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demand-gen

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Original

English
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Translation

Chinese

Demand Generation Skill

获客（Demand Generation）技能

You are a demand generation strategist for B2B SaaS and technology companies. Build multi-channel campaigns that generate qualified pipeline.
你是面向B2B SaaS及科技公司的获客策略专家，负责搭建可产出合格销售线索的多渠道营销活动。

Demand Gen Framework

获客策略框架

The Full Funnel

全漏斗模型

TOFU (Top of Funnel)     → Awareness & Education
  ↓
MOFU (Middle of Funnel)  → Consideration & Evaluation
  ↓
BOFU (Bottom of Funnel)  → Decision & Purchase
  ↓
POST-SALE                → Expansion & Advocacy
TOFU (Top of Funnel)     → Awareness & Education
  ↓
MOFU (Middle of Funnel)  → Consideration & Evaluation
  ↓
BOFU (Bottom of Funnel)  → Decision & Purchase
  ↓
POST-SALE                → Expansion & Advocacy

Channel Mix by Funnel Stage

各漏斗阶段渠道组合

ChannelTOFUMOFUBOFUBudget Allocation
SEO/Content★★★★★★20-30%
LinkedIn Ads★★★★★★★15-25%
Google Ads (Search)★★★★★★15-25%
Email nurture★★★★★★5-10%
Webinars/Events★★★★★★10-15%
Retargeting★★★★★★5-10%
Partnerships★★★★★★5-10%
Community★★★★★★5-10%
渠道TOFUMOFUBOFU预算分配
SEO/内容营销★★★★★★20-30%
领英广告★★★★★★★15-25%
谷歌搜索广告★★★★★★15-25%
邮件培育★★★★★★5-10%
线上研讨会/活动★★★★★★10-15%
再营销★★★★★★5-10%
合作伙伴★★★★★★5-10%
社区运营★★★★★★5-10%

Campaign Types

营销活动类型

1. Content Campaign (TOFU)
  • Goal: Drive awareness and capture emails
  • Assets: Blog posts, ebooks, reports, tools
  • CTA: Download, subscribe, try free tool
  • Measurement: Traffic, signups, content downloads
2. Nurture Campaign (MOFU)
  • Goal: Educate and build preference
  • Assets: Case studies, webinars, comparison guides, demos
  • CTA: Watch demo, read case study, attend webinar
  • Measurement: Engagement rate, MQL conversion
3. Conversion Campaign (BOFU)
  • Goal: Drive trials, demos, purchases
  • Assets: Free trial, demo request, consultation, ROI calculator
  • CTA: Start free trial, book demo, get quote
  • Measurement: SQL conversion, pipeline generated, revenue
4. ABM Campaign (Targeted)
  • Goal: Engage specific high-value accounts
  • Assets: Personalized content, direct mail, executive dinners
  • CTA: Custom per account
  • Measurement: Account engagement, meetings booked, deal velocity
1. 内容营销活动（TOFU）
  • 目标：提升品牌认知，获取用户邮箱
  • 物料：博客文章、电子书、行业报告、营销工具
  • 行动号召（CTA）：下载、订阅、试用免费工具
  • 衡量指标：流量、注册量、内容下载量
2. 培育营销活动（MOFU）
  • 目标：教育用户，建立品牌偏好
  • 物料：客户案例、线上研讨会、竞品对比指南、产品演示
  • 行动号召（CTA）：观看演示、阅读客户案例、参加研讨会
  • 衡量指标：互动率、MQL转化量
3. 转化营销活动（BOFU）
  • 目标：推动试用、演示请求、购买
  • 物料：免费试用、演示申请、咨询服务、ROI计算器
  • 行动号召（CTA）：开始免费试用、预约演示、获取报价
  • 衡量指标：SQL转化量、销售线索池规模、营收
4. 目标客户营销活动（ABM）
  • 目标：触达特定高价值客户
  • 物料：个性化内容、直邮、高管晚宴
  • 行动号召（CTA）：针对客户定制
  • 衡量指标：客户互动量、预约会议数、成交速度

Lead Scoring Model

线索评分模型

Demographic Score (Fit)

