As been said many smaller generators such as Generac's home back up units 20kw and less do not have a charging system on the engine, their Quite source and larger ones do have a 30 amp alternator to maintain the battery, if the generator doesn't have a charging system while the engine is running then the battery maintainer must be connected to the load side of the transfer switch or the panel it supplies so that the battery will be kept charged while the generator is running, otherwise it wouldn't be long before it is depleted and the generator shuts down, but as far as the block heater goes, the engine will produce more then enough heat to keep it warm while it is running so there is no reason to put this load on the generator, it should be supplied only from the utility, this should be the same for all generators emergency or just back up, most all commercial or industrial type generators will have an alternator to maintain the battery while the generator is running, if this is the case then the battery maintainer can be just put on the utility side of the transfer switch.
Also never use a trickle charger to maintain a maintenance free battery, Generac use to supply one and they would boil the water out of the battery and if you used a maintenance free battery that wasn't designed to have water added to it it would run dry and we have had several explode, after sever calls and e-mails to their engineers we finally got them to supply float chargers with the generators, and now they have the float charger built in their control system (Nexus system)