STRATEGY SERVICES / DEMAND GENERATION
A full-funnel strategy that connects marketing to revenue
Channel mix, lead qualification, and an attribution model built so marketing activity produces consistent, qualified pipeline, not just awareness and engagement.
Of leads never convert into a sale, most often due to poor nurturing or weak qualification
Larger purchases made by nurtured leads compared to leads with no nurture sequence
Of companies cite sales and marketing misalignment as the core barrier to better conversion
Marketing activity and pipeline are not the same thing
Plenty of marketing produces engagement, traffic, and content without ever being able to say what it actually contributed to revenue. The activity looks reasonable on a dashboard. Whether it created pipeline is a separate question that often goes unanswered.
Without a lead qualification framework, marketing and sales argue about what counts as a real lead. Without a channel mix built around the actual ICP and budget, effort spreads across whatever feels active rather than what produces results. The connection between marketing activity and revenue outcomes has to be built deliberately. It does not happen by default.
Demand generation strategy at Adah starts from pipeline targets and CAC, not channel preferences. Every recommendation in the roadmap connects back to a business outcome: opportunities created, pipeline influenced, and revenue attributable to marketing.
A complete strategy for pipeline, not just activity
Every demand generation engagement is built around a single question: what does it take to generate consistent, qualified pipeline.
Onboarding session
A 90-minute session covering your pipeline targets, current marketing and sales activity, channel performance, and CAC targets.
Demand generation framework
How to build pipeline through inbound and outbound channels working together.
Channel mix strategy
Which channels to invest in, in what proportion, and in what sequence, based on your ICP and budget.
Content-to-pipeline mapping
How content creates demand at each stage of the funnel.
Lead qualification framework
MQL and SQL definitions, lead scoring criteria, and a marketing-to-sales handoff process.
Attribution model recommendation
How to measure marketing's contribution to pipeline and revenue.
Paid media role definition
Where paid channels fit in the demand generation mix and with what objectives.
90-day demand generation roadmap
Sequenced channel activation you can act on immediately.
From discovery call to a working demand generation plan
A clear, sequenced process from the first conversation to a finished plan.
Discovery call
A 30-minute, no-pitch conversation about where you are and what is getting in the way.
Onboarding session
A 90-minute deep dive into your pipeline targets, current activity, channel performance, and CAC targets.
Framework and channel mix
Demand generation framework and channel mix strategy, completed in week two.
Qualification and roadmap
Lead qualification framework, attribution model, paid media role, and the 90-day roadmap, delivered by week four.
Who this is and is not right for
Clarity here saves everyone time. This is a deliberately specific service, and it is not the right fit for every business.
This is right for you if
- ✓You can point to pipeline data and CAC metrics, even if they are not perfectly clean.
- ✓Marketing and sales are aligned enough to agree on what a qualified lead actually looks like, or close to it.
- ✓You have, or are planning, a budget for channel activation, not just for content production.
- ✓You want every recommendation tied to a business outcome, not a vanity metric.
This is not right for you if
- ✗You have no visibility into pipeline or CAC data at all. This strategy needs that foundation to build from.
- ✗Marketing and sales cannot agree on what a lead even is, and there is no appetite to resolve that as part of this process.
- ✗You have no budget planned for channel activation. A strategy without resources to execute it will sit unused.
- ✗You need campaign execution included. This engagement delivers the strategy; execution is available under a retainer.
What changes when marketing has to answer for pipeline
The goal is not more activity. It is a marketing function that can say, specifically, what it contributed to revenue.
A channel mix built for your ICP and budget, not convention
Investment goes where your actual buyers are, in the sequence that makes sense for your business.
A lead definition both teams actually agree on
Documented MQL and SQL criteria that ends the recurring argument about what counts as a real lead.
A clear answer to what marketing contributed
An attribution model that connects activity to pipeline and revenue, not just traffic and engagement.
A roadmap, not just a framework
A 90-day plan with sequenced channel activation ready to put into motion.
How to get started
Demand generation can be included in any tier (if chosen as the Strategy layer), or you can book it as a standalone project below.
Foundations
- Strategy session + 90-day roadmap
- 2 long-form content pieces
- Social media management (2 platforms, 12 posts)
- Quarterly emerging channel review
- Monthly performance report
- 48-hour response SLA (business days)
Growth
- Everything in Foundations with higher limits
- SEO keyword strategy + 2 optimized pieces
- Email marketing (2 campaigns)
- Design support
- Brand monitoring and competitor tracking
- 48-hour response SLA (business days)
Partner
- Everything in Growth with higher limits
- Paid media, CRO, AEO/GEO, and other execution services
- AI presence analysis
- Affiliate marketing
- Branding
- Web development
- 24-hour response SLA (business days)
Just need a demand generation strategy?
This starts from $3,500 as a standalone project.
What people ask before they book a call
Ready to find out what your marketing is actually contributing to pipeline?
The discovery call is 30 minutes. There will be no pitch. We listen to where you are, what you are trying to do, and what is getting in the way. If Adah is the right fit, you will know by the end of it.
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