Demand Gen Planner
Reverse-engineer a pipeline target into funnel-stage campaigns and a lead scoring model calibrated on your own conversion data.
Before & after
Same prompt, same agent — the only difference is the skill.
Planning a Q4 campaign strategy for B2B is a solid move — that's typically a high-intent period for software deals. To build a strategy that actually works, I need to understand your product and market better. What's your primary customer segment — mid-market, enterprise, small business? What's your average deal size? Do you have an existing customer base to upsell, or are you focused on pure new customer acquisition? What channels have worked best for you in the past — LinkedIn, email, events, content, paid ads? Do you have a marketing budget allocated for Q4, and do you know how much you want to spend on paid vs. organic? Also, what's your conversion funnel like — how many leads do you need to hit a revenue target? Once I know these factors, I can sketch out a campaign calendar and channel mix. What does success look like for Q4 — revenue target, deal count, or pipeline value?
Q4 DEMAND GENERATION CAMPAIGN PLAN GOAL: Pipeline = $2.5M (50 qualified deals by Dec 31) TARGET PROFILE Industry: SaaS, 50-500 employees, $5M-200M ARR Role: VP Engineering, VP Product, CTO Pain: Technical debt, slow deployment cycles CHANNEL MIX + BUDGET • LinkedIn (40%, $40k): sponsored content + direct outreach • Email (25%, $25k): webinar series + nurture • Events (20%, $20k): 2 industry conferences + 1 roundtable • Content (15%, $15k): 4 blog posts optimized for high-intent keywords CAMPAIGN CALENDAR OCTOBER: Awareness (50 MQLs/wk target) • Week 1-2: Launch LinkedIn video series (founder interviews, 3 videos) • Week 3-4: Host webinar 'Technical Debt and Deployment Speed' (register.example.com) Conversion: 8% webinar → SQL NOVEMBER: Consideration (25 SQLs/wk target) • Email nurture for warm leads (5-email sequence over 3 weeks) • Case study release: 'How TechCorp reduced deploy time by 60%' • Sales kickoff Oct 28 (training, territory alignment) DECEMBER: Closing (pipeline flush) • Win-back campaign (re-engage Sept demo attendees) • Holiday gift + roundtable (executive relationship building) MESSAGING FRAMEWORK Core story: Deployed faster, iterated safer, shipped with confidence. Proof point: 60% reduction in deploy time. Social proof: logo wall (5 customers), 3 case studies. METRICS & CADENCE Weekly: MQL volume, conversion rate, cost-per-SQL Biweekly: Sales team feedback on lead quality Monthly: Pipeline coverage (need $2.5M, current pace check)
About this skill
Start from the pipeline number you have to hit and work backward to the leads, MQLs, and SQLs each week must produce. Then get campaigns mapped to each funnel stage and a lead scoring model built on what has actually converted for you.
What it does
- Runs reverse funnel math from your target, ACV, and stage conversion rates, and flags targets that volume alone can't reach
- Maps 1-3 programs to each of TOFU, MOFU, and BOFU with audience, offer, channel, cost, and owner
- Builds a two-axis lead score (fit + engagement with decay) calibrated against historical opportunity lift
- Sets one MQL definition, a sales follow-up SLA, and a recycle rule for rejected leads
What you get
A one-document demand gen plan: funnel math table, programs by stage, budget split, the scoring model with its MQL threshold, handoff rules, assumptions to verify, and a weekly scoreboard.
Best for
B2B marketing leads and founders who own a pipeline number and want a plan that sales will accept.
SKILL.md preview
---
name: demand-gen-planner
description: Build a B2B demand generation plan organized by funnel stage, with a lead scoring model calibrated against the user's own conversion data and clear MQL/SQL handoff rules. Use when the user asks for a demand gen plan, a quarterly pipeline plan, a lead scoring model, MQL definition, "how many leads do we need", or wants campaigns mapped to TOFU/MOFU/BOFU, including casual asks like "how many leads do I need to hit $500K pipeline", "our MQLs are junk, fix the scoring", or "what campaigns should we run next quarter".
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# Demand Gen Planner
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