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Learning path

Growth & Demand Generation learning path: everything to study, topic by topic

Comprehensive demand generation assessment covering channel strategy, campaign execution, attribution analytics, account-based marketing, and growth strategy and operations.

Short answer

To learn Growth & Demand Generation, work through 5 modules and 25 topics in the order they build on each other. It starts with Channel Strategy & Mix, then moves on to Campaign Design & Execution and Attribution & Analytics. Use the map as a checklist, or measure your level and study only what is missing.

5
modules
25
topics
50
min to assess

What you will study

Topics are grouped by module. Open one to see its objectives and key concepts.

1 · Channel Strategy & Mix4 topics
  • Channel Evaluation & Selection

    Auditing, evaluating, and selecting demand generation channels based on ICP fit and ROI

    Objectives

    • Conduct a channel audit that identifies underperforming and high-potential channels
    • Match channels to ICP buying behavior and funnel stage

    Key concepts

    • channel audit
    • ICP-channel fit
    • cost-per-lead analysis
    • channel diversification
    • channel maturity curves
  • Paid Acquisition Strategy

    Planning and optimizing paid search, social, display, and retargeting campaigns for pipeline

    Objectives

    • Design a paid acquisition strategy that meets CPL targets across channels
    • Optimize bidding strategy based on funnel stage and intent signals

    Key concepts

    • paid search
    • paid social
    • display advertising
    • retargeting
    • bidding strategies
  • Organic & Content Marketing

    Building organic pipeline through SEO strategy, content-led growth, and thought leadership

    Objectives

    • Build an organic content engine that generates measurable pipeline
    • Attribute organic content to pipeline creation and influenced revenue

    Key concepts

    • SEO strategy
    • content-led growth
    • thought leadership
    • organic pipeline attribution
    • content distribution
  • Event & Field Marketing

    Planning and executing events, conferences, and field marketing programs that drive pipeline

    Objectives

    • Design an event strategy with clear pipeline targets and ROI measurement
    • Optimize the event portfolio by balancing reach, cost, and pipeline impact

    Key concepts

    • event strategy
    • field marketing plans
    • conference ROI
    • virtual events
    • post-event pipeline tracking
2 · Campaign Design & Execution5 topics
  • Campaign Planning & Briefing

    Designing campaign briefs, managing timelines, and aligning stakeholders for execution

    Objectives

    • Write a campaign brief that aligns creative, demand gen, and sales
    • Manage campaign timelines with realistic milestones

    Key concepts

    • campaign briefs
    • creative briefing
    • timeline management
    • stakeholder alignment
    • campaign goals
  • Lead Nurture Programs

    Building drip campaigns, scoring models, and lifecycle-stage nurture sequences that convert

    Objectives

    • Design a nurture program that improves MQL-to-SQL conversion by 20%+
    • Build a lead scoring model that sales trusts and uses

    Key concepts

    • drip campaigns
    • scoring models
    • lifecycle stages
    • trigger-based nurturing
    • engagement scoring
  • Content Strategy for Pipeline

    Creating content that maps to buyer journey stages and converts prospects into pipeline

    Objectives

    • Design a content strategy that maps assets to buyer journey stages and pipeline goals
    • Evaluate the gated vs ungated trade-off for different content types

    Key concepts

    • gated vs ungated
    • content-to-pipeline mapping
    • conversion optimization
    • content personalization
    • asset performance analytics
  • Webinar & Digital Events

    Running webinars and digital events that generate qualified pipeline and engagement

    Objectives

    • Plan a webinar program that achieves 40%+ attendance rate and measurable pipeline
    • Design post-event follow-up sequences that convert attendees to meetings

    Key concepts

    • webinar strategy
    • promotion plans
    • engagement tactics
    • post-event follow-up
    • on-demand optimization
  • International Demand Gen

    Adapting demand gen strategies for international markets with localization and cultural nuance

    Objectives

    • Design a demand gen strategy for a new international market from channel selection to launch
    • Balance global brand consistency with local market relevance

