Lead Generation

A. Product Name & Positioning

Product name: Professional Certificate in Lead Generation & Demand Systems (PC-LG)
Positioning (one line): A practitioner-led program that trains marketers, growth teams and founders to design, run and scale predictable, high-quality lead pipelines using modern channels, automation and data-driven systems.

B. Target Audience & Market Fit

• Primary: Marketing managers, growth marketers, SDR leads, founders and agency strategists.

• Secondary: Sales leaders, customer acquisition specialists, and freelancers offering lead services.

• Prerequisites: Basic marketing literacy (email, ads, CRM) recommended; beginner prep module available.

• Problems solved: Unpredictable lead volume, low lead quality, poor funnel conversion, broken handoffs to sales, lack of sustainable channel mix, and measurement gaps.

C. Transformational Learning Outcomes

By graduation learners will be able to:

1. Architect end-to-end lead funnels that deliver predictable volume and quality.

2. Launch, optimize and scale acquisition channels (paid, organic, partnerships, referrals).

3. Design lead qualification workflows and SLAs for Sales/Marketing alignment.

4. Build automation pipelines and scoring models to prioritize high-intent prospects.

5. Measure funnel health with reliable KPIs and dashboards.

6. Execute repeatable experiments to improve lead to conversion metrics.

7. Deliver a deployable lead generation playbook and a capstone that proves ROI.

D. Curriculum Structure — Modules & Lesson Breakdown (Recommended 12–14 modules)

Module 0 — Prep & Foundation (self-paced, 1 week)

• Marketing fundamentals, buyer journey, CRM basics, data hygiene checklist.

Module 1 — Strategy & Funnel Design (1 week)

• North-star metric, lead quality definition, funnel stages, LTV:CAC, unit economics.

Module 2 — ICP & Value Proposition (1 week)

• Ideal Customer Profile, buyer personas, pain mapping, value messaging, proof elements.

Module 3 — Owned & Earned Channels (2 weeks)

• Content marketing, SEO for lead capture, community & partnerships, webinars & gated content.

Module 4 — Paid Acquisition (2 weeks)

• Paid search, paid social, native ads, programmatic basics, campaign structure, creative testing.

Module 5 — Conversion Rate Optimization (1 week)

• Landing page templates, form optimization, A/B testing, social proof & trust signals.

Module 6 — Lead Capture & Qualification (1 week)

• Lead forms, progressive profiling, intent signals, lead scoring matrix, qualification scripts.

Module 7 — Email & Nurture Workflows (1 week)

• Drip engine design, segmentation, deliverability best practices, re-engagement flows.

Module 8 — Automation & Sales Handoff (1 week)

• Marketing automation (e.g., HubSpot, ActiveCampaign), triggers, CRM syncing, SLA design.

Module 9 — Outbound & SDR Integration (1 week)

• Outbound sequences, personalization at scale, multichannel cadences, SDR playbook.

Module 10 — Measurement, Attribution & Dashboards (1 week)

• Event taxonomy, GTM & GA4 basics, attribution models, Looker Studio dashboards, cohort analysis.

Module 11 — Scaling & Channel Mix (1 week)

• Channel diversification, performance forecasting, creative systems, scaling playbooks.

Module 12 — Compliance, Privacy & Data Ethics (0.5 week)

• Consent, GDPR/CCPA basics, suppression lists, data retention policies.

Module 13 — Experiments & Growth Sprints (1 week)

• Hypothesis design, experiment templates, statistical significance, rollout plans.

Module 14 — Capstone: Deployable Lead System (3–4 weeks)

• Deliver a live funnel: ICP → landing → nurture → scoring → takeover by sales; include dashboards & ROI plan.

E. Course Format, Delivery & Learning Experience

• Format: Cohort-based (weekly masterclass + tactical lab + mentor office hours + peer reviews).

• Cadence: Pre-work (2–4 hrs/week), live workshop (90–120 min), lab/project work (4–8 hrs).

• Mentorship: 1:10 mentor:student ratio; premium cohorts include monthly 1:1s.

• Sandbox: Demo ad accounts, staging landing pages, shared CRM templates.

• Assessment: Weekly practical deliverables, quizzes, mentor feedback, capstone pass. Pass req: ≥70% aggregate + approved capstone.

F. Duration, Cohorts & Delivery Options

• Flagship: 12–14 weeks (part-time).

• Intensive Bootcamp: 6 weeks (full-time).

• Self-paced: 3–6 months access with templates but no live mentorship.

• Corporate / Private Cohorts: Custom timeline and integration with client systems.

G. Certification & Badging

• Certificate: “Professional Certificate in Lead Generation & Demand Systems” (unique ID, verification page).

• Badges: Channel specialist badges (Paid, Organic, Partnerships), Lead Ops badge.

• Criteria: Complete modules, submit capstone, demonstrate working funnel.

H. Capstone Project Requirements & Rubric

• Brief: Design and launch a measurable lead funnel for a defined ICP.

• Deliverables: Strategy deck, live landing page/demo, automation flow, scoring rules, Looker studio dashboard, 10-minute demo video.

• Evaluation: Strategy & alignment (30%), execution & deliverability (30%), measurement & dashboards (20%), presentation (20%).

I. Instructor & Mentor Profiles (hiring & onboarding)

• Lead instructor: Senior demand generation lead with multi-channel scaling experience.

• Mentors: Experts in Paid Media, Email Automation, SEO, Partnerships, Sales Ops.

• Guest lecturers: CROs, head of growth, legal/privacy expert, platform reps.

• Onboarding pack: Lesson plans, grading rubrics, demo scripts, sandbox creds.

J. Technology Stack & Tools (recommended)

• CRM / Automation: HubSpot, Salesforce + Marketing Automation (HubSpot/ActiveCampaign).

