{
  "id": "workflow:demand-generation-campaign",
  "_kind": "Workflow",
  "_file": "workflows/workflows/workflows-marketing-funnel.yaml",
  "_cluster": "workflows",
  "attributes": {
    "displayName": "Demand Generation Campaign",
    "workflowKind": "operational",
    "triggerType": "event-driven",
    "typicalCadence": "per-campaign",
    "complexity": "cross-team",
    "description": "Plans and executes top-of-funnel demand generation campaigns — creating\nawareness-stage content assets like guides, reports, and toolkits, designing\ngated content strategies with progressive profiling forms, orchestrating\nmulti-channel distribution across paid, organic, and partner channels,\nmanaging lead magnet delivery and follow-up automation, qualifying\nmarketing-qualified leads against ICP criteria, and measuring\ncampaign-sourced pipeline contribution. Produces campaign briefs, lead\nquality analyses, and pipeline attribution reports. Excludes mid-funnel\nnurture sequences and sales qualification.\n"
  },
  "outgoingEdges": [
    {
      "from": "workflow:demand-generation-campaign",
      "to": "role:planner",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "role:technical-writer",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "role:data-analyst",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "skill-area:content-marketing",
      "kind": "requires_skill_area",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "skill-area:marketing-automation",
      "kind": "requires_skill_area",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "domain:marketing",
      "kind": "applies_to_domain",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "domain:digital-marketing",
      "kind": "applies_to_domain",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "responsibility:release-coordination",
      "kind": "triggers_responsibility",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "responsibility:data-quality-monitoring",
      "kind": "triggers_responsibility",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "org-unit:marketing-team",
      "kind": "performed_by_org_unit",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "org-unit:content-team",
      "kind": "performed_by_org_unit",
      "attributes": {}
    },
    {
      "from": "workflow:demand-generation-campaign",
      "to": "org-unit:growth-team",
      "kind": "performed_by_org_unit",
      "attributes": {}
    }
  ],
  "incomingEdges": [
    {
      "from": "tool:klaviyo",
      "to": "workflow:demand-generation-campaign",
      "kind": "supports_work",
      "attributes": {
        "confidence": "high",
        "evidence": "Campaign and segment automation are direct demand-generation projection points."
      }
    },
    {
      "from": "tool:loops",
      "to": "workflow:demand-generation-campaign",
      "kind": "supports_work",
      "attributes": {
        "confidence": "medium",
        "evidence": "Newsletter and automation metrics support demand-generation campaign review."
      }
    }
  ]
}