Map campaigns to belief stages

LinkedIn isn't one channel. It's awareness campaigns, consideration campaigns, and remarketing campaigns. Google has display, search, and remarketing. Each serves different belief stages.

Your segments from playbook 1 sit at different belief stages. Compliance-driven buyers are solution-aware (they know they need training). Breach-reactive buyers are product-aware (they know training works, choosing vendor). Proactive buyers are also product-aware but need different proof.

Don't allocate budget by channel. Allocate by campaign type within channels, matched to segment belief stages.

This chapter builds a campaign-to-segment matrix showing which campaigns reach which beliefs, so you can allocate budget where it actually converts.

Review your segments and identify their belief stage using the problem-aware, solution-aware, product-aware framework.

Cybersecurity training segments:

• Compliance-driven: Solution-aware (know they need training, doubt it works but required anyway)
• Breach-reactive: Product-aware (know training works, choosing vendor fast)
• Proactive: Product-aware (know training works, need ROI proof for board)

Now map campaign types to belief stages across all channels you're considering.

Problem-aware campaigns (they know the problem exists but not the solution):

• Cold outreach: Problem education, pain amplification
• Display ads: Awareness of security risks
• Content marketing: Problem validation articles

Solution-aware campaigns (they know training is a solution but doubt effectiveness or need proof):

• Search ads: "cybersecurity training", "employee security awareness"
• LinkedIn ads: Proof of effectiveness, case studies
• Webinars: Educational content on how training works

Product-aware campaigns (they're evaluating vendors):

• Remarketing ads: Differentiation, implementation speed, pricing
• Review sites: G2, Capterra profiles
• Comparison content: "X vs Y" landing pages

Create a simple matrix showing belief stage, campaign type, and which channels support that campaign.

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Now connect your segments to specific campaign types. Not every segment needs every campaign.

Compliance-driven segment (solution-aware):

• Search ads: High intent, actively looking for training providers
• LinkedIn ads: Professional context, proof of compliance coverage
• Review sites: Researching vendors for RFP shortlist

Breach-reactive segment (product-aware, high urgency):

• Remarketing: They've visited your site, need to close fast
• Direct outreach: Personal approach for urgent deals
• Case studies: Incident prevention proof

Proactive segment (product-aware, needs board buy-in):

• LinkedIn ads: ROI-focused messaging
• Webinars: Educational, data-driven
• Comparison content: Differentiation from competitors

Notice compliance-driven doesn't need remarketing (they're not browsing, they're buying fast for compliance deadlines). Breach-reactive doesn't need cold outreach (they're already searching, outreach would slow them down).

Priority is based on where you see highest volume potential at lowest CAC for that segment.

For each campaign in your matrix, estimate how much traffic it can deliver and at what cost.

Use your historical data if you've run these campaigns before. If not, use conservative estimates and plan to test.

Compliance-driven search ads:

• Monthly search volume: "cybersecurity training" (1,200), "employee security awareness" (800)
• Estimated CTR: 3%
• Estimated traffic: 60 visitors/month
• Estimated CPC: £4
• Estimated CAC: £1,600 (based on 3% traffic-to-MQL rate and conversion through funnel)

Compare to your max CAC for compliance-driven (£1,867). This campaign fits within budget.

Breach-reactive remarketing:

• Monthly site visitors who haven't converted: 400
• Estimated remarketing CTR: 2%
• Estimated return traffic: 8 visitors/month
• Estimated CAC: £2,800 (higher conversion rate from warm traffic)

Compare to max CAC for breach-reactive (£3,500). Fits within budget.

Go through each campaign and estimate volume and CAC. Flag campaigns that exceed max CAC as tests (allocate small budget to validate whether they can work) or cuts (don't launch if clearly unprofitable).

Now allocate your total budget across campaigns based on volume potential and CAC efficiency.

Use Hormozi's more/better/new framework:

More: Scale campaigns already hitting CAC targets (60% of budget)If you're already running LinkedIn ads to proactive segment at £2,400 CAC (under £2,800 limit), increase spend here first.

Better: Optimise existing campaigns not quite hitting targets (20% of budget)If search ads to compliance-driven are at £2,000 CAC (over £1,867 limit by 7%), allocate budget to improve landing pages or ad copy rather than cutting entirely.

New: Test new campaigns or channels (20% of budget)Allocate 20% to test remarketing for breach-reactive or webinars for proactive. Set 4-week test period with clear kill criteria.

Example budget allocation for £10,000/month total:

More (£6,000):

• LinkedIn ads to proactive: £3,000
• Search ads to compliance-driven: £3,000

Better (£2,000):

• Improve compliance-driven search landing pages: £500
• Optimise proactive LinkedIn creative: £1,500

New (£2,000):

• Test breach-reactive remarketing: £1,000
• Test webinar funnel for proactive: £1,000

Track each campaign's CAC weekly. Move budget from underperformers to winners within the month.

You now have a campaign-to-segment matrix showing which campaigns reach which beliefs, with budget allocated using more/better/new and CAC limits per segment.

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