B2B High Impact Digital Demand Generation (Half Day) | School of Marketing | ANA

B2B High Impact Digital Demand Generation (Half Day)

Strategies and Tactics to Optimize the Customer Journey and Drive Higher ROI
(Half Day Workshop)

A great demand generation strategy unites all the moving parts that comprise the customer journey from the first impressions, through nurture to the first dollar and beyond. It includes a media plan, a search plan, a social media plan, a content roadmap, a website experience, a marketing automation sequence and a measurement approach all wrapped into an integrated platform. It can cast a wide net to build your brand and allows you to reach targeted intenders with a solid layer of account-based marketing (ABM). It enables all the channels, technologies and components of digital marketing to guide your target audience through your organization’s sales funnel and lasting brand embrace.

In this workshop, Harry J. Gold, CEO of Overdrive Interactive, will walk through the practical steps, tactics, core technologies and best practices that organizations need to successfully launch a demand generation program that delivers the full power of the digital marketplace. Harry’s workshop will include strategies and tactics that your company can start using right away and case studies that show those tactics in action. Please come to the seminar ready to have fun and ask a lot of questions!

This workshop is an excerpt of the ANA full-day workshop “B2B High Impact Digital Demand Generation.”  In the full day version, significant time is allocated to the workshop for you and your team to apply the learnings to your specific business projects.  The instructor works with you to determine the optimal mix of application exercises. 

Who is this workshop for?

This workshop is for B2B marketing teams who want to fill their sales funnels with the influencers and decision makers who can use and buy their products.

It’s for teams who want to be more confident and conversant on the myriad of tactics and technologies they need to drive targeted web traffic, capture qualified leads, convert those leads into sales and optimized based on the metrics that matter most.      

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to create thought leadership content your target audience will value, consume and share
  • The critical ingredients of successful inbound marketing and account-based marketing (ABM) programs

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to think digitally about the customer journey, experience, and relationship
  • How to organize complex digital marketing strategies, technologies and channels into easy-to-understand visual renderings teams can rally around

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to plan, launch, manage and track online lead generation programs that yield measurable ROI
  • How to improve the conversion rates, escalation rates and ROI of steady-state programs such as paid search, SEO, social, display, retargeting, marketing automation and content syndication

Download the full agenda here


  • Harry J. Gold

    Harry Gold is the founder and CEO of Overdrive Interactive, an award winning digital marketing firm. He is a member of the ANA Faculty and a lecturer on search engine marketing, social media marketing, and online media. Harry teaches our Digital Marketing and Social Media Workshops.