- Reduce SKILL.md from 986 to 310 lines
- Add trigger phrases to frontmatter
- Add Table of Contents
- Remove marketing language ("Expert acquisition playbook", "2025 Best Practice")
- Use imperative voice consistently
- Add validation steps after workflows
- Create 4 missing reference files:
- hubspot-workflows.md - Lead scoring, nurture, assignment templates
- campaign-templates.md - LinkedIn, Google, Meta structures
- international-playbooks.md - EU, US, Canada market tactics
- attribution-guide.md - Multi-touch attribution, A/B testing
Co-authored-by: Claude Opus 4.5 <noreply@anthropic.com>
This commit is contained in:
Alireza Rezvani
GitHub
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# Attribution Guide
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Multi-touch attribution setup, analysis, and reporting.
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---
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## Table of Contents
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- [Attribution Models](#attribution-models)
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- [HubSpot Attribution Setup](#hubspot-attribution-setup)
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- [Google Analytics Configuration](#google-analytics-configuration)
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- [Reporting Dashboards](#reporting-dashboards)
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- [A/B Testing Framework](#ab-testing-framework)
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---
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## Attribution Models
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### Model Comparison
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| Model | Credit Distribution | Best For |
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|-------|---------------------|----------|
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| First-Touch | 100% to first interaction | Awareness campaigns |
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| Last-Touch | 100% to last interaction | Direct response, BOFU |
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| Linear | Equal across all touchpoints | Simple full-funnel view |
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| Time Decay | More credit to recent touches | Long sales cycles |
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| W-Shaped | 40% first, 20% middle, 40% last | Hybrid PLG/Sales-Led |
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### Recommended Model: W-Shaped
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For Series A hybrid motion:
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- 40% credit to first touch (awareness)
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- 20% distributed across middle touches
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- 40% credit to last touch (conversion)
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**Rationale:** Balances discovery and closing influence.
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---
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## HubSpot Attribution Setup
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### Enable Attribution Reports
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1. Navigate to Marketing → Reports → Attribution
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2. Select attribution model (W-Shaped recommended)
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3. Define conversion event (deal created, SQL stage)
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4. Set lookback window (90 days typical)
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### Attribution Report Types
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| Report | Purpose | Frequency |
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|--------|---------|-----------|
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| Revenue Attribution | Credit revenue to channels | Monthly |
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| Content Attribution | Credit to content assets | Weekly |
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| Campaign Attribution | Credit to campaigns | Per campaign |
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### Custom Attribution Report
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Create: Marketing → Reports → Create Report
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**Metrics:**
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- Marketing-sourced pipeline $
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- Marketing-influenced revenue
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- CAC by channel
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- ROAS by campaign
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**Dimensions:**
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- Channel (Organic, Paid, Email, Social, Referral)
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- Campaign
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- Region (US, EU, Canada)
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- Funnel stage (TOFU, MOFU, BOFU)
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**Validation:** Run report for past 90 days. Verify all channels appear with data.
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---
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## Google Analytics Configuration
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### GA4 Events to Track
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**Engagement Events:**
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```
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page_view (auto-tracked)
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scroll (75% depth)
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video_play (product demos)
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file_download (whitepapers, eBooks)
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```
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**Conversion Events:**
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```
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sign_up (free trial, account)
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demo_request (calendar booking)
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contact_form (inbound interest)
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pricing_view (pricing page visit)
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```
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### Custom Dimensions
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| Dimension | Source | Purpose |
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|-----------|--------|---------|
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| User Type | CRM sync | Free vs Paid |
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| Plan Type | CRM sync | Starter, Pro, Enterprise |
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| Lead Status | HubSpot | MQL, SQL, Customer |
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| Campaign ID | UTM | HubSpot campaign |
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### GA4 + HubSpot Integration
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1. Install HubSpot tracking code (includes GA4)
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2. Or use Google Tag Manager for advanced tracking
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3. Sync GA4 audiences → HubSpot lists for retargeting
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4. Import GA4 conversions to Google Ads
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**Validation:** Real-time report shows events firing. Conversion events marked correctly.
