On-demand

Demand Gen Fundamentals

Demand generation is the art and science of generating predictable and repeatable growth opportunities for your sales organization.

In this course, you’ll learn the fundamentals of what makes great demand generation and learn, through real experiences, how to create, run, and measure an effective strategy.

Course details

Enrollment type: On-demand
Open to: Executive & Associate Members

Jeff Reekers, Instructor

Jeff Reekers is the CEO/Founder of Champion, a customer-led growth platform, and the former CMO at Aircall, the cloud phone system of choice for modern businesses. During his five years there, Aircall scaled from a startup to over 750 employees and $100M in revenues. Jeff oversaw brand, demand generation, product marketing, customer experience, and customer support in his role.

Jeff is also a GTM Growth Advisor for Primary Venture Partners, a leading Seed Stage venture capital fund focused on the NYC tech ecosystem, and an active advisor to multiple high-growth companies.

Connect with Jeff

Course curriculum

Session 1:
Thinking in Systems

Learn the basic building blocks of demand generation, explore the concept of Systems Thinking and its application, and the difference between Lead Gen, Demand Gen, and Marketing.

Learning Objectives:

The building blocks of demand generation
Systems Thinking and how to use it within your organization
The difference between lead generation, demand generation, and marketing
Your organization’s growth system

Session 2:
Growth Infrastructure

Develop an understanding of The Growth System and the foundations of growth-focused infrastructure, including the Brand Equity Pyramid, building a growth culture within your organization, and leveraging partnerships.

Learning Objectives:

The Growth System and how to apply it to your business
Establishing growth-centric infrastructure
Building your Brand Equity pyramid
The role of partnerships in growth

Session 3:
Online, Offline, and 360 Campaigns

There’s knowing the channels, and then there’s knowing how the channels work together to create an impactful journey for your target audience. In this course, you’ll learn about the how and when of various demand channels, and study-specific examples of well-executed 360 campaigns from the field.

Learning Objectives:

Creating an impactful campaign with cohesive channel engagement
Which channels to use in our customer journey and when
Building the anatomy and lifecycle of a campaign

Session 4:
Empathy Mapping

Before we create demand, marketers must have a clear view of the ideal customer, develop a deep understanding, and define the motivators that drive decisions. This class will dive into frameworks and models to use.

Learning Objectives:

Identify the characteristics of the ideal customer
Identify the customer motivations that drive decisions
Apply relevant empathy frameworks and models to the customer experience

Expected Results

By the end of this school, you will have the knowledge and skills to be able to:

Map your ICP using different frameworks and models
Write effective copy
Understand how different channels work together to create an impactful journey for your target audience
Track, measure, & improve your campaigns

A woman smiling while conversing with another Pavilion member.

Course FAQ

: This program is included in the cost of a Pavilion Membership. Not a member? Join now.
: At this time, this program is open to Pavilion Members only. Join Pavilion to enroll for free.
: Enroll on demand at any time.
: Due to this course being on demand, you can participate in sessions at your own pace.
: We ONLY offer Executives the opportunity to get certified in On Demand offerings, and we currently only offer certificates for these Executive-level offerings:

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