marketing-demand-acquisition

Original source / Raw SKILL.md

---
name: "marketing-demand-acquisition"
description: Creates demand generation campaigns, optimizes paid ad spend across LinkedIn, Google, and Meta, develops SEO strategies, and structures partnership programs for Series A+ startups scaling internationally. Use when planning marketing strategy, growth marketing, advertising campaigns, PPC optimization, lead generation, pipeline generation, or startup marketing budgets. Covers multi-channel acquisition (Google Ads, LinkedIn Ads, Meta Ads), CAC analysis, MQL/SQL workflows, attribution modeling, technical SEO, and co-marketing partnerships for hybrid PLG/Sales-Led motions in EU/US/Canada markets.
triggers:
  - demand gen
  - demand generation
  - paid ads
  - paid media
  - LinkedIn ads
  - Google ads
  - Meta ads
  - CAC
  - customer acquisition cost
  - lead generation
  - MQL
  - SQL
  - pipeline generation
  - acquisition strategy
  - HubSpot campaigns
metadata:
  version: 1.1.0
  author: Alireza Rezvani
  category: marketing
  domain: demand-generation
  updated: 2025-01
---

# Marketing Demand & Acquisition

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

## Table of Contents

- [Core KPIs](#core-kpis)
- [Demand Generation Framework](#demand-generation-framework)
- [Paid Media Channels](#paid-media-channels)
- [SEO Strategy](#seo-strategy)
- [Partnerships](#partnerships)
- [Attribution](#attribution)
- [Tools](#tools)
- [References](#references)

---

## Core KPIs

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

**Paid Media:** CAC, ROAS, CPL, CPA, channel efficiency ratio

**SEO:** Organic sessions, non-brand traffic %, keyword rankings, technical health score

**Partnerships:** Partner-sourced pipeline $, partner CAC, co-marketing ROI

---

## Demand Generation Framework

### Funnel Stages

| Stage | Tactics | Target |
|-------|---------|--------|
| TOFU | Paid social, display, content syndication, SEO | Brand awareness, traffic |
| MOFU | Paid search, retargeting, gated content, email nurture | MQLs, demo requests |
| BOFU | Brand search, direct outreach, case studies, trials | SQLs, pipeline $ |

### Campaign Planning Workflow

1. Define objective, budget, duration, audience
2. Select channels based on funnel stage
3. Create campaign in HubSpot with proper UTM structure
4. Configure lead scoring and assignment rules
5. Launch with test budget, validate tracking
6. **Validation:** UTM parameters appear in HubSpot contact records

### UTM Structure

```
utm_source={channel}       // linkedin, google, meta
utm_medium={type}          // cpc, display, email
utm_campaign={campaign-id} // q1-2025-linkedin-enterprise
utm_content={variant}      // ad-a, email-1
utm_term={keyword}         // [paid search only]
```

---

## Paid Media Channels

### Channel Selection Matrix

| Channel | Best For | CAC Range | Series A Priority |
|---------|----------|-----------|-------------------|
| LinkedIn Ads | B2B, Enterprise, ABM | $150-400 | High |
| Google Search | High-intent, BOFU | $80-250 | High |
| Google Display | Retargeting | $50-150 | Medium |
| Meta Ads | SMB, visual products | $60-200 | Medium |

### LinkedIn Ads Setup

1. Create campaign group for initiative
2. Structure: Awareness → Consideration → Conversion campaigns
3. Target: Director+, 50-5000 employees, relevant industries
4. Start $50/day per campaign
5. Scale 20% weekly if CAC < target
6. **Validation:** LinkedIn Insight Tag firing on all pages

### Google Ads Setup

1. Prioritize: Brand → Competitor → Solution → Category keywords
2. Structure ad groups with 5-10 tightly themed keywords
3. Create 3 responsive search ads per ad group (15 headlines, 4 descriptions)
4. Maintain negative keyword list (100+)
5. Start Manual CPC, switch to Target CPA after 50+ conversions
6. **Validation:** Conversion tracking firing, search terms reviewed weekly

### Budget Allocation (Series A, $40k/month)

| Channel | Budget | Expected SQLs |
|---------|--------|---------------|
| LinkedIn | $15k | 10 |
| Google Search | $12k | 20 |
| Google Display | $5k | 5 |
| Meta | $5k | 8 |
| Partnerships | $3k | 5 |

See [campaign-templates.md](references/campaign-templates.md) for detailed structures.

