claude-skills-reference/marketing-skill/marketing-demand-acquisition/SKILL.md

name, description

name	description
marketing-demand-acquisition	Expert demand generation, paid media, SEO, and partnerships for Series A+ startups. Use when planning acquisition campaigns, optimizing paid channels, building organic traffic, or establishing partnership programs. Covers full-funnel strategies from awareness to pipeline with HubSpot integration for hybrid PLG/Sales-Led motions.

Marketing Demand & Acquisition

Expert acquisition playbook for Series A+ startups scaling internationally (EU/US/Canada) with hybrid PLG/Sales-Led motion.

Role Coverage

This skill serves:

• Demand Generation Manager - Multi-channel campaigns, pipeline generation
• Paid Media/Performance Marketer - Paid search/social/display optimization
• SEO Manager - Organic acquisition and technical SEO
• Affiliate/Partnerships Manager - Co-marketing and channel partnerships

Core KPIs by Role

Demand Gen: MQL/SQL volume, cost per opportunity, marketing-sourced pipeline $, pipeline velocity, MQL→SQL conversion rate

Paid Media: CAC, ROAS, CPL, CPA, incrementality lift, channel efficiency ratio

SEO: Organic sessions, non-brand traffic %, keyword rankings (P1-P3), organic-assisted conversions, technical health score

Partnerships: Partner-sourced pipeline $, partner CAC, net new logos via partners, co-marketing ROI

Tech Stack Integration

HubSpot CRM - Campaign tracking, lead scoring, attribution, workflows Google Analytics - Traffic analysis, conversion tracking, funnel optimization Search Console - Keyword performance, technical issues, indexing LinkedIn Campaign Manager - B2B paid social Google Ads - Search, Display, YouTube Meta Ads - Facebook, Instagram

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1. Demand Generation Framework

1.1 Full-Funnel Strategy (2025 Best Practice)

TOFU (Awareness) → MOFU (Consideration) → BOFU (Decision) → Handoff to Sales/Product

TOFU Tactics

• Paid social (LinkedIn thought leadership, Meta awareness)
• Display advertising (programmatic, retargeting)
• Content syndication
• SEO (informational keywords)
• Partnerships (co-webinars, guest content)
• Target: Brand lift, site traffic, early-stage engagement

MOFU Tactics

• Paid search (solution keywords)
• Retargeting campaigns
• Gated content (eBooks, templates, webinars)
• Email nurture sequences
• Comparison pages (SEO)
• Target: MQLs, demo requests, trial signups

BOFU Tactics

• Paid search (brand + competitor keywords)
• Direct outreach campaigns
• Free trial CTAs
• Case studies & ROI calculators
• Intent-based retargeting
• Target: SQLs, demos booked, pipeline $

1.2 Campaign Planning Template

Campaign Brief (use this for every campaign):

Campaign Name: [Q2-2025-LinkedIn-ABM-Enterprise]
Objective: [Generate 50 SQLs from Enterprise accounts ($50k+ ACV)]
Budget: [$15k/month]
Duration: [90 days]
Channels: [LinkedIn Ads, Retargeting, Email]
Audience: [Director+ at SaaS companies, 500-5000 employees, EU/US]
Offer: [Gated Industry Benchmark Report]
Success Metrics:
  - Primary: 50 SQLs, <$300 CPO
  - Secondary: 500 MQLs, 10% MQL→SQL rate, 40% email open rate
HubSpot Setup:
  - Campaign ID: [create in HubSpot]
  - Lead scoring: +20 for download, +30 for demo request
  - Attribution: First-touch + Multi-touch
Handoff Protocol:
  - SQL criteria: Title + Company size + Budget confirmed
  - Routing: Enterprise SDR team via HubSpot workflow
  - SLA: 4-hour response time

1.3 HubSpot Campaign Tracking Setup

Step-by-step:

1. Create Campaign in HubSpot

   • Marketing → Campaigns → Create Campaign
   • Name: Q2-2025-LinkedIn-ABM-Enterprise
   • Tag all assets (landing pages, emails, ads) with campaign ID

2. UTM Parameter Structure (critical for attribution)

   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
   utm_term={keyword}         // [for paid search only]
   

3. Lead Scoring Configuration

   • Navigate to: Settings → Marketing → Lead Scoring
   • Campaign engagement: +10-30 points based on action depth
   • Channel quality: LinkedIn +5, Google Search +10, Organic +15

