Back to

Course

Overviews

Demand Generation

Foundational

Remote - Video Conferencing

15 x 1 Hour Lessons

5 Week

CEOs, Founders & senior teams in startups regardless of any marketing experience

12:00 GMT

Lesson 1

Introduction

  • Evolution of marketing

  • Demand Generation and why it is important

  • The funnel and benchmarking

Lesson 2

Integrating Demand Gen

  • The jargon buster - aligning on definitions

  • Metrics & KPIs

  • Working with other teams

Lesson 3

Intro to Messaging

  • What is messaging & why does it matter?

  • Resetting your messaging instincts

  • Developing your messaging approach

Lesson 4

Developing Messaging

  • Moving from problem solving to problem finding

  • Using insights in messaging

  • Adapting for different revenue scenarios

Lesson 5

Production & Distribution

  • Types of content

  • Resources (in-house, freelance, expert)

  • How, when, and who to distribute to

Lesson 6

SEO -

The Basics

  • How does SEO work?

  • On- and Off-page content strategy

  • Tools, data, and reporting

Lesson 7

Channel &

Tech Stack

  • Selecting the right channels

  • Adapting them for each stage of the funnel

  • Building your tech stack

Lesson 8

Key Channels

  • All you need to know about Linkedin

  • Events & webinars

  • Onsite marketing & retargeting

Lesson 9

Email

  • Email categories and their purpose

  • Prospecting & nurture campaigns

  • Building a "clean" database

Lesson 10

Metrics &

Targets

  • Definitions and how to calculate them

  • Industry benchmarks

  • Setting targets & budgets

Lesson 11

Quality vs

Quantity

  • How to measure yourself

  • Visualisation

  • Broad vs niche targeting

  • Lead scoring

Lesson 12

Reporting &

Evaluation

  • Forecasting

  • Reporting

  • Evaluation

  • Iteration

Lesson 13

Account Based Marketing

  • What is ABM?

  • Comparison to Inbound Marketing

  • Tactics & tools

Lesson 14

Team Structure & Hiring

  • Roles & responsibilities

  • Recruitment & interview process

  • Salaries and compensations

Lesson 15

Course

Wrap Up

  • Course summary

  • Course quiz

  • Overall course Q&A

© 2020 by Sales Impact Academy.

  • LinkedIn - Grey Circle
  • YouTube