendar (3-month)
• Blog Post Template
• Email Sequence Template
• Landing Page Outline
• Campaign Brief

Total Time: 8 hours

• Pre-recorded modules

• Workflow build

• 20-question online test

Overview

A deep and practical module focused on revenue operations, automation and predictive intelligence. You will learn to optimise lead management, revenue forecasting and sales enablement using AI while improving operational efficiency across the funnel.

Learning Objectives:

• Identify marketing processes for AI-powered automation
• Build no-code automation workflows using Zapier/Make
• Develop predictive lead scoring and pipeline forecasting models
• Implement AI for sales enablement and personalization
• Calculate ROI and implement measurement frameworks

Pre-Recorded Modules:

• Workflow Automation Fundamentals (45 min)
• Lead Scoring & Pipeline Forecasting (45 min)
• Sales Enablement with AI (30 min)

Deliverables (Due Sunday):

    ✓ Automation Workflow Documentation (1-2 pages + diagram)

    ✓ Lead Scoring Model (Excel-based)

    ✓ Sales Enablement Asset (battlecard OR email OR one-pager)

    ✓ Quiz

    ✓ Office hours attendance/recording

Templates & Tools Provided:

• Process Mapping Worksheet
• Lead Scoring Model (Excel)
• Sales Battlecard
• Email Sequence Template
• One-Pager Template

Total Time: 8 hours

• Pre-recorded modules

• Capstone project

• 20-question online test

Overview

This final week brings together leadership, governance and organisational systems required to scale AI across the B2B marketing function. You will produce a 12-month AI roadmap and design the operating structures, roles and governance frameworks needed for sustainable adoption.

Learning Objectives:

• Develop comprehensive AI governance frameworks
• Design organizational operating models for AI
• Plan change management and adoption strategies
• Build 12-month AI transformation roadmaps
• Lead and sustain AI transformation in your organization

Pre-Recorded Modules:

• Governance & Risk Management (60 min)
• Operating Model Design (60 min)
• Change Management (45 min)

Deliverables (Due Sunday):

    ✓ Governance Framework (2-3 pages)

    ✓ Operating Model Canvas (1-2 pages + diagrams)

    ✓ 12-Month Roadmap (1-page visual + 2-3 pages detailed)

    ✓ Quiz

    ✓ Capstone project scope (if applicable)

Templates & Tools Provided:

• Risk Assessment Matrix
• AI Policy Framework
• Compliance Checklist
• Operating Model Canvas
• 12-Month Roadmap

You will deliver a complete AI transformation plan for your organisation including:

• AI-enhanced ICP and segmentation

• AI-optimised content and campaign system

• Predictive demand and revenue models

• B2B AI marketing operating model

• Governance and risk framework

• 12-month AI roadmap with milestones and KPIs

The capstone consolidates all skills from the course and confirms application at leadership level.