Every marketer knows buying is actually really hard; especially when it comes to complex B2B products. As a leader in alternative investments, Apollo Global Management knows this well. To scale some top of funnel education for its partner channel (Investment Advisors), Apollo set up an alternative investment learning hub that also offers professional development hours for financial industry certifications. This is a big thing for such a highly regulated industry. It’s also a perfect example of how to use content to enable buyers, build trust, source leads and shorten a sales cycle.