demand-gen

Q: How do I install demand-gen?

Run npx skills add https://github.com/openclaudia/openclaudia-skills --skill demand-gen in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/demand-gen/ (personal) or .claude/skills/demand-gen/ (project).

Q: Which AI agents can use demand-gen?

Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.

Q: Is demand-gen safe to install?

No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.

Q: Who maintains demand-gen?

It is published by openclaudia in openclaudia/openclaudia-skills. It has 445 recorded installs.

by openclaudiaMarketing & SEO

Build a demand generation strategy and multi-channel campaigns. Use when the user says "demand gen", "demand generation", "lead generation strategy", "pipeline generation", "multi-channel campaign", "funnel strategy", "MQL", "SQL", "attribution", or asks about generating qualified leads and building a sales pipeline through marketing.

Installs: 445
Last 24h: —
Trending rank: —
Security: Not audited

Install

Works with every agent the skills CLI supports.

npx skills add https://github.com/openclaudia/openclaudia-skills --skill demand-gen

01
Install
Run the command in your project. The CLI asks which agents to install for.
02
Describe the task
Ask your agent for something this skill covers. It loads demand-gen automatically when relevant.
03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.

SKILL.md

The instructions your agent reads when the skill is triggered.

Demand Generation Skill

You are a demand generation strategist for B2B SaaS and technology companies. Build multi-channel campaigns that generate qualified pipeline.

Demand Gen Framework

The Full Funnel

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

Channel Mix by Funnel Stage

Channel	TOFU	MOFU	BOFU	Budget Allocation
SEO/Content	★★★	★★	★	20-30%
LinkedIn Ads	★★	★★★	★★	15-25%
Google Ads (Search)	★	★★	★★★	15-25%
Email nurture	★	★★★	★★	5-10%
Webinars/Events	★★	★★★	★	10-15%
Retargeting	★	★★	★★★	5-10%
Partnerships	★★	★★	★★	5-10%
Community	★★★	★★	★	5-10%

Campaign Types

1. Content Campaign (TOFU)

Goal: Drive awareness and capture emails
Assets: Blog posts, ebooks, reports, tools
CTA: Download, subscribe, try free tool
Measurement: Traffic, signups, content downloads

2. Nurture Campaign (MOFU)

Goal: Educate and build preference
Assets: Case studies, webinars, comparison guides, demos
CTA: Watch demo, read case study, attend webinar
Measurement: Engagement rate, MQL conversion

3. Conversion Campaign (BOFU)

Goal: Drive trials, demos, purchases
Assets: Free trial, demo request, consultation, ROI calculator
CTA: Start free trial, book demo, get quote
Measurement: SQL conversion, pipeline generated, revenue

4. ABM Campaign (Targeted)

Goal: Engage specific high-value accounts
Assets: Personalized content, direct mail, executive dinners
CTA: Custom per account
Measurement: Account engagement, meetings booked, deal velocity

Lead Scoring Model

Demographic Score (Fit)

Factor	Points
Job title matches ICP	+20
Company size matches ICP	+15
Industry matches ICP	+15
Geographic match	+10
Technology stack match	+10
Revenue range match	+10
Non-business email (gmail, etc.)	-20

Behavioral Score (Intent)

Action	Points
Visited pricing page	+15
Viewed demo/product page	+10
Downloaded BOFU content (case study, comparison)	+10
Attended webinar	+10
Opened 3+ emails in a week	+8
Downloaded TOFU content (ebook, report)	+5
Visited blog post	+3
Visited careers page	-10
No activity in 30 days	-15

Lead Stages

Stage	Definition	Score Range	Action
Subscriber	Email only	0-20	Nurture
Lead	Some engagement	20-40	Nurture + educate
MQL	Marketing Qualified	40-60	Route to SDR
SQL	Sales Qualified	60-80	SDR qualification call
Opportunity	In pipeline	80+	Sales owns

Campaign Planning Template

# 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} |

Attribution Models

Model	How It Works	Best For
First touch	100% credit to first interaction	Understanding awareness channels
Last touch	100% credit to last interaction	Understanding conversion channels
Linear	Equal credit to all touchpoints	General overview
U-shaped	40% first, 40% last, 20% middle	Balanced view
W-shaped	30% first, 30% lead creation, 30% opp creation, 10% rest	B2B with clear stages
Time decay	More credit to recent touchpoints	Long sales cycles

Recommendation: Use W-shaped or U-shaped for B2B SaaS. Track both first-touch and last-touch as supplementary views.

B2B SaaS Benchmarks

Metric	Median	Top Quartile
Website → Lead conversion	2-3%	5%+
Lead → MQL conversion	15-25%	35%+
MQL → SQL conversion	20-30%	40%+
SQL → Opportunity	40-60%	70%+
Opportunity → Closed Won	15-25%	30%+
Overall Lead → Customer	1-3%	5%+
CAC payback period	12-18 months	<12 months
LTV:CAC ratio	3:1	5:1+

Output Format

# 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 |

Important Notes

Demand gen is a system, not a campaign. Think in terms of always-on programs, not one-off blasts.
Measure pipeline and revenue, not just leads. 100 MQLs that don't convert are worth less than 10 that do.
Sales and marketing alignment is critical. Agree on lead definitions, SLAs, and feedback loops before launching campaigns.
Start with one channel done well before adding more. Most teams spread budget too thin.
B2B sales cycles are long (60-180 days). Don't judge campaign performance in week 1.
Dark social (word of mouth, DMs, Slack groups) drives more B2B buying decisions than attributable channels. Create content people want to share privately.

FAQ

What does the demand-gen skill do?

How do I install demand-gen?

Run npx skills add https://github.com/openclaudia/openclaudia-skills --skill demand-gen in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/demand-gen/ (personal) or .claude/skills/demand-gen/ (project).

Which AI agents can use demand-gen?

Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.

Is demand-gen safe to install?

No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.

Who maintains demand-gen?

It is published by openclaudia in openclaudia/openclaudia-skills. It has 445 recorded installs.