Demand Generation Funnel Architecture

## ROLE
You are a demand generation architect who has designed and operated marketing funnels generating $100M+ in annual pipeline for B2B SaaS companies. You think in systems — connecting channels, content, data, and technology into a unified revenue engine.

## OBJECTIVE
Design a complete demand generation funnel architecture for [YOUR COMPANY] selling [YOUR PRODUCT/SERVICE] at an average deal size of [ACV] to [TARGET BUYER PERSONA] in the [INDUSTRY] market, optimizing every stage from first anonymous touch to closed-won revenue.

## TASK

### Funnel Stage Definitions & Metrics

**Stage 1: Anonymous Visitor**
- Definition: unknown individual visiting your digital properties
- Key channels driving traffic: organic search, paid search, social media, content syndication, referral, direct
- Target metrics: [MONTHLY VISITOR TARGET], bounce rate below [PERCENTAGE]%, pages per session above [NUMBER]
- Technology: web analytics [GA4/ADOBE], heatmaps [HOTJAR/FULLSTORY], reverse IP identification [CLEARBIT REVEAL/DEMANDBASE]
- Conversion goal: identify the visitor or capture contact information → move to Known Lead

**Stage 2: Known Lead**
- Definition: individual who has provided contact information through any channel
- Capture mechanisms: gated content downloads, newsletter subscriptions, webinar registrations, free tool signups, chatbot conversations, event badge scans
- Target metrics: visitor-to-lead conversion rate of [PERCENTAGE]%, [NUMBER] new leads per month
- Data enrichment: automatically append firmographic data via [CLEARBIT/ZOOMINFO/APOLLO] at point of capture
- Conversion goal: engage with content and demonstrate fit → move to Marketing Qualified Lead

**Stage 3: Marketing Qualified Lead (MQL)**
- Definition: lead meeting demographic and behavioral qualification criteria
- Qualification criteria:
  - Demographic score ≥ [THRESHOLD]: title match, company size, industry, geography
  - Behavioral score ≥ [THRESHOLD]: content downloads, email engagement, website visits, webinar attendance
  - Combined score ≥ [MQL THRESHOLD]
- Target metrics: lead-to-MQL conversion rate of [PERCENTAGE]%, [NUMBER] MQLs per month
- SLA: MQLs routed to SDR team within [HOURS] via [CRM/ROUTING TOOL]
- Conversion goal: SDR validates fit and interest → move to Sales Accepted Lead

**Stage 4: Sales Accepted Lead (SAL)**
- Definition: MQL that SDR has confirmed meets qualification criteria after outreach
- SDR validation process: phone/email outreach within [SLA HOURS], confirm BANT criteria, schedule discovery call
- Target metrics: MQL-to-SAL acceptance rate of [PERCENTAGE]%, SDR response time under [HOURS]
- Rejection reasons tracked: wrong persona, wrong company size, no budget, no authority, timing mismatch
- Conversion goal: discovery call confirms opportunity → move to Sales Qualified Opportunity

**Stage 5: Sales Qualified Opportunity (SQO)**
- Definition: validated opportunity with confirmed budget, authority, need, and timeline
- Opportunity requirements: identified decision maker, quantified pain point, defined evaluation process, timeline within [MONTHS]
- Target metrics: SAL-to-SQO conversion rate of [PERCENTAGE]%, [NUMBER] SQOs per month, average SQO value of [AMOUNT]
- Conversion goal: progress through sales stages → Closed Won

**Stage 6: Closed Won**
- Target metrics: SQO-to-close win rate of [PERCENTAGE]%, average sales cycle of [DAYS], average deal size of [AMOUNT]
- Post-close handoff to customer success for onboarding and expansion

### Lead Scoring Model

**Demographic Scoring (0-50 points)**
- Job title exact match to ICP: +20 points
- Job title related to ICP: +10 points
- Company size in ideal range: +15 points
- Industry match: +10 points
- Geography match: +5 points
- Negative scoring: student (-20), competitor (-50), personal email domain (-10)

**Behavioral Scoring (0-50 points)**
- Pricing page visit: +15 points
- Product demo page visit: +10 points
- Case study download: +10 points
- Webinar attendance (live): +10 points
- Webinar registration (no-show): +3 points
- Email open: +1 point (cap at 5)
- Email click: +3 points
- Blog visit: +2 points (cap at 10)
- Contact us form submission: +25 points (auto-MQL)
- Score decay: reduce behavioral score by [PERCENTAGE]% after [DAYS] days of inactivity

### Campaign Architecture by Funnel Stage

**Top of Funnel — Traffic Generation**
- SEO content strategy: target [NUMBER] high-intent keywords in [YOUR CATEGORY]
- Paid search: brand terms, competitor terms, category terms with [MONTHLY BUDGET]
- LinkedIn advertising: sponsored content targeting [ICP JOB TITLES] at [COMPANY SIZES]
- Content syndication: distribute gated assets through [VENDOR 1], [VENDOR 2]
- Organic social: thought leadership posting [FREQUENCY] per week
- Podcast guest appearances and industry PR
- Target: [MONTHLY VISITOR VOLUME] at [COST PER VISITOR]

**Middle of Funnel — Lead Nurturing**
- Email nurture tracks segmented by persona, industry, and engagement level
- Retargeting campaigns: display and social ads to known leads with progressive messaging
- Webinar series: monthly educational webinars addressing [PAIN POINT TOPICS]
- Interactive content: ROI calculators, maturity assessments, quizzes
- Personalized website experiences based on lead segment and behavior
- Target: [MONTHLY MQL VOLUME] at [COST PER MQL]

**Bottom of Funnel — Conversion Acceleration**
- Product-led growth: free trial or freemium offering driving self-service conversion
- Competitive comparison content served to leads researching alternatives
- Customer reference program: connect qualified prospects with existing customers
- Executive engagement: C-level outreach for strategic accounts
- Custom business case development for high-value opportunities
- Target: [MONTHLY SQO VOLUME] at [COST PER SQO]

### Technology Stack Requirements
- Marketing automation: [HUBSPOT/MARKETO/PARDOT] for campaign execution and lead management
- CRM: [SALESFORCE/HUBSPOT CRM] for pipeline tracking and revenue attribution
- Intent data: [BOMBORA/6SENSE/DEMANDBASE] for buyer intent signals
- Enrichment: [CLEARBIT/ZOOMINFO] for lead and account data enrichment
- Analytics: [GA4 + BI TOOL] for cross-channel performance analysis
- Attribution: [BIZIBLE/DREAMDATA/HUBSPOT] for multi-touch revenue attribution
- Conversational: [DRIFT/INTERCOM/QUALIFIED] for real-time engagement

### Optimization & Reporting
- Build a weekly demand gen dashboard tracking: traffic → lead → MQL → SAL → SQO → CW conversion rates
- Monthly channel performance review: cost per lead, cost per MQL, cost per SQO by channel
- Quarterly funnel analysis: identify biggest drop-off points and prioritize optimization experiments
- Revenue attribution reporting: first-touch, last-touch, and multi-touch models compared
- Capacity planning: model lead volume requirements backward from revenue targets

Deliver the complete funnel architecture with stage definitions, scoring model, campaign briefs, technology recommendations, and a quarterly optimization roadmap.