Demand Generation Demand Generation
SIA Coaches
Senior Marketing & Customer Success Executive
Chief Marketing Officer
  • 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.
Class 1
  • Evolution of marketing
  • Demand Generation and why it is important
  • The funnel and benchmarking
Class 2
Integrating Demand Gen
  • The jargon buster – aligning on definitions
  • Metrics & KPIs
  • Working with other teams
Class 3
Intro to Messaging
  • What is messaging & why does it matter?
  • Resetting your messaging instincts
  • Developing your messaging approach
Class 4
Developing Messaging
  • Moving from problem solving to problem finding
  • Using insights in messaging
  • Adapting for different revenue scenarios
Class 5
Production & Distribution
  • Types of content
  • Resources (in-house, freelance, expert)
  • How, when, and who to distribute to
Class 6
Channel & Tech Stack
  • Selecting the right channels
  • Adapting them for each stage of the funnel
  • Building your tech stack
Class 7
SEO - The Basics
  • How does SEO work?
  • On- and Off-page content strategy
  • Tools, data, and reporting
Class 8
  • Email categories and their purpose
  • Prospecting & nurture campaigns
  • Building a “clean” database
Class 9
Metrics & Targets
  • Definitions and how to calculate them
  • Industry benchmarks
  • Setting targets & budgets
Class 10
Quality vs Quantity
  • Why less is often more
  • Introduction to Lead Scoring and designing your model
  • Introduction to Lead Grading and designing your model
Class 11
Team Structure & Hiring
  • Roles & responsibilities
  • Recruitment & interview process
  • Salaries and compensations
Class 12
Course Wrap Up
  • Sales and marketing alignment
  • Course summary
  • Overall course Q&A
Coach Information
Senior Marketing & Customer Success Executive
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
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...