Channel selection
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Channel selection
Spreading budget across every channel guarantees mediocrity. Focus on the channels where your buyers actually spend attention and scale what works before expanding.
Spreading budget across every channel guarantees mediocrity. Focus on the channels where your buyers actually spend attention and scale what works before expanding.
Budget allocation without volume calculation is guessing. Channel selection without campaign-to-belief mapping is hoping for the best.
Channel planning is campaign mapping. LinkedIn isn't one thing. It's awareness campaigns educating on problems, consideration campaigns proving solutions work, and remarketing campaigns differentiating your product. Google has display for awareness, search for solution research, and remarketing for product evaluation.
Calculate backwards from your revenue target. Revenue divided by deal size gives you deals needed. Work through conversion rates to calculate traffic required. Add 20% buffer. Then map which campaigns within each channel reach which belief stages.
Cold outreach only works at problem awareness. Talk solution or product and you're too salesy. Search ads catch solution-aware buyers actively researching. Remarketing reaches people evaluating specific products.
Test what works. Scale winners using Hormozi's more/better/new framework. Kill underperformers after four weeks.
This playbook shows you how to calculate required volume with buffer, map campaign types within each channel to belief stages, then systematically test and scale whilst cutting losses.
Work backwards from revenue to figure out how much traffic you actually need, then calculate the maximum you can spend per lead whilst staying profitable. This tells you which channels are even possible before you waste budget testing everything.
The hottest traffic (people comparing you to competitors) is expensive but easiest to convert. Start there, dominate it, then work backwards to warmer traffic, then cold traffic as you hit channel limits.
Focus beats diversification. Scale one channel until it stops working efficiently, then add one more. Always have a backup channel started, but put 80% of effort into your primary channel.
The total number of times your brand appears in front of potential customers across all channels.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
Pipeline doesn't fill itself. These tools help you identify who to target, reach them at scale, and create content that earns attention in crowded markets.
The wrong tools create friction. The right ones multiply your output without adding complexity. These are the tools I recommend for growth teams that move fast.
Deals slip through cracks when your sales stack doesn't work together. These tools keep your pipeline visible, your follow-ups timely, and your process tight.
Acquiring customers is expensive. These tools help you keep them longer and grow their accounts so your acquisition costs actually pay off over time.
Traffic means nothing if it doesn't convert. These tools help you capture leads, nurture them automatically, and understand what's actually working in your funnel.
HubSpot is powerful when configured properly and a mess when it's not. Set up your instance correctly from the start so your data stays clean and your team trusts the system.