Demand Generation
Stop buying leads. Build a pipeline engine.
About this course
Most B2B teams equate demand generation with buying leads, then wonder why the sales team ignores them and the pipeline stays flat. This course teaches the operating discipline behind real demand gen: the difference between creating demand (making buyers want the category and you) and capturing existing demand (winning the people already searching), building a full-funnel content and channel engine, defining MQLs and a marketing-sales SLA so handoffs stop leaking, running paid search, paid social, content syndication, webinars, and events that generate qualified pipeline, and reporting on the only numbers that matter — pipeline created, cost per opportunity, conversion-to-revenue, and payback. You will leave able to design a 90-day program, pick channels deliberately, and prove marketing's contribution to revenue.
Curriculum
Module 1: What Demand Generation Actually Is
- Demand Gen vs Lead Gen vs BrandPreview
- Creating Demand vs Capturing Demand🔒
- Mapping the Funnel and the Pipeline Math🔒
Module 2: Building the Content and Channel Engine
- Content Mapped to Buyer Stages🔒
- Channels: Owned, Paid, and Earned🔒
- Offers, Forms, and Lead Nurture🔒
Module 3: Aligning With Sales and Defining the Funnel
- Defining MQLs and the Shared Funnel🔒
- The Marketing-Sales SLA and Handoff🔒
- Intent Data and Finding In-Market Accounts🔒
Module 4: Programs, Measurement, and Scaling
- Running Paid Programs and Events🔒
- Metrics That Prove It Works🔒
- Building a 90-Day Demand Plan🔒