Everything we use when we build demand programs for B2B SaaS companies: channel strategy, budget allocation, pipeline math, and the reporting that keeps finance on side.
Read these in order. Each one assumes the one before it.
A B2B SaaS demand generation program starts with a sharply defined ICP and a pipeline target, then works backwards into the volume of qualified opportunities required, allocates budget across creation, capture, and conversion channels, and reports on pipeline and revenue rather than leads.
Lead generation captures contact details from people who are already interested. Demand generation creates the interest in the first place and carries it through to qualified pipeline. Lead generation is one tactic inside demand generation, and measuring only lead volume tends to hide whether real demand exists.
Build a pipeline model by starting from the new revenue target, dividing by average contract value to get required deals, dividing by win rate to get required opportunities, applying three to four times pipeline coverage for timing and slippage, then dividing by cost per opportunity to get the budget the plan actually requires.
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Read that pathWe run these programs end to end for B2B SaaS companies. Bring us the target and we will build the plan around it.
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