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---
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## Reporting Dashboards
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### Weekly Performance Dashboard
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| Metric | Purpose | Target |
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|--------|---------|--------|
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| Visits | Traffic volume | +10% WoW |
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| Unique visitors | Reach | +5% WoW |
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| Bounce rate | Engagement | <50% |
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| MQLs | Lead volume | Weekly target |
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| SQLs | Pipeline | Weekly target |
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| Conversion rate | Efficiency | >2% |
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### Monthly Executive Dashboard
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| KPI | Formula | Target |
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|-----|---------|--------|
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| Marketing-Sourced Pipeline | Sum of new pipeline $ | $X/month |
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| Marketing-Sourced Revenue | Closed-won from marketing | $Y/month |
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| Blended CAC | Total spend / customers | <$Z |
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| MQL→SQL Rate | SQLs / MQLs | >15% |
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| Pipeline Velocity | Avg days in pipeline | <60 days |
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| ROMI | Revenue / Marketing spend | >3:1 |
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### Dashboard Build Process
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1. Define KPIs with leadership
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2. Create data sources in HubSpot
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3. Build visualizations (charts, tables)
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4. Set up automated refresh
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5. Schedule weekly/monthly distribution
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**Validation:** Dashboard shows last 7 days data. All metrics calculating correctly.
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---
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## A/B Testing Framework
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### ICE Prioritization
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**Formula:** ICE = (Impact × Confidence × Ease) ÷ 3
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| Factor | Rating | Description |
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|--------|--------|-------------|
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| Impact | 1-10 | Effect on primary metric |
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| Confidence | 1-10 | Certainty of success |
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| Ease | 1-10 | Implementation difficulty |
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### Test Template
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```
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Hypothesis: [Adding a case study carousel to pricing will
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increase demo requests by 20%]
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Metric: [Demo requests from /pricing page]
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Sample Size: [1000 visitors per variant]
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Duration: [2 weeks or until significance]
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Success Criteria: [20% lift, 95% confidence]
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Variant A (Control): [Current pricing page]
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Variant B (Treatment): [Pricing page + case study carousel]
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Tools: [HubSpot A/B test or Google Optimize]
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```
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### Statistical Requirements
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- Minimum confidence: 95%
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- Minimum sample: 1000 visitors per variant
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- Minimum duration: 2 weeks
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- Do not stop tests early (false positives)
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### Common Test Categories
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**Landing Page:**
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- Headline variations
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- CTA copy and color
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- Form length
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- Social proof placement
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- Hero image type
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**Ad Creative:**
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- Format (static vs video)
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- Messaging angle
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- Audience targeting
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- Landing page destination
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**Email:**
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- Subject line length
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- Personalization depth
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- Send time
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- CTA placement
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### Test Velocity Target
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Series A: 4-6 tests per month
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- Realistic win rate: 30-40%
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- Document all results (wins and losses)
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- Build testing knowledge base
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**Validation:** Test reaches statistical significance before declaring winner.
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# Campaign Templates
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Ready-to-use campaign briefs and structures for LinkedIn, Google, and Meta.
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---
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## Table of Contents
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- [Campaign Brief Template](#campaign-brief-template)
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- [LinkedIn Ads Structure](#linkedin-ads-structure)
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- [Google Ads Structure](#google-ads-structure)
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- [Meta Ads Structure](#meta-ads-structure)
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- [Ad Copy Frameworks](#ad-copy-frameworks)
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---
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## Campaign Brief Template
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Use for every campaign:
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```
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Campaign Name: [Q2-2025-LinkedIn-ABM-Enterprise]
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Objective: [Generate 50 SQLs from Enterprise accounts ($50k+ ACV)]
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Budget: [$15k/month]
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Duration: [90 days]
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Channels: [LinkedIn Ads, Retargeting, Email]
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Audience: [Director+ at SaaS companies, 500-5000 employees, EU/US]
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Offer: [Gated Industry Benchmark Report]
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Success Metrics:
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- Primary: 50 SQLs, <$300 CPO
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- Secondary: 500 MQLs, 10% MQL→SQL rate, 40% email open rate
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HubSpot Setup:
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- Campaign ID: [create in HubSpot]
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- Lead scoring: +20 for download, +30 for demo request
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- Attribution: First-touch + Multi-touch
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Handoff Protocol:
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- SQL criteria: Title + Company size + Budget confirmed
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- Routing: Enterprise SDR team via HubSpot workflow
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- SLA: 4-hour response time
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```
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**Validation:** Campaign appears in HubSpot with all assets tagged.