4. Attribution Reports

   • Use HubSpot's multi-touch attribution (W-shaped for hybrid motion)
   • First-touch: Awareness credit
   • Multi-touch: Full journey credit
   • Build custom report: Marketing → Reports → Attribution

1.4 International Expansion Considerations

EU Market Entry:

• GDPR compliance: Double opt-in for email, explicit consent tracking in HubSpot
• Localization: Translate landing pages, ads, emails (DE, FR, ES priority)
• Payment: Display prices in EUR
• Partnerships: Local co-marketing partners for credibility
• Paid channels: LinkedIn most effective for B2B EU, Google Ads second

US/Canada Market Entry:

• Messaging: Direct, ROI-focused, less formal than EU
• Paid channels: Google Ads + LinkedIn equal priority
• Partnerships: Industry associations, review sites (G2, Capterra)
• Content: Case studies with $ impact, not just features
• Sales alignment: Faster sales cycles, need immediate lead follow-up

Budget Allocation (Series A recommended):

• EU: 40% LinkedIn, 25% Google, 20% SEO, 15% Partnerships
• US/CA: 35% Google, 30% LinkedIn, 20% SEO, 15% Partnerships

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2. Paid Media Optimization

2.1 Channel Strategy Matrix

Channel	Best For	CAC Benchmark	Conversion Rate	Series A Priority
LinkedIn Ads	B2B, Enterprise, ABM	$150-$400	0.5-2%	⭐⭐⭐⭐⭐
Google Search	High-intent, BOFU	$80-$250	2-5%	⭐⭐⭐⭐⭐
Google Display	Retargeting, awareness	$50-$150	0.3-1%	⭐⭐⭐
Meta (FB/IG)	SMB, consumer-like products	$60-$200	1-3%	⭐⭐⭐
YouTube	Product demos, brand	$100-$300	0.5-1.5%	⭐⭐
Reddit/Twitter	Technical audiences	$40-$180	0.5-2%	⭐⭐

2.2 LinkedIn Ads Playbook (Primary B2B Channel)

Campaign Structure:

Account
└─ Campaign Group: [Q2-2025-Enterprise-ABM]
   ├─ Campaign 1: [Awareness - Thought Leadership]
   │  ├─ Ad Set: [CTO/VP Eng, US, Tech Companies]
   │  └─ Creatives: [3 carousel posts, 2 video ads]
   ├─ Campaign 2: [Consideration - Product Education]
   │  ├─ Ad Set: [Engaged audience, retargeting]
   │  └─ Creatives: [2 lead gen forms, 1 landing page]
   └─ Campaign 3: [Conversion - Demo Requests]
      ├─ Ad Set: [Website visitors, content downloaders]
      └─ Creatives: [Direct demo CTA, case study]

Targeting Best Practices:

• Company Size: 50-5000 employees (Series A sweet spot)
• Job Titles: Director+, VP+, C-level (use LinkedIn's precise targeting)
• Industries: Software, SaaS, Tech Services
• Matched Audiences: Website retargeting (install Insight Tag), uploaded email lists
• Budget: Start $50/day per campaign, scale 20% weekly if CAC < target

Creative Frameworks:

1. Thought Leadership - Industry insights, no product pitch
2. Social Proof - Customer logos, testimonials, case study snippets
3. Problem-Solution - Pain point + your solution in 3 seconds
4. Demo-First - Show product immediately, skip fluff

LinkedIn Lead Gen Forms vs. Landing Pages:

• Lead Gen Forms: Higher conversion (2-3x), lower quality, use for TOFU/MOFU
• Landing Pages: Lower conversion, higher quality, use for BOFU/demo requests
• HubSpot Sync: Connect LinkedIn Lead Gen Forms via native integration

2.3 Google Ads Playbook (High-Intent Capture)

Campaign Types Priority:

1. Search - Brand (highest priority, protect brand terms)
2. Search - Competitor (steal market share)
3. Search - Solution (problem-aware buyers)
4. Search - Product Category (earlier stage)
5. Display - Retargeting (re-engage warm traffic)

Search Campaign Structure:

