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

marketing-demand-acquisition