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---
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## LinkedIn Ads Structure
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### Account Hierarchy
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```
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Account
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└─ Campaign Group: [Q2-2025-Enterprise-ABM]
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├─ Campaign 1: [Awareness - Thought Leadership]
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│ ├─ Ad Set: [CTO/VP Eng, US, Tech Companies]
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│ └─ Creatives: [3 carousel posts, 2 video ads]
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├─ Campaign 2: [Consideration - Product Education]
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│ ├─ Ad Set: [Engaged audience, retargeting]
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│ └─ Creatives: [2 lead gen forms, 1 landing page]
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└─ Campaign 3: [Conversion - Demo Requests]
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├─ Ad Set: [Website visitors, content downloaders]
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└─ Creatives: [Direct demo CTA, case study]
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```
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### Targeting Settings
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| Parameter | Series A Sweet Spot |
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|-----------|---------------------|
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| Company Size | 50-5000 employees |
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| Job Titles | Director+, VP+, C-level |
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| Industries | Software, SaaS, Tech Services |
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| Budget | Start $50/day per campaign |
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### Scaling Rules
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- CAC < target → Increase budget 20% weekly
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- CAC > target → Pause, optimize, relaunch
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- Scale 20% weekly maximum to maintain performance
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### Lead Gen Forms vs Landing Pages
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| Type | Conversion | Quality | Use Case |
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|------|------------|---------|----------|
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| Lead Gen Forms | 2-3x higher | Lower | TOFU/MOFU |
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| Landing Pages | Lower | Higher | BOFU/demos |
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**Validation:** LinkedIn Insight Tag firing. Matched audiences syncing.
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---
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## Google Ads Structure
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### Campaign Priority
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1. **Search - Brand** (highest priority, protect brand terms)
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2. **Search - Competitor** (steal market share)
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3. **Search - Solution** (problem-aware buyers)
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4. **Search - Product Category** (earlier stage)
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5. **Display - Retargeting** (re-engage warm traffic)
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### Search Campaign Template
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```
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Campaign: [Search-Solution-Keywords]
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├─ Ad Group: [project management software]
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│ ├─ Keywords:
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│ │ - "project management software" [Phrase]
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│ │ - "best project management tool" [Phrase]
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│ │ - +project +management +solution [Broad Match Modifier]
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│ └─ Ads: [3 responsive search ads]
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│
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└─ Ad Group: [team collaboration tools]
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├─ Keywords: [5-10 tightly themed keywords]
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└─ Ads: [3 responsive search ads]
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```
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### Keyword Strategy
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| Type | Match | Bid Priority |
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|------|-------|--------------|
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| Brand Terms | Exact | High - protect brand |
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| Competitor Terms | Phrase | Medium - comparison |
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| Solution Terms | Phrase | Medium - category |
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| Problem Terms | Broad | Lower - education |
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|
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### Negative Keywords (Maintain 100+)
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```
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free, cheap, jobs, career, reviews, salary, login, support,
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download, tutorial, course, certification, example, template
|
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```
|
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### Bid Strategy Progression
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1. New campaigns: Manual CPC (control)
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2. After 50+ conversions: Target CPA
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3. After 100+ conversions: Maximize Conversions with tCPA
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4. EU markets: Bid 15-20% higher for same quality
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**Validation:** Conversion tracking firing. Search terms report reviewed weekly.
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|
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---
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## Meta Ads Structure
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### When to Use Meta
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| Scenario | Meta | LinkedIn |
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|----------|------|----------|
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| ACV <$10k | ✅ | ❌ |
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| Visual product | ✅ | ❌ |
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| SMB audience | ✅ | ❌ |
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| Enterprise | ❌ | ✅ |
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|
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### Campaign Template
|
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|
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```
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Campaign Objective: [Conversions]
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├─ Ad Set 1: [Lookalike - 1% of converters]
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│ └─ Placement: [Feed + Stories, Auto]
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├─ Ad Set 2: [Interest - Business Software]
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│ └─ Placement: [Feed only]
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└─ Ad Set 3: [Retargeting - Website 30d]
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└─ Placement: [All placements]
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```
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### Creative Best Practices
|
||||
|
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- Video format: 1:1 or 9:16 for Stories
|
||||
- First 3 seconds: Hook with problem or result
|
||||
- Show product UI in action
|
||||
- Add captions (85% watch muted)
|
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- Test 3-5 variants per campaign
