marketing-demand-acquisition

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Marketing Demand & Acquisition

营销获客

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

针对采用PLG/销售驱动混合模式、面向国际（欧盟/美国/加拿大）扩张的A轮及以上初创企业的获客指南。

Role Coverage

职责范围

Role	Focus Areas
Demand Generation Manager	Multi-channel campaigns, pipeline generation
Paid Media Marketer	Paid search/social/display optimization
SEO Manager	Organic acquisition, technical SEO
Partnerships Manager	Co-marketing, channel partnerships

角色	重点领域
获客经理	多渠道营销活动、销售管线搭建
付费媒体营销专员	付费搜索/社交/展示广告优化
SEO经理	自然流量获取、技术SEO
合作伙伴经理	联合营销、渠道合作伙伴

Core KPIs

核心关键指标

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

获客： MQL/SQL数量、单次销售机会成本、营销来源销售管线金额、MQL→SQL转化率

付费媒体： CAC、ROAS、CPL、CPA、渠道效率比

SEO： 自然流量会话数、非品牌流量占比、关键词排名、技术健康得分

合作伙伴： 合作伙伴来源销售管线金额、合作伙伴CAC、联合营销投资回报率

Demand Generation Framework

获客框架

Funnel Stages

漏斗阶段

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 $

阶段	策略	目标
顶部漏斗（TOFU）	付费社交、展示广告、内容分发、SEO	品牌曝光、流量获取
中部漏斗（MOFU）	付费搜索、重定向广告、 gated content、邮件培育	MQL获取、演示请求
底部漏斗（BOFU）	品牌搜索、直接触达、案例研究、试用	SQL获取、销售管线金额

Campaign Planning Workflow

营销活动规划流程

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

定义目标、预算、时长、受众
根据漏斗阶段选择渠道
在HubSpot中创建带有规范UTM结构的营销活动
配置线索评分与分配规则
投入测试预算启动，验证追踪效果
验证： UTM参数在HubSpot联系人记录中正常显示

UTM Structure

UTM结构

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]

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}         // [仅付费搜索使用]

Paid Media Channels

付费媒体渠道

Channel Selection Matrix

渠道选择矩阵

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

渠道	适用场景	CAC范围	A轮优先级
LinkedIn Ads	B2B、企业客户、ABM	$150-400	高
Google Search	高意向、BOFU阶段	$80-250	高
Google Display	重定向广告	$50-150	中
Meta Ads	中小企业、视觉类产品	$60-200	中

LinkedIn Ads Setup

LinkedIn Ads 设置

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

为项目创建营销活动组
结构：认知 → 考虑 → 转化类营销活动
定向：总监及以上职位、员工规模50-5000人、相关行业
每个营销活动初始日预算$50
若CAC低于目标，每周扩容20%
验证： LinkedIn Insight Tag在所有页面正常触发

Google Ads Setup

Google Ads 设置

Prioritize: Brand → Competitor → Solution → Category keywords
Structure ad groups with 5-10 tightly themed keywords
Create 3 responsive search ads per ad group (15 headlines, 4 descriptions)
Maintain negative keyword list (100+)
Start Manual CPC, switch to Target CPA after 50+ conversions
Validation: Conversion tracking firing, search terms reviewed weekly

优先级：品牌词 → 竞品词 → 解决方案词 → 品类词
按主题紧密的5-10个关键词创建广告组
每个广告组创建3个响应式搜索广告（15个标题、4个描述）
维护包含100+关键词的否定词列表
初始使用手动CPC，累计50+转化后切换为目标CPA
验证： 转化追踪正常触发，每周审核搜索词

Budget Allocation (Series A, $40k/month)

预算分配（A轮，月预算$40k）

Channel	Budget	Expected SQLs
LinkedIn	$15k	10
Google Search	$12k	20
Google Display	$5k	5
Meta	$5k	8
Partnerships	$3k	5

See campaign-templates.md for detailed structures.

