Cohort 1

Identify the best marketing channels and tactics for your business, develop your ideal tech stack, and track success with metrics and KPIs.


Michelle Jones

Demand Gen for Early-Stage B2B Startups

If you're a founder, exec, or marketer tasked with growing leads and pipeline at a B2B startup, this course is for you. You'll learn how to transition your demand gen from a disjointed set of experiments to a cohesive pipeline machine. The ideal formula for maximizing your marketing-driven pipeline is different for every organization. This course will help you think through the frameworks, best practices, and technology that can help you get to the right mix of marketing channels and tactics faster. We'll also walk through case studies to understand why specific marketing tactics are likely to succeed or fail. Effectively communicating your strategy is an essential part of marketing leadership. We'll cover how to confidently present your demand gen strategies to your executive team and in board meetings. By the end of the course, you'll have the tools to frame your high level demand gen strategy, evaluate individual channels/tactics, and present your plan to an executive audience.

Build pipeline faster. Persuasively communicate your demand gen strategy.


Marketers who want to improve B2B Demand Gen strategy and tactics and/or move into a marketing leadership role overseeing demand gen

Startup leaders (CEOs, CROs, etc.) who find themselves responsible for growing pipeline for the company or managing a demand gen team

Go-to-market and/or Demand Gen professionals who want to transition into B2B startups from roles in larger companies or other industries

For leaders responsible for growing marketing pipeline at B2B tech startups (seed - series B)


What you’ll get out of this course

You'll receive a framework of the most commonly used B2B marketing channels and learn to evaluate which would be the best bets for your company based on your target market

Identify the best channels and tactics


We'll dive into the marketing tech stack so that you know what's appropriate for each stage of your company and understand when it’s time to invest and expand

Determine your ideal marketing tech stack


We'll cover the most commonly used metrics for demand gen and discuss when to choose to focus on certain KPIs over others

Apply the most relevant metrics and KPIs


Learn the frameworks and best practices to apply at each stage so that you can confidently present your demand gen plan as a cohesive strategy rather than a disjointed set of experiments

Persuasively communicate your Demand Gen strategy to your exec team and board


Defining Demand Gen and Evaluating the Sales/Marketing Funnel


Demand Gen Strategies by Company Stage, Market, and Average Sale Price


Evaluating Marketing Channels and Tactics


Account Based Marketing (ABM) versus Mass Market Campaigns


Building the Right Marketing Tech Stack


Leveraging Agencies and Contractors


Measuring Success: Common Demand Gen Metrics and KPIs


Allocating Budget across Channels and Tactics


The Challenges of Marketing Attribution


Examples and Case Studies


Post Course: 30 Minute 1:1 Advisory Session


Course syllabus

What people are saying

Meet your instructor

Cohort 2:Week 1: January 29, 31Week 2: February 5, 7

This course consists of four 90-min  live class sessions held over zoom


Course schedule

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

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