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Live Course: Run efficient B2B campaigns

Learn to cut CAC by at least 15% and generate more pipeline with your campaigns

Cohort-based course starts: 28 May 2025 at 11:00 AM CT
Length: One session per week for four weeks
Cost per seat: $999
Instructor: Justin Rowe
Founder/CMO at Impactable.com, B2B Marketing Agency

Most B2B marketers in 2025 are spending more to acquire worse customers.

This hands-on course for B2B marketers breaks out of channel silos and helps you build a more connected and efficient ecosystem across organic and paid channels.
  • Reduce CAC and cost per qualified demo by 15%
  • Get clarity on what’s driving pipeline – and what’s not
  • Understand how to allocate budget by channel and funnel stage
  • Get a blueprint for leveraging 1st-party data to convert warm prospects
  • Game plan to implement simple signal-based messaging

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Your CAC is rising when your channels aren’t talking to each other – let’s fix that

There are big shifts in customer acquisition costs and channels as SEO is changing and paid is increasingly more expensive.

One key cause? Most B2B teams run siloed channels, optimize in isolation, and bleed budget without knowing what’s working. The result? Bloated CAC, unclear attribution, and stalled growth.

This course gives you a smarter system. You’ll rebuild your marketing mix as a full-funnel ecosystem – one where channels work together, spend is optimized, and every dollar moves the needle. Expect audits, budget frameworks, and real-world tactics you can apply immediately.

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Course overview

How is this different from our on-demand courses?

This isn’t something you binge-watch at 1.5x speed and forget by next week. Our cohort-based courses are built for doing, not just learning.

You’ll get:

  • Live, interactive sessions
  • Activities and exercises you’ll actually apply on the spot
  • Breakout sessions with smart peers who challenge your thinking
  • Real-time brainstorms to sharpen your ideas fast
  • Direct, personal feedback from your instructor (yes, really)

This is about making sh*t happen, and not adding more to your “someday” folder.

What’s included?

  • 4 interactive live sessions with Justin Rowe
  • Guided exercises, hot seats & real-time feedback
  • Templates, examples & prompts to apply everything fast

SESSION 1

🗓️ 28 May 2025 | 11:00 AM – 12:30 PM CT | 90 Minutes

From siloed chaos to ecosystem strategy

Most B2B teams treat channels like separate tools. That’s a mistake. Disconnected tactics drive up CAC and kill efficiency.

Part 1: Why siloed marketing fails
Break down what’s not working:

  • SEO: slow, unqualified traffic
  • Paid search: expensive and maxed out
  • Cold channels: poor conversion without nurture
  • Group discussion to share challenges with siloed tactics

Part 2: The ecosystem model
Reframe how channels should connect:

  • SEO builds early-stage attention
  • Paid search captures intent
  • Retargeting warms traffic and closes the loop
  • Cold channels scale what works
  • Walkthrough of a real B2B ecosystem journey map

Part 3: Live audit and Q&A

  • Interactive Exercise: Map your own marketing stack. Identify gaps, overlaps, and missed handoffs.
  • Open Q&A to stress test the new model against real scenarios.

You’ll walk away with:
A new operating system for how your marketing should run – one where your channels support each other, not compete for budget.

SESSION 2

🗓️ 4 June 2025 | 11:00 AM – 12:30 PM CT | 90 Minutes

Assessing your ecosystem & channel fit

Most B2B teams allocate funds to channels without a clear understanding of fit or ROI. This session gives you the tools to audit your ecosystem, identify gaps, and reallocate spend to where it actually performs.

