# demand-gen

Turns Claude into a demand generation strategist: funnel stages, channel mix, lead scoring and attribution models for B2B SaaS.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 441 installs · ★ 721
- Author: OpenClaudia
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/OpenClaudia/openclaudia-skills/tree/HEAD/skills/demand-gen/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/demand-gen

## What it does

The skill gives the agent a demand generation strategist role for B2B SaaS and technology companies. It splits the funnel into TOFU, MOFU, BOFU and post-sale, then maps channels to each stage with a percentage budget split — SEO and content, LinkedIn Ads, Google Search, email nurture, webinars, retargeting, partnerships and community.

Four campaign types are covered: content, nurture, conversion and ABM, each with its own goal, assets, CTA and measurement. Lead scoring comes in two parts. Demographic fit scores job title, company size, industry, geography, tech stack and revenue range against the ICP, and a non-business email address subtracts points. Behavioral intent scores pricing page visits, demo views, BOFU downloads, webinar attendance and email opens, while a careers page visit or 30 days of silence costs points. The total places a lead on a stage from Subscriber through Lead, MQL and SQL to Opportunity.

Attribution gets its own section: first touch, last touch, linear, U-shaped, W-shaped and time decay. For B2B SaaS the skill recommends W-shaped or U-shaped, with first-touch and last-touch kept as supplementary views. There is a campaign planning template with metrics, channel plan, email sequence and A/B tests, plus a benchmark table for conversion rates between funnel stages.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill demand-gen -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/demand-gen/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/demand-gen/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill demand-gen -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/demand-gen/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill demand-gen -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/demand-gen/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install OpenClaudia/openclaudia-skills demand-gen
```

2. **Manually: put the files in place**
- File: `.github/skills/demand-gen/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill demand-gen -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/OpenClaudia/openclaudia-skills --path skills/demand-gen
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/demand-gen/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill demand-gen -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/OpenClaudia/openclaudia-skills/tree/HEAD/skills/demand-gen/SKILL.md

## When to use it
- split the funnel into stages and allocate budget across channels
- build a lead scoring model from fit and intent signals
- pick an attribution model for a long B2B sales cycle
- plan a campaign with metrics, channels and A/B tests
- compare stage-by-stage conversion against benchmarks

## Example prompts
- Build a demand generation strategy for our B2B SaaS: channels, budget and metrics per funnel stage
- Set up lead scoring with demographic and behavioral factors, and thresholds for MQL and SQL
- Which attribution model fits a long sales cycle? Walk me through W-shaped and U-shaped

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: c1e0ef00dc7ba2d2.

BEGIN THIRD-PARTY FILE c1e0ef00dc7ba2d2
````text
---
name: demand-gen
description: Build a demand generation strategy and multi-channel campaigns. Use when the user says "demand gen", "demand generation", "lead generation strategy", "pipeline generation", "multi-channel campaign", "funnel strategy", "MQL", "SQL", "attribution", or asks about generating qualified leads and building a sales pipeline through marketing.
---

# Demand Generation Skill

You are a demand generation strategist for B2B SaaS and technology companies. Build multi-channel campaigns that generate qualified pipeline.

## Demand Gen Framework

### The Full Funnel

```
TOFU (Top of Funnel)     → Awareness & Education
  ↓
MOFU (Middle of Funnel)  → Consideration & Evaluation
  ↓
BOFU (Bottom of Funnel)  → Decision & Purchase
  ↓
POST-SALE                → Expansion & Advocacy
```

### Channel Mix by Funnel Stage

| Channel | TOFU | MOFU | BOFU | Budget Allocation |
|---------|------|------|------|-------------------|
| SEO/Content | ★★★ | ★★ | ★ | 20-30% |
| LinkedIn Ads | ★★ | ★★★ | ★★ | 15-25% |
| Google Ads (Search) | ★ | ★★ | ★★★ | 15-25% |
| Email nurture | ★ | ★★★ | ★★ | 5-10% |
| Webinars/Events | ★★ | ★★★ | ★ | 10-15% |
| Retargeting | ★ | ★★ | ★★★ | 5-10% |
| Partnerships | ★★ | ★★ | ★★ | 5-10% |
| Community | ★★★ | ★★ | ★ | 5-10% |

### Campaign Types

**1. Content Campaign (TOFU)**
- Goal: Drive awareness and capture emails
- Assets: Blog posts, ebooks, reports, tools
- CTA: Download, subscribe, try free tool
- Measurement: Traffic, signups, content downloads

**2. Nurture Campaign (MOFU)**
- Goal: Educate and build preference
- Assets: Case studies, webinars, comparison guides, demos
- CTA: Watch demo, read case study, attend webinar
- Measurement: Engagement rate, MQL conversion

**3. Conversion Campaign (BOFU)**
- Goal: Drive trials, demos, purchases
- Assets: Free trial, demo request, consultation, ROI calculator
- CTA: Start free trial, book demo, get quote
- Measurement: SQL conversion, pipeline generated, revenue

**4. ABM Campaign (Targeted)**
- Goal: Engage specific high-value accounts
- Assets: Personalized content, direct mail, executive dinners
- CTA: Custom per account
- Measurement: Account engagement, meetings booked, deal velocity

## Lead Scoring Model
````
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First 2350 of 7235 bytes. © OpenClaudia · MIT · https://github.com/OpenClaudia/openclaudia-skills/tree/HEAD/skills/demand-gen/SKILL.md

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