Demand Gen Fundamentals

Demand generation is the art and science of generating predictable and repeatable growth opportunities for your sales organization.

In this course, you’ll learn the fundamentals of what makes great demand generation and learn, through real experiences, how to create, run, and measure an effective strategy.

Course details

Enrollment type: On demand
Open to: Executive & Associate Members

Enroll on demand

Jeff Reekers

Jeff Reekers, Instructor

Jeff Reekers is the former CMO at Aircall, the cloud phone system of choice for modern business. Throughout his five years, Aircall has scaled from a startup to over 750 employees and $100M in revenues. In his role, Jeff oversees brand, demand generation, product marketing, customer experience, and customer support.

Jeff is also a GTM Growth Advisor for Primary Venture Partners, a leading Seed Stage venture capital fund focused on the NYC tech ecosystem, and an active advisor to multiple high-growth companies.

Connect with Jeff

Course curriculum

Session 1:
Thinking in Systems


Learn the basics of demand generation and concept of Systems Thinking and its application.

Session 2:
Empathy Mapping


Dive into frameworks and models to use to develop a clear view of the ideal customer, their motivators, and how to message them.

Session 3:
Online, Offline, and 360 Campaigns


Know the channels and how they work together to create an impactful journey and the modern tech stack leading organizations are using.

Session 4:
Track, Measure, and Improve


Use The Feedback Loop to discuss what can and should be measured, what shouldn’t be, and how to best justify your demand generation work.

Course FAQ

This program is included in the cost of a Pavilion Membership. Not a member? Join now.

At this time, this program is open to Pavilion Members only. Join Pavilion to enroll for free.

Enroll on demand at any time.
Due to this course being on demand, you can participate in sessions at your own pace.

We ONLY offer Executives the opportunity to get certified in On Demand offerings, and we currently only offer certificates for these Executive-level offerings:

  • CRO School
  • CMO School
  • Enterprise GTM School

Join Pavilion to enroll in
Demand Gen Fundamentals

Develop your career alongside a powerful network of founders, CEOs, and sales, marketing, and customer success leaders.