Marketing Demand & Acquisition

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

Overview

This skill provides comprehensive frameworks for building and scaling demand generation programs across paid media, SEO, and partnerships. Designed for B2B SaaS companies from Series A through growth stage, it includes proven channel strategies, campaign templates, and automated CAC analysis.

Core Value: Generate predictable pipeline at $500-$1,000 CAC while scaling from $1M to $10M+ ARR across international markets.

Core Capabilities

• Full-Funnel Demand Generation - TOFU/MOFU/BOFU strategies with channel-specific tactics
• Paid Media Optimization - LinkedIn, Google Ads, Meta campaign frameworks with targeting and creative guidance
• SEO Strategy - Technical SEO, keyword research, link building, and content strategy
• Partnership Programs - Strategic partnerships, affiliate programs, co-marketing campaigns
• CAC Analysis - Automated customer acquisition cost calculation and optimization
• HubSpot Integration - Campaign tracking, lead scoring, attribution, workflow automation
• International Expansion - Market-specific tactics for EU, US, and Canada entry
• Attribution & Reporting - Multi-touch attribution setup and performance dashboards

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

Quick Start

Calculate CAC

python scripts/calculate_cac.py data/campaign-results.csv
python scripts/calculate_cac.py data/q2-2025.csv --target-cac 500 --ltv 2500

Access Frameworks

• Marketing frameworks: frameworks.md
• Campaign templates: templates.md
• Tool documentation: tools.md

Key Workflows

1. Launch Demand Generation Campaign

Time: 4-6 weeks end-to-end

1. Planning (Week 1-2) - Define objectives, budget, audience, channels

   • Use campaign brief template from templates.md
   • Select channels based on ICP and funnel stage
   • Set success metrics (MQLs, SQLs, CAC target)

2. Setup (Week 3-4) - Build campaigns, landing pages, HubSpot tracking

   • Configure HubSpot campaigns and UTM parameters
   • Create ad campaigns (LinkedIn, Google, Meta)
   • Set up lead scoring and workflows

3. Launch (Week 5) - Go live and monitor performance

   • Start at 50% budget for testing
   • Monitor conversion rates hourly
   • Scale winning ads to 100% budget

4. Optimize (Week 6+) - Analyze, iterate, scale

   • Run A/B tests on ads and landing pages
   • Scale winning channels by 20% weekly
   • Pause underperforming campaigns

See frameworks.md for full-funnel strategy and templates.md for HubSpot setup.

2. Optimize Paid Media Performance

Time: 2-3 hours per week ongoing

1. Analyze Performance - Review CAC, conversion rates, spend by channel

   • Calculate CAC: python scripts/calculate_cac.py data/weekly.csv
   • Compare to benchmarks (LinkedIn $150-400, Google $80-250)

2. Identify Opportunities - Find underperforming campaigns and winning strategies

   • CAC >target → Optimize or pause
   • CAC <target → Scale budget 20% weekly

3. Implement Changes - Adjust bids, targeting, creative, budgets

   • Use channel playbooks from frameworks.md
   • Test 3-5 creative variants per campaign

4. Monitor Results - Track improvements and iterate

   • Daily: Conversion rates, spend pacing
   • Weekly: CAC analysis and optimization review

See frameworks.md for LinkedIn, Google, and Meta playbooks.

3. Build SEO Foundation

Time: 8-12 weeks initial setup, ongoing optimization

1. Technical SEO (Week 1-2) - Ensure site is crawlable and fast

   • Complete pre-launch checklist from frameworks.md
   • Submit sitemap, enable HTTPS, optimize speed
   • Add structured data and canonical tags

2. Keyword Research (Week 3-4) - Identify target keywords by funnel stage

   • Tier 1 (BOFU): Best [category], [competitor] alternative
   • Tier 2 (MOFU): How to [solve problem]
   • Tier 3 (TOFU): What is [concept]

3. Content Creation (Week 5-12) - Publish optimized content

   • TOFU: 4 posts/month (educational)
   • MOFU: 2 posts/month (solution-focused)
   • BOFU: 1 post/month (product/conversion)

4. Link Building (Ongoing) - Acquire quality backlinks

   • Digital PR, guest posting, partnerships
   • Target: 5-10 links/month initially, 20-30 after 6 months

See frameworks.md for SEO strategy framework and on-page templates.

