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B2B Demand Gen:
Fix Your Marketing Playbook

2h 10min | 11 lessons

In this course, you will learn how to:

  • Define and target your Ideal Customer Profile (ICP).
  • Build a modern B2B demand generation strategy.
  • Create attention-grabbing, high-impact content.
  • Measure success with data-driven insights.
  • Combine paid and organic strategies for maximum ROI.

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English subtitles Certificate included
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Outdated strategies are holding you back. Learn how to fix them.

B2B marketing has evolved, and sticking to outdated tactics like gated content and broad targeting is no longer enough. It’s time to test something else.

This course will teach you how to modernize your approach with actionable strategies for demand generation, precise targeting, and creating content that resonates.

Generate demand and capture leads with proven B2B tactics.

Course Length:
2h 10min. 11 lessons.

In this course, you’ll learn how to overcome outdated B2B marketing practices and adopt a modern approach to demand generation. By focusing on precise targeting, impactful content creation, and effective measurement, you’ll unlock the full potential of your marketing efforts.

This course provides the frameworks, tactics, and insights needed to transform your playbook and deliver measurable outcomes.

After completing this online course on B2B Demand Generation, you will be able to:

  • Experiment with a few new tactics: Test fresh strategies to find what works best for your audience.
  • Define your Ideal Customer Profile (ICP): Focus your resources on high-value prospects who are most likely to convert.
  • Build an effective demand generation strategy: Replace outdated tactics with scalable frameworks that deliver results.
  • Leverage LinkedIn to its fullest potential: Master organic and paid campaigns to engage decision-makers and amplify your reach.
  • Create content that grabs attention and drives action: Develop assets that speak directly to your audience’s needs.
  • Measure success effectively: Understand what metrics matter most and track the real impact of your campaigns.
  • Drive sustainable growth: Keep your pipeline filled with high-quality leads and turn marketing into a growth engine.

This course is for you if you are:

  • A B2B marketer struggling to make your current tactics work.
  • Looking to transition from outdated methods to modern, proven strategies.
  • Eager to master LinkedIn as a powerful channel for demand generation.
  • Facing challenges with measuring success and proving ROI.
  • Struggling to get buy-in from senior leadership to create content.

Subscribe now and get access

See Pricing

Course Curriculum

Fix your B2B Playbook

Introduction to Demand Gen and Capture

Let’s talk about Demand Generation and Demand Capture, two critical strategies in B2B marketing.

Defining the ICP

To build effective B2B marketing strategies, you need to know exactly who your ideal customers are.

Targeting Research on LinkedIn

In this lesson, you’ll learn how to identify and engage your ideal customer profile (ICP) using LinkedIn’s targeting features.

Desk Research

In this lesson, you’ll learn how to use desk research to uncover key insights about your audience.

Competitor Research

This lesson will show you how to conduct Competitor Research on LinkedIn.

Define Your SMEs and Core Messaging

Crafting a memorable and effective message starts with the right voices and a clear vision.

Defining Content Formats, Frequency, and Processes

You’ll learn how to choose the right content formats for your B2B audience, whether it’s articles, videos, webinars, or something else.

Channel Selection & Demand Gen Advertising

Explore how to choose the most effective channels for your demand generation and capture efforts.

How to measure success?

Evaluate the effectiveness of your strategies by tracking key metrics.

BONUS: LinkedIn Organic

Before we say farewell, this bonus lesson will provide you with 10 battle-tested tips for your LinkedIn organic marketing.

Final Exam: Fix your B2B Playbook

Tycho Luijten

CEO @ Dapper Agency

Tycho is the founder of Dapper, a B2B marketing agency. Together with his team, he has been involved in the growth of more than 300 businesses. As the head of his agency’s marketing strategy, Tycho has built a strong online presence, reaching millions of timelines annually.

This online course
comes with a
Certificate

Completing this course earns you an official CXL B2B Demand Generation to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on Linkedin that can be added to your profile.

“Getting a CXL Subscription has been one of the best choices I made”

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✔ New content monthly with on-demand access

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Team Trial

Frequently asked questions

Plans

What is the difference between the monthly, quarterly and annual plans?

We offer three types of billing lengths to choose from: Monthly, Quarterly, or Annual. The longer the billing length, the cheaper the monthly cost becomes.

Typically annual plans are 40% cheaper per year than paying month-to-month.

What is the difference between the individual and teams plans?

Personal or Individual plans are meant for one person where teams have 2 or more people.

A team account has a few extras:
– Invite and manage people learning on your team.
– Create roadmaps for each individual.
– Access team learning engagement reports.
– Assign members to your team as managers to assign content and view reports.

What is included in the all-access plan?

You’ll get:
– Access to 90+ online courses.
– Earn certificates and add them to LinkedIn.
– Thousands of playbooks and resources.
– All minidegrees
– Roadmapping and progress tracking
– Premium Support

Can I switch plans later if I want to?

Yes. You can switch between different billing lengths at any time (Ex: Switch from a Monthly Plan to Annual).

If you’d like to switch from a individual plan to a team plan (or vice versa), please reach out to customer success via live chat.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

What is parity pricing?

All of our products are priced in USD currency. In order to make our products more affordable, we have established a system where you can pay in your local currency using a special metric that adjusts the price you pay according to the purchasing power of your country.

Is there a discount available?

One of CXL’s company policies is that we don’t discount. Our focus is on the product – providing the best, highest quality content with our courses.

The listed price on the site shows the best price – you can buy with confidence.

We offer pricing based on your local currency, you’ll see this reflected on the pricing and checkout pages.

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