Funnel stage: Sizes up
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Events: expensive, and worth it when staged right
The most expensive channel per person reached, and the worst-measured. The value isn’t the room; it’s the three weeks after it.
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Content positions; it rarely converts
Everyone agrees they need it; almost nobody can say what it’s for. Content positions and moves people a stage. It rarely closes.
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LinkedIn organic: the consideration-set channel
Buyers look you up before they visit your site. LinkedIn organic decides what they find — so be checkable, not loud.
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Email nurture runs the long game
Not a newsletter. The owned channel that walks a known contact, stage by stage, 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. Rent intent by the click, and judge it on cost per opportunity, not clicks.
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Organic search catches the intent you’ve earned
Paid search rents intent by the click. Organic search earns it once, then stops charging — provided you chase the intent, not the impressions.
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Your website is the orchestration layer
Every other channel sends; the website receives. It’s the orchestration layer — and usually the real culprit when paid ‘stops working’.
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Being the answer: search’s new front door
Your buyer now asks an assistant for the shortlist and gets three names in a paragraph. There is no page two of a chat answer.
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Remarketing closes loops. It does not open them
One toilet seat, hundreds of follow-up ads, and the lesson underneath: scale doesn’t fix bad fundamentals. Remarketing closes loops; it can’t open them.
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Paid social owns cold reach
The one channel where you choose, in advance and with a budget, exactly which strangers meet the brand this quarter — and the one most often misread.