In this article:
Do you find yourself searching for Demand Generation courses but with no luck?
I know I have.
I've spent countless hours clicking and scrolling, only to find that there aren't many options out there. And that’s exactly why I decided to compile a list of the best Demand Gen courses to make your life easier. Say goodbye to endless searching and hello to easy reading (or scanning).
If you were searching for demand generation courses, you likely already have an understanding of what it means. But, just in case, a quick overview:
- Demand generation is a marketing strategy that seeks to create awareness for a product or service among potential customers. By generating awareness, trust and recognition, prospective customers will reach out to you when they require your services.
- This strategy is the current frontrunner in marketing and any (digital) marketer should know about it.
We have a full deep-dive article on what demand generation is if you’re looking for more information.
Let's dive into the top demand generation courses
1. Demand Generation Training by Dapper
- For founders and B2B marketers
- Live or online workshop (based on request)
- Cost: Starting from €990 per person
This training is hosted by Dapper, a leading B2B demand generation agency in the Netherlands. Dapper has pioneered the process behind demand generation, specialising in the field of B2B.
This means ythe training focuses on strategies that resonate with longer sales cycles, complex decision-making units, and relationship-driven approaches, all geared towards optimising your B2B growth potential.
The training is led by Tycho, the CEO of Dapper. He has a strong vision on B2B growth strategy and is known for his pioneering work crafting the Niche Famous Framework. This framework complements the demand-generation process and is also discussed in the training.
Dapper’s workshop can be hosted both online and in person and can befully tailored to your business context. Through this training, you will gain a complete step-by-step overview of what demand generation is and how to implement it within your company.
Make sure to reach out to Dapper if you are ready to learn how to set up a marketing machine that generates high-quality inbound leads!
2. Mastering Demand & ABM by Forrester
- For marketing teams as a cohort-based experience (online education for groups who are together in real life)
- The course consists of 6 modules, lasting 1-3 hours each
- Enrolling is possible once each month
- Cost: $2350 for the entire course
Customer obsession to accelerate growth - that is what Forrester stands for. Forrester is a well-recognized brand within marketing and they also provide marketing certifications for professionals.
Their Mastering Demand & ABM course consists of six modules. It focuses on audience-centric content. It also covers the steps needed to build and run a demand generation or account-based marketing operation.
This course is focused on building a demand-generation strategy from the ground up. Also, it covers the different approaches and strategies within demand generation so that you can choose the one best suited for your organisation’s needs.
3. Demand Generation Fundamentals by Pavilion
- For people with 1-3 years of marketing experience
- Cost: A Pavillion membership is required
- To be followed online, on-demand
Pavilion is a platform which promotes community-powered learning for high-growth leaders. One of these high-growth leaders is Jeff Reekers, the designer of this course and CMO at Aircall. He has had huge success scaling up this business and now also advises other high-growth companies.
This course is a nice entry into demand generation. It starts from the basics of demand generation but is best suited for people who have already dipped their toes in the marketing pool.
This course has a broad curriculum. It covers the key frameworks for demand generation, how to combine organic and paid channels and wraps up with a deep dive into tracking and measuring.
To gain access to this course, you will need to purchase a Pavillion membership. However, a membership will give you further access to a variety of useful resources and courses about marketing.
4. The Demand Gen Playbook Course by Cognism
- For anyone
- 8 modules, 3 to 5 videos each
- To be followed online and on demand
- Free
Cognism is a sales intelligence platform offering many valuable resources. They are considered an authority in the marketing field and one of the few offering a tailored demand generation course.
It took 3 years for this course to be built, and it comes backed up with results. For Cognism, the strategy described throughout the course has helped them generate +55% of new business since 2021.
This course builds from the basics up, starting with an explanation of what demand generation is. It’s a comprehensive course covering everything from content strategy, reporting, paid ads and even provides useful frameworks and resources.
We would recommend this course to anyone, regardless of their marketing experience!
