Demand strategy & targets
Working back from revenue targets to required pipeline, opportunities, and lead volume by segment.
Demand Generation Consultant
Demand generation measured in pipeline, not MQLs.
A single demand system — traffic to opportunities to revenue — with every channel accountable to the same commercial numbers.
This is for you if
Teams with a pipeline number to hit and a gap to close.
- You have hired salespeople but marketing is not feeding them enough pipeline
- Lead volume looks healthy; qualified opportunities are scarce
- Every channel reports green while revenue misses target
- MQL definitions keep the peace between sales and marketing but hide the problem
- Spend is scaling faster than pipeline is
- You need a demand engine, not another channel retainer
What I actually work on
One system from first click to closed revenue.
Demand generation fails in the joins — between channels and leads, leads and sales, spend and measurement. The work covers the whole chain.
Paid acquisition
Google Ads and LinkedIn built around offers and conversion signals that predict pipeline, not form-fills.
Organic & content demand
Commercial-intent SEO and problem-led content that captures buyers already looking for help.
Lead qualification & scoring
Scoring, routing, and handoff rules agreed with sales — so 'qualified' means the same thing on both sides.
Nurture & lifecycle
Email and retargeting programmes that move real buyers forward instead of warming a dead list.
Attribution & reporting
Pipeline-level measurement: cost per opportunity, pipeline by channel, and forecastable conversion rates.
How it works
Diagnose the leak before adding volume.
01
Funnel diagnostic
Map the current funnel with real numbers: conversion by stage, cost per opportunity by channel, and where pipeline actually comes from. Most teams find the constraint is not traffic.
02
Fix conversion, then scale
Repair the highest-leverage leaks — offer, landing pages, qualification, handoff — before increasing spend. Scaling a leaking funnel just raises CAC.
03
Run the engine
Ongoing management of channels, budgets, and reporting against pipeline targets, with monthly commercial reviews rather than activity reports.
Related
Adjacent engagements.
- 01Google Ads consultantWhen paid search is the demand channel that needs fixing first.
- 02HubSpot consultantWhen scoring, lifecycle, and attribution are the broken links in the chain.
- 03Fractional CMOWhen demand generation is one part of a wider leadership gap.
- 04B2B SaaS marketing consultantThe wider engagement for SaaS funnels: trials, demos, activation.
Related writing
Usually asked first.
01Demand
What Is Demand Generation? A Founder's Definition
What demand generation actually means for B2B, how it differs from lead capture, and the system a founder should expect it to run inside.
Read02Demand
Demand Generation vs Lead Generation
The difference between demand generation and lead generation, why conflating them wastes budget, and how to sequence both in a B2B funnel.
Read03Demand
B2B Demand Generation Strategy for £1m–£20m Firms
A working B2B demand generation strategy: targets, channel mix, lifecycle, and attribution — sized for founder-led companies, not enterprises.
ReadFAQ
Common questions.
What is the difference between demand generation and lead generation?
Lead generation optimises for contact volume; demand generation optimises for qualified pipeline and revenue. In practice the difference shows up in what gets measured and paid for: cost per lead versus cost per opportunity. Buying cheap leads that sales cannot close is the most expensive marketing most B2B companies do.
Which channels do you use?
Whichever the economics support — typically some combination of Google Ads, LinkedIn, commercial-intent SEO, and lifecycle email. Channel choice comes after the diagnostic, because the right mix depends on deal size, sales cycle, and how your buyers actually search.
How quickly does demand generation show results?
Paid and conversion fixes typically move numbers within one to two months; organic and nurture programmes compound over two to four quarters. The diagnostic sets expectations per lever, and reporting tracks leading indicators (qualified opportunities, cost per opportunity) rather than waiting for closed revenue.
Do you replace our agency or work with them?
Either. Some clients have me run the channels directly; others keep their agency for execution while I own strategy, targets, and measurement. What changes in both cases is accountability: everything reports to pipeline.
Work out where your pipeline leaks.
A 30-minute call on your funnel numbers and pipeline gap. You will get a straight view of the constraint — even if the answer is not more marketing.