An online marketing training course offers a foundational understanding of demand generation as a strategic approach in modern marketing.
INTRODUCTION TO DEMAND GENERATION
The Marketer's Guide to Growth
Introduction to Demand Generation is an online marketing training course offers a foundational understanding of demand generation as a strategic approach in modern marketing.
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This course explores the key goals of demand generation, such as building awareness, creating interest, and fostering customer engagement, ultimately driving quality leads through the sales pipeline. It also distinguishes demand generation from lead generation, clarifying that demand generation focuses on nurturing interest across the entire buyer journey, not just collecting contact information.
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Learners will gain insight into the critical components of a successful demand generation strategy, including identifying target audiences, creating valuable content, leveraging multi-channel marketing, and aligning sales and marketing efforts. This part sets the stage for deeper exploration into demand generation tactics, illustrating how a well-rounded strategy builds brand visibility, supports long-term customer relationships, and leads to measurable business growth.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​
Who Should Attend
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Marketing professionals looking to enhance their demand generation skills.
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Sales and marketing alignment roles aiming to drive more qualified leads.
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Business owners and entrepreneurs seeking to grow their customer base.
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Anyone interested in learning advanced marketing strategies to boost brand visibility and revenue.
What You'll Learn in This Course
01
Master the Basics of Demand Generation
Learn how to create awareness, spark interest, and keep your audience engaged throughout their journey.
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03
Qualify Leads Effectively
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Find out how to identify your best leads using tools like lead scoring and frameworks like BANT (Budget, Authority, Need, Timing).​
05
Create Personalised Campaigns
Use emails, retargeting ads, and content tailored to your audience's needs to build trust and drive action.
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Track Funnel Performance
Keep an eye on key metrics like conversion rates, lead velocity, and engagement to figure out what’s working and what’s not.
02
Understand the Lead Funnel
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Discover how to guide prospects step-by-step through the funnel—from awareness (TOFU) to decision-making (BOFU)—and keep them moving forward.
04
Build a Seamless Lead Management Process
Explore how to align sales and marketing, hand off leads effectively, and avoid common bottlenecks.
06
Leverage Content for Every Stage
Learn what kind of content works for each stage of the funnel, blog posts for awareness or product demos for decision-making.
08
Refine Your Strategy
Test, tweak, and improve your workflows, content, and lead management processes to boost your results.
Everything You Need to Master Demand Generation
Practical Tools, Resources, and Guidance
On this course, you can expect a hands-on, practical learning experience designed to help you master the art of demand generation. Through engaging video lessons, interactive presentations, and real-world examples, you’ll gain a deep understanding of how to attract, nurture, and convert leads effectively.
You'll also have access to a range of downloadable resources, including knowledge articles, templates, and tools to help you apply what you’ve learned. From lead scoring sheets to funnel optimisation guides, these materials are designed to make implementing your strategy easier.
Whether you’re new to demand generation or looking to refine your skills, this course provides everything you need to build a winning strategy and see real results.​
For Managers Looking for Professional Development for Their Team
Equip your team with the tools and strategies they need to drive real results while advancing their professional growth. The Introduction to Demand Generation course empowers professionals to create sustainable marketing strategies, build high-quality lead pipelines, and align sales and marketing efforts for maximum ROI.
By investing in this training, you’re not only strengthening your team’s capabilities but also contributing to their professional development plans, ensuring they stay ahead in fast-developing markets. With actionable skills to improve lead quality, streamline the buyer's journey, and increase conversion rates, this course delivers measurable business impact.
This is more than training; it’s a strategic investment in your company’s growth and your team’s success.
About the Instructor
Diane Dawkins, MA DipM MCIM
Diane Dawkins, MA DipM MCIM, is a seasoned marketing professional with over 20 years of experience in marketing communications and digital marketing. Holding a Master’s degree in Marketing Management, Diane has collaborated with Fortune 100 companies and leading B2B and OEM businesses, bringing strategic insight and innovative solutions to the table. Known for her expertise in demand generation and content marketing, Diane combines practical industry knowledge with a deep understanding of evolving digital trends to drive impactful results.
