Identify the best marketing channels and tactics for your business, develop your ideal tech stack, and track success with metrics and KPIs.
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.
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
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
We'll highlight the differences between strategies for small, highly targeted audiences, and campaigns targeting a large, mass market audience
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
We'll cover the most commonly used metrics for demand gen and discuss when to choose to focus on certain KPIs over others
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
Demand Gen for Early-Stage B2B Startups
Jan 16—Jan 21
Tue, Jan 16, 9:00 PM - 10:30 PM UTC
Thu, Jan 18, 9:00 PM - 10:30 PM UTC
Jan 22—Jan 25
Tue, Jan 23, 9:00 PM - 10:30 PM UTC
Thu, Jan 25, 9:00 PM - 10:30 PM UTC
Michelle has over 15 years experience leading marketing teams at both large enterprises and venture-backed startups. She has a history of success growing products and companies across a range of industries:
Michelle is currently a marketing advisor for Scale Venture Partners and has recently signed on as an entrepreneurship advisor for the Stanford Graduate School of Business beginning in January 2024. She has an MBA from Wharton where she triple majored in Marketing, Entrepreneurship and Operations Management. She also holds an undergraduate degree in finance from The University of Texas at Austin.
Tu/Thu 4:00pm - 5:30pm ET (1-2:30 pm PT)
November 28, November 30, December 5, and December 7
January 16, 18, 23, 25
This session is intended to cover topics or questions relevant to each individual participant. It should be scheduled to take place within 2 weeks of the course completion.
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
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