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The Demand Gen Playbook Course

We've spent 3 years building an internal demand generation playbook.

Now we're giving it away for free.

Across 8 video modules, this course will give you our proven DG framework - that's helped generate 55%+ of new business since 2021.

Cognism Demand Gen Playbook

Module 1: Intro & DG Philosophy

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Intro & DG Philosophy
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Why demand gen?
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What's the goal?

Module 2: DG Principles

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Create demand
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Capture demand
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The media machine

Module 3: Lead Gen to Demand Gen

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Getting started
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Split the funnel
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Make the switch

Module 4: DG Content Strategy

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Intro to Easy Mode
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Content Segmentation
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Realm of relevancy
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SEO Money keyword strategy

Module 5: Building a Media Machine

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Value Loop Marketing
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Newsletter and email
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Webinars and in-person events
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Podcasts
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Organic social
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B2B influencers & SMEs

Module 6: DG Paid Ads Strategy

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Philosophy, budget and channels
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Creating demand on LinkedIn
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Creating demand on Facebook, YouTube and Reddit
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Capturing demand with Google and Bing

Module 7: DG Reporting & Benchmarks

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What does reporting look like in a Demand Gen world?
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Measuring overall performance, create demand and capture demand
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Easymode content & SEO reporting
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Building reports, dashboards and using data for decision making

Module 8: DG Tools and Tech

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What a tech stack should and shouldn't be
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Our favourite DG tools and tech

Enjoyed the course? We've got one quick question 👇

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Question from Fran

Bonus resources

All Demand Generation Marketing For the newbies
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How to Grow a B2B Podcast: 6 Best Practices
How to Grow a B2B Podcast: 6 Best Practices
Diary of a first-time CMO - Lead gen to demand gen
How to Build Category-winning Demand Marketing
How to Build Category-winning Demand Marketing
Content Strategy: The Easy Mode Framework
Content Strategy: The Easy Mode Framework
Demand Generation Examples: 8 Tactics That Actually Work
Demand Generation Examples: 8 Tactics That Actually Work
Demand generation vs lead generation
Demand Generation vs Lead Generation: The Main Difference
Why the SaaS Marketing Funnel Doesn’t Work
Why the SaaS Marketing Funnel Doesn’t Work
What is a Go-to-Market Strategy? Ultimate Guide for 2024
What is a Go-to-Market Strategy? Guide for Enterprises
Why Building a Personal Brand Benefits Demand Generation
Why Building a Personal Brand Benefits Demand Generation
The Ultimate Guide to Repurposing Content: Top Tips for B2B Marketers
The Ultimate Guide to Repurposing Content in B2B Marketing
TikTok for B2B
How to Use TikTok for B2B Marketing (With Todd Clouser)
How to structure your demand gen team (best practices and more)
How to Structure Your Demand Generation Team
How to Manage a Marketing Campaign: a Step-by-step Guide
How to Manage a Marketing Campaign: a Step-by-step Guide
Content Distribution Guide
The Ultimate Guide to Content Distribution
How to Pivot From Lead Gen to Demand Gen: a CMO's Guide
How to Pivot From Lead Gen to Demand Gen: a CMO's Guide
How to Use Humour in B2B Marketing
How to Use Humour in B2B Marketing
What are email nurtures on demand?
Email Nurtures: Why On-Demand Campaigns Are Better | Cognism
How Cognism Optimised Its Marketing Pipeline in 2023
How Cognism Optimised Its Marketing Pipeline in 2023
Rebranding in the demand gen era: Cognism’s tips and tricks
Rebranding in the Demand Gen Era: Cognism’s Tips and Tricks
Performance Marketing: All You Need to Know to Reach the Modern Buyer
Performance Marketing: All You Need to Know to Reach the Modern Buyer
B2B Technology: How to Buy Guide
B2B Technology: How to Buy Guide for 2024
Ungated Content: Why It Brings in Better Leads
Ungated Content: Why It Brings in Better Leads
Updating Our SEO Strategy: Money Keywords
Updating Our SEO Strategy: Money Keywords
How Can Marketing Support Sales? (Without Taking Orders)
How Can Marketing Support Sales? (Without Taking Orders)
The Ultimate Guide to eBook Marketing: Revised Strategies for 2024
The Ultimate Guide to eBook Marketing: Strategies for 2024
working with b2b influencers
The Ultimate Guide to Working With B2B Influencers
How to Do Brand Marketing Right
How to Do Brand Marketing Right
How to Create an Ideal Customer Profile (ICP) With Template
How to Create an Ideal Customer Profile (ICP) With Template