Marketing Demand Acquisition

What This Skill Does

This skill provides a demand generation and acquisition playbook tailored for Series A+ startups scaling internationally. It focuses on hybrid PLG/Sales-Led motions and covers core KPIs, a demand generation framework, paid media channels, SEO strategy, partnerships, attribution, and tools. It is useful for marketing teams looking to scale their demand generation efforts.

When to Use

Develop a demand generation strategy. Optimize paid media campaigns. Improve SEO performance. Establish partnership programs. Track marketing attribution effectively. Define core marketing KPIs.

Key Features

Provides a demand generation framework with funnel stages. Offers a channel selection matrix for paid media. Defines a UTM structure for campaign tracking. Outlines core KPIs for demand gen, paid media, and SEO. Includes guidance on campaign planning workflow.

Manual Installation

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

Demand Generation Framework

Paid Media Channels SEO Strategy Partnerships Attribution Tools 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

Campaign Planning Workflow

Define objective, budget, duration, audience Select channels based on funnel stage Create campaign in Hub Spot with proper UTM structure Configure lead scoring and assignment rules Launch with test budget, validate tracking Validation: UTM parameters appear in Hub Spot 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

Linked In Ads Setup

Create campaign group for initiative Structure: Awareness → Consideration → Conversion campaigns Target: Director+, 50-5000 employees, relevant industries Start $50/day per campaign Scale 20% weekly if CAC < target Validation: Linked In Insight Tag firing on all pages

Google Ads Setup

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

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

See 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

On-Page Optimization

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

Link Building Priorities

Digital PR (original research, industry reports) Guest posting (DA 40+ sites only) Partner co-marketing (complementary Saa S) Community engagement (Reddit, Quora)

Partnerships

Partnership Tiers

Partnership Workflow

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

Affiliate Program Setup

Select platform (Partner Stack, Impact, Rewardful) Configure commission structure (20-30% recurring) Create affiliate enablement kit (assets, links, content) Recruit through outbound, inbound, events Validation: Test affiliate link tracks through to conversion

See international-playbooks.md for regional tactics.

Attribution

Model Selection

Hub Spot Attribution Setup

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

Weekly Metrics Dashboard

See attribution-guide.md for detailed setup.

Tools

scripts/

Hub Spot Integration

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

See hubspot-workflows.md for workflow templates.

References

Channel Benchmarks (B2B Saa S Series A)

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 requ