Demand Generation
Demand generation is the function that brings the right companies to you before a sales conversation starts. It runs the programs that make your company findable and worth contacting: search and organic visibility, paid placements where they pay off, email programs, partnerships and event follow-up. It starts with the segments set in your strategy and ends when a company shows enough intent to be qualified as a lead.
01
What the function does
Demand generation starts with the segments and offers set in your strategy and the budget you agreed with us. From those it runs a set of programs at once: pages and articles written to be found by the people who search for the problem you solve, paid placements where a search term or an audience pays back in qualified pipeline, email programs to the people who already know you, and follow-up after partnerships and events. Each program has a defined input, a schedule and a place where its results are written down.
The work runs in a weekly cycle. Search visibility is checked and pages are adjusted where they have lost ground. Paid placements are reviewed against the pipeline they produced, and spend moves towards what pays off within the budget line you set. Email programs go out on their schedule to the segments they were written for. After an event or a partner activity, the people who showed interest are followed up within days, not weeks. Every company that shows intent is recorded against its account in your CRM, with the program that brought it there.
Demand generation is measured by qualified pipeline, not by traffic or impressions. Its job is to make sure that when a company is looking for what you sell, it finds you, hears from you at the right moment and arrives at lead generation already knowing why it should talk to you.
02
What is automated
These are defined marketing processes: each has a fixed input, a fixed output and a rule for what happens next. They run on a schedule and never wait for someone to remember them.
01
Search visibility monitoring
Search visibility for the topics in your strategy is checked weekly against your site. Pages that have lost ground are flagged with the likely reason and queued for a content update.
02
Paid placement management
Approved placements run inside the budget line you set. Bids and audiences adjust on the rules agreed in setup, and any placement that stops producing qualified pipeline is paused for review.
03
Email program scheduling
Approved programs go out on their calendar to the segments they were written for, assembled from pieces the content function drafted and your team approved, with sends spaced within the limits of your domain and stopped for anyone who unsubscribes.
04
Event and partner follow-up
Attendee and partner lists are loaded after each event, matched against your CRM to remove customers and open deals, and a first follow-up is drafted for each person within days.
05
Intent capture
Website visits, form fills, replies and downloads are matched to the company they came from and written to the account record, so every sign of intent is visible in one place.
06
Budget pacing
Spend across every paid program is tracked daily against the monthly budget you set. Pacing ahead of or behind the line raises a note for a person before the next allocation.
03
What is supervised by the Aryeh Algorithms team
Judgment stays with people. Our team owns this function for your account, and these are the points where a person reads, decides or pauses the work.
01
Budget allocation
How the monthly budget is split across programs is decided by a person with your team, and any move of spend beyond the range agreed in setup waits for approval before it happens.
02
Program approval
No new placement, email program or partner outreach goes live until a person on our team has read it and your team has approved the first version.
03
Program review
Each month a person reads every program against the qualified pipeline it produced and decides what continues, what is retired and what is tested next.
04
Partnership and event decisions
Which partners to approach and which events deserve the follow-up are decisions people make. Automation prepares the lists and the drafts; a person chooses what happens with them.
05
Page and message quality
Samples of pages, emails and placement copy are read for accuracy and tone before they go live and again after changes. Anything that reads as generic is rewritten first.
Demand generation spends your money in public, so I sign off on how the budget is split and read the monthly program review myself. The workflows run every day without waiting for anyone; the decisions about where the money goes are made by people, with you.
04
What you receive
Each artifact appears in your portal as it is produced, under the task or approval it belongs to. The weekly summary also arrives by email.
| Artifact | Cadence |
|---|---|
| Program planEvery active program, the segment it serves, its budget line and the rule for when it pauses. | Weekly |
| Search visibility reportWhich topics and pages gained or lost ground, and the content updates queued in response. | Weekly |
| Paid placement digestSpend against the budget line, which placements produced qualified pipeline and what was paused. | Weekly, with spend pacing daily on business days |
| Email program plan for approvalEach program’s segment, the sequence of approved pieces from content and the send calendar, held until approved. | Per program, and whenever a message changes |
| Intent signalsCompanies that visited, replied or downloaded, matched to their account record and passed to lead generation. | As they happen |
| Program reviewWhich programs continue, which are retired, how the budget moves and what is tested next. | Monthly |
05
How it integrates with your team and stack
Demand generation reads from the strategy and research your department already holds and writes into the systems you already run. Pages go on your website, programs go out from your email platform, placements run in ad accounts you own, and every company that shows intent is written to its record in your CRM. Nothing is kept in a separate system your team cannot see.
The handoff to sales runs through lead generation. Demand generation passes companies showing intent, with the program that brought them, to lead generation for qualification, and qualified leads reach your sales team from there. What your sales team learns about who buys and why flows back, so that the programs are aimed at the companies worth reaching.
What it connects to
- Website
- Pages and articles are published and updated in place. Your website stays under your control; the portal shows what changed and why.
- Ad accounts
- Placements run in accounts your company owns, with billing in your name, so spend history stays with you whatever happens to the engagement.
- Email platform
- Programs go out from the platform and domains you already use, with your lists, unsubscribes and sending limits respected.
- Your CRM
- Every company showing intent, and the program that reached it, is written to the account record so that pipeline reports include the source.
07
Questions about demand generation
In demand generation, start with the bookkeeping: recording which program brought each company in, and pacing spend against the budget. Both are defined processes with a fixed input and a fixed output, and both are the first things to slip when a team is busy. Once intent and spend are recorded reliably, monitoring and follow-up can be automated on top, and budget decisions get made on evidence rather than memory.
By qualified pipeline: companies that showed intent, were qualified by lead generation and reached your sales team. Traffic, impressions and clicks are recorded because they explain the pipeline, but they are not the measure. Each program is reviewed monthly against the pipeline it produced, and the budget moves towards the programs that pay off within the line you set.
You do. The monthly budget and how it splits across programs are agreed with your team in setup and revisited in the monthly review. Automation paces spend against that line every day and pauses a placement that stops producing pipeline, but any move of budget beyond the agreed range waits for a person, and the ad accounts stay in your name.
Talk through where your demand should come from
Tell us who you sell to and where your customers come from today. We will come back with which programs the demand generation function would run for you, how the budget would be governed and what a person reviews.