EXCLUSIVE
Course
Certification
SEO & SEM
Organic visibility meets paid precision
A strategy to align SEO and SEM with the self-guided B2B buyer journey, transforming search into a demand-generating engine that captures high-intent buyers at every stage, including in the era of AI-driven search
3 lessons
15 videos
1.5 h
Practical activities
Earn a certificate when you finish this course
Demonstrates applied knowledge of SEO & SEM. Shareable on LinkedIn
What you will learn
How to combine SEO and SEM to attract high-intent prospects
Ways to align search tactics with the self-guided B2B buyer journey
How to build measurable strategies that connect organic visibility with paid performance
Best practices for measuring, optimizing, and continuously improving campaign outcomes
Course curriculum
Lesson 1
The role of SEO and SEM in B2B Demand Generation
In this lesson, you will discover how SEO and SEM work together to drive B2B Demand Generation. You’ll learn why search visibility is critical, how prospect behavior influences discoverability, and the distinct roles SEO and SEM play in attracting the right audience. By the end, you’ll understand how they work best when used in tandem to reach prospects at every stage of the buyer’s journey
Lesson 2
SEO best practices and performance
In this lesson, you will learn how to build and optimize an SEO strategy that supports long-term B2B Demand Generation. You will explore how to map content to buyer intent and journey stages, measure SEO performance using meaningful engagement signals, and refine assets to drive better outcomes. By the end, you will have a deeper understanding of how SEO contributes to sustained visibility, stronger engagement, and more effective content performance
Lesson 3
SEM best practices and performance
In this lesson, you’ll shift from organic visibility to paid search, exploring how SEM accelerates Demand Generation by targeting high-intent prospects at key moments. You’ll learn to build SEM strategies that align with personas, create consistent messaging, and drive engagement through targeted ads. You’ll also explore how to measure and optimize campaign performance, and how to integrate SEM with SEO for a unified, results-driven approach. By the end of this lesson, you’ll know how to use SEM to boost speed, precision, and conversion impact
- 3 lessons
- 15 videos
- 1.5 h
- Practical activities
Trusted by your peers
Abigail Cox
Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.
Rohitpal Singh
Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.
Lisa S.
Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!
Insights from practitioners
Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory
Barbara Puszkiewicz-CiminoSharon PalermoSharon PalermoSharon PalermoSharon PalermoSharon Palermo
Director of Global Digital Marketing & CRM, SUMMIT One Vanderbilt
Dennis LazardSharon PalermoSharon PalermoSharon PalermoSharon PalermoSharon Palermo
CEO & Founder, ESA Digital Ltd.
Andrea PaltenSharon PalermoSharon PalermoSharon PalermoSharon PalermoSharon Palermo
Vice President Marketing, Techstars
Who is this for?
B2B marketers and demand gen practitioners who want to stop treating SEO and SEM as separate workstreams and build a connected search strategy that drives qualified demand and stays competitive as AI reshapes how buyers discover and evaluate solutions
INFUSE Academy courses are free for all INFUSE clients and partners.
Missing access?
Angela Cattin
Angela has over 20 years of experience in spearheading B2B SaaS marketing strategies that drive demand generation and elevate brand visibility.
As the Senior Demand Generation and Field Marketing Leader, UKI & North America at Strada, Angela excels in creating and implementing effective marketing strategies while providing practical, hands-on support to businesses. Her extensive career in B2B tech marketing includes senior in-house roles as well as running her own marketing consultancy, where she has worked with startups, SMEs, and channel partners. Angela's blend of strategic vision and pragmatic approach helps organizations achieve their marketing objectives and stand out in competitive markets
As the Senior Demand Generation and Field Marketing Leader, UKI & North America at Strada, Angela excels in creating and implementing effective marketing strategies while providing practical, hands-on support to businesses. Her extensive career in B2B tech marketing includes senior in-house roles as well as running her own marketing consultancy, where she has worked with startups, SMEs, and channel partners. Angela's blend of strategic vision and pragmatic approach helps organizations achieve their marketing objectives and stand out in competitive markets
Featured in courses:
Barbara Puszkiewicz-Cimino
Barbara Puszkiewicz-Cimino is a digital marketing strategist renowned for her passion for leveraging data, technology, and creativity to drive business growth. With experience spanning across various industries, including iconic brands and B2B enterprises, Barbara excels in creating meaningful customer experiences through search, CRM, and personalization.
As Director of Global Digital Marketing & CRM at SUMMIT One Vanderbilt, her fascination with the intersection of AI and marketing propels her to continually explore how innovation shapes the way brands connect with their audiences. Barbara's strategic approach ensures impactful and personalized marketing outcomes that resonate with consumers
As Director of Global Digital Marketing & CRM at SUMMIT One Vanderbilt, her fascination with the intersection of AI and marketing propels her to continually explore how innovation shapes the way brands connect with their audiences. Barbara's strategic approach ensures impactful and personalized marketing outcomes that resonate with consumers
Featured in courses:
Andrea Palten
Andrea Palten is a seasoned marketing leader with over 20 years of experience in scaling SaaS, tech, and service brands. As Vice President of Marketing at Techstars, she leads a high-performing team focused on driving brand positioning and demand for one of the world's most recognized startup accelerators.
In addition to her role at Techstars, Andrea runs CMO Growth Guide, a venture dedicated to helping small businesses and service professionals build simple, repeatable systems to attract clients and grow without the expense of a full-time team
In addition to her role at Techstars, Andrea runs CMO Growth Guide, a venture dedicated to helping small businesses and service professionals build simple, repeatable systems to attract clients and grow without the expense of a full-time team
Featured in courses:
Skerdi Sino
With 8+ years in Marketing & Sales, Skerdi Sino began his journey in the startup world, running an agency that supported brands like UPS, Essilor & Uniqa in Southern Europe. Today, he leads marketing at Native Teams and has been a driving force in advancing the Remote Work movement in the Balkans, organizing The Future is Remote events across 5 countries and serving as President of the Albanian Digital Nomad Association. Recognized as a Growth Startup Mentor with Keiretsu Forum and Endeavor Bulgaria, he has spoken at multiple tier one events and shared his knowledge with a wide audience
Featured in courses:
Dennis Lazard
Dennis Lazard is an IT entrepreneur with a focus on MarTech and AI, currently leading ESA Digital Ltd., a London-based company recognized as one of the Global #350 B2B Companies by Clutch (2023-2024). As a seasoned leader and innovator, Dennis specializes in helping funded and backed SaaS, AI, and tech companies expand into international markets, enhancing their organic sales and monthly recurring revenue through advanced international SEO and GEO strategies.
With over 15 years of experience in digital growth, Dennis has managed cross-functional marketing teams across the UK, US, and Europe, successfully launching seven digital products in sectors such as eCommerce, MarTech, AI, LegalTech, Marketplace, and EdTech.
In addition to his entrepreneurial pursuits, Dennis has earned certifications in Digital Marketing (OMCP), Advanced Analytics (SQL), and Product Management (SPOC)
Featured in courses:
INFUSE Academy webcasts are free for all INFUSE clients and partners.
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INFUSE Academy workshops are free for all INFUSE clients and partners.
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