Marketing Demand & Acquisition
Expert acquisition playbook for Series A+ startups scaling internationally (EU/US/Canada) with hybrid PLG/Sales-Led motion.
Keywords
demand generation, paid media, paid ads, LinkedIn ads, Google ads, Meta ads, CAC, customer acquisition cost, lead generation, MQL, SQL, pipeline generation, acquisition strategy, performance marketing, paid social, paid search, partnerships, affiliate marketing, SEO strategy, HubSpot campaigns, marketing automation, B2B marketing, SaaS marketing
Role Coverage
This skill serves:
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
---
1. Demand Generation Framework
1.1 Full-Funnel Strategy (2025 Best Practice)
TOFU (Awareness) → MOFU (Consideration) → BOFU (Decision) → Handoff to Sales/Product
TOFU Tactics
MOFU Tactics
BOFU Tactics
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:
US/Canada Market Entry:
Budget Allocation (Series A recommended):
---
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:
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:
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:
Bid Strategy (2025 best practice):
Ad Copy Framework (Responsive Search Ads):
Headlines (15 required):
Descriptions (4 required):
2.4 Meta Ads Playbook (SMB/Lower ACV)
When to Use Meta:
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:
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:
---
3. SEO Strategy
3.1 Technical SEO Foundation (Must-Have)
Pre-Launch Checklist:
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)
Tier 2: Solution-Aware MOFU
Tier 3: Problem-Aware TOFU
International Keyword Research:
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:
3.4 Link Building Strategy (2025 Best Practices)
Link Acquisition Tactics (in priority order):
1. Digital PR (highest ROI)
2. Guest Posting (quality over quantity)
3. Partnerships & Co-Marketing
4. Community Engagement
5. Broken Link Building
Link Velocity (avoid penalties):
3.5 Content Strategy for SEO
Content Types by Funnel Stage:
TOFU (Awareness):
MOFU (Consideration):
BOFU (Decision):
Content Calendar (Series A minimum):
3.6 Local SEO (For Regional Offices)
Google Business Profile Setup (per location):
Local Citations (US/Canada/EU):
---
4. Partnerships & Affiliate Programs
4.1 Partnership Types & Strategy
Partnership Tiers:
Tier 1: Strategic Partnerships (high impact, low volume)
Tier 2: Affiliate Partners (scalable)
Tier 3: Referral Partners (customer-driven)
Tier 4: Marketplace Listings (distribution)
4.2 Partnership Playbook
Step 1: Identify Partners
Criteria:
Research:
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:
Let me know if you'd like to chat. Happy to send more details.
Best,
[Your Name]
Step 3: Partnership Agreement
Step 4: Activation & Enablement
Step 5: Ongoing Management
4.3 Affiliate Program Setup
Platform Selection:
Commission Structure (Series A typical):
Tier 1: Influencers/Publishers
Tier 2: Bloggers/Content Creators
Tier 3: Customers (Referral Program)
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:
4.4 Co-Marketing Campaigns
Joint Webinar Playbook:
Planning (6 weeks out):
Promotion (4 weeks out):
Execution (day of):
Follow-up (1 week after):
Other Co-Marketing Tactics:
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
---
5. Attribution & Reporting
5.1 Attribution Models (HubSpot Native)
Model Selection (use multi-touch for hybrid motion):
First-Touch - Credit to first interaction
Last-Touch - Credit to last interaction before conversion
Multi-Touch (W-Shaped) - Credit to first, last, and middle (40-20-40 split)
HubSpot Setup:
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:
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:
5.3 Google Analytics Setup
Events to Track (GA4):
Engagement:
Conversions:
E-commerce (if applicable):
Custom Dimensions:
Integration with HubSpot:
---
6. Experimentation Framework
6.1 A/B Testing Prioritization (ICE Score)
Formula: ICE = (Impact × Confidence × Ease) ÷ 3
Rate each factor 1-10:
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:
Test Velocity (Series A target):
6.3 Common Experiments
Landing Page Tests:
Ad Tests:
Email Tests:
---
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):
7.2 SQL → Opportunity Handoff (Sales → RevOps)
Opportunity Creation:
Marketing Support Post-SQL:
7.3 Lost Opportunity Handoff (Sales → Marketing)
Recycle to Nurture:
Closed Lost Reasons (track in HubSpot):
Use lost reasons to inform:
---
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):
8.3 Team Handoff Quick Guide
Demand Gen → Sales:
Demand Gen → Product Marketing:
Demand Gen → Marketing Ops:
Paid Media → Creative/Brand:
SEO → Content:
Partnerships → Sales:
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Resources
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scripts/
assets/
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Last Updated: October 2025 | Version: 1.0
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