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Demand Generation Strategy

A multi-channel strategy by Roshan Fernando for high-quality lead acquisition—combining webinars, gated content, and intelligent nurture sequences to accelerate Qt QA suite adoption.

Lead GenerationNurture SequencesChannel MixConversion Optimization

Demand Generation Framework

The Qt QA Demand Gen Flywheel
Integrated approach combining Product-Led Growth with traditional demand generation
1

Attract

SEO, webinars, content marketing, social media

2

Capture

Lead magnets, trial signups, webinar registrations

3

Nurture

Email sequences, retargeting, personalized content

4

Convert

Sales handoff, demo requests, trial activations

Target Metrics (Monthly)
Webinar Registrations200-300
Content Downloads150-200
Trial Signups100-150
Marketing Qualified Leads (MQLs)80-120
Product Qualified Leads (PQLs)40-60
Sales Qualified Leads (SQLs)20-30
Conversion Benchmarks
Visitor → Lead2-4%
Lead → MQL25-35%
MQL → PQL (with trial)40-50%
PQL → SQL50-60%
SQL → Opportunity60-70%
Opportunity → Customer30-40%

Quarterly Campaign Calendar

Integrated campaigns combining webinars, content offers, email nurture, and sales touchpoints— aligned with Qt's QA suite positioning and industry focus areas.

Q1: Foundation & Awareness
Jan - Mar
Build awareness and capture new leads for Qt QA suite

Primary Goals

  • • Generate 500-800 new leads
  • • Build brand awareness
  • • Launch webinar series
  • • Establish thought leadership

Content Offers

  • • "GUI Test Automation Guide"
  • • "Code Coverage Checklist"
  • • "QA Tool Comparison Matrix"
  • • Monthly webinar series launch

Key Tactics

  • • SEO content optimization
  • • LinkedIn thought leadership
  • • Partner co-marketing
  • • Retargeting campaigns
Q2: Integration & Platform Value
Apr - Jun
Showcase integrated platform advantages and drive trial adoption

Primary Goals

  • • 400-600 trial activations
  • • Emphasize platform integration
  • • Convert Q1 leads to trials
  • • Build multi-product awareness

Content Offers

  • • "CI/CD Integration Guide"
  • • "Enterprise QA Playbook"
  • • "TCO Calculator" (interactive)
  • • Integration webinar series

Key Tactics

  • • Product demo campaigns
  • • Email nurture sequences
  • • ABM pilot launch (30 accounts)
  • • Customer success stories
Q3: Industry Focus & Vertical Campaigns
Jul - Sep
Vertical-specific campaigns for automotive, medical, and industrial

Primary Goals

  • • 300-500 vertical-qualified leads
  • • Safety-critical positioning
  • • Compliance messaging
  • • Enterprise pipeline growth

Content Offers

  • • "Medical Device QA Guide"
  • • "Automotive ISO 26262 Playbook"
  • • "Industrial SCADA Testing"
  • • Vertical-specific webinars

Key Tactics

  • • Industry event presence
  • • Vertical landing pages
  • • Regulatory content series
  • • Customer panel webinars
Q4: Pipeline Acceleration & Planning
Oct - Dec
Close pipeline and set up 2025 with roadmap showcases

Primary Goals

  • • Accelerate open opportunities
  • • Re-engage dormant leads
  • • Showcase innovation
  • • Plan 2025 campaigns

Content Offers

  • • "2025 QA Trends Report"
  • • "AI in Testing Guide"
  • • "Performance Optimization"
  • • Year-in-review webinar

Key Tactics

  • • Year-end promotions
  • • Budget refresh campaigns
  • • Executive briefings
  • • 2025 roadmap preview

High-Value Content Offers

Gated content assets designed to capture leads at different stages of the buyer journey— from early awareness through evaluation and decision.