---

## SEO Strategy

### Technical Foundation Checklist

- [ ] XML sitemap submitted to Search Console
- [ ] Robots.txt configured correctly
- [ ] HTTPS enabled
- [ ] Page speed >90 mobile
- [ ] Core Web Vitals passing
- [ ] Structured data implemented
- [ ] Canonical tags on all pages
- [ ] Hreflang tags for international
- **Validation:** Run Screaming Frog crawl, zero critical errors

### Keyword Strategy

| Tier | Type | Volume | Priority |
|------|------|--------|----------|
| 1 | High-intent BOFU | 100-1k | First |
| 2 | Solution-aware MOFU | 500-5k | Second |
| 3 | Problem-aware TOFU | 1k-10k | Third |

### On-Page Optimization

1. URL: Include primary keyword, 3-5 words
2. Title tag: Primary keyword + brand (60 chars)
3. Meta description: CTA + value prop (155 chars)
4. H1: Match search intent (one per page)
5. Content: 2000-3000 words for comprehensive topics
6. Internal links: 3-5 relevant pages
7. **Validation:** Google Search Console shows page indexed, no errors

### Link Building Priorities

1. Digital PR (original research, industry reports)
2. Guest posting (DA 40+ sites only)
3. Partner co-marketing (complementary SaaS)
4. Community engagement (Reddit, Quora)

---

## Partnerships

### Partnership Tiers

| Tier | Type | Effort | ROI |
|------|------|--------|-----|
| 1 | Strategic integrations | High | Very high |
| 2 | Affiliate partners | Medium | Medium-high |
| 3 | Customer referrals | Low | Medium |
| 4 | Marketplace listings | Medium | Low-medium |

### Partnership Workflow

1. Identify partners with overlapping ICP, no competition
2. Outreach with specific integration/co-marketing proposal
3. Define success metrics, revenue model, term
4. Create co-branded assets and partner tracking
5. Enable partner sales team with demo training
6. **Validation:** Partner UTM tracking functional, leads routing correctly

### Affiliate Program Setup

1. Select platform (PartnerStack, Impact, Rewardful)
2. Configure commission structure (20-30% recurring)
3. Create affiliate enablement kit (assets, links, content)
4. Recruit through outbound, inbound, events
5. **Validation:** Test affiliate link tracks through to conversion

See [international-playbooks.md](references/international-playbooks.md) for regional tactics.

---

## Attribution

### Model Selection

| Model | Use Case |
|-------|----------|
| First-Touch | Awareness campaigns |
| Last-Touch | Direct response |
| W-Shaped (40-20-40) | Hybrid PLG/Sales (recommended) |

### HubSpot Attribution Setup

1. Navigate to Marketing → Reports → Attribution
2. Select W-Shaped model for hybrid motion
3. Define conversion event (deal created)
4. Set 90-day lookback window
5. **Validation:** Run report for past 90 days, all channels show data

### Weekly Metrics Dashboard

| Metric | Target |
|--------|--------|
| MQLs | Weekly target |
| SQLs | Weekly target |
| MQL→SQL Rate | >15% |
| Blended CAC | <$300 |
| Pipeline Velocity | <60 days |

See [attribution-guide.md](references/attribution-guide.md) for detailed setup.

---

## Tools

### scripts/

| Script | Purpose | Usage |
|--------|---------|-------|
| `calculate_cac.py` | Calculate blended and channel CAC | `python scripts/calculate_cac.py --spend 40000 --customers 50` |

### HubSpot Integration

- Campaign tracking with UTM parameters
- Lead scoring and MQL/SQL workflows
- Attribution reporting (multi-touch)
- Partner lead routing

See [hubspot-workflows.md](references/hubspot-workflows.md) for workflow templates.

