INTRODUCING
Customer Generation
Customer Generation is a marketing methodology (developed by Directive) that focuses on SQLs and Customers instead of legacy metrics like MQLs.
Customer Generation is the natural evolution of demand generation.

MQLs do not pay the bills, customers do.
Our customer-led approach drives alignment between sales, marketing, and customer success resulting in higher performance and greater confidence in your ability to allocate capital.

Delivering on the Promise Demand Gen Forgot About
Your product is not for everyone. Unfortunately, traditional demand generation campaigns forgot about this. By leveraging first party data, detailed segmentation, and emotion we motivate your ideal customer from apathy to action.
Principles
Principles
The 5 principles of
Customer Generation
Demand Generationvs.
Customer Generation
Demand Generation
Customer Generation
3rd Party Data for Targeting
1st Party Data for Targeting
Product-Led Approach for Go-To-Market
Customer-Led Approach for Go-To-Market
“ROI” is the goal. No tracking req.
LTV:CAC ratio is the goal. Tracking req.
Indicator of marketing success: MQL
Indicator of revenue success: SQL
Don’t Stand Out, We are B2B
Create Emotional Experiences: We are B2C

Customer Generation
Your World with
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