The Demand Gen Playbook Course

We've spent 3 years building an internal demand generation playbook.

Now we're giving it away for free.

Across 8 video modules, this course will give you our proven DG framework - that's helped generate 55%+ of new business since 2021.

Get started ↓

Course Contents:

Module 1: Intro & DG Philosophy

Module 2: DG Principles

Module 3: Lead Gen to Demand Gen

Module 4: DG Content Strategy

Module 5: Building a Media Machine

Module 6: DG Paid Ads Strategy

Module 7: DG Reporting & Benchmarks

Module 8: DG Tools & Tech

Play Your Ads Right

Module 1: Intro & DG Philosophy

Intro & DG Philosophy

Why demand gen?

What's the goal?

Module 1 Slides

Intro slides
Why demand gen slides
What's the goal slides

Module 2: DG Principles

Create demand

Capture demand

The media machine

Module 2 Slides

Create demand slides
Capture demand slides
Media machine slides

Module 3: Lead Gen to Demand Gen

Getting started

Split the funnel

Make the switch

Module 3 Slides

Getting started slides
Split the funnel slides
Make the switch slides

Module 4: DG Content Strategy

Intro to Easy Mode

Content Segmentation

Realm of relevancy

SEO Money keyword strategy

Module 4 Slides

Intro to Easy Mode slides
Content segmentation slides
Realm of relevancy slides
SEO Money keyword slides

Module 5: Building a Media Machine

Value Loop Marketing

Newsletter and email

Webinars and in-person events

Podcasts

Organic social

B2B influencers & SMEs

Module 5 Slides

Value loop slides
Newsletter slides
Webinar slides
Podcast slides
Organic social slides
SME slides

Module 6: DG Paid Ads Strategy

Philosophy, budget and channels

Creating demand on LinkedIn

Creating demand on Facebook, YouTube and Reddit

Capturing demand with Google and Bing

Module 6 Slides

Philosophy & budget slides
LinkedIn strategy slides
Facebook, YouTube & Reddit strategy slides
Google & Bing slides

Module 7: DG Reporting & Benchmarks

What does reporting look like in a Demand Gen world?

Measuring overall performance, create demand and capture demand

Easymode content & SEO reporting

Building reports, dashboards and using data for decision making

Module 7 Slides

What DG reporting looks like slides
Measuring overall performance slides
Easymode & SEO reporting slides
Building reports & dashboards slides

Module 8: DG Tools and Tech

What a tech stack should and shouldn't be

Our favourite DG tools and tech

Module 8 Slides

What tech stack should be slides
Our favourite DG tools and tech

Play Your Ads Right

Play Your Ads Right: Episode 1

Play Your Ads Right: Episode 2

Play Your Ads Right: Episode 3

Play Your Ads Right: Episode 4

Play Your Ads Right: Episode 5

If you enjoyed the DG course, you might also like this...

Read more about how our CMO, Alice de Courcy built out Cognism's marketing team. Her CMO diary series documents her journey of scaling from 5+ years in the seat.