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 programs, executing ABM campaigns, accelerating pipeline, or measuring demand gen effectiveness. Triggers on phrases like "demand generation", "demand gen", "ABM", "account-based marketing", "multi-channel campaign", "pipeline acceleration", "MQL process", "lead nurturing", "marketing qualified lead", "event marketing", "trade show", "webinar campaign", "content syndication", "sponsored content", "marketing ops", "campaign management".

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
  ────────────────────────────────────────────────────────────────────────────────
  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/close

2. 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
  ──────────────────────────────────────────────────────────────────────────────────
  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
  ────────────────────────────────────────────────────────────────────────
  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: 3.8x

3. Event Marketing

EVENT MARKETING STRATEGY
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Event Types:
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Type                  Budget      Attendees    Leads       Cost/Lead    ROI
───────────────────────────────────────────────────────────────────────────────
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 conversation

4. 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: 4.2x

5. 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
  ─────────────────────────────────────────────────────────────────────────────────────
  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
  ─────────────────────────────────────────────────────────────────────────────────────
  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: $1,825,000

Edge 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

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