Demand Generation Playbook

🎯 **OBJECTIVE**
Create a comprehensive demand generation playbook for {{company_name}} that attracts high-quality leads, nurtures them through the funnel, and accelerates pipeline to achieve {{target_pipeline}} with {{demand_gen_budget}}.

📊 **YOUR BUSINESS CONTEXT**
• Company: {{company_name}}
• Industry: {{industry}}
• Stage: {{stage}}
• Target Personas: {{target_personas}}
• Key Goals: {{key_goals}}
• Demand Gen Budget: {{demand_gen_budget}}
• Target Pipeline: {{target_pipeline}}
• Lead Scoring Criteria: {{lead_scoring_criteria}}
• Primary Channels: {{primary_channels}}

💡 **KNOWLEDGE BASE INPUTS**
{{knowledge_base}}
Reference past campaign performance, lead quality analysis, conversion benchmarks, and channel attribution data.

⚙️ **COMPREHENSIVE OUTPUT STRUCTURE**

**1. Multi-Channel Demand Gen Strategy**
   - **Paid Media** (40% of budget): LinkedIn, Google Search, Display, Retargeting
   - **Content Marketing** (25% of budget): Blog, gated content, SEO, thought leadership
   - **Events** (20% of budget): Webinars, conferences, virtual events, roundtables
   - **Partnerships** (10% of budget): Co-marketing, integration partners, affiliates
   - **Community** (5% of budget): Owned community, Slack groups, forums
   - Channel mix tailored to {{target_personas}} and {{primary_channels}}
   - Budget allocation based on pipeline contribution and CAC efficiency

**2. Lead Scoring Model**
   - **Fit Dimensions** (0-50 points):
     - Company size: Enterprise (50), Mid-market (35), SMB (20)
     - Industry: Target industries get higher scores
     - Role/Title: Decision-maker (50), Influencer (35), User (20)
     - Geography: Primary markets (50), Secondary (35), Tertiary (20)
     - Technology: Uses complementary tools (additional points)
   - **Engagement Dimensions** (0-50 points):
     - Website visits: 5+ pages (20 points), product pages (10 points)
     - Content downloads: High-value (20 points), Medium (10 points)
     - Email engagement: Opens (5 points), Clicks (10 points)
     - Webinar attendance: Live (20 points), Recorded (10 points)
     - Demo request: (30 points)
   - **Scoring Thresholds**:
     - MQL: 70+ points
     - SAL: 80+ points + sales accepted
     - SQL: 90+ points + qualified by sales
   - **Negative Scoring**: Competitors, students, job seekers, unsubscribes

**3. Nurture Sequence Frameworks**
   - **Early-Stage Nurture** (Score 40-69):
     - Email 1 (Day 0): Educational content addressing {{pain_points}}
     - Email 2 (Day 3): Industry insights and trends
     - Email 3 (Day 7): Customer success story
     - Email 4 (Day 14): Product overview and value prop
     - Email 5 (Day 21): Webinar invitation or guide download
     - Email 6 (Day 28): Case study and social proof
     - Email 7 (Day 35): Product comparison and differentiation
     - Goal: Move from awareness to consideration
   - **Mid-Funnel Nurture** (Score 70-79):
     - More product-focused content
     - ROI calculators and business case templates
     - Competitive comparison content
     - Demo and trial offers
     - Goal: Drive demo requests and sales conversations
   - **Bottom-Funnel Nurture** (Score 80+):
     - Highly personalized outreach
     - Reference customer connections
     - Executive engagement
     - Trial extensions and POC support
     - Goal: Accelerate to close

**4. Pipeline Acceleration Tactics**
   - **Speed-to-Lead**: Respond to high-intent leads within 5 minutes
   - **Multi-Threading**: Engage multiple stakeholders in target accounts
   - **Sales-Marketing SLAs**: Define hand-off criteria, response times, feedback loops
   - **Intent Data**: Monitor account-level signals for buying readiness
   - **Retargeting Campaigns**: Re-engage visitors who didn't convert
   - **Account-Based Plays**: Targeted campaigns for high-value accounts
   - **Event Follow-Up**: Rapid follow-up within 24 hours of webinars/conferences
   - **Content Upgrades**: Progressive profiling to learn more about leads

