Demand gen is a loop, not a campaign. Each quarter should build on the learnings of the last — with deliberate planning, mid-quarter adjustments, and end-quarter retrospectives that inform the next cycle.
Week -2 before quarter start: Review prior quarter performance against pipeline target. Identify top 3 highest-ROI activities and top 3 lowest-ROI. Draft next quarter OKRs based on findings.
Week 1 of quarter: Finalize channel budget allocation based on prior quarter ICP fit rates. Set content calendar for 6 weeks (leave the back 6 weeks flexible for opportunistic topics). Configure Kopimore filters for any ICP changes from the quarterly review.
Week 6 (mid-quarter check): Are you on track for pipeline target? What's performing above/below plan? Make adjustments: shift budget from underperforming channels, accelerate high-performing content types, update Kopimore filters if you're seeing unexpected ICP accounts.
Week 13 (end of quarter): Full retrospective. Pipeline sourced vs target, channel performance breakdown, content pipeline touch rates, ICP traffic trends. Document findings in the shared demand gen playbook for institutional memory.
You've completed the B2B Demand Generation course. You now have a framework for building, measuring, and scaling a full-funnel demand gen engine with visitor intelligence at its core. Continue with Sales Intelligence: Data-Driven Prospecting to connect demand gen output to sales team workflows.