    Key concepts

    • localization strategy
    • regional channel mix
    • cultural adaptation
    • global-local balance
    • regional compliance
3 · Attribution & Analytics4 topics
  • Multi-Touch Attribution

    Implementing and interpreting multi-touch attribution models that reveal true channel influence

    Objectives

    • Select and implement an attribution model appropriate for the sales cycle
    • Interpret attribution data to make channel investment decisions

    Key concepts

    • attribution models
    • Bizible/HubSpot implementation
    • channel influence
    • model selection
    • attribution data quality
  • Funnel Analytics & Optimization

    Analyzing funnel conversion rates, stage velocity, and leak points to optimize pipeline flow

    Objectives

    • Diagnose funnel leaks using conversion and velocity data
    • Design interventions that improve stage-to-stage conversion rates

    Key concepts

    • MQL-to-SQL conversion
    • stage velocity
    • drop-off analysis
    • funnel leak detection
    • cohort analysis
  • Marketing ROI & Reporting

    Measuring and reporting marketing pipeline contribution, CAC by channel, and efficiency ratios

    Objectives

    • Build a marketing ROI report that the CFO trusts and the board finds credible
    • Calculate and benchmark marketing efficiency ratios against industry standards

    Key concepts

    • pipeline contribution reporting
    • CAC by channel
    • marketing efficiency ratios
    • board reporting
    • pipeline-to-spend ratios
  • Demand Generation Attribution at Scale

    Building attribution systems at scale: multi-touch attribution models, MMM integration, B2B attribution challenges, and source-of-truth design

    Objectives

    • Design a multi-touch attribution system that captures both digital and offline B2B touchpoints
    • Build the attribution data model that serves as the single source of truth for marketing investment decisions

    Key concepts

    • multi-touch attribution
    • U-shaped model
    • W-shaped model
    • MMM integration
    • B2B attribution challenges
    • offline touchpoints
    • attribution data model
4 · Account-Based Marketing4 topics
  • ABM Strategy & Target Selection

    Designing ABM tier strategies and selecting target accounts using intent and ICP scoring

    Objectives

    • Design a tiered ABM strategy with clear criteria for account selection per tier
    • Use intent data and ICP scoring to build a high-conversion target account list

    Key concepts

    • ABM tiers
    • account selection criteria
    • intent data
    • ICP scoring
    • TAM analysis
  • ABM Orchestration

    Executing coordinated multi-channel ABM plays with sales alignment and account personalization

    Objectives

    • Design a multi-channel ABM play that coordinates marketing and sales touches
    • Personalize ABM execution at scale without linear cost increase

    Key concepts

    • multi-channel ABM plays
    • personalization at scale
    • sales-marketing coordination
    • account engagement
    • play sequencing
  • ABM Measurement

    Measuring ABM program effectiveness through engagement scoring and pipeline influence metrics

    Objectives

    • Build an ABM measurement framework that proves program value
    • Compare ABM performance against traditional demand gen using fair metrics

    Key concepts

    • account engagement scoring
    • pipeline influence
    • penetration metrics
    • ABM vs traditional comparison
    • account progression tracking
  • Account-Based Marketing Execution

    Running ABM programs: target account selection, account-based content, intent data integration, and ABM performance measurement

    Objectives

    • Design an ABM program that delivers 3x pipeline contribution from target accounts
    • Build an intent data integration that prioritizes SDR outreach to in-market accounts

    Key concepts

    • target account selection
    • account-based content
    • intent data (Bombora/6sense)
    • ABM performance
    • ABM tiers (1-1, 1-few, 1-many)
    • ABM-SDR coordination
    • account engagement scoring
5 · Growth Strategy & Operations8 topics
  • Budget Allocation & Planning

    Allocating marketing budget across channels, programs, and quarters for maximum pipeline ROI

