Demand Gen for Early-Stage B2B Startups


(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.

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

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


    (7 ratings)

    What students are saying

    Meet your instructor

    Michelle Jones

    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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    Course schedule

    3 hours per week
    • This course consists of four 90-min live class sessions held over zoom

      Mon/Wed 4:00pm - 5:30pm ET (1-2:30 pm PT

      Cohort 2:

      Week 1: January 29, 31

      Week 2: February 5, 7

    Learning is better with cohorts

    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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