Part 1: Channel fit assessment

  • Analyze your current traffic, channel usage, and lead quality
  • Spot which funnel stages are under-supported
  • Learn what signals indicate poor channel fit
  • Group activity: Share your marketing mix and get live feedback

Part 2: Budget distribution by funnel stage

  • Break down short-term vs long-term investments
  • Learn how to avoid over-indexing on bottom-of-funnel spend
  • Build a distribution model that aligns to your real funnel
  • Workshop: Map your budget by stage based on performance data

Part 3: Tactics that match stage + channel

  • Match common campaign types to the right funnel stage
  • See how the best teams sequence cold, warm, and retargeting tactics
  • Visual framework: full-funnel campaign matrix across all channels
  • Interactive exercise: Identify gaps in your current mix and what to plug in next

You’ll walk away with:
A customized view of your marketing ecosystem, smarter budget allocation, and a clear plan to fill the gaps that are costing you pipeline.

SESSION 3

🗓️ 11 June 2025 | 11:00 AM – 12:30 PM CT | 90 Minutes

Fix attribution across the ecosystem. Prove what’s working

Broken attribution is one of the biggest pain points for most B2B marketing teams. Relying on Google Analytics or HubSpot alone gives you a warped view of performance. This session shows you how to build a more accurate, layered view of what’s actually driving results.

Part 1: Why traditional attribution fails

  • Break down the limits of common tools and models
  • Expose how they miscredit channels and misinfluence
  • Identify red flags in your current reporting setup
  • Group discussion: Share attribution blind spots and gaps

Part 2: A 3-pronged attribution model

  • Channel Influence: What moved the needle
  • Self-Reported Attribution: What buyers say influenced them
  • Software Attribution: What tools capture (and what they miss)
  • Learn how to layer these for a more complete picture

Part 3: Triangulating your data

  • Combine multiple sources to get closer to truth
  • Identify which signals to trust and when
  • Q&A: Solve real-world attribution challenges from the group

You’ll walk away with:
A pragmatic, no-BS attribution framework that gives you clarity on what’s working – so you can scale it with confidence.

SESSION 4

🗓️ 18 June 2025 | 11:00 AM – 12:30 PM CT | 90 Minutes

Turn organic content into the fuel of your growth engine

Organic and paid are often treaded as separate plays. Smart marketers use organic to validate what works – then scale it with paid. This session shows you how to use content as the foundation for demand creation and paid amplification.

Part 1: Organic as your testing ground

  • Use content to test messaging before paying to promote it
  • Build trust and social proof without spending a cent
  • Identify what’s resonating based on real engagement
  • Breakdown: Best practices for posting and tracking on LinkedIn

Part 2: Amplify with paid ads

Turn high-performing content into high-performing ads

  • Learn how to build warm audiences and boost conversion
  • Overcome ad fatigue by leading with proof, not polish
  • Exercise: Identify a winning organic post and plan how to repurpose it

Part 3: Multi-channel leverage and measurement

  • Extend your reach beyond social: email, retargeting, more
  • Map performance across content, channel, and funnel
  • Know what metrics to track and how to tie them to revenue
  • Final Q&A to lock in the playbook and next steps

You’ll walk away with:
A repeatable system to turn proven organic content into demand-driving, cost-efficient campaigns across your entire marketing mix.

Meet your instructor

Justin Rowe

CMO @ Impactable

Justin Rowe is the founder and CMO of Impactable, the top LinkedIn Ads agency for B2B companies. He’s managed over $30M in ad spend and worked with 1,200+ brands, including high-growth startups and enterprise players. Known for turning cold outreach and paid media into full-funnel growth systems, Justin has built one of the largest B2B-focused LinkedIn agencies in the world – all bootstrapped. He’s a practitioner first, obsessed with results, and his playbooks are built from running thousands of campaigns, not theory.

Why take a course with CXL?

Old playbooks are dead and the law of shitty clickthrough’s is real. What works today, might be useless in a few months.
CXL is where you can always come to learn what’s working TODAY.

You get training built for execution – led by the top 1% of marketers from leading brands and agencies.
Every course is designed to drive real outcomes: higher conversion rates, faster growth, smarter decisions.

You’re not learning theory. You’re learning what’s already proven to work. “

Based on what’s actually filling pipelines, generating demand, and building brands that dominate their categories.

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