Demand Generation Fundamentals Course

Lesson 1 • Core Demand Gen Metrics

Introduces pipeline contribution, cost per opportunity, and conversion rates. Provides the measurement vocabulary used throughout the course.

Lesson 2 • Aligning Sales and Marketing Goals

Defines shared metrics and service-level agreements between sales and marketing. Prevents misalignment that undermines demand programmes.

Lesson 3 • The Buyer Journey Framework

Maps how buyers move from problem awareness to purchase decision. Connects journey stages to specific demand gen tactics covered later.

Lesson 1 • Total Addressable Market Sizing

Introduces top-down and bottom-up TAM calculation methods. Grounds campaign investment decisions in realistic market opportunity data.

Lesson 2 • Market Segmentation Strategies

Covers demographic, psychographic, and behavioural segmentation approaches. Enables prioritisation of segments with the highest revenue potential.

Lesson 3 • Intent Data and Signal Capture

Explains first-party and third-party intent signals that reveal active buying behaviour. Connects intent data to prioritisation of outreach timing.

Lesson 4 • Ideal Customer Profile Development

Teaches firmographic, technographic, and behavioural criteria for defining best-fit accounts. Directly informs channel selection and messaging in later chapters.

Lesson 1 • Pain-Point-Driven Copywriting

Applies buyer pain points to write headlines, body copy, and calls to action. Directly improves engagement rates across email, ads, and landing pages.

Lesson 2 • Value Proposition Fundamentals

Defines the components of a strong value proposition: outcome, differentiator, and proof. Establishes the messaging foundation all campaigns will use.

Lesson 3 • Messaging Hierarchy and Architecture

Structures core, segment, and persona-level messages into a coherent hierarchy. Ensures consistency across all demand gen touchpoints.

Lesson 1 • SEO-Driven Content Development

Integrates keyword research and search intent into content planning for organic demand. Amplifies reach without proportional increase in paid spend.

Lesson 2 • Content Mapping to Funnel Stages

Matches content formats and topics to awareness, consideration, and decision stages. Prevents content gaps that stall buyer progression.

Lesson 3 • Content Formats and Channel Fit

Evaluates blogs, videos, webinars, case studies, and interactive tools by channel effectiveness. Guides format selection based on audience behaviour data.

Lesson 4 • Measuring Content Performance

Defines content-specific KPIs including engagement rate, pipeline influence, and assisted conversions. Connects content output to revenue outcomes.

Lesson 1 • Campaign Brief and Objective Setting

Defines campaign goals using SMART criteria tied to pipeline and revenue targets. Aligns all downstream decisions to a single, measurable campaign purpose.

Lesson 2 • Integrated Campaign Architecture

Designs coordinated touchpoint sequences across paid, owned, and earned channels. Ensures a coherent buyer experience from first touch to conversion.

Lesson 3 • Campaign Timeline and Project Management

Builds launch timelines with milestones, dependencies, and owner assignments. Prevents delays that erode campaign effectiveness and budget efficiency.

Lesson 4 • Budget Planning and Allocation

Teaches budget modelling, channel allocation, and contingency planning for demand campaigns. Ensures resources are distributed to maximise pipeline return.

Lesson 1 • Channel Mix Optimisation

Applies attribution data to reallocate budget toward highest-performing channels. Builds a dynamic channel mix that improves over time.

Lesson 2 • Paid Search Campaign Management

Covers keyword strategy, ad copy, bidding models, and quality score optimisation for paid search. Drives high-intent traffic to demand gen landing pages.

Lesson 3 • Display and Programmatic Advertising

Introduces display networks, programmatic buying, and audience targeting for brand awareness. Supports upper-funnel demand creation at scale.

Lesson 4 • Organic Social and Community Building

Develops an organic social strategy that builds brand authority and nurtures engaged communities. Complements paid efforts with lower-cost, long-term demand.

Lesson 1 • Email Nurture Sequence Design

Structures multi-touch email sequences aligned to persona pain points and funnel stage. Teaches cadence, content selection, and personalisation techniques.

Lesson 2 • Lead Scoring Model Design

Builds demographic and behavioural scoring models to prioritise sales-ready leads. Reduces wasted sales effort on low-fit or low-intent contacts.

Lesson 3 • Marketing Automation Platform Fundamentals

Introduces core automation platform capabilities: workflows, triggers, and data management. Provides the technical foundation for all nurture programme design.

Lesson 4 • Nurture Programme Optimisation

Applies A/B testing, funnel analysis, and cohort reporting to improve nurture performance. Closes the loop between automation data and programme iteration.

Lesson 1 • Strategic Budget Optimisation

Uses performance data to reallocate spend, justify increases, and sunset underperformers. Builds the analytical case for demand gen investment with leadership.

Lesson 2 • Demand Gen Measurement Framework

Establishes a tiered KPI framework spanning activity, pipeline, and revenue metrics. Aligns reporting to business outcomes rather than vanity metrics.

Lesson 3 • Funnel Analysis and Conversion Optimisation

Diagnoses conversion bottlenecks at each funnel stage using cohort and drop-off analysis. Prioritises optimisation efforts by revenue impact.

Lesson 4 • Dashboard Design and Reporting

Builds executive and operational dashboards that surface actionable insights quickly. Reduces time spent on manual reporting and improves decision speed.