Demand Generation Certification

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Demand generation is marketing that generates demand! Demand generation marketing takes visitors to your website, social media sites and other outbound marketing activities such as email campaigns, and turns them into leads. The leads are then nurtured with content until they are in the perfect position to be approached by sales. It’s about using marketing to create an influx of “low-hanging fruit” for your sales team to capitalize on.

By qualifying and prioritizing prospects, companies can successfully shorten the sales cycle, reeling in well-informed customers and increased revenue. To reach these goals and gain competitive advantage, marketers must leverage resources, processes, and new automated technology; combine targeted marketing programs with a structured sales process; and successfully drive awareness and interest to their company’s products and/or services. Learn how to identify potential customers, build content that will educate them about your business, and compel them to move towards purchase. It’s the next generation of inbound marketing.

In association with leading research firms and industry associations, the Online Marketing Institute has developed practical Demand Generation training and professional guidance for marketing and Internet professionals interested in discovering new and innovative ways to develop a demand for their offerings. The course is designed for both those new to online marketing and experienced practitioners looking to broaden their skill set.



Certification Benefits:

  • Develop a framework for demand generation marketing in your organization
  • Learn how to build valuable content for demand generation, and will convince prospects to give you their business
  • Receive Demand Generation Marketing credentials in less time than a college course, and for significantly less money
  • Be recognized for expertise in Demand Generation Marketing

What You’ll Learn

  • Why lead generation is crucial for every business
  • What a “perfect customer” profile looks like, and why you should build one
  • How you can keep your ear to the ground to learn about your potential customers
  • A method for designing content that your visitors and leads will engage with
  • How to build “calls-to-action” that compel your audience, and let you track their progress towards becoming a customer
  • What activities drive lead generation
  • The value of email marketing
  • How to leverage segmented, and un-segmented, email lists
  • How to build, and automatically trigger, lead nurturing sequences
  • Ways marketing can help align sales and marketing for greater success for both teams
  • Why marketing metrics must be real-time, what are the metrics you need, and how to tweak and tune your campaign for the best results


Kim Albee

As President of Genoo, Kim brings integrated marketing tools to small and midsized businesses interested in growing their businesses and using the internet to achieve better results.
In addition, Kim has gained expertise and recognition in helping SMB organizations achieve increased results through utilizing marketing technology to help them generate leads, nurture them effectively, and turn more of them into customers.

Scott Jacobson

Scott Jacobson likes nothing better than helping business owners get more out of their business. Getting more money is important, sure, but just as important is greater enjoyment. He started his career working in a Fortune 100 company, and with every successive move he chose to work in a smaller company until he found his place working with small, privately held companies.
Scott has worked with startups, turnarounds, and mature companies. He has helped clients identify holes in strategy; develop new products; and negotiate intellectual property sales and joint ventures. He likes to dig in to find opportunities and eliminate roadblocks. He speaks to a variety of audences and has been quoted on Microsoft Network’s business web site.


The regular cost of this certification is 859.00.
Every one of our certifications is broken up into a series of 5-11 classes. Each included class may run between 30-60 minutes in length and courses can be watched in one marathon viewing or broken up to fit your schedule.
You are given 6 months to complete your certification following enrollment, so plan to dedicate your time in completing the coursework accordingly. All classes are available on demand and you can take them at your own pace. More time to access the material may be provided on a case-by-case basis.
After finishing all classes in the certification, you will be ready to take the final exam. To begin click the “Start Exam Now” button underneath the last class in the certification. The untimed final exam consists of about 30 multiple-choice and true/false questions. Allow 45 to 60 minutes to complete the exam. Ideally the exam should be taken in one sitting, however, your answers are saved if you need to come back and finish at a later time. You must pass with a score of 70% or higher to receive a certification of completion. You will have up to 3 chances to pass this exam. You will receive a digital certification via email upon successfully passing the exam.
No. Electives are available to supplement the main certification coursework, so you will not be tested on any of the material covered in those classes as they are optional to watch.
Upon completion, OMI will send you a digital certificate via email.
Certifications feature prerecorded presentations. Essentially, they consist of 20-70 minute video recordings of a narrated slide presentation.
At this time, most course content and other reference materials are not offered directly.
OMI's Certifications are constantly being updated to match the industry's latest trends and tactics in digital marketing. Content is either updated or replaced entirely in accordance to the most relevant and current information.
The Online Marketing Institute has been involved in online education for over 10 years. To address the topic of accreditation, since there is no accrediting body, OMI has gained accreditation from the States of California and Colorado and has been endorsed (and used by) major non-profit associations within the industry including: The Internet Advertising Bureau (IAB), Direct Marketing Association (DMA), Email Experience Council (EEC), Local Business Marketing Association(s), Word of Mouth Marketing Association (WOMMA) and more.

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