StretchLearn Course

Stop buying leads. Build a pipeline engine.

The create-vs-capture model, content engine, sales alignment, paid and event programs, and pipeline metrics that turn demand gen from a lead factory into a revenue function

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Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Most B2B teams equate demand generation with buying leads, then wonder why the sales team ignores them and the pipeline stays flat. This course teaches the operating discipline behind real demand gen: the difference between creating demand (making buyers want the category and you) and capturing existing demand (winning the people already searching), building a full-funnel content and channel engine, defining MQLs and a marketing-sales SLA so handoffs stop leaking, running paid search, paid social, content syndication, webinars, and events that generate qualified pipeline, and reporting on the only numbers that matter — pipeline created, cost per opportunity, conversion-to-revenue, and payback. You will leave able to design a 90-day program, pick channels deliberately, and prove marketing's contribution to revenue.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Explain what demand generation is, how it differs from lead generation and brand marketing, and the economics of pipeline coverage

Separate demand creation from demand capture and allocate budget across owned, paid, and earned channels accordingly

Build a full-funnel content engine mapped to buyer stages and the offers that convert each stage

Define MQLs, a shared funnel, and a marketing-sales SLA so leads are handed off and worked, not dropped

Run paid search, paid social, content syndication, webinars, and field events that produce qualified pipeline

Measure a demand-gen program on pipeline, cost per opportunity, conversion-to-revenue, and payback rather than raw lead volume

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: What Demand Generation Actually Is

Build an accurate model of demand gen — how it differs from lead gen and brand, the create-versus-capture split, the full-funnel map, and the pipeline math that sizes the whole program.

3 lessons

Demand Gen vs Lead Gen vs BrandContent · 45 min

Preview Enabled

Creating Demand vs Capturing DemandContent · 45 min

LMS Access

Mapping the Funnel and the Pipeline MathContent · 45 min

LMS Access

Module 2

Module 2: Building the Content and Channel Engine

Construct the machine that creates and captures demand — buyer-stage content, an owned-paid-earned channel mix, the offers that convert, and the lead nurture that warms contacts until they are ready.

3 lessons

Content Mapped to Buyer StagesContent · 45 min

LMS Access

Channels: Owned, Paid, and EarnedContent · 45 min

LMS Access

Offers, Forms, and Lead NurtureContent · 45 min

LMS Access

Module 3

Module 3: Aligning With Sales and Defining the Funnel

Make demand gen a revenue function — agree shared definitions, write a marketing-sales SLA, use intent data to find in-market accounts, and stop the handoff leaks that waste good leads.

3 lessons

Defining MQLs and the Shared FunnelContent · 45 min

LMS Access

The Marketing-Sales SLA and HandoffContent · 45 min

LMS Access

Intent Data and Finding In-Market AccountsContent · 45 min

LMS Access

Module 4

Module 4: Programs, Measurement, and Scaling

Put it into motion — run paid and event programs that produce pipeline, measure the engine on the metrics that matter, and design a 90-day plan you can launch and iterate.

3 lessons

Running Paid Programs and EventsContent · 45 min

LMS Access

Metrics That Prove It WorksContent · 45 min

LMS Access

Building a 90-Day Demand PlanContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

demand generationB2B marketingpipeline marketinglead generationcontent marketingpaid acquisitionmarketing operationssales and marketing alignment