4. Establish Partnership Program

Time: 6-12 months to full activation

1. Identify Partners (Month 1-2) - Research complementary companies

   • Similar ICP, no direct competition
   • Product fit (complementary, not substitute)
   • Similar scale and values

2. Outreach & Negotiate (Month 2-4) - Propose partnership

   • Use outreach template from templates.md
   • Define partnership agreement (scope, revenue model, metrics)

3. Activate & Enable (Month 4-6) - Launch partnership

   • Create co-branded assets
   • Train partner sales team
   • Set up tracking in HubSpot

4. Manage Ongoing (Month 6+) - QBRs, co-marketing, optimization

   • Quarterly business reviews
   • 1-2 co-marketing activities per quarter
   • Monthly pipeline reporting

See frameworks.md for partnership playbook and templates.md for co-marketing campaigns.

Python Tools

calculate_cac.py

Calculate blended and channel-specific Customer Acquisition Cost with automated recommendations.

Key Features:

• Multi-channel CAC analysis (LinkedIn, Google, Meta, SEO, Partnerships)
• Efficiency scoring and channel comparison
• Budget allocation recommendations
• LTV:CAC ratio calculation
• JSON and text output formats

Common Usage:

# Basic CAC calculation
python scripts/calculate_cac.py data/results.csv

# With target CAC and LTV
python scripts/calculate_cac.py data/q2-2025.csv --target-cac 500 --ltv 2500

# JSON output for dashboards
python scripts/calculate_cac.py data/results.csv --output json --file report.json

# Compare time periods
python scripts/calculate_cac.py data/q2.csv --compare data/q1.csv

See tools.md for comprehensive documentation, input formats, and integration examples.

Reference Guides

When to Use Each Reference

frameworks.md - Marketing strategies and methodologies

• Full-funnel demand generation (TOFU/MOFU/BOFU)
• Paid media channel strategies (LinkedIn, Google, Meta)
• SEO framework (technical, content, link building)
• Partnership types and playbooks
• Experimentation framework (A/B testing, ICE scoring)
• International expansion considerations
• Attribution models and reporting
• Handoff protocols (MQL→SQL→Opportunity)

templates.md - Ready-to-use campaign assets

• Campaign planning briefs
• HubSpot workflow templates
• Campaign launch checklists
• Email campaign sequences
• Ad copy templates (LinkedIn, Google, Meta)
• Landing page structures
• Webinar promotion timeline
• Performance report templates

tools.md - Python tool documentation

• calculate_cac.py comprehensive guide
• All command-line options and flags
• Input/output formats
• Integration examples (CI/CD, dashboards, alerts)
• Troubleshooting and best practices
• Metrics explained (CAC, efficiency score, LTV:CAC)

Best Practices

Channel Strategy

• Start with 2-3 channels (LinkedIn + Google for B2B)
• Test at 50% budget, scale winners by 20% weekly
• Kill underperformers after 2 weeks if CAC >2x target
• Maintain 40% paid, 25% SEO, 20% partnerships, 15% other

Campaign Management

• Review performance weekly (CAC, conversion rates)
• A/B test constantly (4-6 tests/month)
• Update tracking and attribution continuously
• Document learnings from every campaign

HubSpot Integration

• Tag all campaigns with UTM parameters
• Set up lead scoring for each campaign type
• Use multi-touch attribution (W-shaped)
• Monitor MQL→SQL conversion rates

International Expansion

• Start with US (largest TAM), then UK (English-speaking gateway)
• Localize pricing and content by market
• EU: Focus on GDPR compliance and LinkedIn ads
• Budget: 50% US, 20% UK, 15% DACH, 10% France, 5% Canada

See frameworks.md for detailed channel benchmarks and templates.md for execution checklists.

Performance Benchmarks

B2B SaaS Series A Targets:

• Blended CAC: $500-$1,000
• MQL→SQL conversion: 10-20%
• Marketing-sourced pipeline: 40-60% of total
• ROMI (return on marketing investment): 3:1 minimum
• Budget allocation: 40% paid, 25% SEO, 20% partnerships, 15% other

Channel-Specific (see frameworks.md for full matrix):

• LinkedIn: $150-$400 CAC, 0.5-2% CVR
• Google Search: $80-$250 CAC, 2-5% CVR
• SEO: $50-$150 CAC, 2-5% CVR
• Partnerships: $100-$300 CAC, 5-10% CVR

Integration

This skill works best with:

• HubSpot CRM (campaign tracking, lead scoring, workflows)
• LinkedIn Campaign Manager (B2B paid social)
• Google Ads (search and display advertising)
• Google Analytics (traffic analysis, funnel optimization)
• Search Console (SEO performance monitoring)
• Partnership platforms (PartnerStack, Impact, Rewardful)

See templates.md for HubSpot setup guides and tools.md for tool integrations.

Additional Resources

• Frameworks: frameworks.md
• Templates: templates.md
• Tools: tools.md
• Campaign Assets: assets/ directory (dashboards, briefs, checklists)

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Last Updated: November 2025 | Version: 1.0