Busy isn't the same as working
From the outside, this company has marketing sorted. Someone posts on LinkedIn a few times a week. Three cold email sequences are ticking over. Somebody boosted a post last quarter. A video went out in March, to polite applause.
Then the CEO asks which of those brought in the last three customers, and the room goes very quiet. Not because nothing works. Because nothing is connected well enough to tell.
Four channels, four reports
Every channel arrives with its own tool, its own numbers and, usually, its own owner.
- Posts get judged on likes, because that's what LinkedIn shows you.
- Cold email gets judged on open rates, because that's what the tool reports.
- Ads get judged on cost per click, because that's the default column.
- Video gets judged on views, if anyone checks at all.
The buyer, meanwhile, sees all four and assumes they're one company. So when the cold email ignores the post they read yesterday, or the ad promotes a post nobody liked, it feels off. Each piece looks fine in its own report. Together they don't add up.
The fix is an order, not a fifth channel
- Start with LinkedIn posts. Your founder and team, in their own words, writing for the people who decide your deals.
- Put ad money behind what already worked. Promote the posts your buyers responded to, to the companies you want to win. Never pay to test an idea nobody wanted.
- Reuse the best ideas. Short videos for people who skip text. A Substack for people who want the full version.
- Then reach out. Message the people who engaged and mention what they read. Nobody gets a cold email.
One report, once a week
This is the step most teams skip. Every channel reports into one place, weekly, counted in conversations started and meetings booked. Likes, opens and clicks are useful for spotting problems. They are not the result.
Once that report exists, you can see which channel feeds which, and quietly retire the ones that only keep people busy.
Where we come in
This is what our GTM program does, in that order. If you'd like to see how we work first, get 50 free leads, built from the buyer you describe.