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The B2B Messaging
Course_

Messaging is the foundation of every marketing strategy. This free video course will help you get it right.

Brought to you by Wynter & Olivine

Scroll down to watch the lessons, complete the exam, and get B2B Messaging Certified.

Discover the art and science of compelling messaging from leading practitioners

This B2B Messaging Course is designed to empower you with the knowledge and skills to create messaging that stands out and effectively resonates with your target audience.

  • Peep Laja

    CEO OF WYNTER

    Paved the way for the entire industry in messaging optimization. Three-time founder: CXL, Speero, and Wynter. Shares daily learnings with 50K+ followers and hosts the How to Win podcast.

  • Raechel Lambert

    CO-FOUNDER OF OLIVINE

    Early product marketer at Intercom — launched two products: Operator & Help Center. Worked with 40+ Olivine clients from early-stage to IPO including ServiceNow, Twilio, and Envoy.

  • Arielle Shnaidman

    DIRECTOR OF PMM AT OLIVINE

    Formerly product marketing at ConsenSys. Developed new positioning & messaging for dozens of B2B SaaS and Web3 companies including Elation Health, SafeGraph, and Floodbase.

What’s covered in this free 2 hour video course:

MODULE 1 How to win on messaging

Why marketing starts with messaging

  • Messaging with Peep Laja

    • Lesson 1: What is messaging?

    • Lesson 2: Where does messaging fit in the whole strategy?

    • Lesson 3: Strategic narrative

    • Lesson 4: Point of View

    • Lesson 5: Positioning

    • Lesson 6: Copy

    • Lesson 7: Upfront surveys

  • Layers of Messaging with Peep Laja

    • Lesson 1: Clarity

    • Lesson 2: Relevance

    • Lesson 3: Value

    • Lesson 4: Differentiation

    • Lesson 5: Brand perception

  • Q&A with Peep Laja

    • Q&A 1: Where does the story/narrative live?

    • Q&A 2: What if I have multiple products/ICPs?

    • Q&A 3: A/B testing vs message testing

    • Q&A 4: How often do you do message testing?

    • Q&A 5: How does messaging change when we are a small business vs a big one?

    • Q&A 6: How does design and copy work together?

MODULE 2 | How to build winning messaging

The building blocks for crafting positioning & messaging

  • What it is and why you need it with Raechel Lambert

    • Lesson 1: What is messaging and why do you need it?

    • Lesson 2: Influencing product & cutting through the noise

    • Lesson 3: Alignment makes you efficient & consistent

  • The power of personas with Arielle Shnaidman

    • Lesson 1: The what and why of personas

    • Lesson 2: Align on who you’re selling to

    • Lesson 3: How to host a persona workshop

    • Lesson 4: Common pitfalls to avoid

    • Lesson 5: Validating your personas

    • Lesson 6: Where to use personas

    • Lesson 7: Mapping sales paths for your personas

  • What job your customers hire you for with Raechel Lambert

    • Lesson 1: A product innovation theory

    • Lesson 2: Innovating on mature product

    • Lesson 3: Messaging for the job

    • Lesson 4: Competition for the job

    • Lesson 5: Entering a crowded market

    • Lesson 6: Personas & technology change, jobs don’t

    • Lesson 7: When a worse product does a better job

    • Lesson 8: Prioritizing the Job to Be Done

    • Lesson 9: Marketing the Job to Be Done

    • Lesson 10: Workshopping & validating job stories

  • Finding your point of view with Arielle Shnadman

    • Lesson 1: Identify how your market has changed

    • Lesson 2: Establish a point of view on your market

    • Lesson 3: Pick an enemy

    • Lesson 4: Identify what sets your company apart

    • Lesson 5: Your strategic narrative

    • Lesson 6: Attaching to industries, trends, and categories

    • Lesson 7: Leverage trends for thought leadership

  • Positioning with Raechel Lambert

    • Lesson 1: What is positioning?

    • Lesson 2: Entering a crowded market

    • Lesson 3: Lenses of positioning

    • Lesson 4: The Positioning Framework

    • Lesson 5: Positioning changes over time

  • The importance of messaging with Arielle Shnaidman

    • Lesson 1: Messaging is foundational

    • Lesson 2: Elements of messaging

    • Lesson 3: Your why (mission + vision)

    • Lesson 4: Pitch to buyers and users

    • Lesson 5: Value propositions

    • Lesson 6: Benefits

    • Lesson 7: Features

    • Lesson 8: Customers

    • Lesson 9: Competition

    • Lesson 10: 10 rules for positioning and messaging

Psst. You’ll definitely want to get the workbook
and then take the exam to get certified!

MODULE 1

How to win on messaging

Why marketing starts with messaging

PEEP LAJA
CEO & FOUNDER OF WYNTER

SECTION 1 | WHAT IS MESSAGING

SECTION 2 | MESSAGING LAYERS

SECTION 3 | MESSAGING Q&A

How to build winning messaging

MODULE 2

The building blocks for crafting positioning & messaging

RAECHEL LAMBERT
CO-FOUNDER AT OLIVINE

ARIELLE SHNAIDMAN
DIRECTOR AT OLIVINE

SECTION 1 | THE ROLE OF MESSAGING IN B2B

SECTION 2 | KNOW WHO YOU’RE SELLING TO WITH PERSONAS

SECTION 3 | DEFINING AND MARKETING THE JOBS TO BE DONE

SECTION 4 | INDUSTRY TRENDS AND YOUR UNIQUE POINT OF VIEW

SECTION 5 | POSITIONING FRAMEWORK

SECTION 6 | MESSAGING FRAMEWORK

Get B2B Messaging Certified

Download the workbook, watch the lessons, and take the exam to get certified.