demand-gen

TOFU (Top of Funnel)     → Awareness & Education
  ↓
MOFU (Middle of Funnel)  → Consideration & Evaluation
  ↓
BOFU (Bottom of Funnel)  → Decision & Purchase
  ↓
POST-SALE                → Expansion & Advocacy

# Campaign: {Campaign Name}

## Overview
- **Objective:** {What are we trying to achieve?}
- **Target audience:** {Who are we reaching?}
- **Funnel stage:** {TOFU / MOFU / BOFU}
- **Timeline:** {Start - End}
- **Budget:** ${amount}

## Key Metrics

| Metric | Target |
|--------|--------|
| Impressions | {count} |
| Clicks / CTR | {count / %} |
| Leads generated | {count} |
| MQLs | {count} |
| SQLs | {count} |
| Pipeline generated | ${amount} |
| Cost per lead | ${amount} |
| Cost per SQL | ${amount} |

## Channel Plan

| Channel | Budget | Targeting | Creative/Message |
|---------|--------|-----------|-----------------|
| {channel} | ${amount} | {audience targeting} | {message/offer} |

## Content/Assets Needed

| Asset | Owner | Due Date | Status |
|-------|-------|----------|--------|
| {asset} | {person} | {date} | {draft/review/done} |

## Email Nurture Sequence

| Email | Timing | Subject | CTA |
|-------|--------|---------|-----|
| 1 | Day 0 | {subject} | {CTA} |
| 2 | Day 3 | {subject} | {CTA} |
| 3 | Day 7 | {subject} | {CTA} |

## A/B Tests Planned

| Test | Variant A | Variant B | Metric |
|------|-----------|-----------|--------|
| {element} | {option A} | {option B} | {metric} |

# Demand Generation Strategy: {Company}

## Goals & KPIs

| KPI | Current | Target | Timeline |
|-----|---------|--------|----------|

## Target Audience
{ICP definition}

## Channel Strategy

### Primary Channels (70% budget)
{Top 2-3 channels with rationale}

### Secondary Channels (30% budget)
{Supporting channels}

## Campaign Calendar

| Month | Campaign | Stage | Channel | Budget | Target |
|-------|----------|-------|---------|--------|--------|

## Lead Scoring Model
{Scoring rules}

## Nurture Strategy
{Email sequences and workflows}

## Attribution & Reporting
{Model and cadence}

## Budget Allocation
| Channel | Monthly | Quarterly | Expected CPL |