# EU/US/Canada Launch Acquisition Plan
**doany.ai | May 2026 | Budget: $40,000**

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## Executive Summary

This plan delivers 40 SQLs and $300k marketing-sourced pipeline in the first 30 days across EU/US/Canada markets, with a blended CAC target of ≤$300. The strategy addresses current attribution gaps, optimizes channel mix for hybrid PLG/Sales motion, and establishes governance for sustainable scale.

**Key Changes from Baseline:**
- Increase monthly spend from $31.8k to $40k (+26%)
- Improve MQL→SQL rate from 12.5% to 15% through revised lead scoring
- Reduce blended CAC from $2,650 to $300 through channel optimization and volume scale
- Implement W-shaped attribution with standardized UTM taxonomy
- Launch tiered partnership program for 10-15% of pipeline

---

## 1. Full Funnel KPI Targets

### Monthly Targets by Stage

| Stage | Metric | Target | Baseline | Change |
|-------|--------|--------|----------|--------|
| **TOFU** | Website sessions | 45,000 | 32,000 | +41% |
| **TOFU** | Content downloads | 380 | 240 | +58% |
| **MOFU** | MQLs | 220 | 168 | +31% |
| **MOFU** | Demo requests | 65 | 38 | +71% |
| **BOFU** | SQLs | 40 | 21 | +90% |
| **BOFU** | Pipeline created | $300,000 | $180,000 | +67% |

### Weekly Cadence Targets

| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Total |
|--------|--------|--------|--------|--------|-------|
| MQLs | 45 | 52 | 58 | 65 | 220 |
| SQLs | 8 | 9 | 11 | 12 | 40 |
| Pipeline $ | $60k | $70k | $80k | $90k | $300k |

### Conversion Rate Targets

- Website visitor → MQL: 0.49%
- MQL → SQL: 18% (stretch from 15% target)
- SQL → Opportunity: 75%
- Opportunity → Won: 30% (90-day cycle)

---

## 2. Channel-by-Channel Campaign Structure

### Budget Allocation ($40,000 total)

| Channel | Budget | % | Regional Split | Expected SQLs | CAC Target |
|---------|--------|---|----------------|---------------|------------|
| LinkedIn Ads | $15,000 | 37.5% | US: $8,250 / EU: $4,500 / CA: $2,250 | 12 | $350 |
| Google Search | $12,000 | 30% | US: $6,600 / EU: $3,600 / CA: $1,800 | 16 | $220 |
| Google Display | $5,000 | 12.5% | US: $2,750 / EU: $1,500 / CA: $750 | 4 | $280 |
| Meta Ads | $5,000 | 12.5% | US: $2,750 / EU: $1,500 / CA: $750 | 6 | $250 |
| Partnerships | $3,000 | 7.5% | Cross-region | 2 | $150 |

**Rationale:**
- LinkedIn prioritized for enterprise ICP (Director+ personas) and ABM precision
- Google Search captures high-intent BOFU traffic with lowest CAC
- Display/Meta provide efficient TOFU/MOFU volume for nurture pipeline
- Partnership budget funds co-marketing assets and affiliate enablement

---

### LinkedIn Ads Campaign Structure

#### Campaign 1: TOFU Awareness
- **Budget:** $5,000/month ($167/day)
- **Objective:** Website visits
- **Audiences:**
  - US: VP/Head of Product, CTO, Ops leads | 50-2000 employees | SaaS/Tech
  - EU: Same targeting for UK, DE, NL, FR
  - CA: Toronto/Vancouver tech clusters
- **Creative:**
  - 2 video ads (30-45s product narrative)
  - 2 single-image ads (pain point + value prop)
- **Landing pages:** Region-specific `/ai-workflow-automation-{region}`
- **KPI:** CTR ≥0.70%, CPC ≤$8
- **UTM:** `{region}-may26-linkedin-tofu-awareness-video`