---

## References

| File | Content |
|------|---------|
| [hubspot-workflows.md](references/hubspot-workflows.md) | Lead scoring, nurture, assignment workflows |
| [campaign-templates.md](references/campaign-templates.md) | LinkedIn, Google, Meta campaign structures |
| [international-playbooks.md](references/international-playbooks.md) | EU, US, Canada market tactics |
| [attribution-guide.md](references/attribution-guide.md) | Multi-touch attribution, dashboards, A/B testing |

---

## Channel Benchmarks (B2B SaaS Series A)

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

---

## MQL→SQL Handoff

### SQL Criteria

```
Required:
✅ Job title: Director+ or budget authority
✅ Company size: 50-5000 employees
✅ Budget: $10k+ annual
✅ Timeline: Buying within 90 days
✅ Engagement: Demo requested or high-intent action
```

### SLA

| Handoff | Target |
|---------|--------|
| SDR responds to MQL | 4 hours |
| AE books demo with SQL | 24 hours |
| First demo scheduled | 3 business days |

**Validation:** Test lead through workflow, verify notifications and routing.

## Proactive Triggers

- **Over-relying on one channel** → Single-channel dependency is a business risk. Diversify.
- **No lead scoring** → Not all leads are equal. Route to revenue-operations for scoring.
- **CAC exceeding LTV** → Demand gen is unprofitable. Optimize or cut channels.
- **No nurture for non-ready leads** → 80% of leads aren't ready to buy. Nurture converts them later.

## Related Skills

- **paid-ads**: For executing paid acquisition campaigns.
- **content-strategy**: For content-driven demand generation.
- **email-sequence**: For nurture sequences in the demand funnel.
- **campaign-analytics**: For measuring demand gen effectiveness.


---

## Referenced Files

> The following files are referenced in this skill and included for context.

### references/campaign-templates.md

```markdown
# Campaign Templates

Ready-to-use campaign briefs and structures for LinkedIn, Google, and Meta.

---

## Table of Contents

- [Campaign Brief Template](#campaign-brief-template)
- [LinkedIn Ads Structure](#linkedin-ads-structure)
- [Google Ads Structure](#google-ads-structure)
- [Meta Ads Structure](#meta-ads-structure)
- [Ad Copy Frameworks](#ad-copy-frameworks)

---

## Campaign Brief Template

Use 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
```

**Validation:** Campaign appears in HubSpot with all assets tagged.

---

## LinkedIn Ads Structure

### Account Hierarchy

```
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 Settings

| Parameter | Series A Sweet Spot |
|-----------|---------------------|
| Company Size | 50-5000 employees |
| Job Titles | Director+, VP+, C-level |
| Industries | Software, SaaS, Tech Services |
| Budget | Start $50/day per campaign |

### Scaling Rules

- CAC < target → Increase budget 20% weekly
- CAC > target → Pause, optimize, relaunch
- Scale 20% weekly maximum to maintain performance

### Lead Gen Forms vs Landing Pages

| Type | Conversion | Quality | Use Case |
|------|------------|---------|----------|
| Lead Gen Forms | 2-3x higher | Lower | TOFU/MOFU |
| Landing Pages | Lower | Higher | BOFU/demos |

**Validation:** LinkedIn Insight Tag firing. Matched audiences syncing.

---

## Google Ads Structure

### Campaign 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 Template

```
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]
│
└─ Ad Group: [team collaboration tools]
   ├─ Keywords: [5-10 tightly themed keywords]
   └─ Ads: [3 responsive search ads]
```

### Keyword Strategy

| Type | Match | Bid Priority |
|------|-------|--------------|
| Brand Terms | Exact | High - protect brand |
| Competitor Terms | Phrase | Medium - comparison |
| Solution Terms | Phrase | Medium - category |
| Problem Terms | Broad | Lower - education |

### Negative Keywords (Maintain 100+)