Awareness Stage Content
TOFU
Educational content for problem identification
"The Complete Guide to GUI Test Automation"
Comprehensive 30-page guide covering object-based testing, cross-platform strategies, and CI/CD integration patterns.
PDF Guide30 pages
"Code Coverage Fundamentals Checklist"
Practical checklist for achieving MC/DC coverage requirements in safety-critical projects.
Checklist2 pages
"QA Tools Comparison Matrix"
Side-by-side comparison of GUI testing, coverage, and static analysis tools.
Interactive ToolWeb-based
Consideration Stage Content
MOFU
Solution evaluation and comparison content
"Enterprise QA Platform Evaluation Guide"
Framework for evaluating integrated QA platforms vs. point solutions, including TCO calculator and vendor comparison criteria.
PDF Guide25 pages
"CI/CD Integration Playbook"
Step-by-step guide for integrating Qt QA suite with Jenkins, GitLab, Bitbucket— includes sample configurations and best practices.
Technical Guide20 pages + code
"Safety-Critical QA: ISO 26262 & IEC 62304 Compliance"
Regulatory compliance guide for automotive and medical device teams, including tool qualification requirements.
Whitepaper15 pages
Decision Stage Content
BOFU
Purchase justification and implementation content
"Qt QA Suite ROI Calculator"
Interactive calculator showing TCO savings vs. point solutions, time-to-value, and productivity gains—generates custom report.
Interactive ToolPersonalized PDF
"Customer Success Stories Collection"
15 detailed case studies from automotive, medical device, and industrial automation customers with metrics and testimonials.
Case Studies45 pages
"Implementation & Onboarding Guide"
90-day implementation plan with week-by-week activities, training resources, and success metrics.
Implementation Plan12 pages
Ongoing Engagement Content
Customer
Content for existing customers and advocates
"Advanced Testing Techniques Masterclass"
Video series covering advanced Squish patterns, Coco optimization, and Axivion architecture verification strategies.
Video Series8 episodes
"Quarterly Product Updates & Roadmap"
Exclusive quarterly briefings on new features, upcoming releases, and customer-driven product enhancements.
Webinar SeriesQuarterly
"Qt QA Champions Program"
Recognition program for power users with exclusive access to beta features, direct engineering contact, and co-marketing opportunities.
Community ProgramOngoing

Email Nurture Sequences

Automated email sequences moving leads through the funnel—personalized based on engagement, product interest, and industry vertical.

Post-Webinar Nurture (7 emails, 21 days)
For webinar attendees who haven't yet started a trial
Day 1
Thank You + Recording
Webinar recording, slides, additional resources. CTA: Download related guide.
Day 3
Deep Dive Content
Related blog post or technical article expanding on webinar topic. CTA: Read more.
Day 7
Product Highlight
Specific Qt QA product feature addressing pain point discussed. CTA: Start trial.
Day 10
Customer Success Story
Case study from similar company/industry. CTA: Download full case study.
Day 14
ROI & Value Proof
TCO calculator, benchmarks, productivity metrics. CTA: Calculate your ROI.
Day 18
Limited-Time Offer
Extended trial period or consultation offer. CTA: Schedule demo.
Day 21
Final Touchpoint
Invitation to next webinar or community event. CTA: Register for next session.
Trial User Activation (5 emails, 14 days)
For trial users who signed up but haven't activated
Day 0
Welcome + Getting Started
Installation guide, quick start video, first steps checklist. CTA: Complete setup.
Day 2
Quick Win Tutorial
5-minute tutorial for first test/analysis. CTA: Try it yourself.
Day 5
Common Use Cases
3 most common scenarios for their industry. CTA: Explore use case.
Day 9
Personal Assistance Offer
1-on-1 setup assistance with solutions engineer. CTA: Book 30-minute session.
Day 14
Trial Expiration Reminder
Trial ending soon + extension offer. CTA: Extend trial or contact sales.

Channel Mix & Budget Allocation

Recommended Channel Mix
Budget allocation for maximum ROI
Webinars & Events30%
Highest quality leads, best conversion
Content Marketing & SEO25%
Long-term organic growth
Paid Advertising (LinkedIn, Google)20%
Targeted reach, fast scale
Email Marketing & Automation15%
Nurture and conversion optimization
Account-Based Marketing10%
High-value enterprise accounts
Expected Performance Metrics
Quarterly targets with this channel mix
Total Leads (MQLs)240-360/quarter
Product Qualified Leads (PQLs)120-180/quarter
Sales Qualified Leads (SQLs)60-90/quarter
Pipeline Generated€1.5-2.5M/quarter
Cost per MQL€200-300
Cost per SQL€800-1,200

Ready to Implement Demand Generation?

Explore Content Marketing and Analytics strategies to complete the integrated approach

Content Marketing Analytics & Measurement