Learn modern B2B marketing
Learn the core principles of a modern B2B Marketing Strategy, based on the methodology of a leading B2B marketing agency, Refine Labs.
Of interactive, on-demand curriculum, engaging interviews and proprietary research.
We’ve designed the learning process to be completed in as little as 5 hours per week for 4 weeks or less.
Learn on your own schedule. Our curriculum is compatible across mobile & computer devices.
Earn a Level 1 certificate to show off your knowledge to current or future employers.
Learn how to reframe your perspective on marketing and build revenue-generating strategies.
- Demand Creation vs Demand Capture
- Dark Social
- Analytics & Attribution
- Content Strategy
- Creative Design
- And much more!
Here's a sneak peek.
B2B marketing thought leader and Chairman of Refine Labs, Chris Walker, talks about "Dark Social" and how the rules of marketing have changed.
What you will learn
Demand 101 (7 Hours)
- Demand 101
- What is Dark Social?
- Creating Demand vs Capturing Demand
- The State of Creating & Capturing Demand
Reporting & Attribution (11 hours)
- Rethinking Marketing Analytics
- The PIPE Framework
- The Attribution Mirage
- Hybrid Attribution
- Pipeline Sources
Content and Creative Strategy (3 Hours)
- How to Build a Content Strategy in 6 Steps
- Category Halo Creative
- Growing Through Content-Led Community
Final Assessment (0.5-1 hour)
- Final Quiz
Learn Online
Complete 20 hours of a foundational on-demand B2B Marketing training course designed for current and aspiring marketing professionals.
Prove Your Skills
Complete our assessment that tests your knowledge and earn a Level 1 B2B Marketing certification.
Meet a Few of our Expert Instructors
Chris Walker
Chris Walker is an entrepreneur, business owner, investor and thought leader shaping the future of B2B Marketing and Sales. He is the Chairman of Refine Labs, Founder at Passetto, and Limited Partner of Hatch. With these companies, Chris is designing and building a new future for how B2B companies and Revenue Teams operate. Chris also hosts the B2B Revenue Vitals podcast and popular live show Unified GTM Live covering today’s top trends, tactics, and insights to power B2B go-to-market strategies.
Gaetano DiNardi
Gaetano DiNardi is a top advisor to B2B software companies like Kustomer, Gong, Cognism, Workvivo, DataGrail and Aura. Gaetano is well known for his accomplishments as the Director of Demand Generation at Nextiva, a cloud communications company, which grew from $70M to over $200M in revenue during his time there. He also scaled cybersecurity company Aura from 0 to over 200,000 monthly website visitors during his tenure as the VP of growth, and served as the VP of Marketing at Sales Hacker, a leading B2B sales community, before it was acquired by Outreach.io.
Evan Hughes
Evan Hughes has a well-rounded marketing career shaped by experience with startups to Fortune 10 companies. He has worked in e-commerce roles, sales positions at Microsoft, and managed a $30 million customer acquisition program for AWS cloud products. This diverse experience has helped Evan become a leader in the B2B Demand Generation category, amassing a 20K following on LinkedIn, and instrumental in shaping the GTM strategies for over 40+ B2B clients at Refine Labs over three years as the VP of Demand Generation, including Splash, Greenlight Guru, Zappi, Safeguard, NFP, and Wunderkind.
Ashley Lewin
Ashley Lewin is a seasoned marketing leader, currently serving as Sr. Director of Demand Gen at Refine Labs. She excels in crafting revenue-driving strategies, spotting scalable patterns, and analyzing GTM performance. Notably, she played a key role in creating The Vault library and frameworks. Prior to this, she led growth and demand generation at Flywheel, the first in the role, scaling revenue from $8M to $20M+, resulting in a successful acquisition by WP Engine, where she continued her demand generation leadership.
Get full access to B2B Marketing Foundations, peer support, and free access to other Foundations Aspireships for career exploration with Aspireship Plus
Plus provides you with networking, support and encouragement from the Aspireship Slack community.
As a Plus member, you'll get your very own industry recognized certificate of completion upon passing the B2B Marketing Foundations assessment.
Access exclusive Plus member discounts on Aspireship Intensives when you're ready to go all in on your chosen career path.
Ready to get started?
If you're serious about making the pivot into B2B marketing or leveling up in your current role, Aspireship can help.