#### Campaign 2: MOFU Lead Generation
- **Budget:** $6,000/month ($200/day)
- **Objective:** Lead gen forms + landing page conversions
- **Offers:**
  - "AI Execution Benchmark 2026" report
  - "PLG + Sales Playbook" webinar (May 15)
- **Form fields:** Work email, company, role, team size, region
- **KPI:** CPL ≤$180, MQL rate ≥35%
- **UTM:** `{region}-may26-linkedin-mofu-{persona}-report`

#### Campaign 3: BOFU Demo Conversion
- **Budget:** $4,000/month ($133/day)
- **Objective:** Demo bookings
- **Audiences:**
  - Retargeting: TOFU/MOFU engagers (30/60/90 day windows)
  - Website visitors: pricing, integration, case study pages
- **Offers:** Direct demo booking + ROI calculator
- **KPI:** Cost per SQL ≤$400
- **UTM:** `{region}-may26-linkedin-bofu-demo-retarget`

---

### Google Ads Campaign Structure

#### Search Campaign 1: Brand Protection
- **Budget:** $2,000/month
- **Keywords:** `doany`, `doany.ai`, `doany ai` (exact + phrase)
- **Ad groups:** 1 (brand terms only)
- **RSAs:** 3 ads with brand messaging
- **KPI:** CPL ≤$60, impression share ≥95%
- **UTM:** `{region}-may26-google-bofu-brand`

#### Search Campaign 2: Competitor Capture
- **Budget:** $3,000/month
- **Keywords:** `[competitor] alternative`, `vs [competitor]`, `[competitor] pricing`
- **Ad groups:** 5 (one per major competitor)
- **Landing pages:** Comparison pages with feature matrix
- **KPI:** CPL ≤$150, CVR ≥5%
- **UTM:** `{region}-may26-google-bofu-competitor-{name}`

#### Search Campaign 3: Solution Intent
- **Budget:** $5,000/month
- **Keywords:** `ai workflow automation`, `agent automation platform`, `ai ops tools`
- **Ad groups:** 8 (tightly themed by use case)
- **Negative keywords:** free, template, course, salary, jobs (100+ list)
- **Bidding:** Manual CPC week 1-2, Target CPA after 50 conversions
- **KPI:** CPL ≤$180, CVR ≥6%
- **UTM:** `{region}-may26-google-mofu-solution-{keyword-theme}`

#### Search Campaign 4: Category Awareness
- **Budget:** $2,000/month
- **Keywords:** `product operations tools`, `workflow automation software`
- **KPI:** CPL ≤$200
- **UTM:** `{region}-may26-google-tofu-category`

---

### Google Display Retargeting

- **Budget:** $5,000/month
- **Audiences:**
  - Site visitors: 7/14/30 day windows
  - Pricing page viewers (last 14 days)
  - Trial started but no demo booked
- **Creative:** 3 static + 2 animated variants
- **Frequency cap:** 3 impressions/user/day
- **KPI:** View-through assisted conversions ≥20% of display pipeline
- **UTM:** `{region}-may26-display-retarget-{audience}`

---

### Meta Ads Campaign Structure

#### Campaign 1: Lead Generation (60% of budget)
- **Budget:** $3,000/month
- **Objective:** Lead forms
- **Audiences:**
  - Interest targeting: SaaS operators, product ops, automation tools
  - Lookalike: Recent SQL accounts (1-3%)
- **Offers:** Benchmark report + webinar
- **KPI:** CPL ≤$120, SQL rate ≥10%
- **UTM:** `{region}-may26-meta-mofu-lead-{interest}`

#### Campaign 2: Traffic/Engagement (40% of budget)
- **Budget:** $2,000/month
- **Objective:** Landing page views
- **Creative pack:**
  - 3 static variants (customer testimonials)
  - 2 short motion graphics (product demo clips)
- **KPI:** CPC ≤$3, CTR ≥1.2%
- **UTM:** `{region}-may26-meta-tofu-traffic-{creative}`

