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The Demand Generation Playbook Course 

Our demand generation course gives you the strategies, playbooks, and real-world examples to transform how your business drives revenue. Learn directly from the marketers who’ve made the switch - and see how to build a demand engine that creates pipeline, not just leads.

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Module 1

Lead Gen → Demand Gen

Alice de Courcy

3 lessons | 50 mins

Intermediate
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Module 2

Building a Demand Gen Brand

Liam Bartholomew

5 lessons | 55 mins

Intermediate
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Module 3

Building a Content Engine

Liam Bartholomew

6 lessons | 90 mins

Intermediate
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Module 4

Building an effective ABM engine

Tim Hughes

5 lessons | 70 mins

Intermediate
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Module 5

Running a Demand Gen-led paid strategy

Fran Langham

4 lessons | 65 mins

Intermediate
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Module 6

Creating effective integrated campaigns

Tim Hughes

3 lessons | 40 mins

Intermediate
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Module 7

Events strategy in a demand generation world

Tim Hughes

3 lessons | 40 mins

Intermediate
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Module 8

Website Conversion Rate Optimisation

Estelle Marasigan

4 lessons | 50 mins

Intermediate
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Module 9

Reporting to leadership

Fran Langham & Simon Heckhuis

4 lessons | 55 mins

Intermediate

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FAQs

Cognism’s demand generation training is for anyone. We’ve catalogued and distilled our four years of learning into this course. B2B marketers who are looking to change how they run their playbook might find it most useful.

Yes! We’re really giving away all our demand gen learnings for free. New modules will be released weekly, and we aim to have released all of them by November 2025.

Yes, we’ll be dropping summaries of all nine modules, plus more video content related to the course over on our YouTube channel.

Our course is based on real experiences from shifting to a demand generation program. We talk about everything, from how to get buy-in for demand gen across your whole organisation to how to run paid ads and build your media machine. We include results we’ve seen, from experimental wins to failures.

Each module will take roughly 80 minutes to complete. And since it is totally ungated, you can complete it at your leisure.