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|
||||
**Validation:** Meta Pixel events firing. Conversion values passing correctly.
|
||||
|
||||
---
|
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|
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## Ad Copy Frameworks
|
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|
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### LinkedIn Thought Leadership
|
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|
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```
|
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[Industry insight or contrarian take]
|
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|
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[Supporting data point or experience]
|
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|
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[Call to discuss or engage]
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#RelevantHashtag #Industry
|
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```
|
||||
|
||||
### LinkedIn Social Proof
|
||||
|
||||
```
|
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[Customer result with specific numbers]
|
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|
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"[Customer quote]"
|
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- [Name, Title, Company]
|
||||
|
||||
[Soft CTA: See how →]
|
||||
```
|
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|
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### Google Responsive Search Ads
|
||||
|
||||
**Headlines (15 required):**
|
||||
- H1-3: Value props (Save 10 hours/week, Trusted by 500+ teams)
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||||
- H4-6: Features (AI-powered, Real-time sync, Mobile app)
|
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- H7-9: Social proof (4.8★ G2 rating, Used by Microsoft)
|
||||
- H10-12: CTAs (Start free trial, Book demo, See pricing)
|
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- H13-15: Dynamic keyword insertion
|
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|
||||
**Descriptions (4 required):**
|
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- D1: Primary value prop + CTA (30-60 chars)
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- D2: Feature list + differentiator (60-90 chars)
|
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- D3: Social proof + urgency (45-90 chars)
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- D4: Backup generic (60-90 chars)
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|
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**Validation:** Ad strength score of "Excellent" before launch.
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@@ -0,0 +1,168 @@
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# HubSpot Workflow Templates
|
||||
|
||||
Pre-built workflow configurations for lead scoring, nurturing, and assignment.
|
||||
|
||||
---
|
||||
|
||||
## Table of Contents
|
||||
|
||||
- [Campaign Tracking Setup](#campaign-tracking-setup)
|
||||
- [Lead Scoring Configuration](#lead-scoring-configuration)
|
||||
- [MQL to SQL Workflow](#mql-to-sql-workflow)
|
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- [Partner Lead Tracking](#partner-lead-tracking)
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||||
- [Nurture Sequences](#nurture-sequences)
|
||||
|
||||
---
|
||||
|
||||
## Campaign Tracking Setup
|
||||
|
||||
### Create Campaign in HubSpot
|
||||
|
||||
1. Navigate to Marketing → Campaigns → Create Campaign
|
||||
2. Name using convention: `Q[N]-[YEAR]-[CHANNEL]-[CAMPAIGN-TYPE]`
|
||||
- Example: `Q2-2025-LinkedIn-ABM-Enterprise`
|
||||
3. Tag all assets (landing pages, emails, ads) with campaign ID
|
||||
|
||||
### UTM Parameter Structure
|
||||
|
||||
```
|
||||
utm_source={channel} // linkedin, google, facebook
|
||||
utm_medium={type} // cpc, display, email, organic
|
||||
utm_campaign={campaign-id} // q2-2025-linkedin-abm-enterprise
|
||||
utm_content={variant} // ad-variant-a, email-1
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||||
utm_term={keyword} // [for paid search only]
