Marketing AI Skill
Demand Generation
Execute demand generation programs including multi-channel campaigns, account-based marketing, event marketing, lead nurturing, marketing qualified lead processes, and pipeline acceleration. Use when planning demand gen campaigns, creating multi-channel pro...
Demand Generation
Execute demand generation programs including multi-channel campaigns, account-based marketing, event marketing, lead nurturing, and pipeline acceleration.
Workflow
1. Demand Gen Campaign Planning
DEMAND GENERATION CAMPAIGN FRAMEWORK
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Campaign Structure:
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Campaign: [Name] — [Objective]
Duration: [Start] to [End] (typically 6-12 weeks)
Budget: $[amount]
Target: [ICP, segment, accounts]
Channels: [List of channels]
Campaign Types:
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Type Duration Channels Budget Goal
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Product launch 8 weeks All channels $50K-100K Awareness + leads
Seasonal/promo 4-6 weeks Email, paid, content $10K-25K Leads + revenue
Thought leadership Ongoing Content, social, PR $5K-15K/mo Authority + leads
Account-based 12 weeks ABM stack (see below) $25K-50K Pipeline
Event-driven 6-8 weeks Event + digital surround $20K-40K Leads + meetings
Pipeline acceleration 4 weeks Email, retargeting, ads $5K-15K SQLs + closed-won
MULTI-CHANNEL TOUCHPOINTS:
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Research: Average buyer needs 7-13 touches before converting
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Week 1-2: Awareness
→ Blog post (educational)
→ LinkedIn post (thought leadership)
→ Paid social ad (awareness)
→ Email to existing list (teaser)
Week 3-4: Consideration
→ Webinar (deep-dive)
→ Case study (social proof)
→ Google Ads (search intent)
→ Email (webinar invite)
→ Retargeting ad (website visitors)
Week 5-6: Decision
→ Demo/trial offer
→ Comparison guide
→ Email (ROI calculator)
→ Direct outreach (sales)
→ Retargeting (offer)
Week 7-8: Conversion
→ Follow-up email (personalized)
→ Sales call (SDR)
→ Demo meeting
→ Proposal
→ Negotiation/close2. Account-Based Marketing (ABM)
ACCOUNT-BASED MARKETING (ABM)
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ABM Targeting:
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Step 1: Identify target accounts (100-500)
→ Revenue: $20M-$200M
→ Employees: 200-2,000
→ Industry: ICP match
→ Tech stack: Compatible
→ Growth: Funding, hiring, expansion
Step 2: Build account intelligence
→ Key contacts (5-10 per account)
→ Buying committee (economic, technical, champion)
→ Pain points (industry + company-specific)
→ Timeline (budget cycle, initiatives)
→ Competitors (current vendors)
Step 3: Create account-specific content
→ Personalized landing page
→ Custom email sequences
→ Account-specific case studies
→ Tailored webinar invitations
→ Direct mail (high-value accounts)
ABM TIERED APPROACH:
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Tier Accounts Effort Tactics Budget/Account
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1 (Strategic) 20 HIGH Custom content, events, direct mail $5,000
2 (Opportunity) 50 MEDIUM Personalized email, LinkedIn, ads $2,000
3 (Segment) 200 LOW Programmatic ads, content, email $500
ABM CHANNELS:
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Channel T1 T2 T3 Purpose
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LinkedIn ABM ✓ ✓ ✓ Targeted ads
Programmatic ads ✓ ✓ ✓ Website visitors
Personalized email ✓ ✓ ✓ Direct outreach
Custom content ✓ ✓ — Thought leadership
Direct mail ✓ — — Physical touch
Events ✓ — — In-person
Retargeting ✓ ✓ ✓ Follow-up
Sales outreach ✓ ✓ — Multi-thread
ABM RESULTS (Q4 2024):
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Tier 1 (Strategic):
→ 20 accounts targeted
→ 12 engaged (60%)
→ 5 in pipeline (25%)
→ Pipeline value: $450,000
→ 2 closed-won ($120,000)
Tier 2 (Opportunity):
→ 50 accounts targeted
→ 25 engaged (50%)
→ 10 in pipeline (20%)
→ Pipeline value: $280,000
→ 3 closed-won ($75,000)
Tier 3 (Segment):
→ 200 accounts targeted
→ 60 engaged (30%)
→ 15 in pipeline (7.5%)
→ Pipeline value: $225,000
→ 5 closed-won ($100,000)
Total pipeline: $955,000 | ROI: 3.8x3. Event Marketing
EVENT MARKETING STRATEGY
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Event Types:
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Type Budget Attendees Leads Cost/Lead ROI
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Trade show $25K-50K 200-500 80-200 $250-500 2-4x
User conference $50K-100K 500-2,000 200-500 $200-400 3-5x
Virtual event $5K-15K 100-500 50-200 $100-250 4-6x
Workshop/seminar $2K-5K 20-50 15-30 $100-200 5-8x
