Lead generation

Demand generation drives the top of your funnel. It's about getting the right people to notice you, click through, and engage. Three metrics tell you if it's working: impressions (reach), click-through rate (relevance), and engagement rate (interest).

Most companies throw money at channels without structure. They target demographics instead of intent. They test creative randomly. They send traffic to generic pages.

We use a who/where/what/conversion framework:

1. Who – Segment audiences by awareness stage and job-to-be-done, not demographics
2. Where – Allocate budget to channels that reach those segments efficiently
3. What – Test ad creative that speaks to each segment's specific context
4. Conversion – Send traffic to landing pages designed for that audience and offer

These four playbooks work together to systematically improve all three metrics by 10% each.