The Architecting Demand Playbook

Turn marketing spend into revenue.

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  • 18 chapters
  • ~3 hours

Start here.

  1. Go-to-market strategy: how B2B demand actually gets built5 min

The Problem. Why most demand gen fails.

  1. Chapter 1: Lead generation: why more leads is not going to solve your revenue problem12 min
  2. Chapter 2: LinkedIn audience expansion, and the other ways platforms spend your budget for you8 min
  3. Chapter 3: Fractional CRO, agency or in-house: who should own your pipeline?8 min
  4. Chapter 4: Marketing and sales alignment: why sales says the leads are garbage8 min

The Solution. The 4 Lens Framework.

  1. Chapter 5: Paid ads not working: the four places the money leaks10 min
  2. Chapter 6: How to define your ICP (ideal customer profile)10 min
  3. Chapter 7: B2B copy that converts: why nobody understands what you do10 min
  4. Chapter 8: When to kill a channel (and which one to try first)10 min
  5. Chapter 9: Creative fatigue: when your winning ads stop winning8 min

The Channels. Playbooks for LinkedIn, Meta, Google and content.

  1. Chapter 10: LinkedIn ads for B2B: making the most expensive channel pay12 min
  2. Chapter 11: Meta ads for B2B: what changes when the buyer isn't a consumer12 min
  3. Chapter 12: Google Ads for B2B: match types, negatives and wasted spend12 min
  4. Chapter 13: Generative engine optimization (GEO): how to get cited by ChatGPT10 min

Operations. Make demand generation predictable and scalable.

  1. Chapter 14: Full funnel optimization: where your funnel actually loses revenue10 min
  2. Chapter 15: How did you hear about us: the question that beats your attribution software10 min
  3. Chapter 16: Why efficiency drops as you scale ad spend10 min
  4. Chapter 17: The Demand Operating System12 min

Appendix.

  1. Demand Architecture GlossaryReference

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