渠道	预算	预期SQL数量
LinkedIn	$15k	10
Google Search	$12k	20
Google Display	$5k	5
Meta	$5k	8
合作伙伴	$3k	5

详细结构请参考 campaign-templates.md。

SEO Strategy

SEO策略

Technical Foundation Checklist

技术基础检查清单

Keyword Strategy

关键词策略

Tier	Type	Volume	Priority
1	High-intent BOFU	100-1k	First
2	Solution-aware MOFU	500-5k	Second
3	Problem-aware TOFU	1k-10k	Third

层级	类型	搜索量	优先级
1	高意向BOFU词	100-1k	首要
2	解决方案导向MOFU词	500-5k	次要
3	问题导向TOFU词	1k-10k	第三

On-Page Optimization

页面优化

URL: Include primary keyword, 3-5 words
Title tag: Primary keyword + brand (60 chars)
Meta description: CTA + value prop (155 chars)
H1: Match search intent (one per page)
Content: 2000-3000 words for comprehensive topics
Internal links: 3-5 relevant pages
Validation: Google Search Console shows page indexed, no errors

URL：包含主关键词，长度3-5个词
标题标签：主关键词+品牌（不超过60字符）
元描述：行动号召+价值主张（不超过155字符）
H1：匹配搜索意图（每页一个）
内容：主题类内容字数2000-3000字
内部链接：关联3-5个相关页面
验证： Google Search Console显示页面已收录，无错误

Link Building Priorities

外链建设优先级

Digital PR (original research, industry reports)
Guest posting (DA 40+ sites only)
Partner co-marketing (complementary SaaS)
Community engagement (Reddit, Quora)

数字公关（原创研究、行业报告）
客座投稿（仅DA40+站点）
合作伙伴联合营销（互补型SaaS）
社区参与（Reddit、Quora）

Partnerships

合作伙伴计划

Partnership Tiers

合作伙伴层级

Tier	Type	Effort	ROI
1	Strategic integrations	High	Very high
2	Affiliate partners	Medium	Medium-high
3	Customer referrals	Low	Medium
4	Marketplace listings	Medium	Low-medium

层级	类型	投入成本	投资回报率
1	战略集成	高	极高
2	联盟合作伙伴	中	中高
3	客户推荐	低	中
4	市场平台入驻	中	中低

Partnership Workflow

合作伙伴合作流程

Identify partners with overlapping ICP, no competition
Outreach with specific integration/co-marketing proposal
Define success metrics, revenue model, term
Create co-branded assets and partner tracking
Enable partner sales team with demo training
Validation: Partner UTM tracking functional, leads routing correctly

识别具有重叠目标客户、无竞争关系的合作伙伴
发送包含具体集成/联合营销方案的触达邮件
定义成功指标、收入模式、合作期限
创建联合品牌资产及合作伙伴追踪机制
为合作伙伴销售团队提供演示培训
验证： 合作伙伴UTM追踪正常运行，线索路由正确

Affiliate Program Setup

联盟计划设置

Select platform (PartnerStack, Impact, Rewardful)
Configure commission structure (20-30% recurring)
Create affiliate enablement kit (assets, links, content)
Recruit through outbound, inbound, events
Validation: Test affiliate link tracks through to conversion

See international-playbooks.md for regional tactics.

选择平台（PartnerStack、Impact、Rewardful）
配置佣金结构（20-30% recurring）
创建联盟赋能工具包（素材、链接、内容）
通过 outbound、inbound、活动招募联盟伙伴
验证： 测试联盟链接可全程追踪至转化

区域策略请参考 international-playbooks.md。

Attribution

归因分析

Model Selection

模型选择

Model	Use Case
First-Touch	Awareness campaigns
Last-Touch	Direct response
W-Shaped (40-20-40)	Hybrid PLG/Sales (recommended)

模型	适用场景
首次接触模型	品牌曝光类活动
末次接触模型	直接响应类活动
W型模型（40-20-40）	PLG/销售驱动混合模式（推荐）

HubSpot Attribution Setup

HubSpot 归因设置

Navigate to Marketing → Reports → Attribution
Select W-Shaped model for hybrid motion
Define conversion event (deal created)
Set 90-day lookback window
Validation: Run report for past 90 days, all channels show data

导航至营销 → 报告 → 归因分析
为混合模式选择W型模型
定义转化事件（创建交易）
设置90天回溯窗口
验证： 生成过去90天的报告，所有渠道均显示数据

Weekly Metrics Dashboard

每周指标仪表盘

Metric	Target
MQLs	Weekly target
SQLs	Weekly target
MQL→SQL Rate	>15%
Blended CAC	<$300
Pipeline Velocity	<60 days

See attribution-guide.md for detailed setup.