---

## 3. SEO Execution Priorities (Launch Month)

### Week 1: Technical Foundation
- [ ] Implement hreflang tags: `en-us`, `en-gb`, `de-de`, `fr-fr`, `nl-nl`, `en-ca`, `fr-ca`
- [ ] Submit updated XML sitemap to Google Search Console (all regions)
- [ ] Audit Core Web Vitals for regional landing pages (target: all green)
- [ ] Fix canonical tag issues on `/pricing` and `/integrations` pages
- [ ] Validate robots.txt allows crawling of all regional pages

### Week 2: On-Page Optimization
- [ ] Optimize 5 high-priority BOFU pages:
  - `/ai-workflow-automation` (primary landing page)
  - `/product-operations-automation`
  - `/vs-[top-3-competitors]`
  - `/pricing`
  - `/case-studies`
- [ ] Title tags: Include primary keyword + region + brand (60 chars)
- [ ] Meta descriptions: CTA + value prop (155 chars)
- [ ] Add structured data (Organization, Product, FAQ schemas)

### Week 3: Content Publishing
- [ ] Publish 3 regional comparison pages:
  - "Best AI Workflow Tools for EU SaaS Teams"
  - "Product Ops Automation: US Market Guide"
  - "Canadian SaaS Growth Stack 2026"
- [ ] Each page: 2000-2500 words, local competitor context, customer quotes
- [ ] Internal linking: 5 relevant pages per article

### Week 4: Link Building Kickoff
- [ ] Publish original research: "AI Adoption in B2B SaaS 2026" (linkable asset)
- [ ] Outreach to 20 DA 40+ sites for guest post opportunities
- [ ] Submit to 5 SaaS directories and marketplaces
- [ ] Activate 3 partner co-marketing blog exchanges

### Ongoing SEO KPIs
- Organic sessions: +25% month-over-month
- Non-brand traffic: 60% of organic sessions
- Technical health score: 95+ (Screaming Frog)
- Keyword rankings: 15 target keywords in top 10 by end of month

---

## 4. Attribution Model & UTM Governance

### Attribution Model: W-Shaped (40-20-40)

**Rationale:** Hybrid PLG/Sales motion requires credit distribution across:
- 40% first touch (awareness/discovery)
- 20% lead conversion touch (MQL moment)
- 40% opportunity creation touch (SQL/demo booking)

**HubSpot Configuration:**
1. Navigate to Marketing → Reports → Attribution
2. Select "W-Shaped" model
3. Set conversion event: "Deal created"
4. Lookback window: 90 days
5. Lifecycle filtering: MQL, SQL, Opportunity stages

### UTM Taxonomy Standard

**Strict naming convention (no exceptions):**

| Parameter | Format | Example |
|-----------|--------|---------|
| `utm_source` | lowercase channel | `linkedin`, `google`, `meta`, `partner` |
| `utm_medium` | traffic type | `cpc`, `paid-social`, `display`, `email` |
| `utm_campaign` | `{region}-{month}-{channel}-{funnel}-{offer}` | `us-may26-google-bofu-demo` |
| `utm_content` | creative variant | `video-a`, `static-2`, `copy-test-b` |
| `utm_term` | keyword (paid search only) | `ai workflow automation` |

**Governance Process:**
1. All campaign URLs generated through centralized UTM builder (Google Sheet template)
2. Marketing ops reviews and approves all campaign names before launch
3. Weekly audit of top 20 `utm_campaign` values for drift/typos
4. Monthly cleanup of "unknown/direct" sources (target <10%)

### HubSpot Contact Properties (Required)
- `utm_source` (original + latest)
- `utm_medium` (original + latest)
- `utm_campaign` (original + latest)
- `utm_content` (original + latest)
- `utm_term` (original + latest)
- `region` (derived from form or IP)
- `lead_score` (calculated)
- `lifecycle_stage` (workflow-managed)
- `partner_id` (optional, for partner-sourced leads)