5. Mastering Demand Generation for Growth and Revenue by StoryLab.ai
- For founders, executives and marketing leaders
- Several different modules, lasting 3-4 hours in total
- Cost: Requires a StoryLab.io membership
- Online and on-demand
StoryLab.ai is an online marketing tool that helps marketers write copy by generating hooks and outlines for stories using AI. They offer a range of online courses and share many educational marketing resources. The demand generation course is a fairly new addition to their offering.
This course differentiates itself from others, by going more in-depth into demand generation rather than providing a high-level overview. Through this course, you will learn how to create alignment in your organization, focus beyond leads and MQLs and find opportunities in your funnel.
6. Demand Generation Training Course - Demand Metric
- For marketers with at least 1-2 years of experience
- 3 video modules, approximately 60-minute duration
- Cost: Requires a Demand Metric membership
- Online and on-demand
Demand Metric is a knowledge hub offering a range of information on demand generation. They offer a “crash course” that covers the more complex topics of demand generation within an hour.
If you are looking for information on advanced implementation of demand generation including lead nurturing and scoring then make sure to check out this course.
A Demand Metric membership gives you access to all the paid resources including frameworks, playbooks, matrices, etc. But they also have plenty of useful free resources on their website!
7. Digital Marketing Specialization by Coursera (offered by the University of Illinois)
- 7 modules, can be completed in 4 months at 10 hours per week
- Online, on-demand (flexible schedule)
- Cost: Requires a Coursera subscription
- For beginner marketers, no prior experience required
The Digital Marketing Specialization course by Coursera covers a broad set of topics. One of these topics is demand generation. Because it covers such a broad set of topics, it is also a much more time-intensive course. So if you are looking for just demand generation, it might be somewhat cumbersome to take this course.
It does however offer great insights. The course consists of 7 modules, covering a wide framework of information. It is tailored for beginners and provides a solid base for further digital marketing overall.
Beginner marketers will find this course great because it does not require any previous experience. The course is on-demand, so you can divide the 10 hours per week however you personally like. It is recommended to follow the course in order, so we can't evaluate the usefulness of the demand generation module as a standalone piece.
8. Content Marketing Mastery by Udemy
- 22 lectures, 2 hours total length
- Cost: 14,99 euros
- Online (on-demand) access
- Certificate upon completion
Due to the lack of courses purely on demand generation, we have also included a course on content marketing, which is closely related.
This course does not require previous experience or knowledge, simply "an interest in content marketing". It is meant for marketers, website or business owners, bloggers, and anyone wanting to learn content marketing.
The course consists of 4 chapters. First, the course provides an introduction to content marketing and its advantages. Then, the course dives into content marketing strategy - the organisation towards execution of content marketing. Thirdly, the course breaks down the different steps in the content creation process. Lastly, it discusses content promotion, measurement and content ROI.
Through this course, you can learn all about content marketing. It helps you understand how to use content to convert more sales and leads. It also explains the role of content in lead generation and aids you in developing a content marketing plan.
9. Inbound Marketing Certification by HubSpot Academy
- For marketing managers, inbound professionals and business owners
- 7 lessons, 24 videos, 7 quizzes, 4 hours 54 minutes duration
- Free
- Online and on-demand
Lastly, although this course doesn’t specifically tackle demand generation, we included it in our list since inbound marketing is very closely related. Some people see inbound marketing as a part of demand generation. Others say inbound marketing is more marketing-centric while demand generation is more sales-centric.
This course is hosted by HubSpot Academy, one of the leading marketing education platforms. HubSpot certifications are highly valued by marketing professionals.
The course targets marketing managers, inbound professionals, and business owners. Therefore, you need some prior knowledge of the topics covered.This course teaches you how to create content that educates and nurtures the audience in their buyer journey. It also discusses how to create relevant content for your target audience. Finally, they provide recommendations on improving marketing processes and using automation and AI.
Conclusion
And there you have it, the end to your endless Google searches. This blog should help you find a course that suits your level and needs. Whichever one you end up choosing, we are sure you will gain valuable insights and learnings.
And if you are interested in our course, check out all the details on our course page and don’t hesitate to reach out!