指标	目标
MQL数量	周度目标
SQL数量	周度目标
MQL→SQL转化率	>15%
综合CAC	<$300
销售管线流转速度	<60天

详细设置请参考 attribution-guide.md。

Tools

工具

scripts/

Script	Purpose	Usage
`calculate_cac.py`	Calculate blended and channel CAC	`python scripts/calculate_cac.py --spend 40000 --customers 50`

脚本	用途	使用方式
`calculate_cac.py`	计算综合及分渠道CAC	`python scripts/calculate_cac.py --spend 40000 --customers 50`

HubSpot Integration

HubSpot 集成

Campaign tracking with UTM parameters
Lead scoring and MQL/SQL workflows
Attribution reporting (multi-touch)
Partner lead routing

See hubspot-workflows.md for workflow templates.

基于UTM参数的营销活动追踪
线索评分及MQL/SQL自动化流程
多触点归因报告
合作伙伴线索路由

流程模板请参考 hubspot-workflows.md。

References

参考资料

File	Content
hubspot-workflows.md	Lead scoring, nurture, assignment workflows
campaign-templates.md	LinkedIn, Google, Meta campaign structures
international-playbooks.md	EU, US, Canada market tactics
attribution-guide.md	Multi-touch attribution, dashboards, A/B testing

文件	内容
hubspot-workflows.md	线索评分、培育、分配自动化流程
campaign-templates.md	LinkedIn、Google、Meta营销活动结构
international-playbooks.md	欧盟、美国、加拿大市场策略
attribution-guide.md	多触点归因、仪表盘、A/B测试

Channel Benchmarks (B2B SaaS Series A)

B2B SaaS A轮渠道基准数据

Metric	LinkedIn	Google Search	SEO	Email
CTR	0.4-0.9%	2-5%	1-3%	15-25%
CVR	1-3%	3-7%	2-5%	2-5%
CAC	$150-400	$80-250	$50-150	$20-80
MQL→SQL	10-20%	15-25%	12-22%	8-15%

指标	LinkedIn	Google Search	SEO	邮件
CTR	0.4-0.9%	2-5%	1-3%	15-25%
CVR	1-3%	3-7%	2-5%	2-5%
CAC	$150-400	$80-250	$50-150	$20-80
MQL→SQL	10-20%	15-25%	12-22%	8-15%

MQL→SQL Handoff

MQL转SQL交接

SQL Criteria

SQL判定标准

Required:
✅ Job title: Director+ or budget authority
✅ Company size: 50-5000 employees
✅ Budget: $10k+ annual
✅ Timeline: Buying within 90 days
✅ Engagement: Demo requested or high-intent action

必填项：
✅ 职位：总监及以上或拥有预算决策权
✅ 公司规模：50-5000名员工
✅ 预算：年预算$10k+
✅ 时间线：90天内有采购计划
✅ 互动行为：已申请演示或高意向动作

SLA

服务水平协议（SLA）

Handoff	Target
SDR responds to MQL	4 hours
AE books demo with SQL	24 hours
First demo scheduled	3 business days

Validation: Test lead through workflow, verify notifications and routing.

交接环节	目标
SDR响应MQL	4小时内
AE与SQL确认演示时间	24小时内
首次演示完成预约	3个工作日内

验证： 测试线索流转流程，确认通知及路由正常。

marketing-demand-acquisition

Original

Translation

Marketing Demand & Acquisition

营销获客

Table of Contents

目录

Role Coverage

职责范围

Core KPIs

核心关键指标

Demand Generation Framework

获客框架

Funnel Stages

漏斗阶段

Campaign Planning Workflow

营销活动规划流程

UTM Structure

UTM结构

Paid Media Channels

付费媒体渠道

Channel Selection Matrix

渠道选择矩阵

LinkedIn Ads Setup

LinkedIn Ads 设置

Google Ads Setup

Google Ads 设置

Budget Allocation (Series A, $40k/month)

预算分配（A轮，月预算$40k）

SEO Strategy

SEO策略

Technical Foundation Checklist

技术基础检查清单

Keyword Strategy

关键词策略

On-Page Optimization

页面优化

Link Building Priorities

外链建设优先级

Partnerships

合作伙伴计划

Partnership Tiers

合作伙伴层级

Partnership Workflow

合作伙伴合作流程

Affiliate Program Setup

联盟计划设置

Attribution

归因分析

Model Selection

模型选择

HubSpot Attribution Setup

HubSpot 归因设置

Weekly Metrics Dashboard

每周指标仪表盘

Tools

工具

scripts/

scripts/

HubSpot Integration

HubSpot 集成

References

参考资料

Channel Benchmarks (B2B SaaS Series A)

B2B SaaS A轮渠道基准数据

MQL→SQL Handoff

MQL转SQL交接

SQL Criteria

SQL判定标准

SLA

服务水平协议（SLA）