Brath B2B Demand Framework

Based on Martin Brath's public method. Not affiliated with or endorsed by Martin Brath.

When to use

Use this skill when a B2B company needs to decide whether to invest in Google Ads, SEO or paid social, or when an existing channel plan confuses creating buyer interest with capturing it. Produce a practical channel recommendation grounded in whether relevant buyers already search, their understanding of the category, and what counts as commercial success.

The central question is whether buyers already search for what the company sells. Existing category intent supports demand capture. Buyers who experience the problem but do not know the solution need education before category search can become useful. Many established businesses need both motions, connected through consistent communication and commercial feedback.

This package paraphrases public material. Source-backed principles and package-specific operating guidance are distinguished in the method reference. Treat illustrative numbers as assumptions, preserve uncertainty, and never present the recommendation as a forecast guaranteed by Brath. The deliverable is a strategy brief; launching campaigns, changing tracking or committing spend requires authorization in the actual task.

Procedure

1. Frame the business decision. Read references/method.md, section 1. Record the offer, buyer problem, priority countries, company types, buying roles, sales model, deal value, sales cycle and available resources. Ask only for missing facts that could change the recommendation. Identify the decision the brief must resolve.
2. Build a search-demand evidence ledger. Follow section 2 of references/method.md. Collect buyer wording, relevant category and problem queries, estimates and any actual search-term or customer evidence. Mark each finding as observed, estimated or unknown. Do not convert an empty keyword-tool result into proof of absent demand.
3. Classify buyer awareness and intent. Use sections 2 and 3 of references/method.md. Separate category-aware searchers from problem-aware buyers who lack solution knowledge. Distinguish brand, category, competitor and tangential queries. Make the classification for each important market or segment rather than assuming one worldwide state.
4. Choose capture, education or a combined system. Apply the decision table in references/method.md, section 3. State the chosen branch and evidence. Where evidence is incomplete, propose a bounded learning activity with an owner, budget cap and review point rather than confidently assigning the business to the no-demand branch.
5. Assess scarce demand commercially. Read section 4 of references/method.md. A few highly relevant searches may merit paid presence, particularly for valuable deals. Judge query relevance, geography, buyer fit and economics before dismissing low volume. Explain when the sample is too small to establish acquisition cost reliably.
6. Sequence paid search and SEO. Use section 5 of references/method.md. Let paid-search evidence prioritize expensive organic work. Start useful SEO foundations alongside testing where justified. Avoid making unstable positioning the basis for a large content commitment or claiming paid landing-page performance validates the entire organic strategy.
7. Define the education and audience plan. Follow section 6 of references/method.md. Describe who needs to learn what, the problem-to-solution explanation, recognizable brand cues, and a suitable paid-social environment. Evaluate LinkedIn professional targeting against the actual audience requirement. Use examples/worked-examples.md to check whether the proposed creative teaches something concrete.
8. Connect the acquisition journey. Apply section 7 of references/method.md. Align social communication, search results, landing pages, retargeting and sales. Account for product-led activation or sales-led trust. Concentrate recognition-building resources where repeated exposure is feasible, while capturing commercially relevant searches in other supported markets.
9. Specify measurement and learning. Use section 8 of references/method.md. Define separate capture and education indicators, commercial outcomes, brand versus non-brand reporting, and cost boundaries. Verify meaningful conversion events and plan product or CRM feedback. Give every experiment a question, evidence requirement and explicit decision at review.
10. Write and review the recommendation. Fill templates/output-template.md, consulting references/sources.md for citations. Run checklists/review-checklist.md. Revise failed items and label unresolved evidence. Deliver a prioritized recommendation explaining what to fund first, what to learn next and what evidence would change the plan.

Files in this skill

• SLUG.txt: Canonical package identifier.
• SKILL.md: Entry point, activation guidance and procedure.
• references/method.md: Detailed principles, decision rules, caveats and source citations.
• references/sources.md: Fetched public source register and research boundaries.
• examples/worked-examples.md: Invented weak drafts, improved strategies and applied rules.
• templates/output-template.md: Deliverable fields with completion guidance.
• checklists/review-checklist.md: Pass/fail checks, failure modes and repairs.