Playbook · Demand Generation
60/30/10
Capture / create / experiment
4–6×
Brand-search conversion lift
0
Companies winning on MQL alone
12–24mo
Brand-spend payback window
Teams optimize for MQL volume because it's easy to measure. The board sees lead counts climb while pipeline-sourced revenue stays flat — and eventually the budget gets cut.
The fix is structural: change the KPI, rebalance the channel mix toward capture, and fund brand without expecting 90-day payback.
Own every branded SERP impression. Retarget non-brand visitors for 30 days.
Tier-1 accounts showing intent get same-day SDR + paid surround.
One pillar narrative, 6–8 supporting pieces, distributed across owned + earned.
Pair with one peer category leader per quarter; split the audience and pipeline.
3–5× direct-attribution vs LinkedIn ads in mature verticals.
| Channel | Pipeline-sourced % | Payback (mo) | Best stage |
|---|---|---|---|
| Branded paid search | 22% | 1 | All |
| Non-branded paid search | 14% | 3–4 | Series B+ |
| Intent-driven outbound | 18% | 2 | Series B+ |
| Content + organic | 15% | 9–12 | All |
| Field / industry events | 12% | 4–6 | Enterprise |
| Webinars (co-branded) | 8% | 3 | All |
| Podcast / creator sponsorship | 6% | 4–6 | Vertical-fit |
| Display + retargeting | 5% | 2–3 | Series B+ |
Capture (60% of budget) • Branded paid — $[X] — Pipeline target $[Y] — Owner: [Name] • Non-branded paid — $[X] — Target $[Y] — Owner: [Name] • Intent + outbound — $[X] — Target $[Y] — Owner: [Name] Create (30% of budget) • Pillar narrative + 6 supporting pieces — Owner: [Name] • Co-branded webinar series (2/quarter) — Owner: [Name] • Field event (1/quarter) — Owner: [Name] Experiment (10% of budget) • Podcast sponsorship test — $[X] — Owner: [Name] • [Channel TBD] — $[X] — Owner: [Name] KPI: Pipeline-sourced + Pipeline-influenced ($, %). MQL not reported.
Reviewed weekly. Rebalanced monthly. Frozen for the quarter at funding.
| Feature | HuntMeLeads | Typical alternative |
|---|---|---|
| Primary KPI | Pipeline-sourced + influenced | MQL volume |
| Attribution | W-shaped + self-reported | Last-click |
| Channel mix | 60 capture / 30 create / 10 experiment | Lead-gen forms everywhere |
| Brand spend | Funded, 12–24mo payback accepted | Defunded first |
| Event strategy | Field for ABM, digital for scale | Big-tent only |
| Outbound integration | Tied to intent + paid | Siloed |
✕ Optimizing for MQLs
MQL volume up, pipeline flat = board cuts budget by Q3.
✕ Defunding brand to hit short-term CAC
Brand searches drive 4–6× conversion. Cutting them tanks payback at scale.
✕ Last-click attribution
Punishes top-of-funnel channels, rewards bottom. Leads to channel collapse.
✕ No experiment budget
Last quarter's mix won't win next year. Reserve 10% always.
✕ Outbound separated from demand
Outbound + intent + paid surround = the play. Siloed teams underperform.
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