Which marketing activity should you do more of?
Can you answer this:
Which marketing activity should you do more of?
Can you see what actually works?
Is this your current marketing activities?
– Post on LinkedIn 2-3x/week (sometimes more, sometimes less)
– Send occasional email to your list
– Show up in a couple Slack communities
– Maybe run some LinkedIn ads
Each thing generates something.
But you have no idea which activity drives actual pipeline.
What this looks like in reality:
Someone books a discovery call.
You ask: "How did you hear about us?"
They say: "I've been following you for a while."
Great.
But where?
LinkedIn? Which post?
Email? Which one?
Referral? From who?
Event? Which one?
Your website? How did they find it?
You don't know.
𝗦𝗼 𝘆𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗿𝗲𝗽𝗹𝗶𝗰𝗮𝘁𝗲 𝗶𝘁.
The result:
Q1: 5 new clients
Q2: 2 new clients
Q3: 6 new clients
Q4: 3 new clients
Some quarters are great. Some are slow.
And you can't explain the difference.
Because you don't know what drives the good quarters.
𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 “𝗻𝗼 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻” 𝗰𝗼𝘀𝘁𝘀 𝘆𝗼𝘂:
Time:
You're doing 6 different marketing activities.
Maybe 2 of them actually drive pipeline. But you don't know which 2.
So you keep doing all 6.
Budget:
You're spending $3K-$5K/month on tools, ads, events.
Maybe half of that spend is working. But you don't know which half.
Confidence:
Someone asks: "Should we invest more in marketing?"
You don't have data to support the decision. So you guess.
Here's what you need to see:
Not "we got 3 clients last quarter."
But:
– Client 1 came from LinkedIn post on [topic] 4 months ago
– Client 2 came from speaking at [event] + follow-up sequence
– Client 3 came from Google search > content piece > email nurture
When you can see the path from activity > client, you stop guessing.
You double down on what converts.
You kill what doesn't. Revenue becomes predictable.
What changes when you have visibility:
Before:
"We should post more on LinkedIn."
(Based on: nothing. Just feels right.)
After:
"LinkedIn posts generate 40% of discovery calls, but only when we post case study content. Thought leadership posts get engagement but don't convert. Let's focus on case studies more."
Before:
"Should we sponsor that event?" (Based on: gut feel.)
After:
"Last event generated 2 clients at $30K each. Cost was $5K. ROI was 12x. Yes, sponsor it again."
Before:
Guessing what works.
After:
Knowing what works.
Think about your last 5 clients.
Can you trace back:
– Where they first heard about you?
– What marketing activity drove the conversation?
– How long from first touch to close?
If you can't answer that for at least 3 of them – you're marketing blind.