Channel selection
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Channel selection
Calculate volume needed, map campaigns to belief stages across channels, then test and scale winners using more/better/new whilst killing underperformers.
Calculate volume needed, map campaigns to belief stages across channels, then test and scale winners using more/better/new whilst killing underperformers.
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.
This playbook is for sales and marketing managers who need to monitor team performance, set goals, track progress, and forecast revenue. Learn how to use HubSpot's reporting and dashboard capabilities to understand what your team is doing, whether they're hitting targets, and where coaching is needed. By the end of this playbook, you'll have executive-level visibility into your team's performance without micromanaging individual activities.
This playbook is for HubSpot administrators and account owners who are setting up a new HubSpot account or migrating from another platform.
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Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.
Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.
