Description

A focused course, tailored for you

Building an Enterprise Software Marketing Programme for AI-Augmented Buying Journeys

Build the enterprise software marketing programme that aligns to AI-augmented buyer journeys in 10 weeks. AI-search optimisation + first-party data + ABM 2.0 + analyst relations + executive engagement.

Enterprise software buyers now use AI to research, shortlist, and evaluate vendors. Marketing programmes that still optimise for traditional Google SEO and gated whitepapers miss the moment. Marketing managers who build programmes aligned to AI-augmented buyer journeys win the next round of deals. Here is the 10-week build.

$199 one-time

Tailored to your situation. Access within 24 hours. 30-day money-back.

Includes a hand-built implementation playbook delivered alongside course access, generated for your specific situation.

Why this course

Enterprise software buying changed fundamentally in 2024-2026. CIO and CTO buyers now use ChatGPT, Claude, Perplexity, and Gemini to research vendors, build shortlists, and pre-evaluate solutions. Procurement teams use AI to compare contracts. Buying committees grew to 11-15 stakeholders. Traditional Google SEO and gated whitepapers stopped working as buying journey starting points.

Marketing programmes that align to AI-augmented buyer journeys do something different: they optimise content for AI-search retrievability, they build first-party data that survives cookie deprecation, they run ABM 2.0 with AI-augmented account-orchestration, they invest in analyst relations because AI models cite analyst reports, and they enable buying-committee navigation.

This course teaches the 10-week build of an enterprise software marketing programme aligned to AI-augmented buyer journeys: AI-search optimisation, first-party data strategy, ABM 2.0 architecture, analyst relations programme, buying-committee enablement, and the executive engagement model. Twelve modules with deliverables. Plus a hand-built implementation playbook for your specific product portfolio.

What you walk away with

A documented AI-search optimisation strategy.
A first-party data architecture post-cookie deprecation.
An ABM 2.0 architecture with AI-augmented account orchestration.
An analyst relations programme.
A buying-committee enablement framework.
An executive engagement model.
A 10-week build plan.

The 12 modules

Module 1. AI-augmented enterprise software buyer journey 2026

Detailed walkthrough of how enterprise software buyers actually research in 2026: ChatGPT, Claude, Perplexity, Gemini for vendor research and shortlisting, analyst reports (Gartner, Forrester, IDC) increasingly cited by AI models, peer review sites (G2, Gartner Peer Insights, TrustRadius) for validation, buying-committee composition (11-15 stakeholders typical), AI-assisted contract comparison, and the implications for marketing.

Module 2. AI-search optimisation

Build the AI-search optimisation strategy: content structure that LLMs retrieve well (semantic chunks, clear headers, factual claims with citations), schema.org markup for AI-search, authoritative-source positioning (analyst-cited, peer-reviewed, customer-validated), brand-mention strategy across AI training data, and the AI-search measurement model. Three AI-search optimisation patterns from peer enterprise software vendors.

Module 3. First-party data architecture

Build the first-party data architecture: identity-graph foundation, consent-management platform (OneTrust, Didomi, TrustArc, in-house), customer data platform integration, intent-data acquisition (Bombora, 6sense, ZoomInfo intent), data-clean-room participation (LiveRamp, AWS Clean Rooms, Snowflake Data Cleanroom), and the integration with marketing automation. The architecture post-cookie deprecation.

Module 4. ABM 2.0 with AI-augmented orchestration

Build the ABM 2.0 architecture: account-tier selection (1:1, 1:few, 1:many), account-orchestration tools (6sense, Demandbase, Mutiny, RollWorks), AI-augmented account research, account-personalisation at scale, sales-and-marketing alignment, and the ABM measurement framework (pipeline-influenced, pipeline-sourced, account-engagement score). Three ABM 2.0 patterns from peer vendors.

Module 5. Analyst relations programme

Build the analyst relations programme: analyst landscape mapping (Gartner, Forrester, IDC, Constellation, ISG, Everest), inquiry strategy, briefing cadence, Magic Quadrant and Wave participation prep, analyst-influenced content, social-proof leverage, and the integration with sales. Analyst relations matter more because AI models cite analyst reports.

Module 6. Buying-committee enablement

Build the buying-committee enablement framework: buying-committee mapping (Champion, Decision Maker, Influencer, User, Buyer, Blocker), persona-specific content, sales-enablement playbooks, deal-team coordination model, and the committee-navigation framework. The framework for 11-15 stakeholder buying committees.

Module 7. Content programme for AI-augmented journeys

Build the content programme: pillar-content architecture (depth content AI cites), interactive content (calculators, assessment tools), video content optimised for AI-search (YouTube + transcripts), peer-review-site optimisation, customer-story production at scale, and the integration with sales-cycle stages.

