marketing-demand-acquisition

name	marketing-demand-acquisition
title	Marketing Demand Acquisition Skill Package
description	Multi-channel demand generation, paid media optimization, SEO strategy, and partnership programs for Series A+ startups. Includes CAC calculator, channel playbooks, HubSpot integration, and international expansion tactics. Use when planning demand generation campaigns, optimizing paid media, building SEO strategies, establishing partnerships, or when user mentions demand gen, paid ads, LinkedIn ads, Google ads, CAC, acquisition, lead generation, or pipeline generation.
domain	marketing
subdomain	ui-design
difficulty	intermediate
time-saved	TODO: Quantify time savings
frequency	TODO: Estimate usage frequency
use-cases	["Primary workflow for Marketing Demand Acquisition","Analysis and recommendations for marketing demand acquisition tasks","Best practices implementation for marketing demand acquisition","Integration with related skills and workflows"]
related-agents	[]
related-skills	[]
related-commands	[]
orchestrated-by	[]
dependencies	{"scripts":[],"references":[],"assets":[]}
compatibility	{"python-version":"3.8+","platforms":["macos","linux","windows"]}
tech-stack	["HubSpot CRM","LinkedIn Campaign Manager","Google Ads","Google Analytics","Meta Ads Manager","Search Console","Python 3.8+"]
examples	[{"title":"Example Usage","input":"TODO: Add example input for marketing-demand-acquisition","output":"TODO: Add expected output"}]
stats	{"downloads":0,"stars":0,"rating":0,"reviews":0}
version	v1.0.0
author	Claude Skills Team
contributors	[]
created	"2025-10-20T00:00:00.000Z"
updated	"2025-11-08T00:00:00.000Z"
license	MIT
tags	["acquisition","demand","marketing","optimization"]
featured	false
verified	true

Marketing Demand & Acquisition

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

Overview

This skill provides comprehensive frameworks for building and scaling demand generation programs across paid media, SEO, and partnerships. Designed for B2B SaaS companies from Series A through growth stage, it includes proven channel strategies, campaign templates, and automated CAC analysis.

Core Value: Generate predictable pipeline at $500-$1,000 CAC while scaling from $1M to $10M+ ARR across international markets.

Core Capabilities

• Full-Funnel Demand Generation - TOFU/MOFU/BOFU strategies with channel-specific tactics
• Paid Media Optimization - LinkedIn, Google Ads, Meta campaign frameworks with targeting and creative guidance
• SEO Strategy - Technical SEO, keyword research, link building, and content strategy
• Partnership Programs - Strategic partnerships, affiliate programs, co-marketing campaigns
• CAC Analysis - Automated customer acquisition cost calculation and optimization
• HubSpot Integration - Campaign tracking, lead scoring, attribution, workflow automation
• International Expansion - Market-specific tactics for EU, US, and Canada entry
• Attribution & Reporting - Multi-touch attribution setup and performance dashboards

Role Coverage

This skill serves:

• Demand Generation Manager - Multi-channel campaigns, pipeline generation
• Paid Media/Performance Marketer - Paid search/social/display optimization
• SEO Manager - Organic acquisition and technical SEO
• Affiliate/Partnerships Manager - Co-marketing and channel partnerships

Core KPIs by Role

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

Paid Media: CAC, ROAS, CPL, CPA, incrementality lift, channel efficiency ratio

SEO: Organic sessions, non-brand traffic %, keyword rankings (P1-P3), organic-assisted conversions, technical health score

Partnerships: Partner-sourced pipeline $, partner CAC, net new logos via partners, co-marketing ROI

Quick Start

Calculate CAC

python scripts/calculate_cac.py data/campaign-results.csv
python scripts/calculate_cac.py data/q2-2025.csv --target-cac 500 --ltv 2500

Access Frameworks

• Marketing frameworks: frameworks.md
• Campaign templates: templates.md
• Tool documentation: tools.md