Roundtable $1K-3K 10-15 8-12 $150-300 6-10x
EVENT MARKETING TIMELINE:
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Pre-Event (4-8 weeks):
→ Save-the-date (email, social)
→ Registration page (landing page)
→ Paid ads (event promotion)
→ Partner co-marketing
→ Press release
→ Speaker promotion
→ Countdown emails (weekly → daily)
During Event:
→ Live tweeting/social posting
→ Lead capture (badge scan, QR code)
→ Live polling/engagement
→ Networking sessions
→ Product demos
→ Swag/giveaways (lead capture)
Post-Event (1-4 weeks):
→ Thank-you email (with slides/recording)
→ Lead scoring + routing (CRM)
→ Follow-up calls (hot leads, 48h)
→ Nurture sequence (warm leads)
→ Survey (feedback)
→ ROI report (leads, pipeline, revenue)
LEAD QUALIFICATION (Events):
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Hot leads (follow up within 24h):
→ Requested demo/meeting
→ Discussed pricing
→ Expressed specific need
→ Decision maker
Warm leads (follow up within 1 week):
→ Visited booth
→ Attended session
→ Downloaded material
→ Had conversation
Cold leads (nurture):
→ Picked up swag
→ Registered but didn't attend
→ Brief conversation4. Pipeline Acceleration
PIPELINE ACCELERATION PROGRAM
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Program Duration: 4 weeks (quarter-end push)
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Week 1: Identification
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→ Identify stalled deals (no activity 30+ days)
→ Identify warm leads (MQLs, not yet SQL)
→ Identify post-demo prospects
→ Segment by deal size and likelihood
Week 2: Content Push
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→ Email blast: "Last chance" offer (limited-time discount)
→ Retargeting ads: All pipeline contacts
→ Case study: Industry-specific success story
→ Webinar: "How [industry] companies achieve [result]"
→ Blog post: Urgency-driven (year-end, budget cycle)
Week 3: Sales Alignment
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→ SDR calls: All stalled deals (re-engage)
→ AE demos: Warm leads (fast-track)
→ Executive outreach: C-level for large deals
→ Marketing: Provide battle cards, ROI calculators
→ Legal: Fast-track contract review
Week 4: Close
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→ Final follow-up (email + call)
→ Incentive: Extended trial, bonus features
→ Executive sign-off (verbal commitment)
→ Contract sent (e-signature)
→ Celebration (team-wide)
ACCELERATION RESULTS (Q4 2024):
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Deals identified: 45
Re-engaged: 28 (62%)
Demos scheduled: 12 (27%)
Proposals sent: 8 (18%)
Closed-won: 5 (11%)
Revenue accelerated: $125,000
ROI: 4.2x5. Demand Gen Metrics & Reporting
DEMAND GENERATION METRICS
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Campaign Dashboard:
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Campaign Spend Leads MQLs SQLs Opps Revenue ROAS
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Product launch $50,000 450 180 65 28 $85,000 1.7x
ABM (Tier 1) $100,000 120 72 35 18 $450,000 4.5x
ABM (Tier 2) $100,000 250 125 50 22 $280,000 2.8x
Trade show $30,000 120 60 25 10 $75,000 2.5x
Webinar series $10,000 360 180 72 25 $52,000 5.2x
Content syndication $20,000 200 100 40 15 $95,000 4.8x
Retargeting $15,000 304 150 60 22 $63,000 4.2x
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Total $325,000 1,804 867 347 140 $1,100,000 3.4x
Summary:
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Total leads: 1,804 (↑ 22% QoQ)
Total MQLs: 867 (48% of leads)
Total SQLs: 347 (40% of MQLs)
Total revenue: $1,100,000
Overall ROAS: 3.4x (target: ≥3.0x) ✓
Average CPL: $180 (target: ≤$200) ✓
Average CAC: $440 (target: ≤$500) ✓
Pipeline generated: $1,825,000Edge Cases
- Enterprise: Long cycles, multi-threading, executive sponsorship
- Global: Multi-market campaigns, localization
- B2C: Mass reach, emotional triggers, conversion focus
- Startup: Limited budget, guerrilla marketing
- Regulated: Compliance-approved campaigns
Integration Points
- Marketing automation: HubSpot, Marketo, Pardot, Eloqua
- ABM platforms: 6sense, Terminus, Demandbase, Engagio
- CRM: Salesforce, HubSpot, Pipedrive
- Events: Cvent, Bizzabo, Hopin, Zoom Events
- Analytics: GA4, Tableau, Looker, Databox
- Advertising: Google Ads, LinkedIn, Meta, programmatic
Output
Demand Generation Status
DEMAND GENERATION — Q4 2024
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Total leads: 1,804 (↑ 22% QoQ)
MQLs: 867 (48% of leads)
SQLs: 347 (40% of MQLs)
Pipeline generated: $1,825,000
Revenue attributed: $1,100,000
Overall ROAS: 3.4x (target: ≥3.0x) ✓
Avg CPL: $180 (target: ≤$200) ✓
Top campaign: ABM Tier 1 (4.5x ROAS)
Next priority: Scale webinar series (5.2x ROAS), expand ABM Tier 2