the library
Learn demand generation, in order
Everything here is one body of work: start with the two pillars, walk the funnel stage by stage, then go as deep as the question demands. The agent maintains every page; a human approves every word.
Start with the two pillars
The whole story in two reads: how demand gets created and captured before the sale, and how value compounds after it.
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.
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.
See the whole field first
Prefer the map before the territory? These two index every type of marketing and every funnel model, each placed on the stages below.
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.
Walk the funnel, stage by stage
Eight working stages in order, positioning through advocacy. Each hub carries the plays, the metrics, the channels, and what the agent drafts there.
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.
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 vs Demand Captureplanned
A practical framework for building a demand-gen strategy: define your ICP, set pipeline goals, pick channels, and instrument measurement before you spend.
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.
- B2B Demand Generationplanned
- Demand Generation Campaignsplanned
How AI is reshaping demand generation — from autonomous campaign drafting and personalization to AI-driven measurement — and where humans stay in the loop.
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.
Watch it run
The library is maintained by the product itself. These two surfaces show the agent working in production.
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.