claude-code-arcane 1.0.0

package/skills/marketing-demand-acquisition/references/campaign-templates.md

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+# Campaign Templates
+
+Ready-to-use campaign briefs and structures for LinkedIn, Google, and Meta.
+
+---
+
+## Table of Contents
+
+- [Campaign Brief Template](#campaign-brief-template)
+- [LinkedIn Ads Structure](#linkedin-ads-structure)
+- [Google Ads Structure](#google-ads-structure)
+- [Meta Ads Structure](#meta-ads-structure)
+- [Ad Copy Frameworks](#ad-copy-frameworks)
+
+---
+
+## Campaign Brief Template
+
+Use for every campaign:
+
+```
+Campaign Name: [Q2-2025-LinkedIn-ABM-Enterprise]
+Objective: [Generate 50 SQLs from Enterprise accounts ($50k+ ACV)]
+Budget: [$15k/month]
+Duration: [90 days]
+Channels: [LinkedIn Ads, Retargeting, Email]
+Audience: [Director+ at SaaS companies, 500-5000 employees, EU/US]
+Offer: [Gated Industry Benchmark Report]
+
+Success Metrics:
+  - Primary: 50 SQLs, <$300 CPO
+  - Secondary: 500 MQLs, 10% MQL→SQL rate, 40% email open rate
+
+HubSpot Setup:
+  - Campaign ID: [create in HubSpot]
+  - Lead scoring: +20 for download, +30 for demo request
+  - Attribution: First-touch + Multi-touch
+
+Handoff Protocol:
+  - SQL criteria: Title + Company size + Budget confirmed
+  - Routing: Enterprise SDR team via HubSpot workflow
+  - SLA: 4-hour response time
+```
+
+**Validation:** Campaign appears in HubSpot with all assets tagged.
+
+---
+
+## LinkedIn Ads Structure
+
+### Account Hierarchy
+
+```
+Account
+└─ Campaign Group: [Q2-2025-Enterprise-ABM]
+   ├─ Campaign 1: [Awareness - Thought Leadership]
+   │  ├─ Ad Set: [CTO/VP Eng, US, Tech Companies]
+   │  └─ Creatives: [3 carousel posts, 2 video ads]
+   ├─ Campaign 2: [Consideration - Product Education]
+   │  ├─ Ad Set: [Engaged audience, retargeting]
+   │  └─ Creatives: [2 lead gen forms, 1 landing page]
+   └─ Campaign 3: [Conversion - Demo Requests]
+      ├─ Ad Set: [Website visitors, content downloaders]
+      └─ Creatives: [Direct demo CTA, case study]
+```
+
+### Targeting Settings
+
+| Parameter | Series A Sweet Spot |
+|-----------|---------------------|
+| Company Size | 50-5000 employees |
+| Job Titles | Director+, VP+, C-level |
+| Industries | Software, SaaS, Tech Services |
+| Budget | Start $50/day per campaign |
+
+### Scaling Rules
+
+- CAC < target → Increase budget 20% weekly
+- CAC > target → Pause, optimize, relaunch
+- Scale 20% weekly maximum to maintain performance
+
+### Lead Gen Forms vs Landing Pages
+
+| Type | Conversion | Quality | Use Case |
+|------|------------|---------|----------|
+| Lead Gen Forms | 2-3x higher | Lower | TOFU/MOFU |
+| Landing Pages | Lower | Higher | BOFU/demos |
+
+**Validation:** LinkedIn Insight Tag firing. Matched audiences syncing.
+
+---
+
+## Google Ads Structure
+
+### Campaign Priority
+
+1. **Search - Brand** (highest priority, protect brand terms)
+2. **Search - Competitor** (steal market share)
+3. **Search - Solution** (problem-aware buyers)
+4. **Search - Product Category** (earlier stage)
+5. **Display - Retargeting** (re-engage warm traffic)
+
+### Search Campaign Template
+
+```
+Campaign: [Search-Solution-Keywords]
+├─ Ad Group: [project management software]
+│  ├─ Keywords:
+│  │  - "project management software" [Phrase]
+│  │  - "best project management tool" [Phrase]
+│  │  - +project +management +solution [Broad Match Modifier]
+│  └─ Ads: [3 responsive search ads]
+│
+└─ Ad Group: [team collaboration tools]
+   ├─ Keywords: [5-10 tightly themed keywords]
+   └─ Ads: [3 responsive search ads]
+```
+
+### Keyword Strategy
+
+| Type | Match | Bid Priority |
+|------|-------|--------------|
+| Brand Terms | Exact | High - protect brand |
+| Competitor Terms | Phrase | Medium - comparison |
+| Solution Terms | Phrase | Medium - category |
+| Problem Terms | Broad | Lower - education |
+
+### Negative Keywords (Maintain 100+)
+
+```
+free, cheap, jobs, career, reviews, salary, login, support,
+download, tutorial, course, certification, example, template
+```
+
+### Bid Strategy Progression
+
+1. New campaigns: Manual CPC (control)
+2. After 50+ conversions: Target CPA
+3. After 100+ conversions: Maximize Conversions with tCPA
+4. EU markets: Bid 15-20% higher for same quality
+
+**Validation:** Conversion tracking firing. Search terms report reviewed weekly.
