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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Outdated strategies are holding you back.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B2B marketing has evolved, and sticking to outdated tactics like gated content and broad targeting is no longer enough.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In this course, you’ll learn how to overcome outdated B2B marketing practices and adopt a modern approach to demand generation.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- Build an effective demand generation strategy: Replace outdated tactics with scalable frameworks that deliver results.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- Looking to transition from outdated methods to modern, proven strategies.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
Course Curriculum
Fix your B2B Playbook
Introduction to Demand Gen and Capture
Defining the ICP
Targeting Research on LinkedIn
Desk Research
Competitor Research
Define Your SMEs and Core Messaging
Defining Content Formats, Frequency, and Processes
Channel Selection & Demand Gen Advertising
How to measure success?
BONUS: LinkedIn Organic
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.

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Frequently asked questions
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.
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.
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
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
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.
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.
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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