    Objectives

    • Build an annual demand gen budget tied to pipeline targets with quarterly rebalancing
    • Apply zero-based budgeting to challenge inherited channel allocations

    Key concepts

    • zero-based budgeting
    • channel investment optimization
    • budget reallocation
    • scenario planning
    • pipeline targets
  • Marketing Operations

    Managing martech stacks, data governance, and process automation for operational excellence

    Objectives

    • Audit and rationalize a martech stack for efficiency and data quality
    • Design lead routing rules that get the right lead to the right rep in under 5 minutes

    Key concepts

    • martech stack management
    • data governance
    • process automation
    • operational excellence
    • lead routing
  • Growth Experimentation

    Running structured growth experiments with hypothesis frameworks and rapid iteration cycles

    Objectives

    • Design a growth experimentation program that runs 10+ tests per quarter
    • Build growth loops that compound pipeline over time

    Key concepts

    • hypothesis frameworks
    • A/B testing at scale
    • growth loops
    • experiment velocity
    • statistical significance
  • PLG & Product-Led Demand

    Building product-led growth funnels, PQL definitions, and in-product marketing for expansion

    Objectives

    • Design a PLG funnel with clear PQL criteria that sales can action
    • Build in-product marketing that drives expansion without degrading user experience

    Key concepts

    • free-to-paid funnels
    • PQL definition
    • in-product marketing
    • usage-based expansion
    • product-sales handoff
  • Demand Gen Team & Strategy

    Building demand gen teams, managing agencies, and aligning annual plans to pipeline targets

    Objectives

    • Design a demand gen team structure aligned to pipeline targets and GTM strategy
    • Build an annual demand gen plan that the CRO and CMO both endorse

    Key concepts

    • team structure
    • agency management
    • annual planning
    • pipeline target alignment
    • hiring and skill development
  • Growth Loops & Viral Mechanics

    Designing growth loops: viral coefficient measurement, referral mechanics, network effects, and sustainable growth loop architecture

    Objectives

    • Design a growth loop that compounds user acquisition without proportional marketing spend
    • Measure viral coefficient and optimize referral mechanics to achieve k-factor above 1.0

    Key concepts

    • viral coefficient
    • referral mechanics
    • network effects
    • growth loop types
    • compounding vs linear growth
    • loop instrumentation
    • loop sustainability
  • Pipeline-to-Revenue Conversion Optimization

    Optimizing pipeline-to-revenue conversion: funnel analysis, stage conversion improvement, velocity optimization, and win rate programs

    Objectives

    • Identify and fix the funnel stage that is causing the greatest revenue leak
    • Design a pipeline velocity program that reduces average deal cycle by 20%

    Key concepts

    • funnel stage analysis
    • conversion rate optimization
    • pipeline velocity
    • win rate programs
    • deal acceleration tactics
    • loss reason analysis
    • conversion benchmarks
  • Demand Gen in Product-Led Growth

    Adapting demand generation for PLG: PQL-to-MQL handoffs, self-serve demand gen, expansion demand, and growth team structures

    Objectives

    • Design a PLG demand gen strategy that converts free users to paid at 8%+ conversion rate
    • Build a PQL-to-MQL handoff system that routes high-intent free accounts to sales

    Key concepts

    • PQL identification
    • self-serve demand gen
    • expansion demand
    • growth team structure
    • PLG demand channels
    • community as demand gen
    • developer relations as demand gen

Levels: Junior, Mid, Senior, and Expert

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Frequently asked questions

Where should I start studying Growth & Demand Generation?

Start with Channel Strategy & Mix: Channel Evaluation & Selection, Paid Acquisition Strategy, and Organic & Content Marketing. The map orders topics by what they depend on, so each one prepares the next.

How long does a full Growth & Demand Generation assessment take?

A full assessment of this path takes about 50 minutes. Study time depends on where you start; a diagnostic shows which topics you can skip.

Do I need an account to use this page?

No. The map, objectives and key concepts are open. You only need an account to be measured, get your gap by topic and receive a plan.