Customer Generation

Directive’s proprietary Customer Generation methodology unlocks the next level of growth efficiency in software and tech companies.

Make a long-lasting impact on your business by connecting every piece of the marketing framework to your customer base.

Leads in your funnel don’t pay the bills. Customers do.

Our Customer Generation approach drives alignment between sales, marketing, and lifetime customer success. Generate more revenue by bringing more value to your customer base.

Deliver the results that actually matter.

We drive revenue, not legacy metrics like leads and traffic. To grow your customer base, we leverage 1st party data, detailed segmentation, and emotion. You can drive more happy users with an innovative marketing strategy powered by Customer Generation.


The 5 Principles of

Customer Generation

Principle 1

1st Party Data Unlocks Scale

We map your Total Addressable Market (TAM), build account lists, and aggressively scale spend. 1st party data not only future-proofs your campaigns but also gives you the confidence to grow brand advertising. Every impression delivered will be a future customer.

Principle 2

Customer-Led > Product-Led

Your product is not for the masses. Our Customer Generation methodology gives you the power to impact business KPIs such as: average contract value, trial conversion rate, lifetime value, customer acquisition cost, and more. By focusing on your most valuable customers and users, you are in control.

Principle 3

Financial Modeling is a Need to Have

Scaling without financial modeling is a pipe dream. We partner with you to identify your most impactful levers. Our marketing ops team will give you the tools you need to improve your capital allocation.

Principle 4

LTV Beats MQLs Every Time

MQLs are like balloons. When they inevitably pop, there’s nothing inside. True Customer Generation creates customers and users for life.

Principle 5

There’s No Such Thing as B2B

Your customer base consists of people, not corporations. They hate uninspired marketing as much as you do. Let’s change the expectation of what B2B marketing is together.

Demand Generation

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: Happy Customers
Don’t Stand Out, We are B2B
Create Emotional Experiences: We are B2C

Customer Generation

Your World with

Scale Your Brand Advertising

Our 1st party data approach gives you the ability to scale brand advertising, lower your customer acquisition costs, and create a healthier media mix.

Believe in Content Marketing Again

Your content deserves to make you money. With our Jobs to be Done (JTBD) methodology, we give your content purpose. Each JTBD is tied to a business outcome of acquiring, selling, or retaining customers.

Allocate & Grow Your Budget with Confidence

Should you increase your spend on LinkedIn or create more content? Our strategists follow our Customer Generation approach to help you decide with confidence.


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