Campaign: [Search-Solution-Keywords]
├─ Ad Group: [project management software]
│  ├─ Keywords:
│  │  - "project management software" [Phrase]
│  │  - "best project management tool" [Phrase]
│  │  - +project +management +solution [Broad Match Modifier]
│  └─ Ads: [3 responsive search ads with 15 headlines, 4 descriptions]
│
├─ Ad Group: [team collaboration tools]
   ├─ Keywords: [5-10 tightly themed keywords]
   └─ Ads: [3 responsive search ads]

Keyword Strategy:

• Brand Terms: Exact match, bid high, protect brand
• Competitor Terms: "[Competitor] alternative", "[Competitor] vs [You]"
• Solution Terms: "best [category] software", "top [category] tools"
• Problem Terms: "how to [solve problem]"
• Negative Keywords: Maintain list of 100+ (free, cheap, jobs, career, reviews)

Bid Strategy (2025 best practice):

• New campaigns: Start Manual CPC for control
• After 50+ conversions: Switch to Target CPA
• After 100+ conversions: Test Maximize Conversions with tCPA
• EU markets: Bid 15-20% higher for same quality

Ad Copy Framework (Responsive Search Ads):

Headlines (15 required):
- H1-3: Value props (Save 10 hours/week, Trusted by 500+ teams)
- H4-6: Features (AI-powered, Real-time sync, Mobile app)
- H7-9: Social proof (4.8★ G2 rating, Used by Microsoft)
- H10-12: CTAs (Start free trial, Book demo, See pricing)
- H13-15: Keywords pinned (Dynamic insertion)

Descriptions (4 required):
- D1: Primary value prop + CTA (30-60 chars)
- D2: Feature list + differentiator (60-90 chars)
- D3: Social proof + urgency (45-90 chars)
- D4: Backup generic (60-90 chars)

2.4 Meta Ads Playbook (SMB/Lower ACV)

When to Use Meta:

• ✅ Product ACV <$10k
• ✅ Visual product (UI, consumer-facing)
• ✅ SMB/prosumer audience
• ✅ Broader awareness campaigns
• ❌ Enterprise/high ACV (use LinkedIn)

Campaign Setup:

Campaign Objective: [Conversions]
├─ Ad Set 1: [Lookalike - 1% of converters]
│  └─ Placement: [Feed + Stories, Auto]
├─ Ad Set 2: [Interest - Business Software]
│  └─ Placement: [Feed only]
└─ Ad Set 3: [Retargeting - Website 30d]
   └─ Placement: [All placements]

Audience Strategy:

1. Core Audiences: Interests (business tools, productivity, startups)
2. Lookalike: 1% of purchasers/high-value leads
3. Retargeting: 30-day website visitors, video viewers (75%+)

Creative Best Practices:

• Use video (1:1 or 9:16 for Stories)
• First 3 seconds = hook (problem or result)
• Show product UI in action
• Add captions (85% watch muted)
• Test 3-5 creative variants per campaign

2.5 Budget Allocation & Scaling

Initial Budget (Series A, $30k-50k/month total):

Channel            Budget    Expected Results
─────────────────────────────────────────────
LinkedIn Ads       $15k      50 MQLs, 10 SQLs, $1.5k CAC
Google Search      $12k      80 MQLs, 20 SQLs, $600 CAC
Google Display     $5k       120 MQLs, 5 SQLs, $1k CAC
Meta Ads           $5k       100 MQLs, 8 SQLs, $625 CAC
Partnerships       $3k       20 MQLs, 5 SQLs, $600 CAC
─────────────────────────────────────────────
TOTAL              $40k      370 MQLs, 48 SQLs, $833 avg CAC

Scaling Rules:

1. If CAC <target → Increase budget 20% weekly
2. If CAC >target → Pause, optimize, relaunch
3. If conversion rate drops >20% → Check landing page, offer fatigue
4. Scale winners, kill losers fast (2-week test minimum)

HubSpot ROI Dashboard:

• Marketing → Reports → Create Custom Report
• Metrics: Spend, Leads, MQLs, SQLs, CAC, ROAS, Pipeline $
• Dimensions: Campaign, Channel, Region
• Frequency: Daily review, weekly optimization

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3. SEO Strategy

3.1 Technical SEO Foundation (Must-Have)

Pre-Launch Checklist:

• XML sitemap submitted to Search Console
• Robots.txt configured (allow crawling)
• HTTPS enabled (SSL certificate)
• Page speed >90 mobile (Google PageSpeed Insights)
• Core Web Vitals passing (LCP, FID, CLS)
• Structured data (Organization, Product, FAQ schema)
• Canonical tags on all pages
• Hreflang tags for international (en-US, en-GB, de-DE, etc.)

