This one slide summarizes demand generation essentials including the customer journey from awareness to purchase, goals for customers and businesses, tactics to use at each stage, and key performance indicators (KPIs) to track. It shows the stages customers go through from awareness to evaluation, the goals of learning problems and identifying solutions. The business goals are to drive website visits, acquire leads, enable trials and onboarding, and support sales. Tactics like content, events, and product demos are mapped to each stage. KPIs cover metrics for visitors, form fills, engagement, trials, demos, sales requests, leads, and costs.

1. @LyndonWong
Demand
Generation
Essentials On One Slide
@lyndonwong

2. @LyndonWong
Demand Gen Essentials
Customer
Stage
Awareness >> Interest >> Consideration >> Intent >> Evaluation
Customer
Goal
Learn problem domain >> Identify solutions >> Pick vendor & buy
Business
Goal
Website Visit Lead Acquisition
[Form fill]
Lead Nurture
[View content, take next
step]
Trial Onboarding
[User engagement,
success]
Sales Enablement
[Purchase]
Tactics [Media coverage]
[social media][ads]
[Events][Conferences]
[Exchange knowledge
for lead contact info]
[ebooks]
[webinars]
[Share customer stories, use-
cases]
[Highlight product
capabilities]
[Promote use of key features] [sales deck]
[demo script]
[product collateral]
[roadmap]
[reference customers lists]
KPIs - unique visitors
- page views
- cost per visit
- form fills
- cost per form fill
- email opens
- email CTA clicks
- CTA landing page visits,
form fills
- Trial signups
- Demo requests
- Feature usage over time
- Contact Sales requests
- Leads contacted
- Leads qualified for
opportunity
- Leads closed/won
- Leads closed/lost
- cost per lead contacted
- cost per lead qualified for
opportunity
- cost per lead closed/won