Online course: Run efficient B2B campaigns
Learn to cut CAC by at least 15% and generate more pipeline with your campaigns
3 hours 1 minute | 27 lessons
Most B2B marketers in 2025 are spending more to acquire worse customers.
This 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
Instructor: Justin Rowe
Founder/CMO at Impactable.com, B2B Marketing Agency
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
From CXL, trusted by 90,000+ marketers at companies like these:
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.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
Course overview
Watch it on your schedule
Come away with a clear ecosystem strategy, a smarter way to allocate budget across channels and funnel stages, and a practical attribution and amplification system you can use to scale what’s working.
MODULE 1
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.
MODULE 2
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 performs best.
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.
MODULE 3
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 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.
MODULE 4
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
Founder and CMO of Impactable, the top LinkedIn Ads agency for B2B. Has managed $30M+ in ad spend across 1,200+ brands, bootstrapped.
Learn B2B marketing and AI by doing.
CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by doing: instead of setting time aside to watch courses, they build AI workflows, agents, landing pages and experiments on the work they already need to do, with live guidance from practitioners. Founded by Peep Laja.
Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL
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