Technical Audit (quarterly):

1. Crawl site with Screaming Frog
2. Check for:
   - 404 errors (fix or redirect)
   - Redirect chains (consolidate)
   - Duplicate content (canonicalize)
   - Missing meta descriptions
   - Slow pages (>3s load time)
   - Mobile usability issues
3. Fix issues in priority order: Critical → High → Medium

3.2 Keyword Strategy Framework

Keyword Research Process:

1. Seed Keywords - Your product category (e.g., "project management software")
2. Use Tools - Ahrefs, SEMrush, or free: Google Keyword Planner + Search Console
3. Analyze - Volume, difficulty, intent, SERP features
4. Prioritize - Quick wins (low difficulty, high intent)

Keyword Tiers:

Tier 1: High-Intent BOFU (target first)

• "best [product category]"
• "[product category] for [use case]"
• "[competitor] alternative"
• Volume: 100-1k/mo, Difficulty: Medium, Intent: Commercial

Tier 2: Solution-Aware MOFU

• "how to [solve problem]"
• "[problem] solution"
• "[use case] tools"
• Volume: 500-5k/mo, Difficulty: Medium-High, Intent: Informational-Commercial

Tier 3: Problem-Aware TOFU

• "what is [concept]"
• "[problem] examples"
• "[industry] challenges"
• Volume: 1k-10k/mo, Difficulty: High, Intent: Informational

International Keyword Research:

• Use Ahrefs/SEMrush with language filters
• Translate keywords, don't just localize (cultural nuances matter)
• EU: Higher trust in localized content (domain.de > domain.com/de)
• UK: Use British spelling (optimise vs. optimize)

3.3 On-Page SEO Template

Page Optimization Checklist:

URL: [/best-project-management-software]
Title Tag (60 chars): [Best Project Management Software 2025 | YourBrand]
Meta Description (155 chars): [Compare top 10 PM tools. Features, pricing, reviews. Find the perfect fit for your team. Free trials available.]

H1 (60 chars): [Best Project Management Software in 2025]
H2s (structure):
  - What is Project Management Software?
  - Top 10 PM Tools Compared
  - Key Features to Look For
  - Pricing & Plans
  - How to Choose
  - FAQ

Content:
  - Length: 2000-3000 words (comprehensive)
  - Keyword density: 1-2% (natural)
  - Internal links: 3-5 relevant pages
  - External links: 2-3 authoritative sources
  - Images: 3-5 with alt text
  - Schema: Product, FAQ, HowTo

CTA:
  - Above fold: [Start Free Trial]
  - Mid-content: [Compare Plans]
  - End: [Book Demo]

Content Refresh Schedule:

• Tier 1 pages: Update quarterly (rankings, pricing, features)
• Tier 2 pages: Update semi-annually
• Tier 3 pages: Update annually
• All pages: Monitor Search Console for ranking drops, refresh immediately

3.4 Link Building Strategy (2025 Best Practices)

Link Acquisition Tactics (in priority order):

1. Digital PR (highest ROI)

• Publish original research/data
• Create industry reports
• Pitch journalists (use HARO, Terkel, Featured)
• Target: Industry blogs, tech publications

2. Guest Posting (quality over quantity)

• Target: Domain Authority (DA) 40+ sites
• Avoid: Link farms, PBNs, paid links (Google penalty risk)
• Anchor text: Branded (70%), topical (20%), exact match (10%)

3. Partnerships & Co-Marketing

• Partner with complementary SaaS tools
• Create co-branded content
• Exchange homepage links (footer or partner section)

4. Community Engagement

• Answer questions on Reddit, Quora
• Participate in industry forums
• Create tools/calculators → natural backlinks

5. Broken Link Building

• Find broken links on competitor sites
• Offer your content as replacement
• Tools: Ahrefs' Broken Backlinks report

Link Velocity (avoid penalties):

• Natural: 5-10 links/month for new sites
• Aggressive: 20-30 links/month after 6 months
• Monitor: Google Search Console for manual actions

3.5 Content Strategy for SEO

Content Types by Funnel Stage:

TOFU (Awareness):

