marketing-demand-acquisition

name	marketing-demand-acquisition
description	Manage — Creates demand generation campaigns, optimizes paid ad spend across LinkedIn, Google, and Meta, develops SEO strategies, and structures partnership programs for Series A+ startups
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"}
executor	HYBRID
skill_id	business.marketing-skill.marketing-demand-acquisition
status	ADOPTED
security	{"level":"standard","pii":false,"approval_required":false}
anchors	["business","marketing","design"]
tier	2
input_schema	[{"name":"code_or_task","type":"string","description":"Code snippet, script, or task description to process","required":true}]
output_schema	[{"name":"plan","type":"string","description":"Strategic plan or design document"},{"name":"next_steps","type":"array","description":"List of recommended next steps"}]

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

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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

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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]

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Paid Media Channels

Channel Selection Matrix

Channel	Best For