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The Demand Gen Playbook Diary of a first-time CMO Cold Calling Report 2025 Marketing Live Events International Expansion Zone SDR Zone
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The Demand Gen Playbook Course 

Our demand generation course gives you the strategies, playbooks, and real-world examples to transform how your business drives revenue. Learn directly from the marketers who’ve made the switch - and see how to build a demand engine that creates pipeline, not just leads.

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Module 1

Lead Gen → Demand Gen

Alice de Courcy

3 lessons | 50 mins

Intermediate
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Module 2

Building a Demand Gen Brand

Coming soon

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Module 3

Building a Content Engine

Coming soon

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Module 4

Paid Media

Coming soon

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Module 5

ABM

Coming soon

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Module 6

Integrated Campaigns

Coming soon

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Module 7

Events

Coming soon

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Module 8

Website CRO

Coming soon

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Module 9

Reporting

Coming soon

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Countdown to Term 2

Term 1 is already underway, with 700+ marketers enrolled on the course so far.

Term 2 is just around the corner, so join our early bird list to get priority access as soon as the next modules drop.

Here’s what’s coming in Term 2:

  • How to build, execute, and scale an ABM program that drives qualified pipeline from your best-fit accounts

  • Our full paid media strategy — from budget allocation to the create vs. capture demand philosophy

  • The integrated campaign framework that’s generated $30M+ in pipeline over the past 2 years

We hope you’re enjoying the Demand Gen Course so far - see you in Term 2!

Secure early bird access to term two, and get notified as soon as new modules are released.

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Webinar Series — class is always in session!

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FAQs

Cognism’s demand generation training is for anyone. We’ve catalogued and distilled our four years of learning into this course. B2B marketers who are looking to change how they run their playbook might find it most useful.

Yes! We’re really giving away all our demand gen learnings for free. New modules will be released weekly, and we aim to have released all of them by November 2025.

Yes, we’ll be dropping summaries of all nine modules, plus more video content related to the course over on our YouTube channel.

Our course is based on real experiences from shifting to a demand generation program. We talk about everything, from how to get buy-in for demand gen across your whole organisation to how to run paid ads and build your media machine. We include results we’ve seen, from experimental wins to failures.

Each module will take roughly 80 minutes to complete. And since it is totally ungated, you can complete it at your leisure.