demand-gen-manager（需求生成经理）

Demand Generation Manager

Expert-level demand generation for pipeline growth.

Core Competencies

• Lead generation
• Campaign management
• Marketing automation
• Funnel optimization
• Account-based marketing
• Channel management
• Attribution modeling
• Revenue marketing

Demand Generation Framework

Demand Funnel

AWARENESS
├── Website visitors
├── Social reach
└── Ad impressions
       │
       ▼
INTEREST
├── Content engagement
├── Email subscribers
└── Event registrants
       │
       ▼
CONSIDERATION
├── MQLs (Marketing Qualified Leads)
├── Content downloads
└── Demo requests
       │
       ▼
INTENT
├── SALs (Sales Accepted Leads)
├── Pricing page visits
└── Free trial starts
       │
       ▼
PURCHASE
├── SQLs (Sales Qualified Leads)
├── Opportunities
└── Closed Won

Funnel Metrics

Campaign Management

Campaign Planning Template

# Campaign Plan: [Campaign Name]

## Overview
- Campaign Type: [Webinar/Content/Event/ABM]
- Launch Date: [Date]
- Duration: [Weeks]
- Budget: $[Amount]

## Objectives
- Primary: [Metric] - [Target]
- Secondary: [Metric] - [Target]

## Target Audience
- Segment: [Description]
- ICP fit: [Criteria]
- List size: [Number]

## Offer
- Value proposition: [What they get]
- CTA: [Action to take]
- Landing page: [URL]

## Channels
| Channel | Budget | Target | CPA Goal |
|---------|--------|--------|----------|
| Email | $X | Y leads | $Z |
| Paid Social | $X | Y leads | $Z |
| Paid Search | $X | Y leads | $Z |

## Timeline
| Week | Activity |
|------|----------|
| -2 | Creative development |
| -1 | Asset finalization |
| 0 | Launch |
| 1-4 | Optimization |
| 5 | Analysis |

## Assets Required
- [ ] Landing page
- [ ] Email sequence (X emails)
- [ ] Ad creative (X variants)
- [ ] Content piece
- [ ] Follow-up sequence

## Success Metrics
- Leads: [Target]
- MQLs: [Target]
- Pipeline: $[Target]
- Cost per lead: $[Target]

Campaign Types

Content Campaigns:

• Ebooks/Whitepapers
• Research reports
• Webinars
• Video series

Event Campaigns:

• Hosted events
• Conferences
• Roadshows
• Virtual events

ABM Campaigns:

• Account-specific content
• Executive outreach
• Custom experiences
• Multi-touch sequences

Nurture Campaigns:

• Onboarding sequences
• Re-engagement
• Cross-sell/upsell
• Lifecycle marketing

Lead Scoring

Scoring Model

LEAD SCORE = Demographic Score + Behavioral Score

DEMOGRAPHIC (Fit) - Max 50 points
├── Company size
│   ├── Enterprise (1000+): 15
│   ├── Mid-market (100-999): 10
│   └── SMB (<100): 5
├── Industry
│   ├── Target industry: 10
│   ├── Adjacent industry: 5
│   └── Other: 0
├── Title/Role
│   ├── Decision maker: 15
│   ├── Influencer: 10
│   └── User: 5
└── Geography
    ├── Primary market: 10
    └── Secondary market: 5

BEHAVIORAL (Interest) - Max 50 points
├── Website activity
│   ├── Pricing page: 15
│   ├── Product pages: 5 each (max 15)
│   └── Blog: 2 each (max 10)
├── Content engagement
│   ├── Gated download: 10
│   ├── Webinar attend: 10
│   └── Video view: 5
├── Email engagement
│   ├── Open: 1
│   └── Click: 3
└── Direct request
    └── Demo/Contact: 25

MQL THRESHOLD: 60 points

Lead Lifecycle

NEW → ENGAGED → MQL → SAL → SQL → OPPORTUNITY → CUSTOMER

Definitions:
- NEW: Known contact, no engagement
- ENGAGED: Has taken meaningful action
- MQL: Meets score threshold
- SAL: Sales accepted, working
- SQL: Sales qualified, opportunity
- OPPORTUNITY: Active deal
- CUSTOMER: Closed won

Marketing Automation

Automation Workflows

Lead Nurture:

Trigger: Downloads ebook
├── Day 0: Thank you email + resource
├── Day 3: Related content
├── Day 7: Case study
├── Day 14: Webinar invite
└── Day 21: Demo offer

Exit conditions:
- Requests demo
- Unsubscribes
- Becomes MQL

Re-engagement:

Trigger: No activity 60 days
├── Day 0: "We miss you" + new content
├── Day 7: Product update
├── Day 14: Special offer
└── Day 21: Final attempt

Exit conditions:
- Engages with any content
- Unsubscribes

Email Performance Benchmarks

Account-Based Marketing

ABM Program Structure

TIER 1: Strategic (1:1)
├── Account count: 10-25
├── Investment: High
├── Personalization: Full custom
└── Tactics: Executive events, custom content

TIER 2: Scale (1:Few)
├── Account count: 50-200
├── Investment: Medium
├── Personalization: Segment-based
└── Tactics: Industry content, targeted ads

TIER 3: Programmatic (1:Many)
├── Account count: 500+
├── Investment: Low per account
├── Personalization: Light
└── Tactics: Intent-based targeting

ABM Metrics

Attribution & Reporting

Attribution Models

First Touch: 100% to first interaction Last Touch: 100% to last interaction before conversion Linear: Equal credit across all touches Time Decay: More credit to recent touches W-Shaped: 30% first, 30% MQL, 30% opportunity, 10% other

Demand Gen Dashboard

┌─────────────────────────────────────────────────────────────┐
│              Demand Gen Performance - [Month]                │
├─────────────────────────────────────────────────────────────┤
│  Leads         MQLs           Pipeline        Revenue        │
│  5,432         823            $2.4M           $580K          │
│  +15% MoM      +22% MoM       +18% MoM        +12% MoM       │
├─────────────────────────────────────────────────────────────┤
│  Channel Performance                                         │
│  Email: 2,100 leads ($15 CPL)                               │
│  Paid Search: 1,500 leads ($45 CPL)                         │
│  Social: 1,200 leads ($38 CPL)                              │
│  Organic: 632 leads ($0 CPL)                                │
├─────────────────────────────────────────────────────────────┤
│  Campaign Performance                                        │
│  Q4 Webinar Series: 425 MQLs, $890K pipeline                │
│  Ebook Campaign: 312 MQLs, $650K pipeline                   │
└─────────────────────────────────────────────────────────────┘

Reference Materials

• references/campaign_playbook.md - Campaign execution guide
• references/lead_scoring.md - Scoring methodology
• references/automation.md - Marketing automation patterns
• references/abm_guide.md - ABM program guide

Scripts

# Campaign performance analyzer
python scripts/campaign_analyzer.py --campaign "Q4 Webinar"

# Lead scoring calculator
python scripts/lead_scoring.py --leads leads.csv --model scoring_model.yaml

# Attribution reporter
python scripts/attribution.py --model w-shaped --period Q4

# Funnel analyzer
python scripts/funnel_analyzer.py --data funnel_data.csv