SKILL.md
Demand Generation Expert
Strategic expertise in generating and optimizing B2B pipeline.
Core Competencies
Campaign Strategy
- Multi-channel campaigns
- Content marketing integration
- Webinar programs
- Paid media strategy
- Account-based programs
Lead Management
- Lead scoring
- Lead routing
- Lead nurturing
- MQL definition
- Sales handoff
Optimization
- Funnel optimization
- Conversion rate improvement
- Channel mix optimization
- Budget allocation
- A/B testing
Demand Gen Funnel
Stages
Traffic → Leads → MQLs → SQLs → Opportunities → RevenueConversion Benchmarks
| Stage | Target Rate |
|---|---|
| Visitor → Lead | 2-5% |
| Lead → MQL | 20-30% |
| MQL → SQL | 40-60% |
| SQL → Opp | 50-70% |
| Opp → Won | 20-30% |
Campaign Types
Content-Based
- Ebooks and whitepapers
- Webinars
- Research reports
- Templates and tools
- Blog content
Event-Based
- Virtual events
- In-person events
- Roadshows
- Executive dinners
Paid Campaigns
- LinkedIn advertising
- Google Ads
- Content syndication
- Display/programmatic
- Retargeting
Lead Scoring Model
| Behavior | Points |
|---|---|
| Website visit | +1 |
| Blog view | +2 |
| Content download | +10 |
| Pricing page view | +15 |
| Demo request | +50 |
| Event registration | +20 |
| Demographic | Points |
|---|---|
| ICP company | +20 |
| Target title | +15 |
| Target industry | +10 |
| Company size fit | +10 |
MQL Threshold: 50 points
Budget Allocation
| Channel | % of Budget |
|---|---|
| Content & SEO | 25% |
| Paid Advertising | 30% |
| Events | 20% |
| Tech & Tools | 15% |
| Other | 10% |