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ABOUT THIS LEARNING PATH

The Buyer-Centric Demand Generation learning path covers everything you need to know to create and implement a successful demand-generation program.

You'll learn the key steps to planning a successful campaign, including what you need to do before you start creating buyer personas. You'll discover the questions to ask—and who to ask—so you have the necessary deep insights into the motivations of different decision makers involved in the buying process.

You'll learn how to create content for your campaign. And you'll understand how to map the milestones along the buyer's journey for each of your personas, so you can align your content to meet their needs at every stage.

Then before you launch your program, see how to select the best channels to connect with your target audience. Also discover how to work effectively with your team, so that everyone who is needed for a successful campaign knows what to do and why their role is important.

Once you've launched your program, you'll track performance metrics to see what's working and to learn how to optimize for future campaigns. When you base future decisions on data—not guesswork—you and your organization can have a high level of confidence that the time and money you allocate to each campaign is a very smart investment indeed.

BUSINESS OUTCOMES

  • 1 Optimize the marketing and sales lead management process to increase conversions
  • 2 Develop buyer-centric content for your personas and that maps to their journey
  • 3 Improve customer satisfaction by identify channels and tactics that align to your buyers' interests
  • 4 Develop programs and campaigns that are based on data and a culture that is data-driven

COURSES IN THIS LEARNING PATH

  • Planning for Effective Demand Generation

    A successful demand-generation program can directly grow your organization's bottom line. But smart planning is key. Good planning will help you put together a process that Marketing and Sales can follow to bring in more sales opportunities and revenue... and avoid common pitfalls that so many companies encounter.

    Course Learning Objectives

    1. Uncover insights into your buyers, from internal and external resources
    2. Document and define a process for developing a lead qualification model, lead scoring, and service level agreements
    3. Determine if your lead management process is moving prospects through the sales funnel or needs to be reevaluated
    4. Define which of the marketing and demand generation KPIs you will adopt for your organization
    5. Identify the technology necessary for buyer-centric demand generation
  • Creating Content for Effective Demand Generation

    Take the time to develop content for each unique persona you're targeted in your demand generation campaign. Demand-generation content succeeds best when you develop a keen understanding of your buyers and of their individual purchase paths.

    Course Learning Objectives

    1. Use insights to create your buyer personas and pinpoint their role in the buying committee
    2. Use insights to map your buyer's journey
    3. Document the buying milestones, including the steps, personas, and time it takes for a buyer to move through each stage
    4. Align your content with your buyer personas
    5. Understand the value of a content architecture, and develop it by persona
  • Communicating Your Demand Generation Programs and Campaigns

    Communication is the heart of marketing. Make sure your hard work you've done is memorable and useful to your audience. See to it that your demand generation programs and campaigns get out the door, successfully. And what's more, that they rally people around your ideas.

    Course Learning Objectives

    1. Structure your demand generation campaigns from business objective to channel
    2. Review which channels are optimal for your demand generation campaigns
    3. Train and manage internal stakeholders
    4. Determine a cadence for your campaigns to avoid traffic jams
    5. Develop a process for quality assurance and increase email deliverability
  • Analyzing Your Demand Generation Programs and Campaigns

    Gathering and analyzing data to see how your demand generation campaigns perform is a key step in becoming data-driven. It's also key to ensuring success with any future campaigns. If you aren't contributing to the financial growth of your organization... well, then we need to talk.

    Course Learning Objectives

    1. Determine the campaign KPIs for your organization to measure
    2. Determine the most useful reports you'll use and how to structure your report guidebook
    3. Establish a process for validating your reports, including data, systems, and processes
    4. Utilize visualizations to easily contextualize the data and to share insights with your team

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COURSES IN THIS LEARNING PATH

  • Planning for Effective Demand Generation

    A successful demand-generation program can directly grow your organization's bottom line. But smart planning is key. Good planning will help you put together a process that Marketing and Sales can follow to bring in more sales opportunities and revenue... and avoid common pitfalls that so many companies encounter.

    Course Learning Objectives

    1. Uncover insights into your buyers, from internal and external resources
    2. Document and define a process for developing a lead qualification model, lead scoring, and service level agreements
    3. Determine if your lead management process is moving prospects through the sales funnel or needs to be reevaluated
    4. Define which of the marketing and demand generation KPIs you will adopt for your organization
    5. Identify the technology necessary for buyer-centric demand generation
  • Creating Content for Effective Demand Generation

    Take the time to develop content for each unique persona you're targeted in your demand generation campaign. Demand-generation content succeeds best when you develop a keen understanding of your buyers and of their individual purchase paths.

    Course Learning Objectives

    1. Use insights to create your buyer personas and pinpoint their role in the buying committee
    2. Use insights to map your buyer's journey
    3. Document the buying milestones, including the steps, personas, and time it takes for a buyer to move through each stage
    4. Align your content with your buyer personas
    5. Understand the value of a content architecture, and develop it by persona
  • Communicating Your Demand Generation Programs and Campaigns

    Communication is the heart of marketing. Make sure your hard work you've done is memorable and useful to your audience. See to it that your demand generation programs and campaigns get out the door, successfully. And what's more, that they rally people around your ideas.

    Course Learning Objectives

    1. Structure your demand generation campaigns from business objective to channel
    2. Review which channels are optimal for your demand generation campaigns
    3. Train and manage internal stakeholders
    4. Determine a cadence for your campaigns to avoid traffic jams
    5. Develop a process for quality assurance and increase email deliverability
  • Analyzing Your Demand Generation Programs and Campaigns

    Gathering and analyzing data to see how your demand generation campaigns perform is a key step in becoming data-driven. It's also key to ensuring success with any future campaigns. If you aren't contributing to the financial growth of your organization... well, then we need to talk.

    Course Learning Objectives

    1. Determine the campaign KPIs for your organization to measure
    2. Determine the most useful reports you'll use and how to structure your report guidebook
    3. Establish a process for validating your reports, including data, systems, and processes
    4. Utilize visualizations to easily contextualize the data and to share insights with your team