Generating demand is the bread and butter of a marketing team's success.
Analyzing and segmenting the market into micro-segments that can be hyper-targeted is the first strategic step for an agile marketing team.
Defining the sweet spot of who to target (personas and roles) in key target accounts is the 2nd step. Whether it is a buyer, user, researcher/evaluator, or influencer - all need to be taken into account and marketed to in ways that appeal to each of them separately and collectively.
The demand generation campaign is sliced and diced into various plays for each quarter.
The triumvirate of people, process, and technology in an agile approach is what ensures that your lead pipeline is bulletproof and sales-ready.