---

## 5. Partnership Plays & Pipeline Contribution

### Partnership Tiers

| Tier | Type | Partners | Effort | Expected Pipeline |
|------|------|----------|--------|-------------------|
| 1 | Strategic integrations | 2-3 | High | $45k (15%) |
| 2 | Affiliate partners | 8-10 | Medium | $30k (10%) |
| 3 | Customer referrals | 15-20 | Low | $15k (5%) |

### Tier 1: Strategic Integration Partners

**Target partners:** Complementary SaaS with overlapping ICP (CRM, project management, analytics tools)

**Execution (Month 1):**
1. Identify 5 prospects with 50%+ ICP overlap, no direct competition
2. Outreach with co-marketing proposal:
   - Joint webinar (May 22)
   - Co-branded integration guide
   - Reciprocal blog posts
3. Define success metrics: 5 partner-sourced SQLs, $45k pipeline
4. Revenue model: No rev share, pure co-marketing play
5. Partner enablement: Demo training, sales deck, case study access

**UTM tracking:** `partner-may26-{partner-name}-{asset-type}`

### Tier 2: Affiliate Program Launch

**Platform:** PartnerStack (recommended) or Impact

**Commission structure:**
- 25% recurring for first 12 months
- $500 flat bonus per enterprise deal (>$25k ARR)

**Execution (Month 1):**
1. Configure affiliate platform and tracking
2. Create enablement kit:
   - Affiliate links with unique IDs
   - Email templates (3 variants)
   - Social media assets
   - Product demo video
3. Recruit 8-10 affiliates:
   - Outbound to SaaS consultants and agencies
   - Inbound through affiliate landing page
   - Event networking (SaaStr, SaaStock)
4. Weekly affiliate newsletter with performance updates

**Expected output:** 3 affiliate-sourced SQLs, $30k pipeline

### Tier 3: Customer Referral Program

**Incentive:** $500 Amazon gift card per qualified referral that becomes customer

**Execution:**
1. Email campaign to top 20 customers (NPS 9-10)
2. In-app referral widget (post-trial conversion)
3. Quarterly referral leaderboard

**Expected output:** 2 referral-sourced SQLs, $15k pipeline

### Partnership Budget Allocation ($3,000)

- Co-marketing assets (design, webinar platform): $1,200
- Affiliate platform subscription: $800
- Partner enablement (training, materials): $600
- Referral incentives (prepaid): $400

---

## 6. Budget Split Rationale

### Total Budget: $40,000

| Category | Amount | % | Rationale |
|----------|--------|---|-----------|
| **Paid Media** | $37,000 | 92.5% | Direct demand generation and pipeline creation |
| LinkedIn Ads | $15,000 | 37.5% | Highest quality MQLs, enterprise ICP precision, ABM capability |
| Google Search | $12,000 | 30% | Lowest CAC, high-intent BOFU capture, proven conversion |
| Google Display | $5,000 | 12.5% | Retargeting efficiency, assisted conversions, brand reinforcement |
| Meta Ads | $5,000 | 12.5% | Cost-efficient TOFU/MOFU volume, visual storytelling |
| **Partnerships** | $3,000 | 7.5% | Low-CAC pipeline diversification, strategic leverage |

### Regional Budget Distribution

| Region | Budget | % | Expected SQLs | Expected Pipeline |
|--------|--------|---|---------------|-------------------|
| **US** | $22,000 | 55% | 22 | $165,000 |
| **EU** | $12,000 | 30% | 12 | $90,000 |
| **Canada** | $6,000 | 15% | 6 | $45,000 |

**Regional rationale:**
- **US (55%):** Largest addressable market, fastest SQL velocity, highest near-term revenue potential
- **EU (30%):** Strategic expansion priority, localized demand creation, GDPR-compliant infrastructure
- **Canada (15%):** Cost-efficient coverage, strong SaaS ecosystem, cross-border US enterprise access

### Budget Pacing Strategy

- **Week 1:** 20% of budget (ramp-up, validation)
- **Week 2:** 25% of budget (optimization based on early signals)
- **Week 3:** 27% of budget (scale top performers)
- **Week 4:** 28% of budget (maximize end-of-month pipeline)