• Analytics: GA4, Search Console, Looker Studio, BigQuery (optional).

• Ads & Funnels: Google Ads, Meta Ads, LinkedIn Ads, Unbounce/Vercel landing pages.

• Email & Deliverability: SendGrid/Mailgun, Warmup tools, SMTP checks.

• Testing & Recording: Hotjar, FullStory, Optimizely/Google Optimize.

• Collaboration: Notion, Slack/Discord, GitHub for repos, Figma for creatives.

K. Content Development & QA Process

1. Map module outcomes & learner competencies.

2. Create lesson scripts & slide decks.

3. Record micro-lessons (6–12 mins) and practical walkthroughs.

4. Build lab templates, starter code and landing page templates.

5. Internal QA (technical + pedagogical) and pilot cohort feedback loop.

L. Pricing Strategy & Packaging

• Self-paced: $199–$499 (access + certificate).

• Standard cohort: $899–$2,499 (live sessions, mentorship, capstone).

• Premium cohort: $3,499–$7,499 (1:1 mentorship, live audits, agency intro).

• Enterprise: Custom pricing per seat + private cohort.

• Payment: Installment plans, scholarships, deferred payment for qualifying hires.

M. Sales Funnel & Marketing Plan (step-by-step)

Top-of-funnel: Thought leadership (case studies, playbooks), free checklist (“Lead Funnel Blueprint”), webinars.
Mid-funnel: Free mini-course + audit templates, demo days, student success stories.
Bottom-funnel: Live cohort previews, limited seats, early-bird pricing, free audits for applicants.
Channels: LinkedIn, YouTube, niche communities, partnerships with agencies and SaaS tools.
Metrics: Lead quality, CPL, conversion rate, cohort fill rate, CAC.

N. Website & Sales Page Structure (high-conversion)

1. Hero: Program name + clear promise + CTA (Enroll/Apply).

2. Outcomes: Measurable benefits (predictable leads, qualified pipeline).

3. Curriculum snapshot.

4. Tools & practical labs.

5. Capstone & portfolio samples.

6. Instructor bios & social proof.

7. Pricing & scholarships.

8. FAQs & Apply form.

CTA example: “Build your first predictable lead funnel — Apply for the next cohort.”

O. Email Sequence (high-converting, 6 emails)

1. Deliver lead magnet + welcome.

2. Problem narrative + quick wins.

3. Curriculum deep dive + capstone preview.

4. Social proof + student outcomes.

5. Offer details & payment options.

6. Final call + instructor invitation.

P. Community, Career & Alumni Strategy

• Private community (Slack/Discord) with channel streams for channels, experiments, and hiring.

• Office hours, monthly demos, alumni workshops.

• Job/project board, recruiter partnerships for top graduates.

Q. Operations & Admin (day-to-day)

• Enrollment workflow, tech checks, onboarding sequences.

• Student success managers assigned per cohort.

• Billing, refund policy, scheduling across timezones, recorded sessions library.

R. Legal, Privacy & Compliance

• T&Cs, refund policy, IP ownership of student work (recommend student retains IP; institute may anonymize for marketing).

• Privacy policy, DPA if processing EU data, cookie consent, compliance notes for outreach.

• Compliance guidance for communication laws (TCPA, GDPR consent for email/SMS as applicable).

S. KPIs & Success Metrics (what to measure)

• Completion rate, capstone pass rate, published funnel rate.

• Commercial: conversion rate (lead→enroll), CAC, cohort fill, revenue per cohort.

• Impact: average MQL → SQL conversion lift in capstones, lead volume increase, cost per lead improvements.

• Engagement: active members, office hours attendance, mentor uptake.

T. FAQ (site & sales) — sample Q&As

• Q: Do I need ad budget to complete the capstone?
  A: No — options for simulated budgets, sponsor briefs, or low-budget live tests are available.

• Q: Will I get clients or jobs?
  A: We provide portfolio support, hiring pipelines and referrals but cannot guarantee employment.

• Q: Can companies run private cohorts?
  A: Yes — private, white-label, and enterprise options available.

U. Upsells & Specializations

• Upsells: 1:1 lead audits, managed pilot campaigns, agency partnerships.

• Specializations: B2B SaaS Lead Gen, E-commerce Acquisition, Referral & Partner Growth, Account-Based Marketing (ABM).

V. Industry Partnerships & Live Briefs

• Partner with SaaS firms, agencies, and local businesses for capstone briefs and hiring pipelines.

• Invite platform reps (LinkedIn, Google) for guest sessions or credits.

W. Student Onboarding Flow (detailed)

1. Enrollment confirmation + welcome email.

2. Pre-course survey (goals, stack, ICP).

3. Access to LMS, Slack, starter templates, sandbox tools.

4. Orientation + technical check.

5. Mentor assignment + cohort calendar.

X. Continuous Improvement & Feedback Loop

• Post-module NPS, mentor reviews, performance analytics of student funnels.

• Iterate content quarterly based on industry changes and pilot outcomes.

Y. Resource Pack & Templates (what to include)

• ICP templates, landing page starter kits, email & ad templates, lead scoring matrix, automation playbooks, Looker Studio dashboard templates, experiment & test plans, legal consent templates.

Z. Implementation Timeline & Quick Launch Checklist (10–16 weeks)

Weeks 1–2: Define outcomes, hire lead instructor, draft module outlines.
Weeks 3–6: Produce core curriculum (videos, labs, templates), build LMS.
Weeks 7–8: Build sales page, lead magnet, email flows.
Weeks 9–10: Pilot beta cohort + collect feedback.
Weeks 11–12: Iterate content, finalize pricing, set launch date.
Weeks 13–16: Launch marketing, open enrollment, start cohort.