Demand Generation

Course Syllabus

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Course

Overviews

Foundational

Remote - Video Conferencing

4 Weeks

12 x 1 Hour Lessons 

13:00 (UK time)

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

Class 1

Introduction

  • 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

Key Channels 

  • All you need to know about Linkedin

  • Events & webinars

  • Onsite marketing & retargeting

Class 8

Emails

  • 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

Reporting & Evaluation

  • Forecasting

  • Reporting

  • Evaluation

  • Iteration

Class 11

Team Structure & Hiring

  • Roles & responsibilities

  • Recruitment & interview process

  • Salaries and compensations

Class 12

Course

Wrap Up

  • Course summary

  • Course quiz

  • Overall course Q&A

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