--- name: demand-generation description: 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 ═══════════════════════════════════════ Campaign Structure: ═══════════════════════════════════════ Campaign: [Name] — [Objective] Duration: [Start] to [End] (typically 6-12 weeks) Budget: $[amount] Target: [ICP, segment, accounts] Channels: [List of channels] Campaign Types: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ Research: Average buyer needs 7-13 touches before converting ═══════════════════════════════════════ 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) ═══════════════════════════════════════ ABM Targeting: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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): ═══════════════════════════════════════ 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 ═══════════════════════════════════════ Event Types: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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): ═══════════════════════════════════════ 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 ═══════════════════════════════════════ Program Duration: 4 weeks (quarter-end push) ═══════════════════════════════════════ Week 1: Identification ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ → 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): ═══════════════════════════════════════ 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 ═══════════════════════════════════════ Campaign Dashboard: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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 ═══════════════════════════════════════ 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 ```