AI for Demand Generation & Growth Marketing Ops
Run demand-gen ops with AI — ICP, lead scoring, routing SLAs, nurture, MarTech hygiene, and honest pipeline attribution. 8 lessons, certificate.
Most AI-for-marketing training teaches you to write better — better posts, better positioning, better email copy. This course is for the person on the other side of the funnel: the demand-gen, growth, or marketing-ops professional who owns the pipeline, not the prose. Your job is the plumbing — who counts as a lead, how leads get scored and routed, how nurture runs on its own, how the MarTech stack stays clean, and how you prove what marketing did for revenue. When the AI hype hit the ops floor in 2026, most managers had the same reaction: I can see the time savings, I just can’t see how to use this without putting our lead data, our deliverability, or our credibility with the CFO at risk.
This course closes that gap, and it draws a hard line up front. This is demand-gen operations, not marketing strategy or content — if you want positioning, campaigns, and brand voice, our AI Marketing Playbook course covers that lane, and the two pair well. Here we stay on the ops side and on three guardrails that keep you safe no matter how good the tools get: never feed customer PII or a raw lead list into a public AI tool, never auto-send AI-written outreach to real leads without a human review, and never hand a CFO an AI-modeled number dressed up as fact. Everything else is built on top of those rules.
From there you ship real work — on the tools you already have. Lesson 2 turns a pasted offer into an ICP and a weighted lead-scoring rubric in under twenty minutes, no MarTech stack required. Then we move through the demand-gen function the way it actually operates: account targeting and who’s genuinely in-market, scoring on fit and intent with the decay rule most programs forget, the sales SLA and routing rules a human owns, nurture sequences and the data hygiene that decides whether your stack can be trusted, and pipeline forecasting with attribution you can defend honestly. You finish by assembling a demand-gen operating kit in your own company’s context — an ICP, a scoring model, a nurture sequence, and an attribution readout you can take straight to work. We name the big platforms (6sense, Demandbase, Clay, HubSpot Breeze, Dreamdata) so you know the landscape, but every exercise runs on ChatGPT, Copilot, or Claude plus a spreadsheet.
What You'll Learn
- Explain the demand-gen operations discipline — pipeline, scoring, routing, nurture, MarTech, and attribution — and how it differs from marketing strategy and content
- Use ChatGPT, Copilot, or Claude to build an ICP and a weighted lead-scoring rubric from a pasted offer in under 20 minutes
- Apply AI to score leads on fit and intent with a decay rule, instead of trusting a stale points total
- Apply AI to draft a lead-routing and MQL/SQL SLA that a human owns and a sales team will actually trust
- Analyze a MarTech stack and its data hygiene to decide what an AI output can and cannot be trusted to do
- Evaluate a marketing-to-revenue attribution readout for honesty and recommend a defensible budget move
After This Course, You Can
What You'll Build
Course Syllabus
Prerequisites
- Working knowledge of B2B marketing, demand generation, growth, or marketing operations — leads, campaigns, a CRM, or a funnel
- Familiarity with general AI assistants (ChatGPT, Copilot, or Claude) is helpful but not required — we teach the AI part as we go
Who Is This For?
- Demand-generation and growth managers who want the funnel's operating logic drafted in minutes
- Marketing-operations analysts running scoring, routing, and the MarTech stack
- RevOps and GTM-ops professionals aligning marketing pipeline with sales
- Marketers moving from campaign execution into demand-gen or marketing-ops
- Marketing and revenue leaders who need their ops team using AI without crossing a data or brand line
Frequently Asked Questions
How is this different from the AI Marketing Playbook (marketing strategy) course?
That course is the strategy and creative side of marketing — positioning, messaging, brand voice, campaign planning, and the marketing copy itself. This course is the operations side — the plumbing behind the pipeline: who counts as a lead, how leads get scored and routed, how nurture is automated, how the MarTech stack and its data are kept clean, and how marketing's contribution to revenue is measured honestly. Strategy decides what to say; ops decides how the pipeline runs. They pair well, but they are different jobs.
Do I need 6sense, Demandbase, Clay, or HubSpot to take this course?
No. Every hands-on lesson is built around ChatGPT, Copilot, or Claude plus a spreadsheet and a CRM export — tools you most likely already have. We map the named MarTech platforms (6sense, Demandbase, Clay, HubSpot Breeze, Marketo, Dreamdata, HockeyStack) so you understand the landscape and know when one is worth buying, but you never need a stack to ship the exercises.
Is it safe to use AI on real lead and customer data?
Only inside the guardrails this course is built around. You never paste customer PII or a raw lead list into a public AI tool — you use your company's sanctioned or enterprise AI and work with redacted or anonymized samples. You never auto-send AI-written outreach to real leads without human review. And you never present an AI-modeled attribution number as fact. Lesson 1 sets these rules and every lesson reinforces them.
How long does the course take and do I get a certificate?
About two and a half hours at your own pace, across 8 lessons of 12-22 minutes each with copy-paste prompts you can run immediately. Complete all lessons and pass the quizzes to earn a verifiable certificate.