**Daily monitoring:** Pause underperforming ad sets if CAC >150% of target after $500 spend

---

## 7. Validation Checklist

### Pre-Launch (Complete by May 1)

#### Technical Setup
- [ ] All regional landing pages live and mobile-optimized (Core Web Vitals green)
- [ ] HubSpot forms configured with UTM hidden fields
- [ ] Lead scoring model v2 deployed (updated weights for product-qualified events)
- [ ] MQL/SQL workflows tested with dummy contacts
- [ ] Partner lead routing logic configured
- [ ] Google Analytics 4 + Google Tag Manager tracking verified
- [ ] LinkedIn Insight Tag firing on all pages
- [ ] Google Ads conversion tracking configured (demo, trial, contact)
- [ ] Meta Pixel installed and tested
- [ ] Hreflang tags implemented for all regional pages

#### Campaign Setup
- [ ] All LinkedIn campaigns created with correct audiences and budgets
- [ ] Google Ads campaigns structured with negative keyword lists
- [ ] Google Display audiences created (7/14/30 day retargeting)
- [ ] Meta campaigns configured with lead forms and creative variants
- [ ] All campaign URLs use standardized UTM taxonomy
- [ ] UTM builder spreadsheet shared with team

#### Attribution & Reporting
- [ ] HubSpot W-shaped attribution model configured
- [ ] Weekly dashboard created with MQL/SQL/Pipeline/CAC metrics
- [ ] Region-level reporting enabled (US/EU/CA splits)
- [ ] Channel-level CAC tracking automated
- [ ] Slack notifications configured for MQL/SQL events

#### Content & Creative
- [ ] 5 BOFU landing pages optimized (title, meta, H1, content)
- [ ] 3 regional comparison pages published
- [ ] LinkedIn creative assets (2 videos, 2 images) uploaded
- [ ] Google RSAs written (15 headlines, 4 descriptions per ad group)
- [ ] Meta creative pack ready (3 static, 2 motion, 2 testimonial)
- [ ] Partner enablement kit finalized

### Launch Week (May 1-7)

#### Daily Checks
- [ ] **Day 1:** Click-test all ad links, verify UTM parameters persist on landing pages
- [ ] **Day 1:** Submit test forms from US/EU/CA, confirm HubSpot contact creation with all UTM fields
- [ ] **Day 2:** Verify first real leads have correct lifecycle stage and lead scores
- [ ] **Day 3:** Check MQL workflow promotions (should see first MQLs by day 3)
- [ ] **Day 4:** Audit "unknown/direct" source percentage (target <10%)
- [ ] **Day 5:** Compare platform-reported conversions vs HubSpot captured conversions
- [ ] **Day 7:** Review week 1 performance vs targets, identify optimization opportunities

#### Week 1 Optimization Triggers
- **If CAC >150% of target after $500 spend:** Pause ad set, review targeting/creative
- **If CTR <50% of benchmark:** Test new creative variants
- **If MQL rate <25%:** Review lead scoring logic and form friction
- **If SQL rate <10%:** Audit sales follow-up speed and qualification criteria

### Post-Launch (Ongoing)

#### Weekly Cadence
- **Monday:** Budget pacing review, performance summary to leadership
- **Tuesday:** Google search term audit, negative keyword additions
- **Wednesday:** Creative rotation check, ad fatigue analysis
- **Thursday:** Regional rebalancing (shift budget to top-performing region)
- **Friday:** MQL quality review with sales ops, SQL progression analysis

#### Monthly Reviews
- [ ] Full attribution report (W-shaped model, all channels)
- [ ] Channel CAC analysis vs targets
- [ ] Regional performance comparison (US/EU/CA)
- [ ] Partnership pipeline contribution assessment
- [ ] SEO progress (rankings, organic traffic, technical health)
- [ ] Lead scoring model effectiveness (MQL→SQL rate by score band)

