B2B demand generation playbook measured against pipeline
The quarter-by-quarter sequence we run to tie marketing spend to pipeline instead of impressions.
What this covers.
A four-quarter operating sequence covering measurement setup, content and search foundations, demand capture, and lifecycle automation. Each quarter has entry conditions, the work, and the metric that decides whether you move on.
Measurement first
GA4, GTM and CRM wiring before spend increases, so attribution is not retro-fitted.
Search and answer engines
Ranking and citation treated as two jobs, with the content structure each one needs.
Lifecycle automation
Scoring, nurture and CRM hygiene wired to how sales actually works.
Section by section.
Quarter one: measurement
Tracking plan, event schema, CRM fields and reporting baseline.
Quarter two: foundations
Site structure, technical SEO, AEO-ready content and conversion paths.
Quarter three: capture
Paid and organic demand capture with a cost-per-qualified-lead target.
Quarter four: lifecycle
Scoring, nurture, sales handover and the reporting that closes the loop.
Three things you can act on.
- A sequence you can staff and budget quarter by quarter
- Metrics that survive a conversation with finance
- A clear split between search and answer-engine work
The detail before you ask for it.
Format
Playbook · PDF · 24 pages
Category
Growth
Extent
24 pages
Written for
Marketing leaders and founders
Level
Mixed
Language
English
Published
2026-01-28
Author
Lucidspire Digital Marketing practice
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B2B demand generation playbook
The quarter-by-quarter sequence we run to tie marketing spend to pipeline instead of impressions.
PDF · 24 pages
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