+
+---
+
+## Meta Ads Structure
+
+### When to Use Meta
+
+| Scenario | Meta | LinkedIn |
+|----------|------|----------|
+| ACV <$10k | ✅ | ❌ |
+| Visual product | ✅ | ❌ |
+| SMB audience | ✅ | ❌ |
+| Enterprise | ❌ | ✅ |
+
+### Campaign Template
+
+```
+Campaign Objective: [Conversions]
+├─ Ad Set 1: [Lookalike - 1% of converters]
+│  └─ Placement: [Feed + Stories, Auto]
+├─ Ad Set 2: [Interest - Business Software]
+│  └─ Placement: [Feed only]
+└─ Ad Set 3: [Retargeting - Website 30d]
+   └─ Placement: [All placements]
+```
+
+### Creative Best Practices
+
+- Video format: 1:1 or 9:16 for Stories
+- First 3 seconds: Hook with problem or result
+- Show product UI in action
+- Add captions (85% watch muted)
+- Test 3-5 variants per campaign
+
+**Validation:** Meta Pixel events firing. Conversion values passing correctly.
+
+---
+
+## Ad Copy Frameworks
+
+### LinkedIn Thought Leadership
+
+```
+[Industry insight or contrarian take]
+
+[Supporting data point or experience]
+
+[Call to discuss or engage]
+
+#RelevantHashtag #Industry
+```
+
+### LinkedIn Social Proof
+
+```
+[Customer result with specific numbers]
+
+"[Customer quote]"
+- [Name, Title, Company]
+
+[Soft CTA: See how →]
+```
+
+### Google Responsive Search Ads
+
+**Headlines (15 required):**
+- H1-3: Value props (Save 10 hours/week, Trusted by 500+ teams)
+- H4-6: Features (AI-powered, Real-time sync, Mobile app)
+- H7-9: Social proof (4.8★ G2 rating, Used by Microsoft)
+- H10-12: CTAs (Start free trial, Book demo, See pricing)
+- H13-15: Dynamic keyword insertion
+
+**Descriptions (4 required):**
+- D1: Primary value prop + CTA (30-60 chars)
+- D2: Feature list + differentiator (60-90 chars)
+- D3: Social proof + urgency (45-90 chars)
+- D4: Backup generic (60-90 chars)
+
+**Validation:** Ad strength score of "Excellent" before launch.

package/skills/marketing-demand-acquisition/references/hubspot-workflows.md

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+# HubSpot Workflow Templates
+
+Pre-built workflow configurations for lead scoring, nurturing, and assignment.
+
+---
+
+## Table of Contents
+
+- [Campaign Tracking Setup](#campaign-tracking-setup)
+- [Lead Scoring Configuration](#lead-scoring-configuration)
+- [MQL to SQL Workflow](#mql-to-sql-workflow)
+- [Partner Lead Tracking](#partner-lead-tracking)
+- [Nurture Sequences](#nurture-sequences)
+
+---
+
+## Campaign Tracking Setup
+
+### Create Campaign in HubSpot
+
+1. Navigate to Marketing → Campaigns → Create Campaign
+2. Name using convention: `Q[N]-[YEAR]-[CHANNEL]-[CAMPAIGN-TYPE]`
+   - Example: `Q2-2025-LinkedIn-ABM-Enterprise`
+3. Tag all assets (landing pages, emails, ads) with campaign ID
+
+### UTM Parameter Structure
+
+```
+utm_source={channel}       // linkedin, google, facebook
+utm_medium={type}          // cpc, display, email, organic
+utm_campaign={campaign-id} // q2-2025-linkedin-abm-enterprise
+utm_content={variant}      // ad-variant-a, email-1
+utm_term={keyword}         // [for paid search only]
+```
+
+**Validation:** Verify UTM parameters appear in HubSpot contact records after test submission.