• Blog posts: "Ultimate Guide to [Topic]"
• Listicles: "Top 10 [Category]"
• Industry reports: "[Industry] State of 2025"
• Target: Broad keywords, thought leadership

MOFU (Consideration):

• Comparison pages: "[Your Product] vs [Competitor]"
• Best of lists: "Best [Category] for [Use Case]"
• How-to guides: "How to [Solve Problem] with [Product]"
• Target: Solution keywords, product education

BOFU (Decision):

• Product pages: "[Product] Features & Pricing"
• Case studies: "How [Customer] Achieved [Result]"
• Landing pages: "Start Free Trial"
• Target: Brand keywords, high-intent searches

Content Calendar (Series A minimum):

• TOFU: 4 posts/month (1 per week)
• MOFU: 2 posts/month
• BOFU: 1 post/month
• Refresh: 2 existing posts/month

3.6 Local SEO (For Regional Offices)

Google Business Profile Setup (per location):

• Complete all fields: Name, address, phone, hours, category
• Upload photos: Office, team, product (10+ images)
• Collect reviews: Ask customers, automate via HubSpot workflow
• Post updates: Weekly posts about company news, events

Local Citations (US/Canada/EU):

• Submit to: Yelp, Yellow Pages, local directories
• NAP consistency: Name, Address, Phone identical everywhere
• Industry directories: Software review sites (G2, Capterra)

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4. Partnerships & Affiliate Programs

4.1 Partnership Types & Strategy

Partnership Tiers:

Tier 1: Strategic Partnerships (high impact, low volume)

• Target: Complementary SaaS tools with overlapping ICPs
• Structure: Co-marketing, product integrations, revenue share
• Examples: Slack ↔ Asana, Shopify ↔ Klaviyo
• Effort: High (6-12 months to establish)
• ROI: Very high (100+ leads/month after ramp)

Tier 2: Affiliate Partners (scalable)

• Target: Bloggers, review sites, industry influencers
• Structure: Commission per sale (10-30% first year)
• Platform: Use PartnerStack, Impact, or Rewardful
• Effort: Medium (setup once, ongoing management)
• ROI: Medium-High (depends on partner quality)

Tier 3: Referral Partners (customer-driven)

• Target: Your existing customers
• Structure: Referral bonus ($500-$1k per SQL)
• Platform: Built into HubSpot or standalone (Friendbuy)
• Effort: Low (automate via workflows)
• ROI: Medium (5-10% of customers refer)

Tier 4: Marketplace Listings (distribution)

• Target: Shopify App Store, Salesforce AppExchange, HubSpot Marketplace
• Structure: Free listing + revenue share
• Effort: Medium (initial listing, ongoing updates)
• ROI: Low-Medium (brand visibility + discovery)

4.2 Partnership Playbook

Step 1: Identify Partners

Criteria:
- Similar ICP (overlapping audience, no direct competition)
- Product fit (complementary, not substitute)
- Scale (similar company size, funding stage)
- Values alignment (culture, brand positioning)

Research:
- Tools: BuiltWith, SimilarWeb, LinkedIn Sales Nav
- Look for: Integration pages, partner pages, co-marketing history

Step 2: Outreach Template

Subject: [YourBrand] ↔ [TheirBrand] Partnership Idea

Hi [Name],

I'm [Your Name] at [YourBrand] - we help [ICP] with [value prop].

I noticed [TheirBrand] serves a similar audience, and I think our customers would benefit from an integration between [YourProduct] and [TheirProduct].

Would you be open to exploring a partnership? I'm thinking:
- Product integration (bi-directional sync)
- Co-marketing (joint webinar, case study)
- Revenue share (referral fees)

Let me know if you'd like to chat. Happy to send more details.

Best,
[Your Name]

Step 3: Partnership Agreement

• Define scope (integration depth, marketing commitment)
• Revenue model (rev share %, referral fees, co-selling)
• Success metrics (leads, pipeline, revenue)
• Term (12-24 months, with renewal)
• Exit clause (90-day notice)

Step 4: Activation & Enablement

• Create co-branded assets (landing page, webinar deck, one-pager)
• Train partner sales team (product demo, pitch deck, objection handling)
• Set up tracking (UTM parameters, partner portal in HubSpot)

Step 5: Ongoing Management

• Quarterly business reviews (QBRs)
• Monthly check-ins (pipeline, blockers)
• Co-marketing calendar (1-2 activities/quarter)
• Reporting (HubSpot dashboard for partner-sourced pipeline)

