Marketing Demand & Acquisition

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

Core KPIs

• Demand Gen: MQL/SQL volume, cost per opportunity, marketing-sourced pipeline $
• Paid Media: CAC, ROAS, CPL, CPA, channel efficiency ratio
• SEO: Organic sessions, non-brand traffic %, keyword rankings
• Partnerships: Partner-sourced pipeline $, partner CAC, co-marketing ROI

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Demand Generation Framework

Stage	Tactics	Target
TOFU	Paid social, display, content syndication, SEO	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

1. Define objective, budget, duration, audience
2. Select channels based on funnel stage
3. Create HubSpot campaign with proper UTM structure
4. Configure lead scoring and assignment rules
5. Launch with test budget, validate tracking

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Paid Media Channels

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

For detailed channel setup, budget allocation ($40k/month example), and campaign templates, see references/campaign-templates.md.

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SEO Strategy

Technical Checklist

• XML sitemap, robots.txt, HTTPS, page speed >90 mobile
• Core Web Vitals, structured data, canonical tags, hreflang

Keyword Tiers

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

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Partnerships

Tier	Type	ROI
1	Strategic integrations	Very high
2	Affiliate partners	Medium-high
3	Customer referrals	Medium

For partnership workflow, affiliate program setup, and regional playbooks, see references/international-playbooks.md.

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Attribution

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

For HubSpot attribution setup and weekly metrics dashboard, see references/attribution-guide.md.

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MQL to SQL Handoff

SQL Criteria: Director+, 50-5000 employees, $10k+ budget, 90-day timeline, high-intent action.

SLA: SDR responds to MQL in 4 hours, AE books demo in 24 hours.

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Channel Benchmarks (B2B SaaS Series A)

Metric	LinkedIn	Google Search	SEO	Email
CTR	0.4-0.9%	2-5%	1-3%	15-25%
CAC	$150-400	$80-250	$50-150	$20-80

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References

File	Content
hubspot-workflows.md	Lead scoring, nurture, assignment workflows
campaign-templates.md	LinkedIn, Google, Meta campaign structures
international-playbooks.md	EU, US, Canada market tactics
attribution-guide.md	Multi-touch attribution and dashboards

Related Skills

• paid-ads: For executing paid acquisition campaigns
• content-strategy: For content-driven demand generation
• campaign-analytics: For measuring demand gen effectiveness