Key Workflows

1. Launch Demand Generation Campaign

Time: 4-6 weeks end-to-end

1. Planning (Week 1-2) - Define objectives, budget, audience, channels

   • Use campaign brief template from templates.md
   • Select channels based on ICP and funnel stage
   • Set success metrics (MQLs, SQLs, CAC target)

2. Setup (Week 3-4) - Build campaigns, landing pages, HubSpot tracking

   • Configure HubSpot campaigns and UTM parameters
   • Create ad campaigns (LinkedIn, Google, Meta)
   • Set up lead scoring and workflows

3. Launch (Week 5) - Go live and monitor performance

   • Start at 50% budget for testing
   • Monitor conversion rates hourly
   • Scale winning ads to 100% budget

4. Optimize (Week 6+) - Analyze, iterate, scale

   • Run A/B tests on ads and landing pages
   • Scale winning channels by 20% weekly
   • Pause underperforming campaigns

See frameworks.md for full-funnel strategy and templates.md for HubSpot setup.

2. Optimize Paid Media Performance

Time: 2-3 hours per week ongoing

1. Analyze Performance - Review CAC, conversion rates, spend by channel

   • Calculate CAC: python scripts/calculate_cac.py data/weekly.csv
   • Compare to benchmarks (LinkedIn $150-400, Google $80-250)

2. Identify Opportunities - Find underperforming campaigns and winning strategies

   • CAC >target → Optimize or pause
   • CAC <target → Scale budget 20% weekly

3. Implement Changes - Adjust bids, targeting, creative, budgets

   • Use channel playbooks from frameworks.md
   • Test 3-5 creative variants per campaign

4. Monitor Results - Track improvements and iterate

   • Daily: Conversion rates, spend pacing
   • Weekly: CAC analysis and optimization review

See frameworks.md for LinkedIn, Google, and Meta playbooks.

3. Build SEO Foundation

Time: 8-12 weeks initial setup, ongoing optimization

1. Technical SEO (Week 1-2) - Ensure site is crawlable and fast

   • Complete pre-launch checklist from frameworks.md
   • Submit sitemap, enable HTTPS, optimize speed
   • Add structured data and canonical tags

2. Keyword Research (Week 3-4) - Identify target keywords by funnel stage

   • Tier 1 (BOFU): Best [category], [competitor] alternative
   • Tier 2 (MOFU): How to [solve problem]
   • Tier 3 (TOFU): What is [concept]

3. Content Creation (Week 5-12) - Publish optimized content

   • TOFU: 4 posts/month (educational)
   • MOFU: 2 posts/month (solution-focused)
   • BOFU: 1 post/month (product/conversion)

4. Link Building (Ongoing) - Acquire quality backlinks

   • Digital PR, guest posting, partnerships
   • Target: 5-10 links/month initially, 20-30 after 6 months

See frameworks.md for SEO strategy framework and on-page templates.

4. Establish Partnership Program

Time: 6-12 months to full activation

1. Identify Partners (Month 1-2) - Research complementary companies

   • Similar ICP, no direct competition
   • Product fit (complementary, not substitute)
   • Similar scale and values

2. Outreach & Negotiate (Month 2-4) - Propose partnership

   • Use outreach template from templates.md
   • Define partnership agreement (scope, revenue model, metrics)

3. Activate & Enable (Month 4-6) - Launch partnership

   • Create co-branded assets
   • Train partner sales team
   • Set up tracking in HubSpot

4. Manage Ongoing (Month 6+) - QBRs, co-marketing, optimization

   • Quarterly business reviews
   • 1-2 co-marketing activities per quarter
   • Monthly pipeline reporting

See frameworks.md for partnership playbook and templates.md for co-marketing campaigns.

Python Tools

calculate_cac.py

Calculate blended and channel-specific Customer Acquisition Cost with automated recommendations.

