marketing-demand-acquisition

Structure LinkedIn campaigns into awareness, consideration, and conversion stages targeting Director+ roles at companies with 50-5000 employees. Start at $50/day per campaign and scale budgets 20% weekly when CAC stays below target.

Run the included calculate_cac.py script with per-channel spend and customer counts to get channel-level and blended CAC. For Series A B2B SaaS, blended CAC should stay under $300, with LinkedIn typically $150-400 and Google Search $80-250.

Use the W-Shaped model, which assigns 40% credit to first touch, 20% across middle touches, and 40% to last touch. Configure it in HubSpot under Marketing, Reports, Attribution with a 90-day lookback window.

Yes, the international playbook covers GDPR compliance including double opt-in forms, cookie consent, and EU data storage. It also provides EU-specific channel mixes favoring LinkedIn at 40% of budget and localization checklists for German and French markets.

Use Meta Ads when ACV is under $10k, the product is visual, or the audience is SMB. Use LinkedIn for enterprise deals, ABM campaigns, and higher ACV products where professional targeting justifies the higher CAC.

Low conversion usually stems from missing lead scoring, unclear SQL criteria, or slow SDR response times. Define SQL criteria around job title, company size, budget, and timeline, and enforce a 4-hour SDR response SLA.