Demand Agent

Campaign Planning

Plan integrated multi-channel marketing campaigns that drive pipeline. Use when user needs campaign strategy, multi-channel program design, or campaign briefs for product launches, quarterly initiatives, or segment-specific programs. Do not use when the need is specific ABM account engagement — use abm-strategy instead.

ABM Strategy

Design account-based marketing programs targeting named accounts with tiered engagement strategies. Use when user needs ABM program design, account tiering, personalized account engagement, or sales-marketing account alignment. Do not use when the need is broad demand generation — use campaign-planning instead.

Lead Scoring

Design lead scoring models that predict sales readiness, not just marketing engagement. Use when user needs scoring model design, MQL/SQL threshold definitions, scoring optimization, or lead qualification criteria. Do not use when the need is lead nurturing strategy — use lead-nurturing instead.

Paid Media

Plan and optimize B2B paid advertising that generates pipeline, not clicks — channel mix, audience builds, creative testing, bid strategy, and the CPL/CPO/ROAS math that defends the spend. Use when user needs a paid plan, ad creative direction, audience targeting, channel budget allocation, or paid-channel troubleshooting. Do not use when the need is cross-channel budget reallocation (use budget-optimization), full campaign strategy beyond paid (use campaign-planning), or landing-page conversion fixes (use conversion-optimization).

Event Marketing

Plan B2B events that source pipeline, not badge scans — physical conferences, field events, executive dinners, owned roadshows. Use for event tier selection, pre/on-site/post-event design, ROI calculation, and the kill-or-keep call on next year's roster. Do not use for webinar promotion (use webinar-promotion) or post-event email nurture (use lead-nurturing).

Webinar Promotion

Drive webinar registrations and maximize live attendance with multi-channel promotion campaigns sized to a pipeline target. Use for webinar promo strategy, registration funnel math, attendance optimization, and post-webinar segmentation handoff. Do not use for webinar content/script, post-webinar nurture sequences (use lead-nurturing), or full multi-channel campaign planning (use campaign-planning).

Lead Nurturing

Design lead nurture sequences that develop prospects from interest to intent with conversion math, not calendar wallpaper. Use when user needs nurture strategy, drip campaign design, lead development programs, or re-engagement sequences. Do not use when the prospect has gone completely cold with no prior interaction — use cold outreach instead.

Marketing Automation

Design and optimize marketing automation workflows with triggers, branching logic, and action mapping. Use when user needs automation strategy, workflow design, trigger configuration, or marketing-operations optimization. Do not use when the need is lead scoring only — use lead-scoring instead.

Attribution Reporting

Produce an attribution report with verdict-first finding, named model + rationale, channel/campaign breakdown, and the caveats the board needs to see. Use when user needs marketing attribution analysis, campaign ROI reporting, pipeline-influence breakdown, or board-ready marketing performance. Do not use when the need is reallocating budget (use budget-optimization) or planning new campaigns (use campaign-planning).

Budget Optimization

Reallocate marketing budget toward pipeline, not toward the channels easiest to defend. Use when user needs a quarterly/annual budget plan, mid-period reallocation, or budget defense ahead of a CFO conversation. Do not use when the need is attribution analysis only (use attribution-reporting) or fixing one underperforming channel (use channel-optimization).

Channel Optimization

Diagnose underperforming marketing channels and decide fix vs kill with pipeline math, not vanity metrics. Use when a channel's CPL, conversion, or quality is breaking and the CMO wants a root cause plus an action list. Do not use for cross-channel budget reallocation (use budget-optimization) or for building new paid campaigns (use paid-media).

Conversion Optimization

Diagnose a conversion leak and produce a prioritized, hypothesis-driven test plan with ICE scores and sample-size discipline. Use when user needs landing-page optimization, form optimization, funnel-leak diagnosis, or a CRO test roadmap. Do not use when the need is upstream traffic quality (use paid-media or channel-optimization) or post-conversion nurture (use lead-nurturing).

Market Research

Conduct market research that changes strategy. Landscape mapping, trend analysis and the where-to-play recommendation, with the market's size taken from market-sizing rather than worked out again. Use when user needs a competitive landscape map, industry trend analysis tied to a decision, or a market-opportunity recommendation (which segment first, build or partner). Do not use when the need is only a market size or TAM/SAM/SOM (use market-sizing), a competitor battlecard (use competitive-battlecard) or a buyer persona (use customer-persona).

Launch Planning

Orchestrate a product, feature, or pricing launch across every team — matching effort to market impact, translating capability into buyer value, and driving adoption, gated on product readiness and field enablement. Use when user needs launch strategy, GTM coordination, a launch timeline, go/no-go criteria, tier classification, or a cross-functional launch checklist. Do not use when positioning definition is the need — the launch plan consumes positioning, it doesn't author it.