Module 8. Channel mix optimisation

Build the channel mix optimisation: paid (Google, LinkedIn, Demandbase, account-based ads), organic (SEO + AI-search), content syndication (TechTarget, BrightTALK, IDG), events and webinars (Tier 1: industry events, Tier 2: regional, Tier 3: digital), and the integration model. Three channel mix patterns by ICP.

Module 9. Vendor and martech stack

Build the vendor and martech stack: marketing automation (Marketo Engage, Adobe Marketo, HubSpot, Salesforce Marketing Cloud), CDP (Adobe RT-CDP, Salesforce Data Cloud, Treasure Data, Hightouch), ABM platform (6sense, Demandbase, Mutiny), analytics (GA4, Adobe Analytics, attribution platforms), AI-content platforms (Jasper, Writer, in-house), and the integration architecture.

Module 10. Customer advocacy programme

Build the customer advocacy programme: reference customers by ICP, customer-story production, advisory board operations, user-conference programming, customer-advocacy platform (Influitive, SlapFive, AdvocateHub), and the integration with retention. Customer voices matter more because AI models cite them.

Module 11. Executive engagement and board reporting

Build the executive engagement: CEO partnership, CRO partnership, CPO partnership, CFO partnership, CCO partnership, and the board-of-directors reporting cadence. Marketing metrics the board reads: pipeline-sourced by AI-search vs traditional channels, ABM account engagement, analyst-momentum, customer advocacy lift.

Module 12. Your 10-week build plan

Week-by-week plan with weekly deliverables. Weeks 1-2: AI-augmented buyer journey + AI-search optimisation. Weeks 3-4: first-party data architecture + ABM 2.0 architecture. Weeks 5-6: analyst relations programme + buying-committee enablement. Weeks 7-8: content programme + channel mix optimisation. Weeks 9-10: vendor stack + customer advocacy + executive engagement. Deliverable: full programme.

How this addresses your situation

Specific modules that map to what you said you are dealing with.

Module 1 covers the buyer journey.

Modules 2 to 6 produce AI-search, first-party data, ABM 2.0, analyst relations, and buying-committee enablement.

Modules 7 to 10 cover content, channel mix, vendor stack, and customer advocacy.

Module 11 covers executive engagement.

Module 12 covers the 10-week build plan.

What you get with this course

The 12-module course delivered as text plus downloadable templates.
Templates for AI-search optimisation strategy, first-party data architecture, ABM 2.0 architecture, analyst relations programme, buying-committee enablement, content programme, channel mix optimisation, vendor martech stack, customer advocacy programme, executive engagement.
A hand-built implementation playbook generated for your specific product portfolio.
Three worked examples of enterprise software marketing programmes at peer vendors.
Scripted talking points for the CRO and CEO engagement.

What you will have in hand by Day 1, Week 1, Month 1

Day 1: AI-augmented buyer journey mapping completed.

Week 4: AI-search optimisation + first-party data architecture built.

Week 8: Analyst relations + buying-committee enablement operational.

Week 10: Full programme launched.

Before and after

Before

Your marketing programme optimises for traditional Google SEO and gated whitepapers. Buyers use ChatGPT and Claude to shortlist vendors. Pipeline quality is dropping. CRO is asking why.

After

An AI-augmented buyer-journey-aligned marketing programme is operating. AI-search retrievability is optimised. First-party data survives cookie deprecation. ABM 2.0 orchestrates accounts at scale. Analyst relations drive AI-model citations. Buying-committee enablement closes deals.

What happens if you do not address this

Enterprise software vendors running traditional marketing miss buyers who use AI to research. Vendors with aligned programmes get into shortlists; vendors without do not.

Who it is for

For enterprise software marketing managers, demand-generation leaders, ABM leaders, content leaders, and chief marketing officers at enterprise software vendors.

Who this is NOT for. Pure research roles. Firms not in enterprise software. Pure technology firms.

How it arrives

Text-based course via LMS, plus downloadable templates and the hand-built implementation playbook.

Time investment. Roughly 18 hours of reading and 80 to 150 hours of team effort across the 10-week build.

Why $199 is the right number

External enterprise software marketing consultants charge $200K-$1M for programme builds. Specialist B2B marketing agencies charge $100K-$500K. ABM specialist firms charge $200K-$1M. $199 buys the focused playbook plus the implementation document for your specific product portfolio.

FAQ

Will this replace hiring a B2B marketing consultant?

Partially. It teaches the programme build. You may still want specialist input for category-specific analyst positioning.

What if my product is developer-tools focused?

Module 7 covers developer-relations as adjacent motion.

Does this cover product-led growth (PLG) overlap?

Module 1 covers PLG-vs-sales-led as adjacent landscape.

What about partner-channel marketing?

Module 9 covers partner-channel programmes.

What is in the implementation playbook for me specifically?

AI-search optimisation strategy tailored to your product portfolio; ABM 2.0 architecture matched to your ICP; a 10-week build plan.

30-day money-back guarantee. If after a week of working through the materials this is not what you needed, reply to the receipt email and a full refund is processed. No questions, no forms.

Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.