Demand Generation Fundamentals Demand Generation Fundamentals
SIA Coaches
CMO
Adfenix
Chief Marketing Officer
MyTutor
  • Description
  • Syllabus
  • Coach Information
About This course

Regardless of your marketing experience, CEOs, Founders and senior teams in startups can master a critical part of B2B Marketing - Demand Generation. This course will give you an introduction to the tools needed to drive awareness of your product amongst your target audience, convert that awareness into highly qualified inbound leads, and work with the sales team to convert those leads into valuable customers.

You’ll be taught how to integrate Demand Gen using Metrics, KPIs, and language. You'll also learn how to develop the right messaging, produce & distribute content, use the right channels and build your tech stack.

This course has been designed for all levels of Sales and Marketing at a B2B tech startup or scaleup looking for a deeper understanding of setting up and optimizing your demand generation funnel across sales and marketing.
What impact this course will have
  • You’ll reset your messaging instincts and develop an effective messaging strategy
  • Learn how to select the right channels, adapting them for each stage of the funnel and building out your tech stack
  • How to build and manage your campaigns
  • Understand which core metrics to measure and where to find the data
Syllabus
September 21 2021
1/8
Class 1 | Introduction to Demand Generation

 

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

  • Define Demand Generation
  • Understand Demand Generation
  • Explain the Evolution of Marketing 
  • Know the stages of the Demand Generation Funnel 
  • Build your strategy
September 23 2021
2/8
Class 2 | Integrating Demand Generation in the Business

 

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

  • Set business expectation
  • Define your MQL
  • Agree the sales handover 
  • Understand funnel acronyms 
  • Identify key metrics and KPIs
September 28 2021
3/8
Class 3 | Introduction to Messaging (don’t be lost in translation)

 

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

  • Understand why you cannot trust your buyers
  • Shift from problem solving to problem finding
  • Reset your messaging instincts
September 30 2021
4/8
Class 4 | Grand Designs: Developing your messaging house

 

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

  • Know how to build a messaging house 
  • Create a messaging house – interactive session
October 5 2021
5/8
Class 5 | Effective strategies for getting your message out there

 

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

  • See, think, do and care – the buyer journey 
  • Match the marketing channels with the funnel 
  • Find the right channels for your audience 
  • Build out your tech stack
October 7 2021
6/8
Class 6 | Building and managing your campaigns

 

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

  • Build an integrated marketing campaign 
  • Understand the importance of Nurture Emails 
  • Understand the value of your website 
  • Enable and support your sales team
October 12 2021
7/8
Class 7 | Intro to Metrics

 

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

  • Understand why measurement matters 
  • Identify core metrics to measure 
  • Understand how to get started and where to find the data 
  • Know common challenges
October 14 2021
8/8
Class 8 | Bringing it all together

 

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

  • Review what we’ve covered
  • Take the Big Quiz 
  • Solve resourcing challenges
  • Know key takeaways & 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...