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

Regardless of your marketing experience, CEOs, Founders, and seniors teams in startups would all do well to master the relatively new concept in B2B Marketing - Demand Generation. This course will give you the tools 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, build your tech stack, and set the right targets and budgets.
What impact this course will have
  • You’ll reset your messaging instincts and develop an effective messaging strategy.
  • Know how to adapt your messaging for different revenue scenarios.
  • Learn how to select the right channels, adapting them for each stage of the funnel and building out your tech stack.
  • Know whether you’re structuring your team right and how to excel in hiring and recruitment.
  • Introduction to Lead Scoring and Grading with direction on designing your model.
Syllabus
27/04/2021
1/12
Introduction
  • Evolution of marketing
  • Demand Generation and why it is important
  • The funnel and benchmarking
29/04/2021
2/12
Integrating Demand Gen
  • The jargon buster – aligning on definitions
  • Metrics & KPIs
  • Working with other teams
04/05/2021
3/12
Intro to Messaging
  • What is messaging & why does it matter?
  • Resetting your messaging instincts
  • Developing your messaging approach
06/05/2021
4/12
Developing Messaging
  • Moving from problem solving to problem finding
  • Using insights in messaging
  • Adapting for different revenue scenarios
11/05/2021
5/12
Production & Distribution
  • Types of content
  • Resources (in-house, freelance, expert)
  • How, when, and who to distribute to
13/05/2021
6/12
Channel & Tech Stack
  • Selecting the right channels
  • Adapting them for each stage of the funnel
  • Building your tech stack
18/05/2021
7/12
SEO - The Basics
  • How does SEO work?
  • On- and Off-page content strategy
  • Tools, data, and reporting
20/05/2021
8/12
Emails
  • Email categories and their purpose
  • Prospecting & nurture campaigns
  • Building a “clean” database
25/05/2021
9/12
Metrics & Targets
  • Definitions and how to calculate them
  • Industry benchmarks
  • Setting targets & budgets
27/05/2021
10/12
Quality vs Quantity
  • Why less is often more
  • Introduction to Lead Scoring and designing your model
  • Introduction to Lead Grading and designing your model
01/06/2021
11/12
Team Structure & Hiring
  • Roles & responsibilities
  • Recruitment & interview process
  • Salaries and compensations
03/06/2021
12/12
Course Wrap Up
  • Sales and marketing alignment
  • Course summary
  • Overall course Q&A
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...