```
free, cheap, jobs, career, reviews, salary, login, support,
download, tutorial, course, certification, example, template
```

### Bid Strategy Progression

1. New campaigns: Manual CPC (control)
2. After 50+ conversions: Target CPA
3. After 100+ conversions: Maximize Conversions with tCPA
4. EU markets: Bid 15-20% higher for same quality

**Validation:** Conversion tracking firing. Search terms report reviewed weekly.

---

## Meta Ads Structure

### When to Use Meta

| Scenario | Meta | LinkedIn |
|----------|------|----------|
| ACV <$10k | ✅ | ❌ |
| Visual product | ✅ | ❌ |
| SMB audience | ✅ | ❌ |
| Enterprise | ❌ | ✅ |

### Campaign Template

```
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]
```

### Creative Best Practices

- Video format: 1:1 or 9:16 for Stories
- First 3 seconds: Hook with problem or result
- Show product UI in action
- Add captions (85% watch muted)
- Test 3-5 variants per campaign

**Validation:** Meta Pixel events firing. Conversion values passing correctly.

---

## Ad Copy Frameworks

### LinkedIn Thought Leadership

```
[Industry insight or contrarian take]

[Supporting data point or experience]

[Call to discuss or engage]

#RelevantHashtag #Industry
```

### LinkedIn Social Proof

```
[Customer result with specific numbers]

"[Customer quote]"
- [Name, Title, Company]

[Soft CTA: See how →]
```

### Google 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: Dynamic keyword 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)

**Validation:** Ad strength score of "Excellent" before launch.

```

### references/international-playbooks.md

```markdown
# International Market Playbooks

Market-specific tactics for EU, US, and Canada expansion.

---

## Table of Contents

- [EU Market Entry](#eu-market-entry)
- [US Market Entry](#us-market-entry)
- [Canada Market Entry](#canada-market-entry)
- [Budget Allocation by Region](#budget-allocation-by-region)
- [Localization Checklist](#localization-checklist)

---

## EU Market Entry

### Compliance Requirements

| Requirement | Implementation |
|-------------|----------------|
| GDPR consent | Double opt-in for email |
| Cookie consent | Explicit consent banner |
| Data storage | EU data center option |
| Privacy policy | EU-specific language |

**HubSpot Configuration:**
- Enable double opt-in in Forms settings
- Configure consent tracking properties
- Set up GDPR deletion workflows

### Localization Priority

| Language | Market Priority | Revenue Potential |
|----------|-----------------|-------------------|
| German (DE) | High | Largest EU economy |
| French (FR) | High | Second largest EU |
| Spanish (ES) | Medium | Growing tech sector |
| Dutch (NL) | Medium | English proficiency |
| Italian (IT) | Lower | Later expansion |

### Channel Mix (EU)

| Channel | Budget % | Rationale |
|---------|----------|-----------|
| LinkedIn | 40% | Primary B2B channel |
| Google Ads | 25% | High intent capture |
| SEO | 20% | Long-term investment |
| Partnerships | 15% | Local credibility |

### EU Messaging Adjustments

- More formal tone than US
- Focus on data security and compliance
- Emphasize local customer references
- Include EU headquarters or presence
- Display prices in EUR

**Validation:** Test landing pages with EU VPN. Verify consent flows work correctly.

---

## US Market Entry

### Market Characteristics

| Aspect | US Approach |
|--------|-------------|
| Messaging | Direct, ROI-focused |