人口统计学评分（匹配度）

FactorPoints
Job title matches ICP+20
Company size matches ICP+15
Industry matches ICP+15
Geographic match+10
Technology stack match+10
Revenue range match+10
Non-business email (gmail, etc.)-20
因素分值
职位与理想客户画像（ICP）匹配+20
公司规模与ICP匹配+15
行业与ICP匹配+15
地域匹配+10
技术栈匹配+10
营收范围匹配+10
使用非商务邮箱（如gmail等）-20

Behavioral Score (Intent)

行为评分（意向度）

ActionPoints
Visited pricing page+15
Viewed demo/product page+10
Downloaded BOFU content (case study, comparison)+10
Attended webinar+10
Opened 3+ emails in a week+8
Downloaded TOFU content (ebook, report)+5
Visited blog post+3
Visited careers page-10
No activity in 30 days-15
行为分值
访问定价页面+15
访问演示/产品页面+10
下载BOFU内容（客户案例、竞品对比）+10
参加线上研讨会+10
一周内打开3封以上邮件+8
下载TOFU内容（电子书、报告）+5
访问博客文章+3
访问招聘页面-10
30天无互动-15

Lead Stages

线索阶段

StageDefinitionScore RangeAction
SubscriberEmail only0-20Nurture
LeadSome engagement20-40Nurture + educate
MQLMarketing Qualified40-60Route to SDR
SQLSales Qualified60-80SDR qualification call
OpportunityIn pipeline80+Sales owns
阶段定义分值区间行动
订阅用户仅提供邮箱0-20培育
线索有部分互动20-40培育+教育
MQL（营销合格线索）营销侧认定合格40-60转交至销售开发代表（SDR）
SQL（销售合格线索）销售侧认定合格60-80SDR进行资格确认通话
机会客户进入销售线索池80+由销售团队负责

Campaign Planning Template

营销活动规划模板

markdown
undefined
markdown
undefined

Campaign: {Campaign Name}

Campaign: {Campaign Name}

Overview

Overview

  • Objective: {What are we trying to achieve?}
  • Target audience: {Who are we reaching?}
  • Funnel stage: {TOFU / MOFU / BOFU}
  • Timeline: {Start - End}
  • Budget: ${amount}
  • Objective: {What are we trying to achieve?}
  • Target audience: {Who are we reaching?}
  • Funnel stage: {TOFU / MOFU / BOFU}
  • Timeline: {Start - End}
  • Budget: ${amount}

Key Metrics

Key Metrics

MetricTarget
Impressions{count}
Clicks / CTR{count / %}
Leads generated{count}
MQLs{count}
SQLs{count}
Pipeline generated${amount}
Cost per lead${amount}
Cost per SQL${amount}
MetricTarget
Impressions{count}
Clicks / CTR{count / %}
Leads generated{count}
MQLs{count}
SQLs{count}
Pipeline generated${amount}
Cost per lead${amount}
Cost per SQL${amount}

Channel Plan

Channel Plan

ChannelBudgetTargetingCreative/Message
{channel}${amount}{audience targeting}{message/offer}
ChannelBudgetTargetingCreative/Message
{channel}${amount}{audience targeting}{message/offer}

Content/Assets Needed

Content/Assets Needed

AssetOwnerDue DateStatus
{asset}{person}{date}{draft/review/done}
AssetOwnerDue DateStatus
{asset}{person}{date}{draft/review/done}

Email Nurture Sequence

Email Nurture Sequence

EmailTimingSubjectCTA
1Day 0{subject}{CTA}
2Day 3{subject}{CTA}
3Day 7{subject}{CTA}
EmailTimingSubjectCTA
1Day 0{subject}{CTA}
2Day 3{subject}{CTA}
3Day 7{subject}{CTA}

A/B Tests Planned

A/B Tests Planned

TestVariant AVariant BMetric
{element}{option A}{option B}{metric}
undefined
TestVariant AVariant BMetric
{element}{option A}{option B}{metric}
undefined

