B2B Marketing and LinkedIn Strategy

Members: $350
Non-Members: $695
CM Non-members: $556

CPD Credits: Earn 4.3 CPD

By the end of this course, you will be able to:

• Identify and prioritize high-value accounts using ABM strategies, enriched data and predictive insights to focus marketing and sales efforts where they deliver the greatest commercial impact
• Design and execute ABM campaigns that align marketing and sales teams around shared goals, clear KPIs and effective account-level engagement
• Strengthen pipeline performance by managing the demand funnel, applying lead scoring and qualification and implementing automated nurture programs that move prospects through the buyer journey
• Equip sales teams with buyer-journey-aligned content and enablement programs that improve engagement, adoption and conversion rates
• Build a powerful LinkedIn presence – personal and company – to increase visibility, grow professional networks and support lead generation and thought leadership
• Use LinkedIn tools including Sales Navigator, newsletters, events and employee advocacy to deepen engagement and strengthen lasting business relationships
• Build effective LinkedIn ad campaigns by selecting the right targeting options, ad formats and campaign structures to reach and convert high-value professional audiences
• Measure and optimize B2B campaign performance using attribution models, account-based metrics, LinkedIn analytics and AI-driven insights to improve decision making and marketing ROI

• Drive Demonstrable Pipeline: Learn to connect every B2B marketing action – from ABM campaigns to LinkedIn ads – directly to account engagement and revenue outcomes
• Learn on Your Schedule: 100 per cent online content provides the flexibility to learn when and where it works for you
• Immediately Applicable Skills: ABM frameworks, LinkedIn strategies and data-driven tools you can put to work straight away
• Stay Current: Master the AI-driven B2B and LinkedIn tools reshaping pipeline generation in 2026
• Globally Recognized Certification: Earn a powerful dual credential from the CMA and DMI to advance your career

Module 1: The Foundations of Modern B2B Strategy: ABM and Data

Build the strategic foundations of B2B marketing through an account-based marketing approach that targets high-value accounts with precision. Learn how to align marketing and sales teams for more personalized and effective engagement. Use customer data to support targeting, lead scoring, segmentation and attribution – and apply lead management, sales enablement and journey mapping to measure impact and improve performance.

Topics Covered:

• The Principles of ABM
• Identifying High-Value Target Accounts
• Common Data Enrichment Sources
• The Lead Lifecycle
• Lead Scoring and Qualification
• Sales Enablement and ABM Marketing
• Customer Journey Mapping and ABM
• Common Attribution Models

Module 2: B2B Marketing for Growth

Move from strategy to execution. Design and run ABM campaigns, enrich customer data and improve lead quality through better qualification and scoring. Apply lead nurturing, sales enablement and attribution to support smarter investment decisions and stronger pipeline performance. Understand how automation, predictive analytics and AI can enhance targeting, accelerate pipeline movement and improve marketing ROI.

Topics Covered:

• Building the ABM Framework
• Coordinating with Sales
• Enrichment and CRM Systems
• Funnel Operations and Optimization
• Using Tools for Lead Nurturing
• Delivering and Optimizing Sales Enablement
• Creating Content Aligned to Buyer Journeys
• Attribution Models and Data
• Using Insights to Optimize Budgets

Module 3: Using LinkedIn for B2B Marketing

Use LinkedIn to build brand authority, engage professional audiences and develop stronger business relationships. Learn how personal and company activity supports thought leadership, lead nurturing and full-funnel marketing. Optimize profiles and company pages while applying social selling, content creation and employee advocacy strategies. Use tools such as newsletters, events and Sales Navigator to grow visibility, strengthen engagement and build lasting professional connections.

Topics Covered:

• LinkedIn and the Customer Journey
• Social Selling on LinkedIn
• Making the Most of LinkedIn
• LinkedIn Company Page
• Sales Navigator
• LinkedIn Connections and Followers
• LinkedIn Content

Module 4: AI-Enhanced LinkedIn Advertising and Campaign Performance

Deliver targeted, high-converting campaigns through LinkedIn advertising. Learn to build effective campaigns by defining objectives, selecting KPIs, identifying audiences and choosing the right ad formats. Use Campaign Manager to create Sponsored Content, Message Ads and lead generation campaigns – applying best practices for bidding, budgeting, ad copy and video. Optimize targeting, engagement and lead generation using LinkedIn's advertising tools and performance insights to continuously improve results.

Topics Covered:

• Advertising Strategy with LinkedIn
• LinkedIn Targeting
• Lead Generation Forms on LinkedIn
• LinkedIn Ad Campaigns
• LinkedIn Company Page Analytics
• Analyzing LinkedIn Campaign Performance

Workload:
This CMA x DMI course consists of 4 modules. On average, this course will take approximately 4 hours and 20 minutes of learning content to complete. Learners can start at any time, with course access granted within 3 business days of registration.

This is a fully on-demand course delivered through an online learning platform, allowing you to learn at your own pace and on your own schedule. With flexible, self-directed learning, you can progress through the material at a speed that suits your availability.

Pass Requirements:
Learners must successfully complete a one-hour, computer-based exam consisting of 40 test items. The assessment includes a mix of multiple-choice, matching and drag-and-drop questions designed to evaluate practical knowledge and understanding of B2B marketing strategy, account-based marketing and LinkedIn advertising.

Internet Requirements:
You will require a stable high-speed internet connection to access course materials, including video content and interactive learning activities. For optimal performance, a minimum upload bandwidth of 5mbps is recommended to support smooth streaming and platform functionality throughout the course.

This course is designed to support a range of marketing professionals and career builders, including:

• B2B Marketers focused on account-based marketing, lead generation and driving measurable pipeline and revenue growth
• Paid Social and LinkedIn Advertising Professionals seeking to master targeting, ad formats and campaign performance on LinkedIn
• Sales Enablement and Revenue Marketing Professionals looking to align marketing activity more effectively with sales outcomes and pipeline acceleration
• Content Marketers and Brand Builders aiming to develop thought leadership, professional authority and audience growth on LinkedIn
• Digital Marketing Generalists and Managers building deep, commercially grounded expertise in B2B strategy, ABM and LinkedIn marketing

We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed. 

To review the CMA academic policy, click here.