Live Course: Build brand mental availability for zero-click behavior
Survive the zero-click era: How to grow B2B pipeline when traffic dies down.
Instructor: Louis Grenier, positioning expert & author
Advised Hotjar on brand positioning vs. Google Analytics, flipped a struggling business to $2M profit, and guided €30M+ ARR SaaS brands to stand the f*ck out.
Access existing audiences, develop distinctive assets, and develop a POV to grow pipeline with trigger-based strategies.
- Understand why traffic and channels are no longer reliable for pipeline growth.
- Apply co-marketing and personal branding tactics to access audiences where they already spend their attention.
- Create distinctive brand assets that make your brand memorable.
- Develop a clear point-of-view and design content strategies that build mental availability with buyers.
- Build trigger-based strategies to be top of mind.
Trusted by marketers at
Traffic is tanking. Pipeline is flattening. Channels are dying.
Search results now answer questions without clicks. Content gets buried by algorithms. Your reliable channels seem to be dying. The Borrow-Brand-Control (BBC) Framework shows B2B marketers how to build pipeline through brand mental availability (instead of chasing traffic that’s never coming back).
When AI search picks up your brand, make sure it is remembered and makes it into the buyers’ shortlist.
Thousands of marketers choose CXL
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:
- A live, interactive session
- Activities and exercises you’ll actually apply on the spot
- 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?
- An interactive live session with Louis Grenier
- Guided exercises, hot seats & real-time feedback
- Templates, examples & prompts to apply everything fast
THE SESSION
Build brand mental availability for zero-click behavior
Access existing audiences, develop distinctive assets, and develop a POV to build pipeline and trigger-based strategies.
- Section 01: Overview
- The zero-click reality
- Why brand is now make-or-break
- What is the Borrow-Brand-Control (BBC) framework?
- Section 02: BORROW – Accessing existing audiences
- Identifying where your prospects already spend attention
- Co-marketing approaches that stand the f*ck out
- Helping your team build their personal brands
- Section 03: BRAND – Develop distinctive assets
- Building a suite of assets that stands the f*ck out
- Three asset discovery methods
- Section 04: CONTROL – Own the narrative
- Understanding buyer triggers in your market
- Developing a point-of-view that cuts through
- Content strategies that build mental availability
- Section 05: Q&A
Meet your instructor
Louis Grenier is the no-BS voice behind Everyone Hates Marketers and the author of Stand the F*ck Out. With years of experience working with top SaaS and tech brands (like Hotjar and Dropbox), Louis is known for cutting through marketing fluff and helping businesses win more of the right clients.
Some of his accomplishments include:
- His podcast, Everyone Hates Marketers, reached more than 2M downloads over the last eight years, with more than 30,000 followers across platforms, competing with podcasts with huge budgets and deep pockets.
- His book, Stand The F*ck Out, pulled in over €30,000 in sales in just two weeks, and it’s rated 4.8/5 on Amazon.
- He’s advised companies like Dropbox, Phorest Salon Software, LatinUs Beauty, PTDC, Leadsie, 900.care… and helped Hotjar reposition itself to go toe-to-toe with Google Analytics.
- He helped Hotjar reposition from ‘all-in-one analytics & feedback’ to ‘behavior analytics,’ making it the complement to traditional tools like Google Analytics.
Why take a course with CXL?
Old playbooks are dead, and the law of poor clickthroughs 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, and 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.
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL