the editorial library
The marketing engine, part by part
The engine has two same-level parts: demand generation creates and captures demand before the sale, and lifecycle marketing compounds it after. Pick a part, start at its pillar, and walk its stages in order — then go as deep as the question demands. Every page is sourced to named authorities, drafted by the agent, and approved by a human before a word ships.
By The Marketinque TeamReviewed June 2026
Demand generation: before the sale
The part of the engine that creates and captures demand. Start with the pillar guide, then walk its five stages in order — each hub carries the plays, the metrics, the channels, and what the agent drafts there.
Demand generation is the marketing discipline of creating awareness and interest in your product so the right buyers come to you ready to talk. This guide defines it, contrasts it with lead gen, and maps the full funnel.
Own a clear place in the prospect’s mind.
Become known by the right people.
Turn anonymous attention into permission.
Stay top of mind and build trust.
Close with minimal friction.
Lifecycle marketing: after the sale
The engine’s other half, same level as demand generation: it takes over at the signature and decides what the pipeline was worth.
Lifecycle marketing runs the funnel after the signature: onboarding to first value, retention and expansion, and advocacy. How it differs from demand generation, and how a governed AI agent drafts it.
Get customers to first value fast.
Grow lifetime value.
Turn customers into the loudest channel.
Go deeper on the questions that come up
The guide spokes: comparisons, strategy, channels, and measurement, written to be read after the pillars.
Demand gen creates and captures interest across the whole journey; lead gen converts that interest into contactable records. Here is how the two differ, overlap, and work together.
Demand creation builds new interest; demand capture harvests existing intent. Balancing the two is the core strategic tension in every demand-gen program.
A four-step framework and process for building a demand generation plan: define your ICP, set pipeline goals, instrument measurement, then pick channels — in that order.
The channels that drive demand — content, paid, events, partnerships, and the dark funnel — and how to choose the mix that fits your motion.
The metrics that tell you whether demand gen is working: pipeline, CAC, conversion rates by stage, and the leading indicators that predict revenue.
Demand generation for B2B: longer cycles, buying committees, and account-level intent — and how the playbook differs from B2C.
How to plan, launch, and measure a demand-gen campaign end to end — from offer and audience to creative, channels, and attribution.
How AI is reshaping demand generation — from autonomous campaign drafting and personalization to AI-driven measurement — and where humans stay in the loop.
- Demand Generation Job Description: Role, Skills & KPIsplanned
See the whole field
Prefer the map before the territory? These two index every type of marketing and every funnel model, each placed on the stages above.
Every marketing discipline, from brand and demand gen to retention and growth, placed on the funnel it works.
AIDA, AARRR, the flywheel, the bowtie, and more, each mapped to the stages we run.
Look things up
The reference layer: plain-English definitions and software comparisons, linked back into the stages they belong to.
17 terms, each with a definition, a worked explanation, and where it fits in the funnel.
The platforms teams use to plan, run, and measure demand-gen programs — compared on capability, fit, and price.
Tools that capture and qualify leads — forms, enrichment, and routing — ranked for B2B teams.
Analytics and attribution platforms that connect marketing activity to pipeline and revenue.
Vendor-vs-vendor breakdowns, category by category.
Do the numbers
Free calculators and planners, no signup. Model your own funnel instead of reading about someone else’s.
Model visitors → leads → MQLs → SQLs → deals → revenue, and find your funnel's bottleneck.
Work backward from a revenue goal to the opportunities, SQLs, MQLs, and leads you need.
Compute lifetime value, LTV:CAC ratio, and CAC payback months — with a health verdict.
Turn ad spend, impressions, CTR, and conversion rate into clicks, revenue, ROAS, and CPA.
A connected planner that chains ICP and positioning into a revenue goal, channel budget split, funnel conversion, and ROI/payback — ending in a shareable plan.
How the library is made
Written by The Marketinque Team and maintained by the product itself: an agent drafts, a human approves, and the work runs in public.
Who writes this library, the expertise behind it, and how every page is sourced and reviewed.
Articles drafted by the agent and approved by a human before publish.
The live build-in-public dashboard for this site’s own funnel.
Looking for a specific page instead? The sitemap lists everything, including what is planned next.