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Become great at demand generation

Build a demand generation engine and win 10x more sales

This course will show you how you can build a predictable, scalable and repeatable lead generation machine for your company.

Online course:
Foundations of Demand Generation course

By Ramli John,

Managing Directos @ ProductLed

Course length: 6h 30min

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English subtitles Certificate included

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This course has been archived.

You may still enjoy the course, but you will not be able to take the exam to earn a certificate.

Since this course was recorded, we have significantly improved our production standards. We are constantly working and launching new courses, and training updates. Check the Growth Marketing Minidegree for the most up-to-date content.

Please refer to our course catalog to access the list of courses to earn certificates.

Win 10x more sales with half the effort by building a demand generation engine for your company

If you’ve ever wondered how HubSpot, KissMetrics, or even Salesforce are such powerhouses when it comes to sales in their industry, it’s because their marketing team has built a demand generation engine.

Join marketing expert Ramli John as he walks through the essentials of creating a solid demand generation pipeline that will support your business for years to come.

Introduction video (5 min)

In today’s information-rich world, buyers have more resources, information, and options than ever before. By the time you connect with them, they’re often well informed on you and your competition.

With a demand generation program, you can create interest in your company’s products or services and stand out from the competition. This 8-class course will equip you with practical strategies and techniques for building and delivering a best-in-class demand generation program. Specifically designed for B2B businesses, you will learn how to convert leads into long-term customers. Learn how to:

  • Evaluate and set business goals and KPIs that align with sales and marketing
  • Create content that entices your target audiences
  • Leverage landing pages, social media, and keywords to convert prospects into leads
  • Set the stage for the purchase process just right to transform leads into customers.
  • Monitor your customer’s experience after the sale and measure your program’s performance.

By the end of the course, you’ll have the tools and action plan needed to keep optimizing your lead generation strategy and expanding your customer reach.

I was at my wit’s end for my company, when Ramli came to the rescue. Most of the time, when I ask business coaches/advisors, I get vague answers to even the most targeted questions, but Ramli was quick to mention 3 key metrics (% expected conversion rate, # weeks involved, time it takes for each interview) that helped set our expectations for the next month at our company.

Janet Chang, Marketing Consultant, Author, Speaker

Janet Chang

In just 8 sessions, you’ll be able to

  • Put together a successful demand generation strategy that will help your company generate predictable, qualified leads for years to come
  • Leverage landing pages, social media, and keywords to compel your target audience to give you access to their email inbox and, eventually, their wallet
  • Avoid some of the most painful bottlenecks when it comes to implementing a demand generation program that aligns sales and marketing

Ramli is sharp, dedicated and really wants to get to the bottom of “why” things happen. He’s a true “test and learn” marketer. I continually ask Ramli to take on a variety of tasks that are, frankly, outside of his job description – he handles them all with effectiveness.

Bob Frady, CEO at HazardHub, former CMO at Maropost

Bob Frady

This course is right for you if…

  • You have a product or service that requires you to generate new leads each month – example: SaaS product, accounting firm, agency, consulting, niche e-commerce products, etc.
  • You want to generate more qualified leads for your company and “warm them up” so they’re ready to buy your product or service
  • You understand the importance of aligning and enabling sales and marketing revenue goals and vision

This course is probably not for you if…

  • You have enough leads in your sales team pipeline this quarter to hit your revenue goals
  • You’re satisfied with the number of leads you’re getting each month using the demand generation tactics you’re using right now
  • You aren’t curious or willing to take the risk to try new demand generation tactics

Ramli is the definition of a superstar full stack marketer. With amazing technical skills, lots of creative solutions, and a very pleasant personality. I was amazed by how much I have learnt from him about Digital Marketing and Demand Generation in a short period of time.

Aseef Khan, former Marketing Manager at Plooto.com

Aseef Khan

Skills you should have before taking this course

The course is suitable for everyone, but it helps to have:

  • A base-level understanding of digital marketing
  • Worked or currently work in a lead generating business in marketing and/or sales
  • Basic understanding of inbound marketing

Skills you will master

Content StrategyDemand generationLead acquisitionLead generationOutbound marketing

Ramli John

Managing Directos @ ProductLed

Ramli is a digital marketing consultant with over 10 years of marketing experience in a wide-array of environments from in-house, freelance, agency, multi-sided market and B2B.

In the last five years, he has built his career helping VC-funded B2B companies in San Francisco, New York, and Toronto to generate more leads and sell more online.

Your full course curriculum

Demand generation

1 The foundation of demand generation

There’s a saying that wise builders build on a firm foundation. Those who build a house on shaky grounds risk losing everything they’ve worked for. In this class, you’ll learn the foundation behind a demand generation engine. Resources Slides Supplemen …

2 Marketing and sales alignment and enablement

If you want truly build a demand generation engine and see a great ROI on your marketing and sales budget in today’s market, then sales and marketing have to be perfectly aligned or you’re going to lose potential customers. The trouble is, marketing an …

3 Entering the mind of the ideal buyer

Not all leads are created equally. Understanding who your company’s qualified leads really are is the first step in building a demand generation engine. Resources Slides Supplemental materials 15/15 Customer Interview Template Creating your person …

4 The law of attraction – crafting the perfect content to attract leads to your business

Content is at the heart of every demand generation engine. In this class, you’ll learn how to create remarkable content that will attract your target audience to your business. A special emphasis will be placed on video content as recent updates in soc …

5 From attraction to demand – turning eyeballs into leads

Do you know the secret of creating a good opt-in landing page? Landing page creation is an essential skill to generate more leads. That’s where most marketers stop. In this class, you’ll learn the importance of building landing page funnels. Resources …

6 Fuel for your demand gen engine: content promotion

Whether it’s Facebook, LinkedIn, Twitter, sponsored blog post, this class will give you the foundations to promoting and amplifying your content for lead acquisition Resources Slides Industry influencer planning template Lesson 3 Exercise ✓ Create an i …

7 Targeting your perfect lead with outbound marketing

With the rise of inbound marketing, many marketers have started to believe that outbound marketing is dead. The truth is that outbound is still highly relevant and effective, if done correctly. In this class, we’re going to take a look at how to genera …

8 Nurturing your leads using email and Facebook Messenger bot workflows

Did you know that B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10% according to a report by Forrester? Email workflows and conversational marketing can help you to not only convert leads i …

9 Office hours

Ramli answers questions and covers various aspects of course content in this optional class. Note: You are not required to watch this session in order to unlock the certificate exam. Resources Slides

This online course comes with a certificate to prove completion

Completing this training earns you a CXL certificate of completion you can add to your Linkedin profile.

What our students say about our online marketing courses:

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Learn Demand Generation: FAQ

Who is this course for?

This course is for you if you:

  • You have a product or service that requires you to generate new leads each month – example: SaaS product, accounting firm, agency, consulting, niche e-commerce products, etc.
  • You want to generate more qualified leads for your company and “warm them up” so they’re ready to buy your product or service
  • You understand the importance of aligning and enabling sales and marketing revenue goals and vision

Some careers that will especially benefit from this course are demand generation manager, lead generation manager, growth manager, or digital marketing manager.

What will you learn?

After taking this course, you will:

  • Evaluate and set business goals and KPIs that align with sales and marketing
  • Create content that entices your target audiences
  • Leverage landing pages, social media, and keywords to convert prospects into leads
  • Set the stage for the purchase process just right to transform leads into customers.
  • Monitor your customer’s experience after the sale and measure your program’s performance.

What does the course include?

Our Demand Generation training includes 9 lessons, 6h 30min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Demand Generation Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 6h 30min long.