This evergreen marketing paradigm was invented a century ago!
🎥 Hollywood movie executives measured the optimal engagement levels far before computers were a thing (let alone the Internet).
And with the vast volume of content produced every single minute, it’s safe to assume that the minimum number of touches with a prospect is AT LEAST 11-13, if not triple the original estimate.
How does that translate to marketing? 🧑🎓
Whatever demand or lead generation medium you execute for GTM, product growth, launching a new channel…
It takes time and consistent brand establishment.
Making assumptions too early would not yield the same conclusions it would with the right volume pumped into the platforms. ❌
And while a single revenue channel was enough to retain and even grow a B2B business or a DTC commerce 3-5 years ago, we get weekly requests from businesses seeing revenue dips as their former strategy no longer works.
Omnichannel is far more critical now – including brand-infused channels that don’t convert directly.
Your ICP may be an executive, but the key stakeholder may end up being their marketing manager, assistant, spouse, or staff members rooting for the product due to viral Reddit or HackerNews conversations (or a Twitter thread). 🧗♀️
We take the 80-20 principle here – 80% of the quality and attention going to the 1 or 2 channels that showed the most promising progress BUT 20% spread across 8 to 10 different channels (other social, SEO, PR, guest posts, email outreach, demand gen, partnerships, affiliates, influencers…)
Maintaining horizontal campaigns for 3+ months starts to show in sales meetings or Ecommerce transaction surveys (with new channels emerging). We add them to the mix and double down to increase brand consistency and relevance. 📈
What are the key channels that you’re planning to conquer in 2024?
