EXCLUSIVE
Course
Certification

Event
Marketing

Events that build pipeline, not just attendance lists
A framework to plan, execute, and optimize in-person, virtual, and hybrid events that align with the buyer journey and create measurable business impact
  • 3 lessons
  • 10 videos
  • 55 min
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of Event Marketing. Shareable on LinkedIn

What you will learn

How to position events within your B2B marketing mix and choose the right format for each goal

How to align event strategy with each stage of the buyer journey to drive meaningful engagement
How to properly plan and execute the full event lifecycle – from pre-event strategy to post-event follow-up
How to measure event performance and optimize for lead generation, pipeline contribution, and long-term business impact

Course curriculum

Lesson 1

Events as part of the B2B marketing strategy

In this lesson, you’ll discover how events can become a powerful part of your B2B marketing strategy. You’ll learn where events fit into the marketing mix, the unique advantages of in-person, online, and hybrid formats, and how to use them to achieve your goals. By the end of this lesson, you’ll understand how to leverage events to boost brand awareness, engage clients, and generate demand effectively

Lesson 2

Aligning event strategies with the buyer’s journey

In this lesson, you’ll learn how to create event strategies that meet your audience’s needs at every stage of the buyer’s journey. From attracting new prospects during the awareness stage to building trust and loyalty with existing clients, you’ll discover how to align event objectives, formats, and content with your marketing goals. By the end of this lesson, you’ll understand how to design events that resonate with your audience and drive meaningful engagement

Lesson 3

The lifecycle of a B2B marketing event

This lesson takes you through the complete lifecycle of a successful B2B marketing event, from pre-event planning to post-event follow-up. You’ll learn how to craft detailed plans, execute engaging event-day experiences, and measure results effectively. By the end of this lesson, you’ll know how to manage every stage of the event process to maximize engagement, generate leads, and achieve long-term business impact
  • 3 lessons
  • 10 videos
  • 55 min
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Alex Kesler

Founder & CEO, INFUSE

Greg Campbell

Head of Strategic Growth (EMEA),
INFUSE

Arpine Babloyan

VP of Global Demand Generation, ThreatConnect

Rachel Bruce

Vice President of Marketing, Continuous

Who is this for?

B2B marketers and demand gen practitioners who want to make events a reliable, measurable part of their growth strategy – whether they're running their first event or looking to scale an existing program