Key Features:

• Multi-channel CAC analysis (LinkedIn, Google, Meta, SEO, Partnerships)
• Efficiency scoring and channel comparison
• Budget allocation recommendations
• LTV:CAC ratio calculation
• JSON and text output formats

Common Usage:

# Basic CAC calculation
python scripts/calculate_cac.py data/results.csv

# With target CAC and LTV
python scripts/calculate_cac.py data/q2-2025.csv --target-cac 500 --ltv 2500

# JSON output for dashboards
python scripts/calculate_cac.py data/results.csv --output json --file report.json

# Compare time periods
python scripts/calculate_cac.py data/q2.csv --compare data/q1.csv

See tools.md for comprehensive documentation, input formats, and integration examples.

Reference Guides

When to Use Each Reference

frameworks.md - Marketing strategies and methodologies

• Full-funnel demand generation (TOFU/MOFU/BOFU)
• Paid media channel strategies (LinkedIn, Google, Meta)
• SEO framework (technical, content, link building)
• Partnership types and playbooks
• Experimentation framework (A/B testing, ICE scoring)
• International expansion considerations
• Attribution models and reporting
• Handoff protocols (MQL→SQL→Opportunity)

templates.md - Ready-to-use campaign assets

• Campaign planning briefs
• HubSpot workflow templates
• Campaign launch checklists
• Email campaign sequences
• Ad copy templates (LinkedIn, Google, Meta)
• Landing page structures
• Webinar promotion timeline
• Performance report templates

tools.md - Python tool documentation

• calculate_cac.py comprehensive guide
• All command-line options and flags
• Input/output formats
• Integration examples (CI/CD, dashboards, alerts)
• Troubleshooting and best practices
• Metrics explained (CAC, efficiency score, LTV:CAC)

Best Practices

Channel Strategy

• Start with 2-3 channels (LinkedIn + Google for B2B)
• Test at 50% budget, scale winners by 20% weekly
• Kill underperformers after 2 weeks if CAC >2x target
• Maintain 40% paid, 25% SEO, 20% partnerships, 15% other

Campaign Management

• Review performance weekly (CAC, conversion rates)
• A/B test constantly (4-6 tests/month)
• Update tracking and attribution continuously
• Document learnings from every campaign

HubSpot Integration

• Tag all campaigns with UTM parameters
• Set up lead scoring for each campaign type
• Use multi-touch attribution (W-shaped)
• Monitor MQL→SQL conversion rates

International Expansion

• Start with US (largest TAM), then UK (English-speaking gateway)
• Localize pricing and content by market
• EU: Focus on GDPR compliance and LinkedIn ads
• Budget: 50% US, 20% UK, 15% DACH, 10% France, 5% Canada

See frameworks.md for detailed channel benchmarks and templates.md for execution checklists.

Performance Benchmarks

B2B SaaS Series A Targets:

• Blended CAC: $500-$1,000
• MQL→SQL conversion: 10-20%
• Marketing-sourced pipeline: 40-60% of total
• ROMI (return on marketing investment): 3:1 minimum
• Budget allocation: 40% paid, 25% SEO, 20% partnerships, 15% other

Channel-Specific (see frameworks.md for full matrix):

• LinkedIn: $150-$400 CAC, 0.5-2% CVR
• Google Search: $80-$250 CAC, 2-5% CVR
• SEO: $50-$150 CAC, 2-5% CVR
• Partnerships: $100-$300 CAC, 5-10% CVR

Integration

This skill works best with:

• HubSpot CRM (campaign tracking, lead scoring, workflows)
• LinkedIn Campaign Manager (B2B paid social)
• Google Ads (search and display advertising)
• Google Analytics (traffic analysis, funnel optimization)
• Search Console (SEO performance monitoring)
• Partnership platforms (PartnerStack, Impact, Rewardful)

See templates.md for HubSpot setup guides and tools.md for tool integrations.

Additional Resources

• Frameworks: frameworks.md
• Templates: templates.md
• Tools: tools.md
• Campaign Assets: assets/ directory (dashboards, briefs, checklists)

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Last Updated: November 2025 | Version: 1.0