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

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)

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

Launch (Week 5) - Go live and monitor performance

• Start at 50% budget for testing

• Monitor conversion rates hourly

• Scale winning ads to 100% budget

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

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)

Identify Opportunities - Find underperforming campaigns and winning strategies

• CAC >target → Optimize or pause

• CAC <target → Scale budget 20% weekly

Implement Changes - Adjust bids, targeting, creative, budgets

• Use channel playbooks from frameworks.md

• Test 3-5 creative variants per campaign

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

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

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]

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)

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

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

• Similar ICP, no direct competition

• Product fit (complementary, not substitute)

• Similar scale and values

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

• Use outreach template from templates.md

• Define partnership agreement (scope, revenue model, metrics)

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

• Create co-branded assets

• Train partner sales team

• Set up tracking in HubSpot

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)

Last Updated: November 2025 | Version: 1.0