Campaigns
Why a campaign doesn't end at the lead form.
The hand-off from advertising to nurture is part of the marketing experience, not an afterthought.
Short reflections on campaigns, content, customer journeys, positioning and the practical side of marketing.
The hand-off from advertising to nurture is part of the marketing experience, not an afterthought.
Useful positioning starts with a specific audience, a meaningful problem and a reason to choose you.
Content earns attention when it helps the audience make a decision, understand a problem or see a possibility.
Lead generation creates an opportunity. Nurture, trust and a clear next step help turn that opportunity into action.
Ad creative can create interest, but the website has to make the proposition credible and easy to act on.
Building this site is a practical experiment in positioning, proof, distribution and measurement.