demand-generation

Demand Generation

Design a coherent demand system, not an isolated channel plan. Use this skill for pipeline creation, segment activation, account programs, event follow-up, or demand capture when the commercial goal and buying motion are known.

Start with the revenue path

Define the audience, offer, customer stage, commercial outcome, timeframe, available budget and capacity, and relevant sales handoff. Map the behavioral progression from attention through conversion and qualification. Clarify which actions indicate meaningful intent and which are merely engagement.

Choose channels based on where the ICP can be reached, the message and proof required, expected time to signal, economics, operating capacity, and measurement quality. Recommend fewer channels with a clear role instead of treating every channel as mandatory. Respect consent, platform policies, brand safety, and regional marketing rules.

Design learning loops

For every program, state the audience, insight or offer, message, channel role, conversion path, owner, spend/capacity hypothesis, success metric, and stop/scale criteria. Define lead/account qualification jointly with sales before launch. Account for follow-up speed, routing, and feedback from conversations.

Deliverable

Return a program brief, audience/channel matrix, funnel and handoff design, prioritized experiment backlog, calendar, measurement plan, and operating risks. Include leading and lagging metrics, attribution caveats, and decision thresholds. Do not purchase media, launch outreach, upload audiences, or alter CRM automation without approval.