# 17.2 — B2B Demand Generation Playbook

**Category:** B2B & Account-Based Marketing
**Use when:** Building top-of-funnel demand for a B2B product or service.

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```
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
```

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