## Target Customer Profile

### Firmographics
- Industry: Oil & Gas, Offshore Wind, Marine Engineering
- Company Size: 50-5,000 employees
- Revenue: $10M - $1B
- Geography: US, UK, Norway, Netherlands, Australia

### Technographics
- Uses: FEA/CFD software (ANSYS, OrcaFlex, etc.)
- Needs: Engineering automation, AI capabilities
- Challenges: Manual analysis, long project cycles

### Psychographics
- Values: Technical rigor, innovation, reliability
- Pain points: Resource constraints, project delays
- Goals: Efficiency, accuracy, competitive advantage

### Buying Committee
| Role | Priority | Concerns |
|------|----------|----------|
| Engineering Manager | Decision Maker | Budget, ROI, risk |
| Principal Engineer | Influencer | Technical capability |
| Procurement | Gatekeeper | Compliance, contracts |

TOFU (Top of Funnel) - Awareness
├── Goal: Attract relevant visitors
├── Content: Blog posts, guides, calculators
├── Channels: SEO, social media, content marketing
└── Metric: Traffic, new visitors

MOFU (Middle of Funnel) - Consideration
├── Goal: Capture and nurture leads
├── Content: Whitepapers, webinars, case studies
├── Channels: Email, retargeting, gated content
└── Metric: Leads, MQLs

BOFU (Bottom of Funnel) - Decision
├── Goal: Convert to opportunities
├── Content: Demos, consultations, proposals
├── Channels: Sales outreach, direct engagement
└── Metric: SQLs, opportunities

SALES HANDOFF
├── Goal: Close deals
├── Process: Qualification, proposal, negotiation
└── Metric: Closed won, revenue

## Lead Magnet: [Name]

### Format: [Calculator/Guide/Webinar/etc.]

### Target Persona: [Who is this for?]

### Value Proposition
What problem does this solve?
What will they learn/get?

### Content Outline
1. [Section 1]
2. [Section 2]
3. [Section 3]

### Call to Action
Primary: [What should they do next?]
Secondary: [Alternative action]

### Promotion Plan
- Landing page URL
- Social posts (X posts)
- Email sequence (X emails)
- Distribution channels

┌─────────────────────────────────────┐
│ HEADLINE                            │
│ Clear value proposition             │
├─────────────────────────────────────┤
│ SUBHEADLINE                         │
│ Supporting benefit statement        │
├─────────────────────────────────────┤
│ HERO IMAGE/VIDEO  │  FORM           │
│ Visual proof      │  - Name         │
│                   │  - Email        │
│                   │  - Company      │
│                   │  [CTA Button]   │
├─────────────────────────────────────┤
│ SOCIAL PROOF                        │
│ Logos, testimonials, stats          │
├─────────────────────────────────────┤
│ BENEFITS (3-5)                      │
│ What they'll get/learn              │
├─────────────────────────────────────┤
│ SECONDARY CTA                       │
│ Alternative action                  │
└─────────────────────────────────────┘

## Email 1: Welcome (Immediate)
- Thank for downloading/signing up
- Deliver promised content
- Set expectations
- CTA: Engage with content

## Email 2: Value Add (Day 2)
- Related helpful content
- No pitch, pure value
- CTA: Read blog/case study

## Email 3: Social Proof (Day 4)
- Case study highlight
- Results achieved
- CTA: View full case study

## Email 4: Education (Day 7)
- Technical insight
- Position as expert
- CTA: Explore more resources

## Email 5: Soft Offer (Day 10)
- Introduce services
- How you can help
- CTA: Schedule consultation

CAC = Total Marketing & Sales Costs / Number of New Customers

Components:
- Marketing spend (ads, tools, content)
- Marketing team costs
- Sales team costs
- Technology costs

## UTM Structure

Source: Where traffic came from
Medium: Marketing medium
Campaign: Specific campaign
Content: A/B test variant
Term: Keywords (for paid search)

Example:
?utm_source=linkedin
&utm_medium=social
&utm_campaign=fatigue-calculator
&utm_content=engineer-post