B2B Demand and Lead Generation

B2B marketing objectives begin with attracting brand interest and nurturing relationships to increase conversion rates and shorten the sales cycle. These are best served through demand and lead generation campaigns. Often used interchangeably, lead generation focuses on capturing prospect information while demand generation focuses on creating demand for a brand’s products or services. The best results occur when both programs happen in sequence, using transparent tactics that build relationships.

Today’s B2B marketer faces an overwhelming number of digital and traditional platforms to implement generation campaigns. These include email marketing, social media, webinars, content syndication, pay per click (PPC) advertising, trade show sponsorships, cold calling, direct mail and print advertising. In this course, you will examine each option and learn to evaluate the channels that can create the most demand and deliver the best leads. You will learn how to implement B2B tactics for demand generation and lead capture, scoring and nurturing. We’ll discuss strategies and best practices as well as the marketing automation tools you’ll need to streamline the entire process. The end result: B2B communications tied directly to sales conversion.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Maria Osipova $780.00 30 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • Aligning B2B demand and lead generation strategies to corporate revenue targets
  • Defining the minimum criteria for a lead that best-in-class B2B marketers use and establishing SLAs with sales organizations
  • Demand generation KPIs and identifying required metrics for measuring a successful lead generation
  • Understanding the roles of, and best practices for, lead generation, demand generation, lead scoring, lead nurturing and gated content
  • The benefits of marketing automation for campaign management and the top lead-tracking platforms available
  • Overview of marketing technology stack in relation to demand generation strategy

How will I learn?

  • Online Lectures
  • Online discussions
  • Analysis of case studies

How will I be evaluated?

  • Online participation 10%
  • Assignments 65%
  • Analysis 25%

Learning materials

  • Presentations
  • Resources
  • Online handouts

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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