---

## Known Gaps: Resolution Plan

### Gap 1: Attribution Consistency
**Issue:** Inconsistent `utm_campaign` naming across LinkedIn/Google/Meta

**Resolution:**
- Implement centralized UTM builder (Google Sheet with validation rules)
- Marketing ops approval required before campaign launch
- Weekly audit of top 20 campaign names for drift

**Timeline:** Complete by April 28

### Gap 2: Google Ads Conversion Actions
**Issue:** Mixed conversion actions (trial + demo + contact) not mapped to funnel stages

**Resolution:**
- Create 3 distinct conversion actions:
  - "Demo Booking" (BOFU, primary)
  - "Trial Started" (MOFU, secondary)
  - "Contact Form" (MOFU, secondary)
- Map each to appropriate funnel stage in HubSpot
- Set conversion values based on historical SQL rates

**Timeline:** Complete by April 29

### Gap 3: HubSpot Lead Scoring
**Issue:** Overweights form fills, underweights product-qualified events

**Resolution:**
- Deploy lead scoring model v2:
  - Reduce form fill weight from 20 to 8
  - Increase trial started from 10 to 15
  - Add demo booked as +20 (new)
  - Add pricing page visit as +12 (new)
- Recalculate scores for all existing leads

**Timeline:** Complete by April 30

### Gap 4: EU Hreflang Tags
**Issue:** Incomplete country-language mapping for EU pages

**Resolution:**
- Implement hreflang for: `en-gb`, `de-de`, `fr-fr`, `nl-nl`
- Add to all regional landing pages and blog posts
- Validate in Google Search Console

**Timeline:** Complete by May 1

### Gap 5: Partnership Channel Structure
**Issue:** Ad hoc partnerships, no tiering or scorecard

**Resolution:**
- Launch 3-tier partnership program (Strategic, Affiliate, Referral)
- Create quarterly partner scorecard:
  - Pipeline sourced
  - SQLs delivered
  - CAC vs target
  - Co-marketing engagement
- Monthly partner performance review

**Timeline:** Tier structure live by May 1, first scorecard by May 31

---

## Success Metrics (30-Day Review)

### Primary KPIs
- **SQLs:** 40 (vs 21 baseline) ✓
- **Pipeline created:** $300,000 (vs $180,000 baseline) ✓
- **Blended CAC:** ≤$300 (vs $2,650 baseline) ✓
- **MQL→SQL rate:** ≥15% (vs 12.5% baseline) ✓

### Channel Performance
- **LinkedIn:** 12 SQLs at $350 CAC
- **Google Search:** 16 SQLs at $220 CAC
- **Google Display:** 4 SQLs at $280 CAC
- **Meta:** 6 SQLs at $250 CAC
- **Partnerships:** 2 SQLs at $150 CAC

### Regional Performance
- **US:** 22 SQLs, $165k pipeline
- **EU:** 12 SQLs, $90k pipeline
- **Canada:** 6 SQLs, $45k pipeline

### Leading Indicators (Week 2 Check-in)
- MQLs on pace for 220 (should have 97+ by end of week 2)
- SQLs on pace for 40 (should have 17+ by end of week 2)
- Blended CAC trending toward $300 (early signal by week 2)
- Attribution "unknown/direct" <10%

---

## Approval & Next Steps

**This plan requires approval for:**
1. $40,000 monthly budget allocation
2. Headcount support: Marketing ops (0.5 FTE) for campaign execution and attribution management
3. Tool subscriptions: PartnerStack ($800/month), Screaming Frog ($200/year)

**Upon approval, immediate actions:**
1. Execute pre-launch checklist (April 28-30)
2. Launch all campaigns May 1, 9am ET
3. Daily monitoring May 1-7
4. Week 1 optimization review May 8
5. Leadership update May 10 (first full week results)

**Plan owner:** [Marketing Lead Name]
**Reviewed by:** [Sales Ops, Finance, Leadership]
**Approval date:** April 14, 2026

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*This plan is ready for leadership sign-off and budget approval.*