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Demand Generation Consultant
The old model is channels: SEO, PPC, social, email, each with its own metrics. The model that works is a single system — traffic, leads, qualified opportunities, pipeline, revenue — with every channel accountable to the same commercial numbers.
I design and run that system for B2B companies: strategy, channel execution, lead qualification, sales handoff, and the measurement that holds it together.
This is for you if
What I actually work on
Demand generation fails in the joins — between channels and leads, leads and sales, spend and measurement. The work covers the whole chain.
Working back from revenue targets to required pipeline, opportunities, and lead volume by segment.
Google Ads and LinkedIn built around offers and conversion signals that predict pipeline, not form-fills.
Commercial-intent SEO and problem-led content that captures buyers already looking for help.
Scoring, routing, and handoff rules agreed with sales — so 'qualified' means the same thing on both sides.
Email and retargeting programmes that move real buyers forward instead of warming a dead list.
Pipeline-level measurement: cost per opportunity, pipeline by channel, and forecastable conversion rates.
How it works
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.
Repair the highest-leverage leaks — offer, landing pages, qualification, handoff — before increasing spend. Scaling a leaking funnel just raises CAC.
Ongoing management of channels, budgets, and reporting against pipeline targets, with monthly commercial reviews rather than activity reports.
Related
When paid search is the demand channel that needs fixing first.
Read moreWhen scoring, lifecycle, and attribution are the broken links in the chain.
Read moreWhen demand generation is one part of a wider leadership gap.
Read moreThe wider engagement for SaaS funnels: trials, demos, activation.
Read moreFAQ
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.
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.
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.
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.
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.
Book a diagnostic call