<!-- Adapted from: claude-skills/marketing-skill/marketing-demand-acquisition -->
Demand Generation Guide
Lead generation, marketing funnels, and conversion optimization.
When to Use
- Building marketing funnels
- Optimizing conversion rates
- Creating lead generation campaigns
- Setting up marketing automation
- Planning paid advertising
Funnel Framework
TOFU (Top of Funnel) - Awareness
↓
MOFU (Middle of Funnel) - Consideration
↓
BOFU (Bottom of Funnel) - Decision
↓
Customer → Advocate
Funnel Metrics
| Stage | Metric | Benchmark |
|---|
| TOFU | Traffic, Impressions | Volume |
| MOFU | MQLs, Engagement | 2-5% of traffic |
| BOFU | SQLs, Opportunities | 20-30% of MQLs |
| Close | Customers | 15-25% of SQLs |
Lead Scoring
Demographic Scoring
| Attribute | Points |
|---|
| Decision maker title | +20 |
| Target company size | +15 |
| Target industry | +10 |
| Geographic fit | +5 |
Behavioral Scoring
| Action | Points |
|---|
| Requested demo | +30 |
| Downloaded case study | +20 |
| Visited pricing page | +15 |
| Opened 3+ emails | +10 |
| Blog visit | +5 |
Scoring Thresholds
| Score | Status | Action |
|---|
| 0-30 | Cold | Nurture |
| 31-60 | Warm (MQL) | Marketing nurture |
| 61-80 | Hot (SQL) | Sales outreach |
| 81+ | Priority | Immediate contact |
Landing Page Optimization
Structure
1. Headline (Clear value prop)
2. Subheadline (Supporting detail)
3. Hero image/video
4. Benefits (3-5 bullets)
5. Social proof
6. CTA (Above fold)
7. Features detail
8. Testimonials
9. FAQ
10. Final CTA
CTA Best Practices
| Element | Best Practice |
|---|
| Copy | Action-oriented verb |
| Color | Contrasting, visible |
| Size | Large enough to notice |
| Position | Above fold + repeated |
| Urgency | When appropriate |
A/B Test Priority
- Headline
- CTA copy/color
- Hero image
- Form length
- Social proof placement
Email Campaigns
Sequence Structure
Welcome Series (5 emails)
- Welcome + value delivery
- Product education
- Social proof
- Feature highlight
- Soft CTA
Nurture Series (ongoing)
- Educational content
- Industry insights
- Product updates
- Case studies
Email Metrics
| Metric | Benchmark |
|---|
| Open Rate | 20-25% |
| Click Rate | 2-5% |
| Reply Rate | 1-3% |
| Unsubscribe | <0.5% |
Paid Advertising
Channel Selection
| Channel | Best For | CPL Range |
|---|
| Google Search | Intent-based | $20-100 |
| LinkedIn | B2B targeting | $50-150 |
| Facebook | B2C, broad reach | $10-50 |
| Twitter | Tech/developers | $30-80 |
Campaign Structure
Campaign (Budget, Objective)
├── Ad Group 1 (Audience/Keyword)
│ ├── Ad Variant A
│ └── Ad Variant B
└── Ad Group 2
├── Ad Variant A
└── Ad Variant B
Budget Allocation
| Stage | % of Budget |
|---|
| Testing | 20% |
| Scaling Winners | 60% |
| Experimentation | 20% |
Marketing Automation
Key Workflows
- Lead Capture → Welcome series
- MQL Trigger → Sales notification
- Website Visit → Retargeting
- Cart Abandonment → Recovery email
- Inactivity → Re-engagement
Tool Stack
| Function | Tools |
|---|
| CRM | HubSpot, Salesforce |
| Email | Mailchimp, ActiveCampaign |
| Landing Pages | Unbounce, Webflow |
| Analytics | GA4, Mixpanel |
| Ads | Google Ads, LinkedIn |
Metrics Dashboard
Key Metrics
| Metric | Formula |
|---|
| CAC | Total Marketing Spend / New Customers |
| LTV:CAC | Lifetime Value / CAC |
| MQL to SQL | SQLs / MQLs × 100 |
| Pipeline Generated | Opportunity Value Created |
| Marketing ROI | (Revenue - Cost) / Cost |