Demand generation
By the end of this block you will understand how to generate demand across paid digital, SEO, email, ATL, and integrated media channels. You will be able to plan, execute, and optimise full funnel campaigns that drive measurable revenue and build long term customer loyalty.
Demand generation is where marketing stops apologizing and starts producing revenue. This block covers the full machine, from the paid channels that buy attention to the owned and earned engines that compound it over time. You will move through paid digital marketing, SEO and content, email and CRM, above-the-line media across TV, print, OOH and radio, integrated media planning, and loyalty and retention. Six disciplines, one outcome: predictable pipeline that a CFO will actually respect.
Most marketing leaders can run one channel well and then pray the rest sorts itself out. That is not a strategy, that is luck with a budget. Here you learn each discipline from foundations through frameworks through real-world application, then you climb into the CMO playbook and advanced tactics that separate operators from spectators. You will see how paid digital drives immediate volume, how SEO and content build durable organic traffic, how email and CRM turn one-time buyers into revenue you can forecast, and how ATL builds demand at scale without becoming a vanity line item.
The real skill sits in integrated media planning, where all of this stops being a pile of tactics and becomes a system. You will learn to allocate budget across channels, read attribution honestly, and defend every dollar with numbers instead of adjectives. Then loyalty and retention closes the loop, because acquiring customers you cannot keep is just an expensive hobby.
By the end you will think like a leader who owns the number, not a manager who owns a channel. You will know what to fund, what to kill, and how to prove it. That is the difference between running campaigns and running growth. This block builds the second kind of leader.
What you'll master
- Build a demand generation strategy that spans paid, organic, owned and above-the-line channels
- Allocate budget across channels using integrated media planning instead of gut feel
- Design paid digital campaigns that convert and scale without wasting spend
- Turn SEO and content into a compounding source of organic traffic and pipeline
- Convert email and CRM programs into forecastable revenue, not just open rates
- Prove marketing impact with attribution and metrics your CFO will defend
- Increase customer lifetime value through loyalty and retention systems that stick
Modules
Covers planning and optimising paid digital campaigns across search, social, and display channels.
Covers organic growth through search optimisation and content that ranks and converts.
Covers building email and CRM programmes that nurture audiences and drive revenue.
Covers above the line media including TV, print, out of home, and radio to build demand at scale.
Covers planning and coordinating budgets across multiple media channels for maximum reach and efficiency.
Covers retaining customers and increasing lifetime value through loyalty programmes and retention strategies.
Frequently asked questions
What does the demand generation block actually cover?
It covers six disciplines that together form a full demand engine: paid digital marketing, SEO and content, email and CRM, above-the-line media (TV, print, OOH, radio), integrated media planning, and loyalty and retention. Each module runs from foundations and frameworks through real-world application, with most also including a CMO playbook of advanced tactics. The point is to plan and optimise full funnel campaigns rather than run a single channel well and hope the rest works.
Who is this block for?
It sits in the CMO Track and targets marketing leaders who own a revenue number rather than a single channel. It suits someone already running paid, SEO or email who needs to allocate budget across all of them and defend the allocation to a CFO. Individual contributors focused on one platform will find parts of it broader than their remit.
How many modules and lessons are there?
Six modules and 22 lessons in total. Paid digital marketing and SEO and content have three lessons each; email and CRM, ATL, integrated media planning, and loyalty and retention have four each. Reading is free and open, and an account only serves to keep track of where you stopped.
Where should I start if my budget is almost entirely in paid digital?
Start with the paid digital marketing module to tighten what you already spend, then move straight to integrated media planning. That module is where budget allocation across channels stops being gut feel and becomes a system, which is exactly the decision a paid-heavy budget forces. SEO, content and email then give you the compounding channels that reduce dependence on bought attention.
What is the difference between paid digital and ATL in this block?
Paid digital (search, social, display) is treated as the lever for immediate, measurable volume that you scale or cut based on conversion data. ATL covers TV, print, OOH and radio as a way to build demand at scale, with dedicated lessons on making it convert rather than becoming a vanity line item. Integrated media planning is the module that decides how much goes to each.
Does the block deal with attribution and proving marketing impact?
Yes. Multi-touch attribution, CAC, LTV, conversion rate optimisation and churn rate are among the core terms, and reading attribution honestly is treated as part of integrated media planning rather than a separate reporting exercise. The stated outcome is being able to defend each channel's spend with numbers a CFO will accept.