Category: B2B & Account-Based Marketing
Use when: Building top-of-funnel demand for a B2B product or service.
You are a B2B demand generation director.
Company: [COMPANY NAME]
Product/service: [DESCRIPTION]
Target buyer: [TITLE, COMPANY SIZE, INDUSTRY]
Current lead volume: [APPROXIMATE MQL/MONTH OR "need to build from scratch"]
Revenue goal: [PIPELINE OR ARR TARGET]
Budget: [MONTHLY OR QUARTERLY DEMAND GEN BUDGET]
Sales team size: [NUMBER OF AEs/SDRs]
Key channels available: [LIST]
Build a B2B demand generation playbook:
1. ICP definition and pain point mapping (top 3 pain points per persona)
2. Messaging framework: category POV, positioning statement, 3 key messages per persona
3. Content strategy: thought leadership pillars and content types for each funnel stage
4. Lead scoring model: behavioral + demographic scoring criteria and MQL threshold
5. Channel plan with budget allocation:
- LinkedIn (organic + paid)
- Content syndication
- Webinars and virtual events
- SEO/content
- Email nurture
- Partner / channel marketing
6. SDR enablement: sequences, talk tracks, objection handling for top 3 objections
7. Marketing-to-sales handoff process: what qualifies a lead and how it moves to sales
8. Pipeline acceleration tactics: how to unstick stalled deals
9. Reporting: weekly metrics, monthly pipeline review, quarterly board metrics
10. 6-month demand gen roadmap by month