|
||||
```
|
||||
|
||||
**Validation:** Verify UTM parameters appear in HubSpot contact records after test submission.
|
||||
|
||||
---
|
||||
|
||||
## Lead Scoring Configuration
|
||||
|
||||
### Navigate to Configuration
|
||||
|
||||
Settings → Marketing → Lead Scoring
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||||
|
||||
### Scoring Rules
|
||||
|
||||
| Action | Points | Rationale |
|
||||
|--------|--------|-----------|
|
||||
| Content download | +10 to +20 | Based on content depth |
|
||||
| Demo request | +30 | High intent signal |
|
||||
| Pricing page visit | +15 | Commercial intent |
|
||||
| Webinar attendance | +20 | Engaged prospect |
|
||||
| Email open | +2 | Basic engagement |
|
||||
| Email click | +5 | Active interest |
|
||||
|
||||
### Channel Quality Modifiers
|
||||
|
||||
| Source | Points | Rationale |
|
||||
|--------|--------|-----------|
|
||||
| LinkedIn | +5 | Professional context |
|
||||
| Google Search | +10 | Active search intent |
|
||||
| Organic | +15 | Self-discovery |
|
||||
| Referral | +20 | Pre-qualified |
|
||||
|
||||
**Validation:** Test lead scoring by creating a test contact and triggering each action.
|
||||
|
||||
---
|
||||
|
||||
## MQL to SQL Workflow
|
||||
|
||||
### SQL Definition Criteria
|
||||
|
||||
```
|
||||
Required (all must be true):
|
||||
✅ Job title: Director+ (or Budget Authority confirmed)
|
||||
✅ Company size: 50-5000 employees
|
||||
✅ Budget: $10k+ annual
|
||||
✅ Timeline: Buying within 90 days
|
||||
✅ Engagement: Demo requested OR High intent action
|
||||
```
|
||||
|
||||
### Workflow Configuration
|
||||
|
||||
1. **Trigger:** Lead score reaches MQL threshold (>75 points)
|
||||
2. **Action 1:** Send automated email to SDR with lead details
|
||||
3. **Action 2:** Create task for SDR qualification call
|
||||
4. **Branch Logic:**
|
||||
- If qualified → Update lifecycle stage to SQL, assign to AE
|
||||
- If not qualified → Move to nurture list, reduce lead score by 30
|
||||
|
||||
### SLA Configuration
|
||||
|
||||
| Handoff | Target | Escalation |
|
||||
|---------|--------|------------|
|
||||
| SDR responds to MQL | 4 hours | Manager notification |
|
||||
| AE books demo with SQL | 24 hours | Director notification |
|
||||
| First demo scheduled | 3 business days | VP notification |
|
||||
|
||||
**Validation:** Test workflow with a sample lead. Verify notifications trigger correctly.
|
||||
|
||||
---
|
||||
|
||||
## Partner Lead Tracking
|
||||
|
||||
### Create Partner Property
|
||||
|
||||
1. Settings → Properties → Create Property
|
||||
2. Property name: `Partner Source`
|
||||
3. Type: Dropdown select
|
||||
4. Values: Partner A, Partner B, Affiliate Network, Direct
|
||||
|
||||
### Partner UTM Configuration
|
||||
|
||||
```
|
||||
Partner links: ?utm_source=partner-name&utm_medium=referral
|
||||
```
|
||||
|
||||
### Lead Assignment Workflow
|
||||
|
||||
1. **Trigger:** Contact property `Partner Source` is set
|
||||
2. **Action:** Assign to Partner Manager
|
||||
3. **Notification:** Slack alert when partner lead arrives
|
||||
|
||||
### Partner Reporting Dashboard
|
||||
|
||||
Create custom report: Marketing → Reports → Create Report
|
||||
- Metrics: Leads, Pipeline, Revenue by Partner Source
|
||||
- Dimensions: Partner Name, Time Period
|
||||
|
||||
**Validation:** Submit test lead with partner UTM. Verify property populates and routing works.
|
||||
|
||||
---
|
||||
|
||||
## Nurture Sequences
|
||||
|
||||
### Lost Opportunity Recycle
|
||||
|
||||
**Trigger:** Deal stage = Closed Lost
|
||||
|
||||
**Sequence:**
|
||||
1. Day 0: Add to nurture list, remove from active campaigns
|
||||
2. Day 30: Educational content email
|
||||
3. Day 60: Industry insights email
|
||||
4. Day 90: Re-engagement offer email
|
||||
5. Month 6: SDR re-qualification task
|
||||
|
||||
### TOFU to MOFU Progression
|
||||
|
||||
**Trigger:** Contact downloads 2+ content pieces
|
||||
|
||||
**Sequence:**
|
||||
1. Day 0: Thank you email with related content
|
||||
2. Day 3: Case study email
|
||||
3. Day 7: Webinar invitation
|
||||
4. Day 14: Demo offer (soft CTA)
|
||||
|
||||
### Closed Lost Reason Tracking
|
||||
|
||||
Configure deal properties to capture:
|
||||
- Price too high
|
||||
- Missing features
|
||||
- Chose competitor
|
||||
- No budget
|
||||
- Bad timing
|
||||
- Champion left company
|
||||
|
||||
**Use data to inform:** Product roadmap, pricing adjustments, competitive positioning.
|
||||
@@ -0,0 +1,200 @@
|
||||
# International Market Playbooks
|
||||
|
||||
Market-specific tactics for EU, US, and Canada expansion.
