Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

B2B sales cycles are complex, involving multiple stakeholders, long timelines, and non-linear decision paths. In this course, you’ll learn how to execute lifecycle strategies that help marketing and sales teams prioritize the right leads and move them forward effectively. You’ll begin by analyzing engagement data to identify intent signals and prioritize leads based on real behavior, not guesswork. You’ll learn how to interpret patterns across actions like pricing page visits, content downloads, and email engagement to determine readiness. Next, you’ll apply structured qualification frameworks such as BANT, MEDDIC, and behavioral fit to improve lead quality and ensure accurate hand-offs from marketing to sales. You’ll also configure lead scoring models and automated workflows in HubSpot to operationalize your strategy. Finally, you’ll design adaptive nurture sequences for long B2B sales cycles. You’ll learn how to use multi-touch attribution insights and engagement signals to deliver the right content at the right time, keeping prospects engaged and improving conversion outcomes. Through hands-on activities, you’ll analyze real CRM data, build qualification workflows, and design multi-step nurture sequences. This course is designed for B2B marketers, demand generation specialists, CRM professionals, marketing operations professionals, and sales professionals who support lead management and pipeline growth. A basic understanding of marketing funnels or CRM tools is recommended, and familiarity with digital marketing concepts is helpful. By the end of this course, you’ll be able to execute scalable, data driven B2B lifecycle strategies that align marketing and sales.

Syllabus

B2B Lifecycle: Engagement Analysis

This module focuses on analyzing B2B engagement data to improve lead prioritization and lifecycle decision-making. Learners explore how intent signals, behavioral activity, and engagement patterns influence qualification readiness across longer and more complex B2B buying journeys. Through practical work in HubSpot, learners examine how lead scoring models support marketing and sales alignment while identifying which signals matter most during early qualification. By the end of the module, learners will be able to interpret engagement data, evaluate lead quality using behavioral indicators, and apply lead scoring workflows to support more informed B2B prioritization decisions.

B2B Lifecycle: Lead Qualification

This module focuses on applying B2B qualification frameworks to improve lead evaluation and sales handoff processes. Learners explore how frameworks such as BANT and MEDDIC combine with behavioral engagement data to support more accurate qualification decisions and reduce premature sales escalation. Emphasis is placed on workflow configuration, lifecycle management, and cross-functional alignment between marketing and sales teams. Through hands-on activities in HubSpot, learners develop practical experience building qualification workflows that operationalize scoring thresholds and lifecycle transitions. By the end of the module, learners will be able to implement structured qualification processes that improve lead readiness and sales efficiency.

B2B Lifecycle: Complex Nurturing

This module covers how to design and build multi-step B2B nurture sequences that adapt to engagement behavior across long sales cycles. Learners will explore multi-touch attribution, sequence design principles, and HubSpot configuration for branching logic and reenrollment.