+
+---
+
+## Lead Scoring Configuration
+
+### Navigate to Configuration
+
+Settings → Marketing → Lead Scoring
+
+### Scoring Rules
+
+| Action | Points | Rationale |
+|--------|--------|-----------|
+| Content download | +10 to +20 | Based on content depth |
+| Demo request | +30 | High intent signal |
+| Pricing page visit | +15 | Commercial intent |
+| Webinar attendance | +20 | Engaged prospect |
+| Email open | +2 | Basic engagement |
+| Email click | +5 | Active interest |
+
+### Channel Quality Modifiers
+
+| Source | Points | Rationale |
+|--------|--------|-----------|
+| LinkedIn | +5 | Professional context |
+| Google Search | +10 | Active search intent |
+| Organic | +15 | Self-discovery |
+| Referral | +20 | Pre-qualified |
+
+**Validation:** Test lead scoring by creating a test contact and triggering each action.
+
+---
+
+## MQL to SQL Workflow
+
+### SQL Definition Criteria
+
+```
+Required (all must be true):
+✅ Job title: Director+ (or Budget Authority confirmed)
+✅ Company size: 50-5000 employees
+✅ Budget: $10k+ annual
+✅ Timeline: Buying within 90 days
+✅ Engagement: Demo requested OR High intent action
+```
+
+### Workflow Configuration
+
+1. **Trigger:** Lead score reaches MQL threshold (>75 points)
+2. **Action 1:** Send automated email to SDR with lead details
+3. **Action 2:** Create task for SDR qualification call
+4. **Branch Logic:**
+   - If qualified → Update lifecycle stage to SQL, assign to AE
+   - If not qualified → Move to nurture list, reduce lead score by 30
+
+### SLA Configuration
+
+| Handoff | Target | Escalation |
+|---------|--------|------------|
+| SDR responds to MQL | 4 hours | Manager notification |
+| AE books demo with SQL | 24 hours | Director notification |
+| First demo scheduled | 3 business days | VP notification |
+
+**Validation:** Test workflow with a sample lead. Verify notifications trigger correctly.
+
+---
+
+## Partner Lead Tracking
+
+### Create Partner Property
+
+1. Settings → Properties → Create Property
+2. Property name: `Partner Source`
+3. Type: Dropdown select
+4. Values: Partner A, Partner B, Affiliate Network, Direct
+
+### Partner UTM Configuration
+
+```
+Partner links: ?utm_source=partner-name&utm_medium=referral
+```
+
+### Lead Assignment Workflow
+
+1. **Trigger:** Contact property `Partner Source` is set
+2. **Action:** Assign to Partner Manager
+3. **Notification:** Slack alert when partner lead arrives
+
+### Partner Reporting Dashboard
+
+Create custom report: Marketing → Reports → Create Report
+- Metrics: Leads, Pipeline, Revenue by Partner Source
+- Dimensions: Partner Name, Time Period
+
+**Validation:** Submit test lead with partner UTM. Verify property populates and routing works.
+
+---
+
+## Nurture Sequences
+
+### Lost Opportunity Recycle
+
+**Trigger:** Deal stage = Closed Lost
+
+**Sequence:**
+1. Day 0: Add to nurture list, remove from active campaigns
+2. Day 30: Educational content email
+3. Day 60: Industry insights email
+4. Day 90: Re-engagement offer email
+5. Month 6: SDR re-qualification task
+
+### TOFU to MOFU Progression
+
+**Trigger:** Contact downloads 2+ content pieces
+
+**Sequence:**
+1. Day 0: Thank you email with related content
+2. Day 3: Case study email
+3. Day 7: Webinar invitation
+4. Day 14: Demo offer (soft CTA)
+
+### Closed Lost Reason Tracking
+
+Configure deal properties to capture:
+- Price too high
+- Missing features
+- Chose competitor
+- No budget
+- Bad timing
+- Champion left company
+
+**Use data to inform:** Product roadmap, pricing adjustments, competitive positioning.

package/skills/marketing-demand-acquisition/references/international-playbooks.md

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+# International Market Playbooks
+
+Market-specific tactics for EU, US, and Canada expansion.