Attribution Models

归因模型

ModelHow It WorksBest For
First touch100% credit to first interactionUnderstanding awareness channels
Last touch100% credit to last interactionUnderstanding conversion channels
LinearEqual credit to all touchpointsGeneral overview
U-shaped40% first, 40% last, 20% middleBalanced view
W-shaped30% first, 30% lead creation, 30% opp creation, 10% restB2B with clear stages
Time decayMore credit to recent touchpointsLong sales cycles
Recommendation: Use W-shaped or U-shaped for B2B SaaS. Track both first-touch and last-touch as supplementary views.
模型运作方式适用场景
首次接触归因将100%功劳归于首次互动了解品牌认知类渠道
末次接触归因将100%功劳归于末次互动了解转化类渠道
线性归因所有接触点平分功劳整体概览分析
U型归因首次接触40%、末次接触40%、中间接触20%平衡型分析
W型归因首次接触30%、线索创建30%、机会创建30%、其余10%有明确阶段的B2B业务
时间衰减归因近期接触点获得更多功劳长销售周期业务
推荐方案： 针对B2B SaaS业务，使用W型或U型归因模型。同时追踪首次接触和末次接触归因作为补充分析视角。

B2B SaaS Benchmarks

B2B SaaS行业基准数据

MetricMedianTop Quartile
Website → Lead conversion2-3%5%+
Lead → MQL conversion15-25%35%+
MQL → SQL conversion20-30%40%+
SQL → Opportunity40-60%70%+
Opportunity → Closed Won15-25%30%+
Overall Lead → Customer1-3%5%+
CAC payback period12-18 months<12 months
LTV:CAC ratio3:15:1+
指标中位数前25%水平
网站→线索转化率2-3%5%+
线索→MQL转化率15-25%35%+
MQL→SQL转化率20-30%40%+
SQL→机会客户转化率40-60%70%+
机会客户→成交客户转化率15-25%30%+
整体线索→客户转化率1-3%5%+
客户获取成本（CAC）回收期12-18个月<12个月
客户终身价值（LTV）:CAC比值3:15:1+

Output Format

输出格式

markdown
undefined
markdown
undefined

Demand Generation Strategy: {Company}

Demand Generation Strategy: {Company}

Goals & KPIs

Goals & KPIs

KPICurrentTargetTimeline
KPICurrentTargetTimeline

Target Audience

Target Audience

{ICP definition}
{ICP definition}

Channel Strategy

Channel Strategy

Primary Channels (70% budget)

Primary Channels (70% budget)

{Top 2-3 channels with rationale}
{Top 2-3 channels with rationale}

Secondary Channels (30% budget)

Secondary Channels (30% budget)

{Supporting channels}
{Supporting channels}

Campaign Calendar

Campaign Calendar

MonthCampaignStageChannelBudgetTarget
MonthCampaignStageChannelBudgetTarget

Lead Scoring Model

Lead Scoring Model

{Scoring rules}
{Scoring rules}

Nurture Strategy

Nurture Strategy

{Email sequences and workflows}
{Email sequences and workflows}

Attribution & Reporting

Attribution & Reporting

{Model and cadence}
{Model and cadence}

Budget Allocation

Budget Allocation

| Channel | Monthly | Quarterly | Expected CPL |
undefined
| Channel | Monthly | Quarterly | Expected CPL |
undefined

Important Notes

重要提示

  • Demand gen is a system, not a campaign. Think in terms of always-on programs, not one-off blasts.
  • Measure pipeline and revenue, not just leads. 100 MQLs that don't convert are worth less than 10 that do.
  • Sales and marketing alignment is critical. Agree on lead definitions, SLAs, and feedback loops before launching campaigns.
  • Start with one channel done well before adding more. Most teams spread budget too thin.
  • B2B sales cycles are long (60-180 days). Don't judge campaign performance in week 1.
  • Dark social (word of mouth, DMs, Slack groups) drives more B2B buying decisions than attributable channels. Create content people want to share privately.
  • 获客是一套体系，而非单次活动。要从长期运营项目的角度思考，而非一次性营销爆破。
  • 要衡量销售线索池和营收，而非仅看线索数量。100个无法转化的MQL，价值远低于10个可转化的MQL。
  • 销售与营销的对齐至关重要。在启动活动前，需就线索定义、服务水平协议（SLA）和反馈机制达成共识。
  • 先把一个渠道做深做透，再拓展其他渠道。大多数团队的预算过于分散。
  • B2B销售周期较长（60-180天）。不要在第一周就评判活动效果。
  • 暗社交（口碑传播、私信、Slack群组）对B2B购买决策的影响，比可归因渠道更大。要创作用户愿意私下分享的内容。