The method
Nobody buys a six-figure machine in a week, so nothing here is built on a campaign calendar. It is built on the buying cycle.
Why order matters
Run ads before you have a claim and you pay to introduce a buyer to something you cannot defend in the next meeting. Build proof before you know who signs and you build the wrong proof, beautifully.
Moves one to three build the brand. Four and five build demand. In that order, every dollar in four and five works harder.
Every person who can say no, what each one is measured on, and which one writes the spec. Usually four people and one of them has never been in your CRM.
One claim a competitor cannot copy by Friday. Not a tagline — a claim you can defend with a drawing, a standard or a number.
The spec sheet, the comparison, the study, the demo, and the room they walk into. Proof is the part most agencies quote out of the job.
Where they already look, in the order they look. Search, trade press, the show floor, the inbox, and the rep sitting in their lobby.
The lead is the start of the sale, not the end of the marketing. Nine more months of air cover so the deal does not stall between approvals three and four.
Brand. Demand. Tell me who has to sign
Where most of it dies
Between approval three and approval four, with a champion who has run out of material. Move five exists for that month.
Twenty minutes. If I am the wrong fit, I will say so on the call.