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

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

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: LinkedIn 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)

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 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

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 SaaS)
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

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 (PartnerStack, 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

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

HubSpot 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

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

See 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 for workflow templates.

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, 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.

marketing-demand-acquisition

Marketing Demand & Acquisition

Table of Contents

Core KPIs