Demand Generation

Demand Generation

Building demand generation programs that create and nurture pipeline — from multi-channel campaigns through ABM (Account-Based Marketing), content syndication, and pipeline reporting.

When to Use

• Filling the top of the funnel with qualified leads
• Running integrated multi-channel demand campaigns
• Implementing ABM for target accounts
• Measuring pipeline influence and attribution
• Scaling demand generation efforts

Demand Gen Channels

DEMAND_CHANNELS = {
    'content': 'Blogs, whitepapers, eBooks, research reports',
    'webinars': 'Live and on-demand educational sessions',
    'paid': 'Search, social, display, retargeting',
    'email': 'Nurture sequences, newsletters, campaigns',
    'events': 'Conferences, trade shows, user groups',
    'ABM': 'Targeted account campaigns, 1:1 and 1:few',
    'partners': 'Co-marketing, channel partners, affiliates',
    'direct': 'Outbound sequences, cold outreach',
}

def demand_mix(budget: float, channels: List[str]) -> Dict:
    """Recommend demand generation budget allocation."""
    recommended = {}
    if len(channels) <= 2:
        recommended = {c: budget / len(channels) for c in channels}
    else:
        recommended[channels[0]] = budget * 0.35
        remaining = budget * 0.65
        for c in channels[1:]:
            recommended[c] = remaining / (len(channels) - 1)
    return recommended

Common Pitfalls

1. Spray and pray — blasting the same message to everyone ignores segmentation
2. Vanity metrics — impressions and clicks don't equal pipeline
3. No attribution — can't tell which channel drives SQLs and revenue
4. Ignoring existing pipeline — demand gen fills top, but existing pipeline needs nurturing too
5. Content not aligned — TOFU content doesn't lead to BOFU conversion paths

Verification Checklist

• Channel mix defined with budget allocation
• Content mapped to buyer's journey stages
• Attribution model (first-touch, multi-touch, or custom)
• Pipeline reporting (MQLs → SQLs → Opportunities → Revenue)
• ABM target account list defined
• Nurture sequences for unconverted leads