Small Business B2B Digital Marketing Certification

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.

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. The course is designed for 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
  • Look beyond shallow audience descriptions. Learn how to build content that really matters to your potential customers, and will convince them 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 the small business
  • What a “perfect customer” profile looks like, and why small businesses should build them
  • Methods for designing engaging content for lead generation
  • How to build compelling “calls-to-action” and track your leads
  • What activities drive lead generation
  • The value of email marketing for the small business
  • How small businesses can leverage both segmented and un-segmented email lists
  • How to build, and automatically trigger, lead nurturing sequences
  • Ways marketing can help align sales and marketing for the small business
  • What small businesses should measure and how to optimize marketing campaigns for lead generation
Class 1

Demand Generation: Understanding Your Audience

Audiences aren’t just average, generic, or a series of demographic information. Your customers have a certain language they use to talk about their needs. They have unique fears, desires, concerns, and goals. Many businesses fail to look beyond a basic list of customer attributes to learn what really motivates their customers to buy. Learn how to look beyond basic demographic information for your potential customer group. Build your ‘perfect customer,’ and learn how to talk to more of them. Learn the secrets to getting inside your target market’s head, and understand what drives them from curiosity to conversion.
Instructor: Kim Albee
Class 2

Demand Generation Through Content Marketing to Attract Customers

The truth is out now: content is essential. Businesses struggle to create enough content, without asking the truly important question of what kinds of content to produce. Great content engages your audience, helps with lead generation, lets you learn where leads are in the buying process, and helps sell. Creating content that includes all of these components happens because it’s designed to pass leads along a guided pathway from basic curiosity toward a desire to buy. It includes clear directions toward action, with compelling content that encourage conversion. It can be used and reused across websites, blogs, emails and more. When it all comes together, how a visitor consumes your content tells you where each lead is on the path towards becoming a customer.
Instructor: Kim Albee
Class 3

Lead Generation Tactics for Success

Lead generation is the start of all sales activity. Before prospects can be converted into customers they must first enter into the marketing activity process. This course will teach you the formula for successful lead generation. This formula combines the knowledge of a target audience with knowledge about what makes for compelling marketing messages. The four conversations that happen with every marketing prospect at every point in their journey will be factored into how to execute the eight components of a lead generation formula. Additionally, you’ll learn specific tips for maximizing success and minimizing failure.
Instructor: Kim Albee, Scott Jacobson
Class 4

Demand Generation: Email Marketing Messaging Best Practices

Email has the highest ROI of any tactic, and despite claims that the medium was dying its impact has not decreased. However, it’s still a challenging tactic with which to get results. This class will cover how to send more effective messages, how to identify segments that will boost engagement, how to test the elements of your messages to get the best results, and how to look beyond the open rate of an email as a measure of success. The central part of email effectiveness is one word: personalization. Creating emails that really work means sending them to the right person at the right time. Additionally, the technology now exists to automate email marketing to make it efficient and more effective. Pair that technology with extensive testing and tracking capabilities and email can quickly become your most effective online marketing tactic.
Instructor: Kim Albee
Class 5

How to Build a Lead Nurturing Campaign

73% of B2B leads passed to sales are not sales ready. When marketing passes leads to sales too soon, it can make sales distrustful of the lead generation process in general. That’s where lead nurturing enters the picture. By implementing a lead nurturing campaign it is possible to identify the leads that are ready for sales to contact, and the leads that need more encouragement first. Many marketers still haven’t implemented lead nurturing campaigns. Just starting this process can give a company a huge leg-up. Learn how to implement a nurturing sequence with small, digestible steps that easily pass leads on to the next step in the process. By putting leads into this process they will engage with your content and marketing, and will not be handed off to sales until they’re ready.
Instructor: Kim Albee
Class 6

Demand Generation: Sales and Marketing Alignment

Sales and marketing are not naturally aligned. While both ultimately want to bring more customers to the business, they often work at cross-purposes to accomplish this goal. In this course, learn how marketing can take charge to improve this situation. Watch now to discover what the big idea is that lets marketing immediately improve relations with sales, and find out what questions to ask sales in order to better work together with them. By the end you'll grasp enough knowledge to know what an effective plan looks like that will help sales with follow up, stay-in-touch campaigns and more. This is the sixth course in the Demand Gen curriculum.
Instructor: Scott Jacobson
Class 7

The Framework: Demand Generation Analytics & Measurement

Online marketing is a giant game, and metrics is your scoreboard. Without effective measurement it’s impossible to know when you’re winning or losing the game. In this class, you'll discover what metrics your marketing must have to gauge success. In addition, find out why it’s also not enough to have them; you must also know how to use them. You will find out how to see them as a learning opportunity instead of a discouraging source of stress. Finally, learn how to use metrics to get sales and management on board with your marketing efforts.
Instructor: Kim Albee
Course Exam

Small Business B2B Digital Marketing Certification Exam

Founder and President, Genoo LLC

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.

President, Your Best Next Step

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.

How much does this certification cost?

The cost of this certification is $859.

How long does the certification take?
Each certification is broken up into a series of 5-11 classes. Each included class may run between 20-70 minutes in length.

How long do I have to take the certification? 
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. 

What is a passing exam score? How long does the exam take, and how many times can I take it?
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 30-50 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. 

Will I be tested on the classes that are electives?
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.

Do I receive a physical or virtual certificate or both? 
Upon completion, OMI will send you a digital certificate via email.

What is the teaching style of certifications? Live or prerecorded?  
Certifications feature prerecorded presentations. Essentially, they consist of 20-70 minute video recordings of a narrated slide presentation.

Can I get a copy of presentation slides or other reference material to print/download? 
At this time, course content and other reference materials are not offered in a non-video format. 

How current is the content for the certification programs? 
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.

Are OMI certification programs accredited? 
The Online Marketing Institute has been involved in online education for digital marketing longer than nearly all other organizations in the space. 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. OMI’s certification programs were then built through Wharton and it's Interactive Media Initiative to build an academically verified method to teach, train and test. 


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My OMI subscription makes it easy for me to stay on top of what's working now in digital. As a small business marketer, I wear many hats — from managing email, to search, to social media, and more — and thanks to my OMI subscription, I am able to successfully execute these campaigns and increase sales for my company and my clients.   

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Small Business Marketing Consultant