Author: Jai Whiting
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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.