Author: Jai Whiting
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There’s no such thing as a half-win in marketing
Click-through up, impressions up, everyone nods, then nobody can say what it sold. Why a campaign that hits its target and misses every commercial KPI is a write-off in a fancy hat, and the one number that survives a finance review.
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LinkedIn organic: the consideration-set channel
When a buyer hears your name, they look you up on LinkedIn before your website. That check happens whether you post or not. The only question is what they find.
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Email nurture runs the long game
Most “email marketing” is a newsletter wearing a lanyard. Nurture is the owned channel that walks a known contact from interested to convinced to renewed.
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Paid search is bought intent — spend it like cash
The most honest channel on the map: the meter never stops. You rent the buyer’s attention by the click, and the landlord raises the rent every quarter.
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Organic search catches the intent you’ve earned
Paid search rents intent by the click. Organic earns it once, then stops charging — the durable answer to the questions buyers ask on the way to a decision.
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Your website is the orchestration layer
Every other channel sends; your website receives. It’s the orchestration layer where each click gets identified, moved a stage — or quietly wasted.
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Being the answer: search’s new front door
There’s no page two of a chat answer. If the assistant names three options in your category and you’re not one of them, you were never in the room.
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Size your funnel in pounds, not page views
Most marketing dashboards answer questions finance isn’t asking. Three numbers per funnel stage — contacts, customers, pounds per year — turn a marketing conversation into a finance one, and show you exactly where the money is leaking.
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Remarketing closes loops. It does not open them
I bought one toilet seat. The ads chased me for weeks. Remarketing’s real job isn’t congratulating buyers — it’s finishing the comparisons that stalled.
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Paid social owns cold reach
The only channel that buys cold reach on purpose — and the one most marketers reduce to a £50 “Boost post.” One platform, three different briefs.
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Organic social is not an awareness channel
Your awareness plan is built on a channel that reaches 2–6% of the people who already follow you. Here’s the job organic social is actually for.
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Every customer is in one of eight states. Here’s how to know which
At any moment, every customer sits in exactly one of eight states, from Notices to Preaches. Get the state wrong and you fire the wrong lever. Here is the whole funnel, and how to tell which one someone is actually in.