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Demand Generation Health Check

This tool is designed to spark INSIGHT. By self-assessing across the six dimensions, you see where your strengths lie and where gaps may be limiting growth. Recording one positive action and one action to lift your score by a single point transforms the exercise into ACTIVATION - an immediate step forward to making an IMPACT.

Below, you will find six high-level dimensions that are essential to a high-performing Demand Generation Strategy.  Take a moment to honestly assess how you would rate your level of performance in each of the categories.

It will also help you to identify a single action that you are doing well right now. No matter how humble or extensive.

Also, think about how you can improve your score by 1, moving you to the next level. It is great to be ambitious, but also remember to be realistic and relevant at the same time. And then assess the level of perceived effort maintaining and improving this category feels like.

How to Use the Scoring Categories

  • 1 – Foundational: Early stage, little structure in place, activity is ad-hoc.
  • 2 – Emerging: Initial actions underway, but limited consistency and gaps remain.
  • 3 – Developing: Processes forming, some traction and measurable progress.
  • 4 – Advancing: Consistent and repeatable, delivering increasing effectiveness.
  • 5 – Leading: Highly effective, benchmark standard that others would follow.
Overall score
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1. Target Account & Audience Alignment

  • Are your Ideal Customer Profiles (ICPs) and target accounts clearly defined?
  • Have you mapped the decision-makers, influencers, and gatekeepers?
  • Are your campaigns focused on the right industries, company sizes, and roles?
Score

2. Awareness & Market Education

  • Are your campaigns building awareness and credibility among target accounts?
  • Is your messaging tailored to specific pain points and buyer roles?
  • Are target audiences becoming aware of your brand before lead capture?
Score

3. Content & Thought Leadership

  • Does your content directly address B2B pain points and business outcomes?
  • Do you use multiple content formats (whitepapers, videos, case studies)?
  • Are decision-makers engaging with and sharing your content?
Score

4. Engagement & Interest Signals

  • Are you tracking behavioural signals at the account level (visits, downloads, event participation)?
  • Are early signs of interest or intent being captured before a lead form is filled?
  • Do you have pre-lead nurture or awareness workflows in place?
Score

5. Channel & Campaign Effectiveness

  • Are your chosen channels optimised for B2B (LinkedIn, ABM, industry media, webinars)?
  • Are campaigns aligned with account priorities and buyer journey stages?
  • Do you measure effectiveness at the account level, not just overall volume?
Score

6. Pre-Lead Pipeline Health

  • Are enough accounts showing early signs of demand to sustain lead generation later?
  • Is engagement growing within your highest-value target accounts?
  • Are campaigns generating measurable signals of demand at the pre-lead stage?
Score

Please get in touch to discuss the results or if you need more information.