Advanced Demand Generation Advanced Demand Generation
SIA Coaches
CMO
Adfenix
Chief Marketing Officer
MyTutor
  • Description
  • Course Syllabus
  • Coach Information
About this course

As a member of a marketing team at a B2B tech startup or scaleup, you may have already taken Demand Generation Fundamentals or have familiarity with key concepts and strategies from your current role. This course will enable you to develop your understanding further of how to deliver a market-leading demand generation function across sales and marketing. 

You will learn how to gain customer insights and how this translates into messaging. You’ll also be able to define your content strategy, use automation to streamline your efforts & understand attribution, and how it can be measured. Plus, you’ll learn how to key recognize roles and responsibilities to build a winning team.

This course was designed for marketing teams and individuals at a B2B tech startup or scaleup with a minimum of 2 years
What impact this course will have
  • You’ll gain understanding on gathering customer insights and how to translate these to messaging
  • Introduction to Lead Scoring and Grading with direction on designing your model
  • Understand attribution and how it can be measured
  • How to create a customer centric company and improve engagement, retention & loyalty
  • Know whether you’re structuring your team right and how to excel in hiring and recruitment
Course Syllabus
November 15th 2021
1/10
Class 1 | Introduction to Advanced Demand Generation

 

By the end of this class, you will be able to…

  • Know the course overview
  • Have a Whistle Stop tour of Demand Generation Fundamentals 
  • Calibrate your Demand Gen health score 
  • Fill in the gaps
November 17th 2021
2/10
Class 2 | Customer Insights - Understanding what’s really going on

 

By the end of this class, you will be able to…

  • Understand the value of customer insights – why, when, and how 
  • Get under the skin of your audience 
  • Align your customer and internal perceptions 
  • Gather, share, and leverage insights
November 22nd 2021
3/10
Class 3 | How insights translate to messaging

 

By the end of this class, you will be able to…

  • Recap the fundamentals. Revisit your company and persona messaging 
  • Review your company and persona messaging – is it resonating 
  • Adapt your message as it grows
November 24th 2021
4/10
Class 4 | Why Content is King and Queen

 

By the end of this class, you will be able to…

  • Understand why content is King and Queen 
  • Define and document your content strategy
  • Understand content analytics and personalization
November 29th 2021
5/10
Class 5 | Marketing Automation

 

By the end of this class, you will be able to…

  • Win with email 
  • Lead scoring and grading 
  • Know Tools, Tech & Integrations
December 01st 2021
6/10
Class 6 | The Definitive Guide to Attribution

 

By the end of this class, you will be able to…

  • Define attribution 
  • Understand why attribution matters and how to get started 
  • Know measurement best practice
December 06th 2021
7/10
Class 7 | Testing and Experimentation

 

By the end of this class, you will be able to…

  • Understand why testing and experimentation is important
  • Set up a test and learn plan 
  • Know tools and techniques to support your testing 
  • Implement what you’ve learned
December 08th 2021
8/10
Class 8 | Customer Marketing

 

By the end of this class, you will be able to…

  • Understand what is customer marketing 
  • Understand how it sits with other teams 
  • Improve engagement, retention, and loyalty 
  • Create a customer-centric company 
  • Measure success
December 13th 2021
9/10
Class 9 | Marketing Team Structure & Hiring

 

By the end of this class, you will be able to…

  • Recognize Marketing Team structures 
  • Understand roles and responsibilities 
  • Consider whether to hire or outsource 
  • Understand employer brand
  • Know tips on hiring
December 15th 2021
10/10
Class 10 | Bringing it all together

 

By the end of this class, you will be able to…

  • Know the overview of course
  • Take the Big quiz 
  • Understand the value of sales and marketing alignment 
  • Know key learnings, next steps, and learner commitments
Coach Information
CMO
Adfenix
Munya has worked with tech startups for over a decade. After being part of the founding team at Idio, an AI-powered demand orchestration platform, Munya led digital marketing and strategy at Foundry, a developer of award-winning visual effects (VFX) ...
Chief Marketing Officer
MyTutor
Nicola has worked in marketing for over 18 years cutting her teeth in the sports and gambling sector back in the early days and more recently running the International team at MOO and setting up and growing the marketing team at GoCardless delivering...