+
+---
+
+## Table of Contents
+
+- [EU Market Entry](#eu-market-entry)
+- [US Market Entry](#us-market-entry)
+- [Canada Market Entry](#canada-market-entry)
+- [Budget Allocation by Region](#budget-allocation-by-region)
+- [Localization Checklist](#localization-checklist)
+
+---
+
+## EU Market Entry
+
+### Compliance Requirements
+
+| Requirement | Implementation |
+|-------------|----------------|
+| GDPR consent | Double opt-in for email |
+| Cookie consent | Explicit consent banner |
+| Data storage | EU data center option |
+| Privacy policy | EU-specific language |
+
+**HubSpot Configuration:**
+- Enable double opt-in in Forms settings
+- Configure consent tracking properties
+- Set up GDPR deletion workflows
+
+### Localization Priority
+
+| Language | Market Priority | Revenue Potential |
+|----------|-----------------|-------------------|
+| German (DE) | High | Largest EU economy |
+| French (FR) | High | Second largest EU |
+| Spanish (ES) | Medium | Growing tech sector |
+| Dutch (NL) | Medium | English proficiency |
+| Italian (IT) | Lower | Later expansion |
+
+### Channel Mix (EU)
+
+| Channel | Budget % | Rationale |
+|---------|----------|-----------|
+| LinkedIn | 40% | Primary B2B channel |
+| Google Ads | 25% | High intent capture |
+| SEO | 20% | Long-term investment |
+| Partnerships | 15% | Local credibility |
+
+### EU Messaging Adjustments
+
+- More formal tone than US
+- Focus on data security and compliance
+- Emphasize local customer references
+- Include EU headquarters or presence
+- Display prices in EUR
+
+**Validation:** Test landing pages with EU VPN. Verify consent flows work correctly.
+
+---
+
+## US Market Entry
+
+### Market Characteristics
+
+| Aspect | US Approach |
+|--------|-------------|
+| Messaging | Direct, ROI-focused |
+| Tone | Less formal than EU |
+| Sales cycle | Faster decision-making |
+| Proof points | Dollar impact, not features |
+
+### Channel Mix (US)
+
+| Channel | Budget % | Rationale |
+|---------|----------|-----------|
+| Google Ads | 35% | High commercial intent |
+| LinkedIn | 30% | B2B targeting |
+| SEO | 20% | Competitive necessity |
+| Partnerships | 15% | Industry associations |
+
+### Partner Ecosystem
+
+| Partner Type | Examples |
+|--------------|----------|
+| Review sites | G2, Capterra, TrustRadius |
+| Industry associations | SaaStr, ProductLed |
+| Integration partners | Salesforce, HubSpot |
+| Channel partners | VARs, consultants |
+
+### Content Adjustments
+
+- Case studies with $ impact metrics
+- Faster, more aggressive CTAs
+- Video testimonials with customers
+- Comparison pages (vs. competitors)
+
+**Validation:** US-based speed test. Payment processing in USD functional.
+
+---
+
+## Canada Market Entry
+
+### Market Characteristics
+
+| Aspect | Canada Approach |
+|--------|-----------------|
+| Language | English + French (Quebec) |
+| Regulation | PIPEDA compliance |
+| Messaging | Mix of US and EU styles |
+| Pricing | CAD display preferred |
+
+### Regional Considerations
+
+| Region | Language | Focus |
+|--------|----------|-------|
+| Ontario | English | Tech hub, Toronto |
+| British Columbia | English | Vancouver tech scene |
+| Quebec | French | Requires localization |
+| Alberta | English | Energy sector |
+
+### Channel Mix (Canada)
+
+| Channel | Budget % | Rationale |
+|---------|----------|-----------|
+| Google Ads | 35% | Primary acquisition |
+| LinkedIn | 30% | Professional targeting |
+| SEO | 20% | Local content |
+| Partnerships | 15% | Local associations |
+
+**Validation:** French Quebec landing page tested. CAD pricing displays correctly.
