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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

Introduction

  • Definition & value of Demand Generation

  • What Demand Generation is not 

  • Evolution of marketing

  • Demand Generation funnel

Lesson 1

Integrating Demand Gen

  • Business expectations

  • Accountability & KPIs

  • Working with other teams

Lesson 2

Intro to Messaging

  • What is messaging & why does it matter?

  • Resetting your messaging instincts

  • Developing your messaging approach

Lesson 3

Developing Messaging

  • Moving from problem solving to problem finding

  • Using insights in messaging

  • Adapting for different revenue scenarios

Lesson 4

Production

  • Types of content

  • What good looks like

  • Resources (in-house, freelance, expert)

  • Experts/influencers

Lesson 5

Distribution

  • How, when and to who to distribute to

  • Content for different stages of the funnel

Lesson 6

Channel &

Tech Stack

  • Marketing channels

  • How to select the right ones for you

  • Tech stack recommendations

Lesson 7

Key Channels

  • Events

  • Partners

  • Analysts

  • On-site

Lesson 8

Email

  • Outbound email

  • Nurture campaigns

  • Marketing vs sales lead

Lesson 9

Metrics &

Targets

  • Definitions and how to calculate them

  • Industry benchmarks

  • Setting targets & budgets

Lesson 10

Quality vs

Quantity

  • How to measure yourself

  • Visualisation

  • Broad vs niche targeting

  • Lead scoring

Lesson 11

Reporting &

Evaluation

  • Forecasting

  • Reporting

  • Evaluation

  • Iteration

Lesson 12

Team

Structure

  • Distribution of team roles

  • Who to hire and when to hire them

  • Reporting lines

Lesson 13

Hiring

  • Demand Generation hiring process

  • Job titles & job descriptions

  • Salary and commission plans

Lesson 14

Course

Wrap Up

  • Course summary & quiz

  • Overall course Q&A

Lesson 15