| Tone | Less formal than EU |
| Sales cycle | Faster decision-making |
| Proof points | Dollar impact, not features |

### Channel Mix (US)

| Channel | Budget % | Rationale |
|---------|----------|-----------|
| Google Ads | 35% | High commercial intent |
| LinkedIn | 30% | B2B targeting |
| SEO | 20% | Competitive necessity |
| Partnerships | 15% | Industry associations |

### Partner Ecosystem

| Partner Type | Examples |
|--------------|----------|
| Review sites | G2, Capterra, TrustRadius |
| Industry associations | SaaStr, ProductLed |
| Integration partners | Salesforce, HubSpot |
| Channel partners | VARs, consultants |

### Content Adjustments

- Case studies with $ impact metrics
- Faster, more aggressive CTAs
- Video testimonials with customers
- Comparison pages (vs. competitors)

**Validation:** US-based speed test. Payment processing in USD functional.

---

## Canada Market Entry

### Market Characteristics

| Aspect | Canada Approach |
|--------|-----------------|
| Language | English + French (Quebec) |
| Regulation | PIPEDA compliance |
| Messaging | Mix of US and EU styles |
| Pricing | CAD display preferred |

### Regional Considerations

| Region | Language | Focus |
|--------|----------|-------|
| Ontario | English | Tech hub, Toronto |
| British Columbia | English | Vancouver tech scene |
| Quebec | French | Requires localization |
| Alberta | English | Energy sector |

### Channel Mix (Canada)

| Channel | Budget % | Rationale |
|---------|----------|-----------|
| Google Ads | 35% | Primary acquisition |
| LinkedIn | 30% | Professional targeting |
| SEO | 20% | Local content |
| Partnerships | 15% | Local associations |

**Validation:** French Quebec landing page tested. CAD pricing displays correctly.

---

## Budget Allocation by Region

### Series A Recommended Split

| Region | Budget % | Expected CAC |
|--------|----------|--------------|
| US | 50% | $150-300 |
| EU | 35% | $200-400 |
| Canada | 15% | $175-350 |

### Channel by Region Matrix

| Channel | US | EU | Canada |
|---------|----|----|--------|
| LinkedIn | 30% | 40% | 30% |
| Google | 35% | 25% | 35% |
| SEO | 20% | 20% | 20% |
| Partners | 15% | 15% | 15% |

### Scaling Criteria

Expand regional budget when:
- CAC < 80% of target for 4 consecutive weeks
- MQL→SQL rate > regional benchmark
- Sales team has regional capacity

---

## Localization Checklist

### Website Localization

- [ ] Translate navigation and UI elements
- [ ] Localize pricing (currency, formatting)
- [ ] Adapt case studies to regional references
- [ ] Update screenshots with localized UI
- [ ] Configure hreflang tags correctly
- [ ] Submit to regional search consoles

### Content Localization

- [ ] Translate (don't just localize) key pages
- [ ] Adapt idioms and cultural references
- [ ] Update date formats (DD/MM/YYYY vs MM/DD/YYYY)
- [ ] Adjust number formatting (1,000 vs 1.000)
- [ ] Use regional spelling (optimise vs optimize)

### Campaign Localization

- [ ] Translate ad copy (not just translate, adapt)
- [ ] Create regional landing pages
- [ ] Set up regional tracking parameters
- [ ] Configure regional lead routing
- [ ] Align with regional sales hours

### Legal Localization

- [ ] GDPR compliance (EU)
- [ ] PIPEDA compliance (Canada)
- [ ] Cookie consent mechanisms
- [ ] Privacy policy translations
- [ ] Terms of service updates

**Validation:** Native speaker review of all localized content before launch.