+
+---
+
+## Budget Allocation by Region
+
+### Series A Recommended Split
+
+| Region | Budget % | Expected CAC |
+|--------|----------|--------------|
+| US | 50% | $150-300 |
+| EU | 35% | $200-400 |
+| Canada | 15% | $175-350 |
+
+### Channel by Region Matrix
+
+| Channel | US | EU | Canada |
+|---------|----|----|--------|
+| LinkedIn | 30% | 40% | 30% |
+| Google | 35% | 25% | 35% |
+| SEO | 20% | 20% | 20% |
+| Partners | 15% | 15% | 15% |
+
+### Scaling Criteria
+
+Expand regional budget when:
+- CAC < 80% of target for 4 consecutive weeks
+- MQL→SQL rate > regional benchmark
+- Sales team has regional capacity
+
+---
+
+## Localization Checklist
+
+### Website Localization
+
+- [ ] Translate navigation and UI elements
+- [ ] Localize pricing (currency, formatting)
+- [ ] Adapt case studies to regional references
+- [ ] Update screenshots with localized UI
+- [ ] Configure hreflang tags correctly
+- [ ] Submit to regional search consoles
+
+### Content Localization
+
+- [ ] Translate (don't just localize) key pages
+- [ ] Adapt idioms and cultural references
+- [ ] Update date formats (DD/MM/YYYY vs MM/DD/YYYY)
+- [ ] Adjust number formatting (1,000 vs 1.000)
+- [ ] Use regional spelling (optimise vs optimize)
+
+### Campaign Localization
+
+- [ ] Translate ad copy (not just translate, adapt)
+- [ ] Create regional landing pages
+- [ ] Set up regional tracking parameters
+- [ ] Configure regional lead routing
+- [ ] Align with regional sales hours
+
+### Legal Localization
+
+- [ ] GDPR compliance (EU)
+- [ ] PIPEDA compliance (Canada)
+- [ ] Cookie consent mechanisms
+- [ ] Privacy policy translations
+- [ ] Terms of service updates
+
+**Validation:** Native speaker review of all localized content before launch.

package/skills/marketing-demand-acquisition/scripts/calculate_cac.py

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+#!/usr/bin/env python3
+"""
+CAC (Customer Acquisition Cost) Calculator
+
+Calculate blended and channel-specific CAC for marketing campaigns.
+Supports multiple time periods and channel breakdowns.
+"""
+
+import sys
+from typing import Dict, List
+
+def calculate_cac(total_spend: float, customers_acquired: int) -> float:
+    """Calculate basic CAC"""
+    if customers_acquired == 0:
+        return 0.0
+    return round(total_spend / customers_acquired, 2)
+
+def calculate_channel_cac(channel_data: List[Dict]) -> Dict:
+    """
+    Calculate CAC per channel
+    
+    Args:
+        channel_data: List of dicts with 'channel', 'spend', 'customers' keys
+        
+    Returns:
+        Dict with channel CAC breakdown and blended CAC
+    """
+    results = {}
+    total_spend = 0
+    total_customers = 0
+    
+    for channel in channel_data:
+        name = channel['channel']
+        spend = channel['spend']
+        customers = channel['customers']
+        
+        cac = calculate_cac(spend, customers)
+        results[name] = {
+            'spend': spend,
+            'customers': customers,
+            'cac': cac
+        }
+        
+        total_spend += spend
+        total_customers += customers
+    
+    results['blended'] = {
+        'total_spend': total_spend,
+        'total_customers': total_customers,
+        'blended_cac': calculate_cac(total_spend, total_customers)
+    }
+    
+    return results
+
+def print_results(results: Dict):
+    """Pretty print CAC results"""
+    print("\n" + "="*60)
+    print("CAC CALCULATION RESULTS")
+    print("="*60 + "\n")
+    
+    for channel, data in results.items():
+        if channel == 'blended':
+            print("-"*60)
+            print(f"BLENDED CAC")
+            print(f"  Total Spend: ${data['total_spend']:,.2f}")
+            print(f"  Total Customers: {data['total_customers']:,}")
+            print(f"  Blended CAC: ${data['blended_cac']:,.2f}")
+        else:
+            print(f"{channel.upper()}")
+            print(f"  Spend: ${data['spend']:,.2f}")
+            print(f"  Customers: {data['customers']:,}")
+            print(f"  CAC: ${data['cac']:,.2f}")
+            print()
+
+def main():
+    # Example data - replace with your actual numbers
+    example_data = [
+        {'channel': 'LinkedIn Ads', 'spend': 15000, 'customers': 10},
+        {'channel': 'Google Search', 'spend': 12000, 'customers': 20},
+        {'channel': 'SEO/Organic', 'spend': 5000, 'customers': 15},
+        {'channel': 'Partnerships', 'spend': 3000, 'customers': 5},
+    ]
+    
+    print("Marketing CAC Calculator")
+    print("Edit the script to input your actual channel data\n")
+    
+    results = calculate_channel_cac(example_data)
+    print_results(results)
+    
+    # CAC benchmarks
+    print("\n" + "="*60)
+    print("B2B SAAS BENCHMARKS (Series A)")
+    print("="*60)
+    print("LinkedIn Ads:   $150-$400")
+    print("Google Search:  $80-$250")
+    print("SEO/Organic:    $50-$150")
+    print("Partnerships:   $100-$300")
+    print("Blended Target: <$300")
+
+if __name__ == "__main__":
+    main()