Marketing Demand Acquisition

• You are planning or auditing a demand generation strategy for a Series A+ B2B SaaS company and need channel-by-channel guidance with concrete KPIs.
• You need to set up or optimize paid media campaigns on LinkedIn, Google Search/Display, or Meta with budget allocation frameworks and validation checklists.
• You are building or improving MQL→SQL handoff workflows, lead scoring criteria, or HubSpot campaign tracking with UTM structures.
• You want to establish a partnership program (affiliate, strategic integrations, co-marketing) and need a tiered framework with tracking setup.
• You are implementing multi-touch attribution in HubSpot and need model selection guidance (e.g., W-Shaped for hybrid PLG/Sales motions).

• You are running B2C or e-commerce marketing — the frameworks here are built for B2B enterprise/SMB audiences with longer sales cycles.
• You need execution-level ad creative production or copywriting; this skill provides strategy and structure, not creative assets.
• Your company is pre-product-market-fit or pre-seed — the budget allocations and scaling assumptions are calibrated for Series A+ spend levels.

Covers TOFU, MOFU, and BOFU tactics with matched channels and audience targets. Includes a campaign planning workflow from objective-setting through HubSpot launch, with UTM parameter conventions and tracking validation steps.

Step-by-step setup guides for LinkedIn Ads, Google Search, Google Display, and Meta Ads — including targeting parameters, ad structure, budget scaling rules, and validation checks. A prioritized channel selection matrix with CAC ranges helps allocate a $40k/month Series A budget across channels.

Includes a technical foundation checklist (Core Web Vitals, hreflang, structured data, Screaming Frog validation), a three-tier keyword prioritization framework, on-page optimization standards, and link-building priorities appropriate for SaaS companies.

Defines four partnership tiers (strategic integrations, affiliate, referral, marketplace) with effort/ROI ratings. Provides an affiliate program setup workflow covering platform selection (PartnerStack, Impact, Rewardful), commission structure (20–30% recurring), and partner UTM tracking validation.

Recommends W-Shaped attribution (40-20-40) for hybrid PLG/Sales motions and provides a HubSpot-specific configuration walkthrough with a 90-day lookback window. Includes a weekly metrics dashboard template with targets for MQL→SQL rate, blended CAC, and pipeline velocity.

Defines explicit SQL qualification criteria (job title, company size, budget, timeline, engagement signal) and response SLAs — SDR response within 4 hours, demo booked within 24 hours. Also includes proactive triggers for common demand gen failure modes such as single-channel dependency and CAC exceeding LTV.

A startup with a $40k/month marketing budget uses this skill to allocate spend across LinkedIn ($15k), Google Search ($12k), Google Display ($5k), and Meta ($5k), configure campaigns with proper UTM tracking in HubSpot, and set scaling rules tied to CAC targets.

A revenue operations manager uses the UTM structure, lead scoring workflow, and HubSpot attribution setup guides to build an end-to-end tracking system that ties paid media spend to pipeline dollars using W-Shaped attribution.

A SaaS company entering EU and Canadian markets uses the hreflang SEO guidance, regional playbook references, and channel benchmarks to adapt their acquisition strategy for new geographies without rebuilding from scratch.

A growth team looking to reduce blended CAC structures an affiliate and co-marketing program using the tiered partnership framework, selects an affiliate platform, configures commission structures, and validates partner lead routing through HubSpot.