```

### references/attribution-guide.md

```markdown
# Attribution Guide

Multi-touch attribution setup, analysis, and reporting.

---

## Table of Contents

- [Attribution Models](#attribution-models)
- [HubSpot Attribution Setup](#hubspot-attribution-setup)
- [Google Analytics Configuration](#google-analytics-configuration)
- [Reporting Dashboards](#reporting-dashboards)
- [A/B Testing Framework](#ab-testing-framework)

---

## Attribution Models

### Model Comparison

| Model | Credit Distribution | Best For |
|-------|---------------------|----------|
| First-Touch | 100% to first interaction | Awareness campaigns |
| Last-Touch | 100% to last interaction | Direct response, BOFU |
| Linear | Equal across all touchpoints | Simple full-funnel view |
| Time Decay | More credit to recent touches | Long sales cycles |
| W-Shaped | 40% first, 20% middle, 40% last | Hybrid PLG/Sales-Led |

### Recommended Model: W-Shaped

For Series A hybrid motion:
- 40% credit to first touch (awareness)
- 20% distributed across middle touches
- 40% credit to last touch (conversion)

**Rationale:** Balances discovery and closing influence.

---

## HubSpot Attribution Setup

### Enable Attribution Reports

1. Navigate to Marketing → Reports → Attribution
2. Select attribution model (W-Shaped recommended)
3. Define conversion event (deal created, SQL stage)
4. Set lookback window (90 days typical)

### Attribution Report Types

| Report | Purpose | Frequency |
|--------|---------|-----------|
| Revenue Attribution | Credit revenue to channels | Monthly |
| Content Attribution | Credit to content assets | Weekly |
| Campaign Attribution | Credit to campaigns | Per campaign |

### Custom Attribution Report

Create: Marketing → Reports → Create Report

**Metrics:**
- Marketing-sourced pipeline $
- Marketing-influenced revenue
- CAC by channel
- ROAS by campaign

**Dimensions:**
- Channel (Organic, Paid, Email, Social, Referral)
- Campaign
- Region (US, EU, Canada)
- Funnel stage (TOFU, MOFU, BOFU)

**Validation:** Run report for past 90 days. Verify all channels appear with data.

---

## Google Analytics Configuration

### GA4 Events to Track

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

**Conversion Events:**
```
sign_up          (free trial, account)
demo_request     (calendar booking)
contact_form     (inbound interest)
pricing_view     (pricing page visit)
```

### Custom Dimensions

| Dimension | Source | Purpose |
|-----------|--------|---------|
| User Type | CRM sync | Free vs Paid |
| Plan Type | CRM sync | Starter, Pro, Enterprise |
| Lead Status | HubSpot | MQL, SQL, Customer |
| Campaign ID | UTM | HubSpot campaign |

### GA4 + HubSpot Integration

1. Install HubSpot tracking code (includes GA4)
2. Or use Google Tag Manager for advanced tracking
3. Sync GA4 audiences → HubSpot lists for retargeting
4. Import GA4 conversions to Google Ads

**Validation:** Real-time report shows events firing. Conversion events marked correctly.

---

## Reporting Dashboards

### Weekly Performance Dashboard

| Metric | Purpose | Target |
|--------|---------|--------|
| Visits | Traffic volume | +10% WoW |
| Unique visitors | Reach | +5% WoW |
| Bounce rate | Engagement | <50% |
| MQLs | Lead volume | Weekly target |
| SQLs | Pipeline | Weekly target |
| Conversion rate | Efficiency | >2% |

### Monthly Executive Dashboard

| KPI | Formula | Target |
|-----|---------|--------|
| Marketing-Sourced Pipeline | Sum of new pipeline $ | $X/month |
| Marketing-Sourced Revenue | Closed-won from marketing | $Y/month |
| Blended CAC | Total spend / customers | <$Z |
| MQL→SQL Rate | SQLs / MQLs | >15% |
| Pipeline Velocity | Avg days in pipeline | <60 days |
| ROMI | Revenue / Marketing spend | >3:1 |

### Dashboard Build Process

1. Define KPIs with leadership
2. Create data sources in HubSpot
3. Build visualizations (charts, tables)
4. Set up automated refresh
5. Schedule weekly/monthly distribution

**Validation:** Dashboard shows last 7 days data. All metrics calculating correctly.

---

## A/B Testing Framework

### ICE Prioritization

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

| Factor | Rating | Description |
|--------|--------|-------------|
| Impact | 1-10 | Effect on primary metric |
| Confidence | 1-10 | Certainty of success |
| Ease | 1-10 | Implementation difficulty |

### Test Template

```
Hypothesis: [Adding a case study carousel to pricing will
            increase demo requests by 20%]

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 Requirements

- Minimum confidence: 95%
- Minimum sample: 1000 visitors per variant
- Minimum duration: 2 weeks
- Do not stop tests early (false positives)

### Common Test Categories

**Landing Page:**
- Headline variations
- CTA copy and color
- Form length
- Social proof placement
- Hero image type

**Ad Creative:**
- Format (static vs video)
- Messaging angle
- Audience targeting
- Landing page destination

**Email:**
- Subject line length
- Personalization depth
- Send time
- CTA placement

### Test Velocity Target

Series A: 4-6 tests per month
- Realistic win rate: 30-40%
- Document all results (wins and losses)
- Build testing knowledge base

**Validation:** Test reaches statistical significance before declaring winner.

```

### references/hubspot-workflows.md

```markdown
# HubSpot Workflow Templates

Pre-built workflow configurations for lead scoring, nurturing, and assignment.

