Demand Gen for Early-Stage B2B Startups

4.9

(7 ratings)

10 Days

Cohort-based Course

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

Demand Gen for Early-Stage B2B Startups

4.9

(7 ratings)

10 Days

Cohort-based Course

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

Hosted by

Michelle Jones

CMO; VC Go-To-Market Advisor; Ex HubSpot and Salesforce; Wharton MBA

Michelle Jones

CMO; VC Go-To-Market Advisor; Ex HubSpot and Salesforce; Wharton MBA

Course overview

Build pipeline faster. Persuasively communicate your demand gen strategy.

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.

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

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

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

What you’ll get out of this course

Identify the best channels and tactics

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

Determine your ideal marketing tech stack

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

Apply the most relevant metrics and KPIs

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

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

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

Course syllabus

4 live sessions • 10 modules

Expand all modules

Week 1
Jan 29—Feb 4
Week dates are set to instructor's time zone
Events
Jan
29
Session 1: Demand Gen for B2B Startups
Session 1: Demand Gen for B2B Startups
Mon, Jan 29, 9:00 PM - 10:30 PM UTC
Jan
31
Session 2: Demand Gen for B2B Startups
Session 2: Demand Gen for B2B Startups
Wed, Jan 31, 9:00 PM - 10:30 PM UTC
Modules
Defining Demand Gen and Evaluating the Sales/Marketing Funnel
Defining Demand Gen and Evaluating the Sales/Marketing Funnel
0 Lessons • 0 Projects
Demand Gen Strategies by Company Stage, Market, and Average Sale Price
Demand Gen Strategies by Company Stage, Market, and Average Sale Price
0 Lessons • 0 Projects
Evaluating Marketing Channels and Tactics
Evaluating Marketing Channels and Tactics
0 Lessons • 0 Projects
Account Based Marketing (ABM) versus Mass Market Campaigns
Account Based Marketing (ABM) versus Mass Market Campaigns
0 Lessons • 0 Projects
Building the Right Marketing Tech Stack
Building the Right Marketing Tech Stack
0 Lessons • 0 Projects
Week 2
Feb 5—Feb 7
Week dates are set to instructor's time zone
Events
Feb
5
Session 3: Demand Gen for B2B Startups
Session 3: Demand Gen for B2B Startups
Mon, Feb 5, 9:00 PM - 10:30 PM UTC
Feb
7
Session 4: Demand Gen for B2B Startups
Session 4: Demand Gen for B2B Startups
Wed, Feb 7, 9:00 PM - 10:30 PM UTC
Modules
Measuring Success: Common Demand Gen Metrics and KPIs
Measuring Success: Common Demand Gen Metrics and KPIs
0 Lessons • 0 Projects
Allocating Budget across Channels and Tactics
Allocating Budget across Channels and Tactics
0 Lessons • 0 Projects
The Challenges of Marketing Attribution
The Challenges of Marketing Attribution
0 Lessons • 0 Projects
Leveraging Agencies and Contractors
Leveraging Agencies and Contractors
0 Lessons • 0 Projects
Examples and Case Studies
Examples and Case Studies
0 Lessons • 0 Projects

4.9

(7 ratings)

What students are saying

Meet your instructor

Michelle Jones

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:

Salesforce: relaunched a newly acquired product resulting in >700% annual revenue growth
HubSpot: joined as one of the first 50 employees and helped identify HubSpot's ICP and churn risk indicators leading to faster growth and lower churn rates
AppOmni: grew pipeline from <$5 million to >$100 million
MyEnergy: Doubled user base in less than 6 months resulting in an acquisition by Nest Labs

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.

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