Playbook
The Architecting Demand Playbook
The Complete System for Profitable Customer Acquisition
From diagnosis to execution - the 4 Lens Framework and operational playbooks that turn marketing spend into revenue.
18 Chapters~3 hours total
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Introduction
Part 1
The Problem
Why most demand gen fails - the structural problems that make marketing spend unprofitable.
Chapter 1Lead generation: why more leads is not going to solve your revenue problem
12 minChapter 2LinkedIn audience expansion, and the other ways platforms spend your budget for you
8 minChapter 3Fractional CRO, agency or in-house: who should own your pipeline?
8 minChapter 4Marketing and sales alignment: why sales says the leads are garbage
8 minPart 2
The Solution
The 4 Lens Framework - ICP, Message, Channel, Execution.
Chapter 5Paid ads not working: the four places the money leaks
10 minChapter 6How to define your ICP (ideal customer profile)
10 minChapter 7B2B copy that converts: why nobody understands what you do
10 minChapter 8When to kill a channel (and which one to try first)
10 minChapter 9Creative fatigue: when your winning ads stop winning
8 minPart 3
The Channels
Platform-specific playbooks for LinkedIn, Meta, Google, and Content.
Chapter 10LinkedIn ads for B2B: making the most expensive channel pay
12 minChapter 11Meta ads for B2B: what changes when the buyer isn't a consumer
12 minChapter 12Google Ads for B2B: match types, negatives and wasted spend
12 minChapter 13Generative engine optimization (GEO): how to get cited by ChatGPT
10 minPart 4
Operations
The operational layer that makes demand generation predictable and scalable.
Reference