---

## Table of Contents

- [Campaign Tracking Setup](#campaign-tracking-setup)
- [Lead Scoring Configuration](#lead-scoring-configuration)
- [MQL to SQL Workflow](#mql-to-sql-workflow)
- [Partner Lead Tracking](#partner-lead-tracking)
- [Nurture Sequences](#nurture-sequences)

---

## Campaign Tracking Setup

### Create Campaign in HubSpot

1. Navigate to Marketing → Campaigns → Create Campaign
2. Name using convention: `Q[N]-[YEAR]-[CHANNEL]-[CAMPAIGN-TYPE]`
   - Example: `Q2-2025-LinkedIn-ABM-Enterprise`
3. Tag all assets (landing pages, emails, ads) with campaign ID

### UTM Parameter Structure

```
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]
```

**Validation:** Verify UTM parameters appear in HubSpot contact records after test submission.

---

## Lead Scoring Configuration

### Navigate to Configuration

Settings → Marketing → Lead Scoring

### Scoring Rules

| Action | Points | Rationale |
|--------|--------|-----------|
| Content download | +10 to +20 | Based on content depth |
| Demo request | +30 | High intent signal |
| Pricing page visit | +15 | Commercial intent |
| Webinar attendance | +20 | Engaged prospect |
| Email open | +2 | Basic engagement |
| Email click | +5 | Active interest |

### Channel Quality Modifiers

| Source | Points | Rationale |
|--------|--------|-----------|
| LinkedIn | +5 | Professional context |
| Google Search | +10 | Active search intent |
| Organic | +15 | Self-discovery |
| Referral | +20 | Pre-qualified |

**Validation:** Test lead scoring by creating a test contact and triggering each action.

---

## MQL to SQL Workflow

### SQL Definition Criteria

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

### Workflow Configuration

1. **Trigger:** Lead score reaches MQL threshold (>75 points)
2. **Action 1:** Send automated email to SDR with lead details
3. **Action 2:** Create task for SDR qualification call
4. **Branch Logic:**
   - If qualified → Update lifecycle stage to SQL, assign to AE
   - If not qualified → Move to nurture list, reduce lead score by 30

### SLA Configuration

| Handoff | Target | Escalation |
|---------|--------|------------|
| SDR responds to MQL | 4 hours | Manager notification |
| AE books demo with SQL | 24 hours | Director notification |
| First demo scheduled | 3 business days | VP notification |

**Validation:** Test workflow with a sample lead. Verify notifications trigger correctly.

---

## Partner Lead Tracking

### Create Partner Property

1. Settings → Properties → Create Property
2. Property name: `Partner Source`
3. Type: Dropdown select
4. Values: Partner A, Partner B, Affiliate Network, Direct

### Partner UTM Configuration

```
Partner links: ?utm_source=partner-name&utm_medium=referral
```

### Lead Assignment Workflow

1. **Trigger:** Contact property `Partner Source` is set
2. **Action:** Assign to Partner Manager
3. **Notification:** Slack alert when partner lead arrives

### Partner Reporting Dashboard

Create custom report: Marketing → Reports → Create Report
- Metrics: Leads, Pipeline, Revenue by Partner Source
- Dimensions: Partner Name, Time Period

**Validation:** Submit test lead with partner UTM. Verify property populates and routing works.

---

## Nurture Sequences

### Lost Opportunity Recycle

**Trigger:** Deal stage = Closed Lost

**Sequence:**
1. Day 0: Add to nurture list, remove from active campaigns
2. Day 30: Educational content email
3. Day 60: Industry insights email
4. Day 90: Re-engagement offer email
5. Month 6: SDR re-qualification task

### TOFU to MOFU Progression

**Trigger:** Contact downloads 2+ content pieces

**Sequence:**
1. Day 0: Thank you email with related content
2. Day 3: Case study email
3. Day 7: Webinar invitation
4. Day 14: Demo offer (soft CTA)

### Closed Lost Reason Tracking

Configure deal properties to capture:
- Price too high
- Missing features
- Chose competitor
- No budget
- Bad timing
- Champion left company