|
||||
|
||||
---
|
||||
|
||||
## Table of Contents
|
||||
|
||||
- [EU Market Entry](#eu-market-entry)
|
||||
- [US Market Entry](#us-market-entry)
|
||||
- [Canada Market Entry](#canada-market-entry)
|
||||
- [Budget Allocation by Region](#budget-allocation-by-region)
|
||||
- [Localization Checklist](#localization-checklist)
|
||||
|
||||
---
|
||||
|
||||
## EU Market Entry
|
||||
|
||||
### Compliance Requirements
|
||||
|
||||
| Requirement | Implementation |
|
||||
|-------------|----------------|
|
||||
| GDPR consent | Double opt-in for email |
|
||||
| Cookie consent | Explicit consent banner |
|
||||
| Data storage | EU data center option |
|
||||
| Privacy policy | EU-specific language |
|
||||
|
||||
**HubSpot Configuration:**
|
||||
- Enable double opt-in in Forms settings
|
||||
- Configure consent tracking properties
|
||||
- Set up GDPR deletion workflows
|
||||
|
||||
### Localization Priority
|
||||
|
||||
| Language | Market Priority | Revenue Potential |
|
||||
|----------|-----------------|-------------------|
|
||||
| German (DE) | High | Largest EU economy |
|
||||
| French (FR) | High | Second largest EU |
|
||||
| Spanish (ES) | Medium | Growing tech sector |
|
||||
| Dutch (NL) | Medium | English proficiency |
|
||||
| Italian (IT) | Lower | Later expansion |
|
||||
|
||||
### Channel Mix (EU)
|
||||
|
||||
| Channel | Budget % | Rationale |
|
||||
|---------|----------|-----------|
|
||||
| LinkedIn | 40% | Primary B2B channel |
|
||||
| Google Ads | 25% | High intent capture |
|
||||
| SEO | 20% | Long-term investment |
|
||||
| Partnerships | 15% | Local credibility |
|
||||
|
||||
### EU Messaging Adjustments
|
||||
|
||||
- More formal tone than US
|
||||
- Focus on data security and compliance
|
||||
- Emphasize local customer references
|
||||
- Include EU headquarters or presence
|
||||
- Display prices in EUR
|
||||
|
||||
**Validation:** Test landing pages with EU VPN. Verify consent flows work correctly.
|
||||
|
||||
---
|
||||
|
||||
## US Market Entry
|
||||
|
||||
### Market Characteristics
|
||||
|
||||
| Aspect | US Approach |
|
||||
|--------|-------------|
|
||||
| Messaging | Direct, ROI-focused |
|
||||
| Tone | Less formal than EU |
|
||||
| Sales cycle | Faster decision-making |
|
||||
| Proof points | Dollar impact, not features |
|
||||
|
||||
### Channel Mix (US)
|
||||
|
||||
| Channel | Budget % | Rationale |
|
||||
|---------|----------|-----------|
|
||||
| Google Ads | 35% | High commercial intent |
|
||||
| LinkedIn | 30% | B2B targeting |
|
||||
| SEO | 20% | Competitive necessity |
|
||||
| Partnerships | 15% | Industry associations |
|
||||
|
||||
### Partner Ecosystem
|
||||
|
||||
| Partner Type | Examples |
|
||||
|--------------|----------|
|
||||
| Review sites | G2, Capterra, TrustRadius |
|
||||
| Industry associations | SaaStr, ProductLed |
|
||||
| Integration partners | Salesforce, HubSpot |
|
||||
| Channel partners | VARs, consultants |
|
||||
|
||||
### Content Adjustments
|
||||
|
||||
- Case studies with $ impact metrics
|
||||
- Faster, more aggressive CTAs
|
||||
- Video testimonials with customers
|
||||
- Comparison pages (vs. competitors)
