313 lines
9.5 KiB
Markdown
313 lines
9.5 KiB
Markdown
---
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name: "marketing-demand-acquisition"
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description: Creates demand generation campaigns, optimizes paid ad spend across LinkedIn, Google, and Meta, develops SEO strategies, and structures partnership programs for Series A+ startups scaling internationally. Use when planning marketing strategy, growth marketing, advertising campaigns, PPC optimization, lead generation, pipeline generation, or startup marketing budgets. Covers multi-channel acquisition (Google Ads, LinkedIn Ads, Meta Ads), CAC analysis, MQL/SQL workflows, attribution modeling, technical SEO, and co-marketing partnerships for hybrid PLG/Sales-Led motions in EU/US/Canada markets.
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triggers:
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- demand gen
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- demand generation
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- paid ads
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- paid media
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- LinkedIn ads
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- Google ads
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- Meta ads
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- CAC
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- customer acquisition cost
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- lead generation
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- MQL
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- SQL
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- pipeline generation
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- acquisition strategy
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- HubSpot campaigns
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metadata:
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version: 1.1.0
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author: Alireza Rezvani
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category: marketing
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domain: demand-generation
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updated: 2025-01
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---
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# Marketing Demand & Acquisition
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Acquisition playbook for Series A+ startups scaling internationally (EU/US/Canada) with hybrid PLG/Sales-Led motion.
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## Table of Contents
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- [Core KPIs](#core-kpis)
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- [Demand Generation Framework](#demand-generation-framework)
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- [Paid Media Channels](#paid-media-channels)
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- [SEO Strategy](#seo-strategy)
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- [Partnerships](#partnerships)
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- [Attribution](#attribution)
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- [Tools](#tools)
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- [References](#references)
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---
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## Core KPIs
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**Demand Gen:** MQL/SQL volume, cost per opportunity, marketing-sourced pipeline $, MQL→SQL rate
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**Paid Media:** CAC, ROAS, CPL, CPA, channel efficiency ratio
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**SEO:** Organic sessions, non-brand traffic %, keyword rankings, technical health score
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**Partnerships:** Partner-sourced pipeline $, partner CAC, co-marketing ROI
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---
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## Demand Generation Framework
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### Funnel Stages
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| Stage | Tactics | Target |
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|-------|---------|--------|
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| TOFU | Paid social, display, content syndication, SEO | Brand awareness, traffic |
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| MOFU | Paid search, retargeting, gated content, email nurture | MQLs, demo requests |
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| BOFU | Brand search, direct outreach, case studies, trials | SQLs, pipeline $ |
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### Campaign Planning Workflow
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1. Define objective, budget, duration, audience
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2. Select channels based on funnel stage
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3. Create campaign in HubSpot with proper UTM structure
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4. Configure lead scoring and assignment rules
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5. Launch with test budget, validate tracking
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6. **Validation:** UTM parameters appear in HubSpot contact records
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### UTM Structure
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```
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utm_source={channel} // linkedin, google, meta
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utm_medium={type} // cpc, display, email
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utm_campaign={campaign-id} // q1-2025-linkedin-enterprise
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utm_content={variant} // ad-a, email-1
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utm_term={keyword} // [paid search only]
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```
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---
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## Paid Media Channels
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### Channel Selection Matrix
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| Channel | Best For | CAC Range | Series A Priority |
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|---------|----------|-----------|-------------------|
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| LinkedIn Ads | B2B, Enterprise, ABM | $150-400 | High |
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| Google Search | High-intent, BOFU | $80-250 | High |
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| Google Display | Retargeting | $50-150 | Medium |
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| Meta Ads | SMB, visual products | $60-200 | Medium |
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### LinkedIn Ads Setup
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1. Create campaign group for initiative
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2. Structure: Awareness → Consideration → Conversion campaigns
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3. Target: Director+, 50-5000 employees, relevant industries
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4. Start $50/day per campaign
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5. Scale 20% weekly if CAC < target
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6. **Validation:** LinkedIn Insight Tag firing on all pages
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### Google Ads Setup
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1. Prioritize: Brand → Competitor → Solution → Category keywords
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2. Structure ad groups with 5-10 tightly themed keywords
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3. Create 3 responsive search ads per ad group (15 headlines, 4 descriptions)
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4. Maintain negative keyword list (100+)
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5. Start Manual CPC, switch to Target CPA after 50+ conversions
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6. **Validation:** Conversion tracking firing, search terms reviewed weekly
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### Budget Allocation (Series A, $40k/month)
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| Channel | Budget | Expected SQLs |
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|---------|--------|---------------|
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| LinkedIn | $15k | 10 |
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| Google Search | $12k | 20 |
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| Google Display | $5k | 5 |
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| Meta | $5k | 8 |
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| Partnerships | $3k | 5 |
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See [campaign-templates.md](references/campaign-templates.md) for detailed structures.