**Use data to inform:** Product roadmap, pricing adjustments, competitive positioning.

```

### scripts/calculate_cac.py

```python
#!/usr/bin/env python3
"""
CAC (Customer Acquisition Cost) Calculator

Calculate blended and channel-specific CAC for marketing campaigns.
Supports multiple time periods and channel breakdowns.
"""

import sys
from typing import Dict, List

def calculate_cac(total_spend: float, customers_acquired: int) -> float:
    """Calculate basic CAC"""
    if customers_acquired == 0:
        return 0.0
    return round(total_spend / customers_acquired, 2)

def calculate_channel_cac(channel_data: List[Dict]) -> Dict:
    """
    Calculate CAC per channel
    
    Args:
        channel_data: List of dicts with 'channel', 'spend', 'customers' keys
        
    Returns:
        Dict with channel CAC breakdown and blended CAC
    """
    results = {}
    total_spend = 0
    total_customers = 0
    
    for channel in channel_data:
        name = channel['channel']
        spend = channel['spend']
        customers = channel['customers']
        
        cac = calculate_cac(spend, customers)
        results[name] = {
            'spend': spend,
            'customers': customers,
            'cac': cac
        }
        
        total_spend += spend
        total_customers += customers
    
    results['blended'] = {
        'total_spend': total_spend,
        'total_customers': total_customers,
        'blended_cac': calculate_cac(total_spend, total_customers)
    }
    
    return results

def print_results(results: Dict):
    """Pretty print CAC results"""
    print("\n" + "="*60)
    print("CAC CALCULATION RESULTS")
    print("="*60 + "\n")
    
    for channel, data in results.items():
        if channel == 'blended':
            print("-"*60)
            print(f"BLENDED CAC")
            print(f"  Total Spend: ${data['total_spend']:,.2f}")
            print(f"  Total Customers: {data['total_customers']:,}")
            print(f"  Blended CAC: ${data['blended_cac']:,.2f}")
        else:
            print(f"{channel.upper()}")
            print(f"  Spend: ${data['spend']:,.2f}")
            print(f"  Customers: {data['customers']:,}")
            print(f"  CAC: ${data['cac']:,.2f}")
            print()

def main():
    # Example data - replace with your actual numbers
    example_data = [
        {'channel': 'LinkedIn Ads', 'spend': 15000, 'customers': 10},
        {'channel': 'Google Search', 'spend': 12000, 'customers': 20},
        {'channel': 'SEO/Organic', 'spend': 5000, 'customers': 15},
        {'channel': 'Partnerships', 'spend': 3000, 'customers': 5},
    ]
    
    print("Marketing CAC Calculator")
    print("Edit the script to input your actual channel data\n")
    
    results = calculate_channel_cac(example_data)
    print_results(results)
    
    # CAC benchmarks
    print("\n" + "="*60)
    print("B2B SAAS BENCHMARKS (Series A)")
    print("="*60)
    print("LinkedIn Ads:   $150-$400")
    print("Google Search:  $80-$250")
    print("SEO/Organic:    $50-$150")
    print("Partnerships:   $100-$300")
    print("Blended Target: <$300")

if __name__ == "__main__":
    main()

```



---

## Skill Companion Files

> Additional files collected from the skill directory layout.

### _meta.json

```json
{
  "owner": "alirezarezvani",
  "slug": "marketing-demand-acquisition",
  "displayName": "Marketing Demand Acquisition",
  "latest": {
    "version": "2.1.1",
    "publishedAt": 1773070258806,
    "commit": "https://github.com/openclaw/skills/commit/0a5bfd5f4049ff1b63cffb3add74cd32a962f12a"
  },
  "history": [
    {
      "version": "1.0.0",
      "publishedAt": 1770402545690,
      "commit": "https://github.com/openclaw/skills/commit/0041c4f47d96786cd77326a2bc7b937352300bec"
    },
    {
      "version": "0.1.0",
      "publishedAt": 1769774727031,
      "commit": "https://github.com/clawdbot/skills/commit/2b0507ccf1e631af22f10ed3d5454528ab667cb8"
    }
  ]
}

```