Demand Generation

This course introduces the key differences between Lead Generation and Demand Generation, helping B2B marketers evolve from short-term tactics to long-term strategies that build trust, increase brand awareness, and drive high-quality leads. You'll learn how to craft omnichannel content that nurtures prospects at every stage of the buyer journey.
  • 8 video lessons (29 min)
  • 2 guides
  • 1 learning activity & quiz
Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers
  • Client success managers

Experts

Victoria Albert

Vice President, Marketing, INFUSE

David Verwey

EMEA Vice President & DPO, INFUSE

Sharon Palermo

Director of Global Marketing, BuyerForesight

Course curriculum

Lesson 1.
Demand Generation & Lead Generation
Building a Demand Generation strategy is a journey that involves the adaptation of your current marketing efforts to generate interest and awareness that will lead to future business.

In this lesson, we will explain how Demand Generation is different from the Lead Generation and why adopting the Demand Generation philosophy might be beneficial for your business.
Lesson 2.
Building brand awareness under the Demand Generation approach
Demand Generation succeeds when multiple processes, assets, and channels fit together like clockwork.

In this lesson, we discuss these factors together with practical advice on what potential challenges to look out for while building your Demand Generation strategy.
Lesson 3.
Adapting content marketing for Demand Generation
Content marketing is a valuable tool in building your Demand Generation strategy.

In this lesson, we will cover best practices for creating, adapting, and repurposing your assets to meet the needs of your buyers at all stages of the sales funnel.