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Demand Generation

Chicago, IL

Creating Effective Marketing Strategies to Fuel Growth

Over two days, we’ll explore the path to create an efficient, effective demand generation strategy to help grow and scale your organization. From acquisition to expansion to advocacy, you’ll learn how to partner with sales, customer success and product management to develop a predictable growth engine.

You will learn a step-by-step path to develop a demand generation plan that creates data-driven, client-centric strategies supported by ongoing optimization to improve results and overall marketing return on investment. Learn how to have meaningful conversations with business stakeholders on the value of marketing as a source of accelerated growth.

Coronavirus Update

Currently, this event is proceeding as scheduled. Because your health and safety are important to us, we have an AMA task force that regularly meets to monitor COVID-19 developments. We are also working with our building to ensure we’re following World Health Organization recommendations for safely hosting this training. Any changes to this event will be communicated to attendees on this page and via email. You can also review our cancellation policy here.


Early Bird (Before 05/18/20)Standard Price
AMA Member$1,395$1,495

Key Takeaways

  • Create a demand strategy grounded in the overall business strategy including routes to market segmentation and differentiated message that matters.
  • Understand your key audiences through persona development.
  • Build an end-to-end customer journey that creates intentional interactions at every touchpoint across the funnel, from acquisition through expansion and advocacy.
  • Create a content strategy that supports the end-to-end customer journey complete with story development, content assets and curation.
  • Create a content distribution plan aligned to the personas you are targeting across paid, owned, earned and shared channels.
  • Establish business and marketing objectives and KPIs. Create a testing plan to fuel ongoing optimization.
  • Learn how to talk about the results, insights, outcomes and ROI of your demand engine. Learn the levers of optimization to improve efficiency and effectiveness of marketing investment.

Who Should Attend?

Marketing managers and directors in B2B, B2C or Public Sector (Govt/Higher Education) organizations can benefit from this training. AMA Training Series events are limited in size and include on-site exercises to put your new skills to work while connecting with other attendees.

AMA Event Policies

Wednesday, June 17

Hot Breakfast and Registration

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

Demand Generation Strategy

  • Set the stage: What is Demand Generation?
    • Define demand gen and nuances in B2C, B2B, public and private sectors
  • Demand Gen Strategy
    • How will you drive demand to meet revenue, growth, acquisition and retention goals?
    • Explore routes to market, segmentation, competition and differentiated messages that matter

EXERCISE: Craft a Demand Gen Strategy

Know Your Customer

  • Get to know your key audiences in an actionable way
  • Translate audiences into personas to activate a meaningful client experience

EXERCISE: Create a Persona

Journey Mapping

  • Explore the demand funnel and its role in customer journeys
  • How do you create intentional interactions at every touchpoint across the funnel, from acquisition through expansion and advocacy?

EXERCISE: Create a Customer Journey Map

Day 1 Recap / Q+A and Day 2 Preview

Thursday, June 18


Content Strategy Part I: Create Content

  • The art of storytelling to drive demand
  • Examine story development, content assets/formats and content curation

EXERCISE: Create a Content Strategy in Support of the Customer Journey

Content Strategy Part II: Distribute Content

  • Paid, owned, earned, shared media
  • Marketing mix in support of marketing objectives, budget and persona preferences

EXERCISE: Create a Content Distribution Plan Aligned to the Persona

Measuring, Reporting & Optimizing

  • How do you set objectives? What do you measure?
  • Establish KPIs up, down and across your demand plan
  • Using testing plans to fuel optimization

EXERCISE: Create a Demand Gen Measurement Dashboard

Presenting a Demand Gen Plan and Results for Impact

  • Types of results: ROI, efficiency and effectiveness
  • Results vs Insights: Know the difference
  • Determine what matters: Business conversation vs marketing conversation
  • Levers of optimization to improve efficiency and effectiveness of marketing investment

EXERCISE: Present a Demand Gen Plan and Results

Now What? Create an Action Plan

  • Translate learnings into next steps
  • Assess where to start and what you’ll need
  • How do I stay accountable?

EXERCISE: Craft Demand Generation Action Plan 

Christine Pribilski

Chief Marketing Officer, Cloud49

Christine Pribilski is the Chief Marketing Officer for a number of growth companies in Austin, TX and loves helping people create client-centric, data-driven go-to-market strategies that matter to deliver a predictable return on investment.  She has spent the majority of her career in the tech industry, gaining experiences in areas such as demand generation, customer marketing and marketing analytics. While marketing is her primary job function by day, Christine is a fan of Peloton, rescue dogs and Napa Valley cult wine. She lives in Austin with her tech exec husband, Kyle, and loves being a bonus mom to their four kids.

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.


Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)


Air Travel Discount

The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is not a service fee for reservations booked and ticketed via this service.


Area Attractions and Events

Please visit Choose Chicago for additional city information.



The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center at (800) AMA-1150 or customersupport@ama.org. A member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.



Demand Generation