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Operating Playbook

The B2B Demand Generation Playbook

A Complete Operating Model: ICP, Channel Strategy, Content Framework & Measurement

18 pages Free download Strategy
Operating Playbook
The B2B Demand Generation Playbook
A Complete Operating Model: ICP, Channel Strategy, Content Framework & Measureme...
harmoniclondon.com · 18 pages
What's inside
  • The three-track demand generation model: brand creation, capture, and pipeline acceleration
  • ICP definition workbook: firmographic, technographic, and trigger-event criteria
  • Account tiering framework: Tier 1, 2, and 3 with resource allocation rules
  • Channel strategy matrix: which channels serve which buying stages
  • Content calendar template: 12-month demand generation programme plan
  • MQL-to-SQL conversion improvement checklist
  • Demand generation measurement framework: pipeline coverage, account engagement rate, and CSQL
3.1×
Key finding: pipeline ROI gap between top-quartile and median B2B demand generation programmes

This resource is produced by Harmonic London from active B2B programme data and client work across the UK. It is designed for B2B marketing directors, demand generation managers, and revenue operations leads who want implementation-ready frameworks rather than generic advice.

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Harmonic programmes in numbers
47
Active B2B programmes
£1.8M+
Marketing-influenced pipeline generated
31%
Average MQL-to-SQL improvement
UK-only
B2B focus, British English, UK data