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---
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## SEO Strategy
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### Technical Foundation Checklist
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- [ ] XML sitemap submitted to Search Console
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- [ ] Robots.txt configured correctly
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- [ ] HTTPS enabled
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- [ ] Page speed >90 mobile
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- [ ] Core Web Vitals passing
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- [ ] Structured data implemented
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- [ ] Canonical tags on all pages
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- [ ] Hreflang tags for international
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- **Validation:** Run Screaming Frog crawl, zero critical errors
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### Keyword Strategy
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| Tier | Type | Volume | Priority |
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|------|------|--------|----------|
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| 1 | High-intent BOFU | 100-1k | First |
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| 2 | Solution-aware MOFU | 500-5k | Second |
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| 3 | Problem-aware TOFU | 1k-10k | Third |
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### On-Page Optimization
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1. URL: Include primary keyword, 3-5 words
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2. Title tag: Primary keyword + brand (60 chars)
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3. Meta description: CTA + value prop (155 chars)
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4. H1: Match search intent (one per page)
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5. Content: 2000-3000 words for comprehensive topics
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6. Internal links: 3-5 relevant pages
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7. **Validation:** Google Search Console shows page indexed, no errors
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### Link Building Priorities
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1. Digital PR (original research, industry reports)
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2. Guest posting (DA 40+ sites only)
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3. Partner co-marketing (complementary SaaS)
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4. Community engagement (Reddit, Quora)
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---
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## Partnerships
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### Partnership Tiers
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| Tier | Type | Effort | ROI |
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|------|------|--------|-----|
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| 1 | Strategic integrations | High | Very high |
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| 2 | Affiliate partners | Medium | Medium-high |
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| 3 | Customer referrals | Low | Medium |
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| 4 | Marketplace listings | Medium | Low-medium |
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### Partnership Workflow
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1. Identify partners with overlapping ICP, no competition
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2. Outreach with specific integration/co-marketing proposal
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3. Define success metrics, revenue model, term
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4. Create co-branded assets and partner tracking
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5. Enable partner sales team with demo training
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6. **Validation:** Partner UTM tracking functional, leads routing correctly
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### Affiliate Program Setup
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1. Select platform (PartnerStack, Impact, Rewardful)
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2. Configure commission structure (20-30% recurring)
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3. Create affiliate enablement kit (assets, links, content)
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4. Recruit through outbound, inbound, events
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5. **Validation:** Test affiliate link tracks through to conversion
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See [international-playbooks.md](references/international-playbooks.md) for regional tactics.
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---
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## Attribution
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### Model Selection
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| Model | Use Case |
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|-------|----------|
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| First-Touch | Awareness campaigns |
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| Last-Touch | Direct response |
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| W-Shaped (40-20-40) | Hybrid PLG/Sales (recommended) |
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### HubSpot Attribution Setup
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1. Navigate to Marketing → Reports → Attribution
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2. Select W-Shaped model for hybrid motion
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3. Define conversion event (deal created)
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4. Set 90-day lookback window
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5. **Validation:** Run report for past 90 days, all channels show data
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### Weekly Metrics Dashboard
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| Metric | Target |
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|--------|--------|
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| MQLs | Weekly target |
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| SQLs | Weekly target |
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| MQL→SQL Rate | >15% |
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| Blended CAC | <$300 |
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| Pipeline Velocity | <60 days |
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See [attribution-guide.md](references/attribution-guide.md) for detailed setup.
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---
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## Tools
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### scripts/
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| Script | Purpose | Usage |
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|--------|---------|-------|
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| `calculate_cac.py` | Calculate blended and channel CAC | `python scripts/calculate_cac.py --spend 40000 --customers 50` |
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### HubSpot Integration
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- Campaign tracking with UTM parameters
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- Lead scoring and MQL/SQL workflows
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- Attribution reporting (multi-touch)
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- Partner lead routing
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See [hubspot-workflows.md](references/hubspot-workflows.md) for workflow templates.
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---
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## References
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| File | Content |
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|------|---------|
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| [hubspot-workflows.md](references/hubspot-workflows.md) | Lead scoring, nurture, assignment workflows |
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| [campaign-templates.md](references/campaign-templates.md) | LinkedIn, Google, Meta campaign structures |
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| [international-playbooks.md](references/international-playbooks.md) | EU, US, Canada market tactics |
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| [attribution-guide.md](references/attribution-guide.md) | Multi-touch attribution, dashboards, A/B testing |
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---
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## Channel Benchmarks (B2B SaaS Series A)
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| Metric | LinkedIn | Google Search | SEO | Email |
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|--------|----------|---------------|-----|-------|
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| CTR | 0.4-0.9% | 2-5% | 1-3% | 15-25% |
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| CVR | 1-3% | 3-7% | 2-5% | 2-5% |
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| CAC | $150-400 | $80-250 | $50-150 | $20-80 |
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| MQL→SQL | 10-20% | 15-25% | 12-22% | 8-15% |
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---
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## MQL→SQL Handoff
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### SQL Criteria
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```
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Required:
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✅ Job title: Director+ or budget authority
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✅ Company size: 50-5000 employees
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✅ Budget: $10k+ annual
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✅ Timeline: Buying within 90 days
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✅ Engagement: Demo requested or high-intent action
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```
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### SLA
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| Handoff | Target |
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|---------|--------|
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| SDR responds to MQL | 4 hours |
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| AE books demo with SQL | 24 hours |
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| First demo scheduled | 3 business days |
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**Validation:** Test lead through workflow, verify notifications and routing.
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## Proactive Triggers
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- **Over-relying on one channel** → Single-channel dependency is a business risk. Diversify.
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- **No lead scoring** → Not all leads are equal. Route to revenue-operations for scoring.
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- **CAC exceeding LTV** → Demand gen is unprofitable. Optimize or cut channels.
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- **No nurture for non-ready leads** → 80% of leads aren't ready to buy. Nurture converts them later.
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## Related Skills
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- **paid-ads**: For executing paid acquisition campaigns.
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- **content-strategy**: For content-driven demand generation.
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- **email-sequence**: For nurture sequences in the demand funnel.
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- **campaign-analytics**: For measuring demand gen effectiveness.
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