Demand Gen for Early-Stage B2B Startups
2 Weeks
·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.
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)
01
Marketers who want to improve B2B Demand Gen strategy and tactics and/or move into a marketing leadership role overseeing demand gen
02
Startup leaders (CEOs, CROs, etc.) who find themselves responsible for growing pipeline for the company or managing a demand gen team
03
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
Distinguish between ABM and mass market strategies
We'll highlight the differences between strategies for small, highly targeted audiences, and campaigns targeting a large, mass market audience
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
Demand Gen for Early-Stage B2B Startups
Course syllabus
Week 1
Week 1
Jan 16—Jan 21
Events
- Jan
16
Session 1: Demand Gen for B2B Startups
Session 1: Demand Gen for B2B Startups
Tue, Jan 16, 9:00 PM - 10:30 PM UTC
- Jan
18
Session 2: Demand Gen for B2B Startups
Session 2: Demand Gen for B2B Startups
Thu, Jan 18, 9:00 PM - 10:30 PM UTC
Modules
- Defining Demand Gen and Evaluating the Sales/Marketing FunnelDefining Demand Gen and Evaluating the Sales/Marketing Funnel0 Lessons • 0 Projects
- Demand Gen Strategies by Company Stage, Market, and Average Sale PriceDemand Gen Strategies by Company Stage, Market, and Average Sale Price0 Lessons • 0 Projects
- Evaluating Marketing Channels and TacticsEvaluating Marketing Channels and Tactics0 Lessons • 0 Projects
- Account Based Marketing (ABM) versus Mass Market CampaignsAccount Based Marketing (ABM) versus Mass Market Campaigns0 Lessons • 0 Projects
- Building the Right Marketing Tech StackBuilding the Right Marketing Tech Stack0 Lessons • 0 Projects
- Leveraging Agencies and ContractorsLeveraging Agencies and Contractors0 Lessons • 0 Projects
Week 2
Week 2
Jan 22—Jan 25
Events
- Jan
23
Session 3: Demand Gen for B2B Startups
Session 3: Demand Gen for B2B Startups
Tue, Jan 23, 9:00 PM - 10:30 PM UTC
- Jan
25
Session 4: Demand Gen for B2B Startups
Session 4: Demand Gen for B2B Startups
Thu, Jan 25, 9:00 PM - 10:30 PM UTC
Modules
- Measuring Success: Common Demand Gen Metrics and KPIsMeasuring Success: Common Demand Gen Metrics and KPIs0 Lessons • 0 Projects
- Allocating Budget across Channels and TacticsAllocating Budget across Channels and Tactics0 Lessons • 0 Projects
- The Challenges of Marketing AttributionThe Challenges of Marketing Attribution0 Lessons • 0 Projects
- Examples and Case StudiesExamples and Case Studies0 Lessons • 0 Projects
Bonus
Bonus
Modules
- 30 Minute 1:1 Advisory Session30 Minute 1:1 Advisory Session0 Lessons • 0 Projects
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.
Join an upcoming cohort
Demand Gen for Early-Stage B2B Startups
Cohort 2
$750 USD
Dates
Jan 16—25, 2024
Payment Deadline
Jan 16, 2024
Course schedule
3 hours per week
This course consists of four 90-min live class sessions held over zoom
Tu/Thu 4:00pm - 5:30pm ET (1-2:30 pm PT)
Cohort 1:
November 28, November 30, December 5, and December 7
Cohort 2:
January 16, 18, 23, 25
Plus a 30-min 1:1 session with the instructor
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.
Learning is better with cohorts
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
Frequently Asked Questions
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Join an upcoming cohort
Demand Gen for Early-Stage B2B Startups
Cohort 2
$750 USD
Dates
Jan 16—25, 2024
Payment Deadline
Jan 16, 2024