Model Online / On-Site
Duration
Modules 5 modules

Course Objective & Scope

Handing sales hundreds of cold form-fills (MQLs) with no real buying intent wastes marketing budget and creates friction between marketing and sales. This course teaches how to build a modern Lead and Demand Generation engine that delivers qualified pipeline (SQLs and revenue).

Ideal Customer Profile (ICP) and buying-committee mapping, high-value conversion offers (ROI calculators, assessments, demos), LinkedIn and Search capture campaigns, multi-touch outbound and Account-Based Marketing (ABM) plays, behavioural lead scoring and CRM handoff SLAs are worked through hands-on. Participants design an end-to-end acquisition and nurturing playbook for their target market.

Who Should Attend?

  • B2B marketing, growth and demand generation specialists
  • Sales development (SDR/BDR), business development and Revenue Operations (RevOps) teams
  • Marketing and sales leaders in SaaS, technology, manufacturing, finance and professional services
  • Prerequisite: basic familiarity with digital marketing or B2B sales cycles

Key Takeaways

  • Define a sharp ICP and target account list using firmographic, technographic and intent signals
  • Design conversion offers that separate top-of-funnel research leads from high-intent buying requests
  • Run LinkedIn, Google Search and retargeting campaigns aimed at buying-committee roles
  • Build multi-touch ABM and lead-nurturing sequences across email, social and content
  • Configure CRM lead scoring, MQL-to-SQL qualification criteria and speed-to-lead SLAs

Curriculum

Demand Generation versus Lead Capture and ICP Definition
  • Balancing demand creation with high-intent demand capture
  • ICP, buying committees (champion, economic buyer, technical blocker) and intent signals
Conversion Offers and High-Converting Landing Pages
  • Diagnostic tools, ROI calculators, benchmarks, webinars and interactive product tours
  • Reducing form friction, progressive profiling and instant calendar routing
Inbound and Paid Acquisition: Search, LinkedIn and Retargeting
  • High-intent Google Search and review/comparison site capture strategies
  • LinkedIn Ads (Thought Leader Ads, Lead Gen Forms) and staged retargeting
Account-Based Marketing (ABM) and Multi-Touch Outbound
  • 1:1, 1:Few and 1:Many ABM tiers; aligning marketing air cover with SDR outreach
  • Signal-triggered outbound sequences and social selling workflows
Lead Nurturing, Scoring and Sales Handoff (RevOps)
  • Combining firmographic fit and behavioural intent scores; automated nurture tracks
  • MQL, SAL, SQL definitions, pipeline velocity and speed-to-lead SLA checklist

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