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B2B Demand Generation

Build a full-funnel B2B demand generation engine that drives qualified traffic, captures intent, and converts visitors into sales pipeline. No fluff, just systems.

👤 Instructor: Aiko Kato ⏱ 3.5 hours total 📹 11 lessons ✓ Always free
Start Lesson 1 → Try Kopimore Free

What You'll Learn

Build a full-funnel demand gen strategy from scratch
Align content, paid, and SEO around one ICP
Use visitor intelligence to measure content attribution
Identify which campaigns drive actual pipeline
Convert dark funnel intent into pipeline
Build nurture sequences for identified visitors
Measure and report on demand gen ROI properly
Scale what works and kill what doesn't

Course Curriculum

1
Demand Gen vs Lead Gen
Why the demand gen vs lead gen debate is the wrong question — and what to focus on instead
Free ›
2
Building the Full Funnel
Map your awareness, consideration, and decision content to each ICP stage
Free ›
3
The Dark Funnel Problem
Why 80% of buying intent is invisible to most marketing teams — and how to surface it
Free ›
4
Visitor Intelligence in Demand Gen
Use identified traffic to prove which channels drive pipeline, not just clicks
Free ›
5
Content Attribution That Works
Track which assets actually influence pipeline using visitor-level data
Free ›
6
Paid + Organic Coordination
Align your SEO and paid strategy around the same ICP signals
Free ›
7
Building the Nurture Engine
Design automated sequences for identified visitors at each funnel stage
Free ›
8
Account-Based Demand Gen
Focus your demand gen budget on target accounts you can identify visiting
Free ›
9
Reporting to the C-Suite
Build a demand gen dashboard that shows pipeline contribution, not vanity metrics
Free ›
10
Scaling the Engine
Processes, team structure, and tools for scaling demand gen past $10M ARR
Free ›
11
Quarterly Planning Framework
How to plan, measure, and iterate demand gen quarters like a growth loop
Free ›
🏆
B2B Demand Generation Certified
Complete all 11 lessons to earn your certificate
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Course Details
LevelAdvanced
Duration3.5 hours total
Lessons11 lessons
CertificateYes
PriceAlways Free
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Lessons in This Course

A complete walkthrough of every lesson — read in order or jump to whichever topic matters most to your team right now. Each lesson stands on its own; together they form an end-to-end working playbook you can apply this quarter.

  1. 1
    Demand Gen vs Lead Gen
    Demand Gen vs Lead Gen. The "demand gen vs lead gen" debate has consumed more marketing team meetings than it deserves. Here's a more useful frame: both…
  2. 2
    Building the Full Funnel
    Lesson 2 of 11 in B2B Demand Generation Masterclass. Building the Full Funnel.
  3. 3
    The Dark Funnel Problem
    Lesson 3 of 11 in B2B Demand Generation Masterclass. The Dark Funnel Problem.
  4. 4
    Visitor Intelligence in Demand Gen
    Lesson 4 of 11 in B2B Demand Generation Masterclass. Visitor Intelligence in Demand Gen.
  5. 5
    Content Attribution That Works
    Lesson 5 of 11 in B2B Demand Generation Masterclass. Content Attribution That Works.
  6. 6
    Paid + Organic Coordination
    Lesson 6 of 11 in B2B Demand Generation Masterclass. Paid + Organic Coordination.
  7. 7
    Building the Nurture Engine
    Lesson 7 of 11 in B2B Demand Generation Masterclass. Building the Nurture Engine.
  8. 8
    Account-Based Demand Gen
    Lesson 8 of 11 in B2B Demand Generation Masterclass. Account-Based Demand Gen.
  9. 9
    Reporting to the C-Suite
    Lesson 9 of 11 in B2B Demand Generation Masterclass. Reporting to the C-Suite.
  10. 10
    Scaling the Engine
    Lesson 10 of 11 in B2B Demand Generation Masterclass. Scaling the Engine.
  11. 11
    Quarterly Planning Framework
    Lesson 11 of 11 in B2B Demand Generation Masterclass. Quarterly Planning Framework.

All lessons are free and self-paced. Bookmark this page to come back any time — your progress through the academy is private to your team.

How to Get the Most Out of B2B Demand Generation

Every Kopimore Academy course is designed to be read in any order. If you're new to visitor intelligence, work through the lessons sequentially — they build on each other and give you a full mental model by the end. If you're already running a program and need to plug a specific gap (say, alert routing or CRM activation), jump straight to the lesson that addresses your problem.

Each lesson is paced for a single 10-to-15-minute reading session. There's no homework, no quiz, and no signup wall between you and the content. We've structured the academy this way because the marketing and revenue operators we work with don't have time for a 6-week bootcamp — but they do have time to absorb one focused lesson on the train, between meetings, or at the end of a workday.

Where the course references a Kopimore product feature (visitor identification, intent search, audience segments, alert routing), we link directly to the in-product documentation so you can apply the lesson the same day you read it. If you don't have a Kopimore account yet, you can read every lesson without signing in — the practical examples are written so you can implement them on whatever platform you currently use.

Have a question while reading? Email the academy team at academy@kopimore.com — we read every message and feedback loops directly into how the next revision of these lessons gets written.