4.3 Affiliate Program Setup

Platform Selection:

• PartnerStack - Best for B2B SaaS, native integrations
• Impact - Enterprise-grade, high control
• Rewardful - Lightweight, Stripe integration
• FirstPromoter - Budget-friendly, good analytics

Commission Structure (Series A typical):

Tier 1: Influencers/Publishers
- 30% recurring for 12 months
- Or: $500 flat per SQL
- Bonus: $1k for 10+ referrals/quarter

Tier 2: Bloggers/Content Creators
- 20% recurring for 12 months
- Or: $300 flat per SQL

Tier 3: Customers (Referral Program)
- $500 per closed deal
- Or: 1 month free for both referrer + referee

Recruitment Strategy:

1. Outbound: Find industry bloggers, YouTubers, newsletter writers
2. Inbound: "Become an Affiliate" page, promote in product
3. Events: Recruit at conferences, meetups
4. Communities: Reddit, LinkedIn groups, Slack communities

Affiliate Enablement Kit:

• Brand assets (logos, product screenshots)
• Pre-written content (blog post templates, social posts)
• Tracking links (unique UTM codes per affiliate)
• Sales collateral (one-pagers, case studies, demo videos)

4.4 Co-Marketing Campaigns

Joint Webinar Playbook:

Planning (6 weeks out):
- Define topic (audience pain point, not product pitch)
- Assign roles (host, co-host, Q&A moderator)
- Create landing page (co-branded, dual logos)
- Design promo assets (social graphics, email templates)

Promotion (4 weeks out):
- Email: 3 sends (announcement, reminder, last chance)
- Social: 8-10 posts per partner (LinkedIn, Twitter)
- Paid: $2k budget for LinkedIn ads → landing page
- Partners: Cross-promote to each other's audiences

Execution (day of):
- 60-min format: 5min intro, 40min content, 15min Q&A
- Record for on-demand
- Polls/CTAs: Mid-webinar poll, end with demo CTA

Follow-up (1 week after):
- Send recording to all registrants
- Nurture sequence: 3 emails over 2 weeks
- Split leads: Each partner owns their referred leads
- Report: Attendees, pipeline generated, next steps

Other Co-Marketing Tactics:

• Co-branded Content: eBook, report, guide
• Case Study: Joint customer success story
• Bundle Offer: "Buy [YourProduct] + [TheirProduct], save 20%"
• Cross-promotion: Feature each other in newsletters
• Social Media Takeover: Guest post on each other's channels

4.5 HubSpot Partner Tracking

Setup:

1. Create Partner Property

   • Settings → Properties → Create "Partner Source" dropdown
   • Values: Partner A, Partner B, Affiliate Network, etc.

2. UTM Tracking

   • Partner links: ?utm_source=partner-name&utm_medium=referral
   • HubSpot auto-captures UTM parameters

3. Lead Assignment

   • Workflow: If "Partner Source" is set → Assign to Partner Manager
   • Notification: Slack alert when partner lead arrives

4. Reporting

   • Dashboard: Partner-sourced leads, pipeline, revenue
   • Report to partners: Monthly performance summary

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5. Attribution & Reporting

5.1 Attribution Models (HubSpot Native)

Model Selection (use multi-touch for hybrid motion):

First-Touch - Credit to first interaction

• Use case: Awareness campaigns, brand building
• Pro: Shows what drives discovery
• Con: Ignores nurturing influence

Last-Touch - Credit to last interaction before conversion

• Use case: Direct response, BOFU campaigns
• Pro: Shows what closes deals
• Con: Ignores earlier touchpoints

Multi-Touch (W-Shaped) - Credit to first, last, and middle (40-20-40 split)

• Use case: Hybrid PLG/Sales-Led (recommended for Series A)
• Pro: Full-funnel view
• Con: More complex to explain to stakeholders

HubSpot Setup:

• Marketing → Reports → Attribution → Select Model
• Default: Use Multi-Touch for holistic view
• Compare: Run reports side-by-side to see differences

5.2 Reporting Dashboard (HubSpot)

Weekly Performance Dashboard:

Metrics to Track:
1. Traffic: Visits, unique visitors, bounce rate
2. Leads: MQLs, SQLs, conversion rates
3. Pipeline: Opportunities created, value, velocity
4. CAC: Spend ÷ customers acquired
5. Channel Mix: % of leads by source

