SEO & SEM

This course explains how B2B marketers can integrate SEO and SEM to drive qualified demand by aligning with how decision makers search, evaluate, and engage during their self-guided buyer journey. You’ll learn to build measurable strategies that connect organic visibility with paid precision—transforming search into a demand-generating engine across every stage of the buyer’s journey.
  • 15 video lessons (1.5 h)
  • 3 guides
  • 3 learning activities & knowledge check
Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers

Experts

Angela Cattin

Senior Field Marketing Leader, UKI & North America, Strada

Skerdi Sino

Chief Marketing Officer, Native Teams

Barbara Puszkiewicz-
Cimino

Director of Global Digital Marketing & CRM

Dennis Lazard

CEO & Founder, ESA Digital Ltd.

Andrea Palten

Vice President Marketing, Techstars 

Course curriculum

Lesson 1.
The role of SEO and SEM in B2B Demand Generation
In this lesson, you will discover how SEO and SEM work together to drive B2B Demand Generation. You’ll learn why search visibility is critical, how prospect behavior influences discoverability, and the distinct roles SEO and SEM play in attracting the right audience. By the end, you’ll understand how they work best when used in tandem to reach prospects at every stage of the buyer’s journey.
Lesson 2.
SEO best practices and performance
In this lesson, you will learn how to build and optimize an SEO strategy that supports long-term B2B Demand Generation. You will explore how to map content to buyer intent and journey stages, measure SEO performance using meaningful engagement signals, and refine assets to drive better outcomes. By the end, you will have a deeper understanding of how SEO contributes to sustained visibility, stronger engagement, and more effective content performance.
Lesson 3.
SEM best practices and performance
In this lesson, you’ll shift from organic visibility to paid search, exploring how SEM accelerates Demand Generation by targeting high-intent prospects at key moments. You’ll learn to build SEM strategies that align with personas, create consistent messaging, and drive engagement through targeted ads. You’ll also explore how to measure and optimize campaign performance, and how to integrate SEM with SEO for a unified, results-driven approach. By the end of this lesson, you’ll know how to use SEM to boost speed, precision, and conversion impact.