B2B SaaS Acquisition Plan and CAC Diagnosis
Find out why your B2B SaaS CAC moved and where the next ad dollar should go across Google, LinkedIn, Meta, SEO, and partners.
Before & after
Same prompt, same agent — the only difference is the skill.
Building a demand generation strategy involves a lot of moving pieces. You'll want to think about multiple channels — Google Ads, LinkedIn, Meta, potentially partnerships — and consider how to blend paid and organic efforts. You should also think about your target customer profile, messaging, and how to measure what's working. The approach will depend on your stage, budget, and sales model. Do you have a specific customer profile or budget in mind? That would help me tailor recommendations.
DEMAND GENERATION STRATEGY — Series A SaaS (6-18 month horizon)
ICE & MARKET FIT VALIDATION (Weeks 1-12)
Budget: 15,000 / month
• Google Search: Target high-intent keywords ("lead scoring vs Salesforce automation", "sales qualification workflow")
→ Start with 20 keywords, bid up to 25 CAC on first conversion (break-even learning phase)
→ Measure: search impression share, avg position, conversion rate by keyword
• LinkedIn Ads: Account-based targeting (IT director + company size 200-2000)
→ Test 5 audience segments with 5k impression budget each
→ Measure: click-through rate (target 1.2%+), conversion rate, cost per meeting
PAID AMPLIFICATION (Months 4-12)
Budget: 25,000 / month (grows to 50k by month 12)
• Scale winners: Double budget on top 5 Google keywords (CAC now 35-45, healthy LTV:CAC 5:1 minimum)
• LinkedIn: Expand to 3 winning audience segments, add content syndication
• Meta: Lower-funnel retargeting (existing website visitors, engagement audiences)
→ Segment: MQL → Trial → Free user lifecycle
→ Remarket with case studies, testimonials, pricing clarity
ORGANIC & PARTNERSHIP (Months 4-12)
• SEO: Target 10 informational keywords (6-12 month payoff): publish buyer's guides, comparison posts, workflow templates
• Partner channel: Identify 5 complementary tools (CRM, HR, Finance). Co-market to their warm audience.
→ Revenue share: 20% of new customer LTV for 12 months
LEAD QUALIFICATION & CONVERSION
• MQL definition: Form submit + LinkedIn profile match + engagement threshold
• SLO to sales: 4-hour response on Form submit, 48-hour follow-up on No-show
• Monthly scoring: Top quartile keywords re-bid +25%, bottom quartile pause
METRICS DASHBOARD
Chart A: CAC Payback Period (target <9 months for annual contracts)
Chart B: LTV:CAC Ratio by source (target 3:1+)
Chart C: Pipeline Coverage (revenue target / average deal / close rate = leads needed)
← Update weekly. Kill channels that don't hit targets by month 3.
BADGET ALLOCATION BY CHANNEL
Search: 45% | LinkedIn: 25% | Meta: 20% | Organic/Partnerships: 10%About this skill
Your CAC jumped, every ad platform says it's the winner, and finance wants to know which channel to cut. Generic advice says "move budget to your best channel." It doesn't notice that platform conversions double-count, that last quarter's spend hasn't closed yet, or that your best channel has nowhere left to spend. This skill does the funnel math first, finds the exact ratio that moved, and makes allocation calls based on marginal payback.
What it does
- Breaks CAC into cost per click, click-to-lead, lead-to-SQL, and SQL-to-win by channel and period, then names the ratio that actually changed
- Separates timing effects (a spend ramp that hasn't closed yet) from real efficiency decay, using cost per SQL and cohort CAC
- Works backward from a revenue or pipeline target to the required SQLs, MQLs, and spend, and tells you when the budget can't buy the target
- Gives Google Search, LinkedIn, Meta, lead gen forms, SEO, and partnerships each a defined job, and checks whether a channel can absorb more budget before recommending it
- Calculates payback months per channel and flags channels outside your tolerance for your ACV and motion
- Names the attribution model behind every ranking and sets a measurement plan with readout metrics and dates
What you get
A diagnosis or plan that leads with the numbers: a reconciled channel table, the cause in one line, ranked moves with expected effects and readout dates, and up to three questions that could change the call.
Best for
Heads of growth, demand gen managers, and founders at B2B SaaS companies (seed through growth stage, PLG, sales-led, or hybrid) who own a pipeline number and have to defend the ad budget.
SKILL.md preview
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name: b2b-saas-acquisition-plan-and-cac-diagnosis
description: Plans and audits B2B SaaS demand acquisition across Google, LinkedIn, Meta, SEO, and partners. It works backward from pipeline targets, breaks CAC into the funnel ratio that actually moved, and allocates budget by marginal payback instead of platform-reported results. Use when the user says "our CAC went up and I don't know why", "how should I split my ad budget", "build a demand gen plan for next quarter", "LinkedIn ads are too expensive, should we cut them", "we get MQLs but sales says they're junk", "which channel is actually driving pipeline", "plan our paid expansion into the US and EU".
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