Dimensions:
- By Channel: Organic, Paid, Email, Social, Referral
- By Campaign: Individual campaign performance
- By Region: US, CA, EU breakdown
- By Stage: TOFU, MOFU, BOFU metrics

Monthly Executive Dashboard:

KPIs:
1. Marketing-Sourced Pipeline: $[X]M (target: $[Y]M)
2. Marketing-Sourced Revenue: $[X]k (target: $[Y]k)
3. Blended CAC: $[X] (target: $[Y])
4. MQL→SQL Rate: [X]% (target: [Y]%)
5. Pipeline Velocity: [X] days (target: [Y] days)
6. ROMI: [X]:1 (target: 3:1+)

Insights:
- Top performing campaigns
- Underperforming channels (kill or optimize)
- New experiments to test next month
- Budget reallocation recommendations

5.3 Google Analytics Setup

Events to Track (GA4):

Engagement:
- page_view (auto-tracked)
- scroll (75% depth)
- video_play (product demos)
- file_download (whitepapers, eBooks)

Conversions:
- sign_up (free trial, account created)
- demo_request (calendar booking)
- contact_form (inbound interest)
- pricing_view (pricing page visit)

E-commerce (if applicable):
- add_to_cart
- begin_checkout
- purchase

Custom Dimensions:

• User Type: Free vs. Paid
• Plan Type: Starter, Pro, Enterprise
• HubSpot Lead Status: MQL, SQL, Customer
• Campaign: HubSpot Campaign ID

Integration with HubSpot:

• Use HubSpot tracking code (includes GA4 by default)
• Or: Google Tag Manager for advanced tracking
• Sync: GA4 audiences → HubSpot lists for retargeting

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6. Experimentation Framework

6.1 A/B Testing Prioritization (ICE Score)

Formula: ICE = (Impact × Confidence × Ease) ÷ 3

Rate each factor 1-10:

• Impact: How much will this move the needle?
• Confidence: How sure are you it will work?
• Ease: How easy is it to implement?

Example Tests (sorted by ICE score):

Test	Impact	Confidence	Ease	ICE	Priority
CTA button color (red vs. green)	3	8	10	7.0	Low
Landing page headline rewrite	8	7	8	7.7	Medium
Pricing page redesign	9	6	4	6.3	Medium
New lead magnet offer	9	8	7	8.0	High
Add live chat to pricing page	7	9	8	8.0	High

6.2 Test Design & Execution

Test Template:

Hypothesis: [Adding a case study carousel to the pricing page will increase demo requests by 20% because users need social proof before committing]

Metric: [Demo requests from /pricing page]
Sample Size: [1000 visitors per variant]
Duration: [2 weeks or until significance]
Success Criteria: [20% lift, 95% confidence]

Variant A (Control): [Current pricing page]
Variant B (Treatment): [Pricing page + case study carousel]

Tools: [HubSpot A/B test, or Google Optimize]

Statistical Significance:

• Minimum: 95% confidence, 1000 visitors/variant
• Use calculator: Optimizely Sample Size Calculator
• Don't stop tests early (false positives)

Test Velocity (Series A target):

• 4-6 tests/month across channels
• 70% win rate not realistic (aim for 30-40%)
• Document losers (learnings matter)

6.3 Common Experiments

Landing Page Tests:

• Headline variations (problem-focused vs. solution-focused)
• CTA copy ("Start Free Trial" vs. "Get Started" vs. "Try Now")
• Form length (5 fields vs. 2 fields)
• Social proof placement (above vs. below fold)
• Hero image (product screenshot vs. people vs. abstract)

Ad Tests:

• Creative format (static vs. video vs. carousel)
• Messaging angle (feature-led vs. benefit-led vs. outcome-led)
• Audience targeting (broad vs. narrow)
• Landing page destination (homepage vs. dedicated LP)

Email Tests:

• Subject line length (short vs. long)
• Personalization (generic vs. first name vs. company name)
• Send time (morning vs. afternoon vs. evening)
• CTA placement (top vs. middle vs. bottom)

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7. Handoff Protocols

7.1 MQL → SQL Handoff (Marketing → Sales)

SQL Definition Criteria (customize for your ICP):