|
||||
|
||||
**Validation:** US-based speed test. Payment processing in USD functional.
|
||||
|
||||
---
|
||||
|
||||
## Canada Market Entry
|
||||
|
||||
### Market Characteristics
|
||||
|
||||
| Aspect | Canada Approach |
|
||||
|--------|-----------------|
|
||||
| Language | English + French (Quebec) |
|
||||
| Regulation | PIPEDA compliance |
|
||||
| Messaging | Mix of US and EU styles |
|
||||
| Pricing | CAD display preferred |
|
||||
|
||||
### Regional Considerations
|
||||
|
||||
| Region | Language | Focus |
|
||||
|--------|----------|-------|
|
||||
| Ontario | English | Tech hub, Toronto |
|
||||
| British Columbia | English | Vancouver tech scene |
|
||||
| Quebec | French | Requires localization |
|
||||
| Alberta | English | Energy sector |
|
||||
|
||||
### Channel Mix (Canada)
|
||||
|
||||
| Channel | Budget % | Rationale |
|
||||
|---------|----------|-----------|
|
||||
| Google Ads | 35% | Primary acquisition |
|
||||
| LinkedIn | 30% | Professional targeting |
|
||||
| SEO | 20% | Local content |
|
||||
| Partnerships | 15% | Local associations |
|
||||
|
||||
**Validation:** French Quebec landing page tested. CAD pricing displays correctly.
|
||||
|
||||
---
|
||||
|
||||
## Budget Allocation by Region
|
||||
|
||||
### Series A Recommended Split
|
||||
|
||||
| Region | Budget % | Expected CAC |
|
||||
|--------|----------|--------------|
|
||||
| US | 50% | $150-300 |
|
||||
| EU | 35% | $200-400 |
|
||||
| Canada | 15% | $175-350 |
|
||||
|
||||
### Channel by Region Matrix
|
||||
|
||||
| Channel | US | EU | Canada |
|
||||
|---------|----|----|--------|
|
||||
| LinkedIn | 30% | 40% | 30% |
|
||||
| Google | 35% | 25% | 35% |
|
||||
| SEO | 20% | 20% | 20% |
|
||||
| Partners | 15% | 15% | 15% |
|
||||
|
||||
### Scaling Criteria
|
||||
|
||||
Expand regional budget when:
|
||||
- CAC < 80% of target for 4 consecutive weeks
|
||||
- MQL→SQL rate > regional benchmark
|
||||
- Sales team has regional capacity
|
||||
|
||||
---
|
||||
|
||||
## Localization Checklist
|
||||
|
||||
### Website Localization
|
||||
|
||||
- [ ] Translate navigation and UI elements
|
||||
- [ ] Localize pricing (currency, formatting)
|
||||
- [ ] Adapt case studies to regional references
|
||||
- [ ] Update screenshots with localized UI
|
||||
- [ ] Configure hreflang tags correctly
|
||||
- [ ] Submit to regional search consoles
|
||||
|
||||
### Content Localization
|
||||
|
||||
- [ ] Translate (don't just localize) key pages
|
||||
- [ ] Adapt idioms and cultural references
|
||||
- [ ] Update date formats (DD/MM/YYYY vs MM/DD/YYYY)
|
||||
- [ ] Adjust number formatting (1,000 vs 1.000)
|
||||
- [ ] Use regional spelling (optimise vs optimize)
|
||||
|
||||
### Campaign Localization
|
||||
|
||||
- [ ] Translate ad copy (not just translate, adapt)
|
||||
- [ ] Create regional landing pages
|
||||
- [ ] Set up regional tracking parameters
|
||||
- [ ] Configure regional lead routing
|
||||
- [ ] Align with regional sales hours
|
||||
|
||||
### Legal Localization
|
||||
|
||||
- [ ] GDPR compliance (EU)
|
||||
- [ ] PIPEDA compliance (Canada)
|
||||
- [ ] Cookie consent mechanisms
|
||||
- [ ] Privacy policy translations
|
||||
- [ ] Terms of service updates
|
||||
|
||||
**Validation:** Native speaker review of all localized content before launch.
|
||||
Reference in New Issue
Block a user