**5. Event Marketing Strategy**
   - **Webinars** (Monthly):
     - Educational topics for {{target_personas}}
     - 60% content, 40% product demonstration
     - Promotion: 3 weeks advance, multi-channel (email, social, ads)
     - Registration goal: 300-500, attendance rate: 40-50%
     - Follow-up: Recording, slides, related content, sales outreach
   - **Virtual Events** (Quarterly):
     - Multi-session conferences or summits
     - Industry experts and customer speakers
     - Interactive elements: polls, Q&A, networking
     - Registration goal: 500-1000, attendance rate: 30-40%
   - **In-Person Events** (Annual):
     - Industry conferences: Booth, speaking, sponsorships
     - Executive dinners and roundtables
     - User conferences and customer appreciation
     - ROI tracking: Leads generated, pipeline influenced, brand awareness

**6. Content Offers & Gating Strategy**
   - **High-Value Gated Content** (Full form):
     - Research reports and industry benchmarks
     - Ultimate guides and playbooks (4,000+ words)
     - Tools and templates
     - ROI calculators and assessments
   - **Medium-Value Content** (Progressive profiling):
     - Ebooks and short guides (2,000-3,000 words)
     - Webinar recordings
     - Case study collections
   - **Ungated Content** (No form):
     - Blog posts and articles
     - Infographics and visual content
     - Short videos and demos
     - Checklists and tip sheets
   - Gating strategy balances lead gen with SEO and audience building

**7. Paid Media Strategy**
   - **LinkedIn Ads** (Biggest budget allocation):
     - Sponsored content for awareness and engagement
     - Lead gen forms for content downloads
     - Message ads for direct outreach
     - Account-based targeting for high-value accounts
     - Budget: $X per month, CPL target: $Y
   - **Google Search Ads**:
     - High-intent keywords (brand, product, comparison)
     - Landing pages optimized for conversion
     - Retargeting for site visitors
     - Budget: $X per month, CPL target: $Y
   - **Display Advertising**:
     - Retargeting campaigns across Google Display Network
     - Account-based advertising for target accounts
     - Creative testing and optimization
     - Budget: $X per month, CPL target: $Y

**8. Technology Stack & Automation Setup**
   - **Marketing Automation Platform (MAP)**: HubSpot, Marketo, Pardot
   - **CRM**: Salesforce, HubSpot CRM
   - **ABM Platform**: 6sense, Demandbase, Terminus (if ABM strategy)
   - **Analytics**: Google Analytics, attribution platform
   - **Webinar Software**: Zoom, GoToWebinar, Demio
   - **Email Tool**: Integrated with MAP or standalone (if needed)
   - **Lead Intelligence**: Clearbit, ZoomInfo, LinkedIn Sales Navigator
   - Automation workflows: Lead scoring, nurture sequences, alerts, attribution

**9. Budget Allocation & ROI Modeling**
   - **Budget Breakdown**:
     - Paid Media: 40% ($X) → Expected pipeline: $Y
     - Content: 25% ($X) → Expected pipeline: $Y
     - Events: 20% ($X) → Expected pipeline: $Y
     - Partnerships: 10% ($X) → Expected pipeline: $Y
     - Community: 5% ($X) → Expected pipeline: $Y
   - **Expected Outcomes** with {{demand_gen_budget}}:
     - MQLs: [number] per month
     - SQLs: [number] per month (assume 30% MQL → SQL conversion)
     - Closed-Won: [number] per month (assume 25% SQL → CW conversion)
     - Pipeline Created: {{target_pipeline}} per quarter
     - CAC: $[amount] per customer
     - LTV:CAC ratio: [ratio] target
   - **Performance Benchmarks**:
     - MQL → SQL: 25-35%
     - SQL → Opportunity: 50-60%
     - Opportunity → Closed-Won: 25-35%
     - Sales cycle: [length] for {{industry}} and {{stage}}

🎯 **DELIVERABLES CHECKLIST**
- [ ] Multi-channel demand gen strategy document
- [ ] Lead scoring model with fit and engagement criteria
- [ ] Nurture sequence frameworks (early, mid, bottom funnel)
- [ ] Event marketing plan with promotion strategies
- [ ] Content offer calendar with gating strategy
- [ ] Paid media plan with budget and CPL targets
- [ ] Technology stack and automation workflows
- [ ] Budget allocation model with ROI projections
- [ ] Performance dashboard with pipeline metrics
- [ ] Sales-marketing SLA document

🧠 **IMPLEMENTATION CONTEXT**
For {{stage}} companies in {{industry}}, demand generation requires consistent execution over 6-12 months to see compounding results. With {{demand_gen_budget}}, focus on {{primary_channels}} that reach {{target_personas}} efficiently. Use {{lead_scoring_criteria}} to prioritize highest-quality leads for sales. Achieve {{target_pipeline}} through balanced investment across channels and stages. Reference {{knowledge_base}} for historical performance benchmarks and conversion data. Align with sales on definitions, hand-off criteria, and follow-up expectations to maximize conversion rates.