Required:
✅ Job title: Director+ (or Budget Authority confirmed)
✅ Company size: 50-5000 employees
✅ Budget: $10k+ annual (or Qualified Need confirmed)
✅ Timeline: Buying within 90 days
✅ Engagement: Demo requested OR High intent action

Optional:
✅ Industry: Target verticals
✅ Geography: US/CA/EU
✅ Use case: Matches product capabilities

HubSpot Workflow:

1. Lead reaches MQL threshold (lead score >75)
2. Trigger: Automated email to SDR
3. SDR qualification call (BANT: Budget, Authority, Need, Timeline)
4. If qualified → Mark as SQL, assign to AE
5. If not qualified → Recycle to nurture, adjust lead score

SLA (Service Level Agreement):

• SDR responds to MQL: 4 hours
• AE books demo with SQL: 24 hours
• First demo: Within 3 business days of SQL status

7.2 SQL → Opportunity Handoff (Sales → RevOps)

Opportunity Creation:

• AE creates opportunity in HubSpot after first demo
• Required fields: Company, Deal value, Close date, Stage
• Pipeline stages: Discovery → Demo → Proposal → Negotiation → Closed Won/Lost

Marketing Support Post-SQL:

• Retargeting ads to target accounts (ABM)
• Send case studies, ROI calculator
• Invite to customer webinar
• Executive briefing (for Enterprise deals)

7.3 Lost Opportunity Handoff (Sales → Marketing)

Recycle to Nurture:

• Reason: No budget, bad timing, wrong fit
• Action: Move to "Nurture" list in HubSpot
• Sequence: Quarterly check-in emails, invite to webinars
• Re-engage: After 6-12 months, SDR re-qualification

Closed Lost Reasons (track in HubSpot):

• Price too high
• Missing features
• Chose competitor
• No budget
• Bad timing
• Champion left company

Use lost reasons to inform:

• Product roadmap
• Pricing changes
• Competitive positioning
• Messaging adjustments

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8. Quick Reference

8.1 Channel-Specific Benchmarks (B2B SaaS Series A)

Metric	LinkedIn	Google Search	SEO	Email	Partnerships
CTR	0.4-0.9%	2-5%	1-3%	15-25%	N/A
CVR	1-3%	3-7%	2-5%	2-5%	5-10%
CAC	$150-400	$80-250	$50-150	$20-80	$100-300
MQL→SQL	10-20%	15-25%	12-22%	8-15%	20-35%

8.2 Budget Allocation (Recommended)

Series A ($40k-60k/month):

• 40% Paid Acquisition (LinkedIn + Google)
• 25% Content/SEO
• 20% Partnerships
• 10% Tools/Automation
• 5% Experiments/Testing

8.3 Team Handoff Quick Guide

Demand Gen → Sales:

• Deliver: SQLs with BANT qualification
• Frequency: Real-time via HubSpot
• SLA: 4-hour response time

Demand Gen → Product Marketing:

• Request: Product positioning, competitive intel, case studies
• Frequency: Monthly sync
• Deliverables: Updated messaging, new collateral

Demand Gen → Marketing Ops:

• Request: Campaign tracking setup, attribution reports, data cleaning
• Frequency: Weekly check-in
• SLA: 48-hour turnaround for new campaigns

Paid Media → Creative/Brand:

• Request: Ad creative (10-20 variants/month)
• Format: Specs sheet with dimensions, copy length, brand guidelines
• SLA: 5 business days per request

SEO → Content:

• Request: Content based on keyword research
• Deliverables: Content brief with target keywords, structure, length
• Frequency: Monthly editorial calendar

Partnerships → Sales:

• Deliver: Partner-sourced leads with partner context
• Co-selling: Joint calls for strategic deals
• Frequency: Weekly partner pipeline review

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Resources

references/

• hubspot-workflows.md - Pre-built HubSpot workflow templates for lead scoring, nurture, assignment
• campaign-templates.md - Ready-to-use campaign briefs for LinkedIn, Google, SEO
• international-playbooks.md - Market-specific tactics for EU, US, Canada expansion
• attribution-guide.md - Deep dive on multi-touch attribution setup and analysis

scripts/

• calculate_cac.py - Calculate blended and channel-specific CAC
• experiment_calculator.py - A/B test sample size and significance calculator

assets/

• campaign-brief-template.docx - Editable campaign planning document
• dashboard-template.xlsx - Pre-configured performance dashboard

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Last Updated: October 2025 | Version: 1.0