# Marketing demand acquisition Human Guide

## What This Is For
Acquisition playbook for Series A+ startups scaling internationally (EU/US/Canada) with hybrid PLG/Sales-Led motion. It gives the agent a clearer input/output frame for marketing demand acquisition: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Marketing demand acquisition agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for marketing demand acquisition.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Marketing demand acquisition guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- [Demand Generation Framework](#demand-generation-framework)
- [Paid Media Channels](#paid-media-channels)
- [SEO Strategy](#seo-strategy)
- [Partnerships](#partnerships)
- 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
- Create campaign group for initiative
- Structure: Awareness → Consideration → Conversion campaigns

## Decision Points And Nuance
The original skill emphasizes: Table of Contents, Core KPIs, Demand Generation Framework, Funnel Stages, Campaign Planning Workflow, UTM Structure, Paid Media Channels, Channel Selection Matrix, LinkedIn Ads Setup, Google Ads Setup.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Starting without a clear audience or goal.
- Asking for a final artifact before sharing examples or constraints.
- Accepting a generic first draft without checking it against the intended use.

## Copy-And-Paste Prompt
```text
Use the Marketing demand acquisition human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the alirezarezvani/claude-skills skill entry for `marketing-demand-acquisition`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# 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](#core-kpis)
- [Demand Generation Framework](#demand-generation-framework)
- [Paid Media Channels](#paid-media-channels)
- [SEO Strategy](#seo-strategy)
- [Partnerships](#partnerships)
- [Attribution](#attribution)
- [Tools](#tools)
- [References](#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

| 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} // {qN-yyyy}-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

1. Create campaign group for initiative
2. Structure: Awareness → Consideration → Conversion campaigns
3. Target: Director+, 50-5000 employees, relevant industries
4. Start $50/day per campaign
5. Scale 20% weekly if CAC < target
6. **Validation:** LinkedIn Insight Tag firing on all pages