How to Build a Profitable Campaign

Quarter-million in three months for a new brand or new product drop? The framework isn't too complicated if you have some traction. PHASE ONE: Discovery Through Fire (Month 1-3) Pour everything into Facebook CBOs and TikTok's broad targeting. Label campaigns by creative hook and value prop. Ignore short-term ROAS—you're buying data, not immediate profits. PHASE TWO: Voice of Customer Intelligence (Month 3-6) Send a quick survey the moment their package arrives. Three questions that matter: What made you choose us? What hesitation almost killed the sale? What's missing from the market? Those responses become your new homepage copy and next product roadmap. Transform the best customer quotes into raw, authentic video content. iPhone footage + basic editing = authentic creative that converts. Launch refreshed campaigns within 48 hours using actual buyer language. PHASE THREE: Retention Architecture (Month 6+) If your product isn't naturally recurring, create subscription value or bundle logic. Monitor 30-day repeat purchase rates obsessively. Perfect your email automation sequence: onboarding → abandonment → browsing nudges → post-purchase → reactivation. Real numbers from a recent launch: Media investment: $45,800 Initial sales: $118,400 Month 3 repeat revenue: $137,300 Customer acquisition cost: $32 Contribution margin: secondary priority (learning margin = everything) Common traps that kill momentum: ✗ Waiting for organic validation before advertising ✗ Perfectionist packaging delays ✗ Using generic survey tools instead of personal outreach Feed the algorithms, absorb customer feedback, move like revenue depends on speed. Because it does.

The first 90 days decide if your campaign lives or dies. Here’s my launch checklist. After 16+ years in growth marketing, I can tell you—those first days? They are EVERYTHING. I’ve seen campaigns soar. I’ve seen them crash. (Trust me, the pain is real.) What separates the winners from the rest? Here’s my go-to checklist: 1️⃣ Set Clear Goals → What are we trying to achieve? → How will we measure success? (No goals = no direction = chaos.) 2️⃣ Know Your Audience → Build real buyer personas → Dig into their pain points → Speak their language (I once skipped this step. Oops. Never again.) 3️⃣ Map The Strategy → Make sure your plan lines up with business goals → Mix short-term wins with long-term plays → Don’t forget content and channels 4️⃣ Align The Team → Everyone knows their role → Open lines for feedback → No silos, no secrets (When teams talk, magic happens.) 5️⃣ Track Everything → Set up your KPIs from day one → Use analytics tools (Google Analytics, HubSpot, whatever works) → Adjust FAST if things go off track 6️⃣ Listen & Iterate → Check in with the team → Gather feedback from customers → Don’t be afraid to pivot (Market changes? You change with it.) My biggest lesson? Don’t fall in love with your plan—fall in love with progress. The best campaigns? They are built by teams who adapt, learn, and move fast. What’s on your campaign launch checklist? I’d love to hear your wins (and war stories). ♻️ Let’s connect and help each other grow

80 % of marketing budgets are still doing cartwheels in the wrong part of the funnel. Here’s a quick sanity check I use when clients ask why their “awareness” ads don’t move revenue.👇 1. Start where the money is (literally). If you’re not retargeting → CRM contacts, open opportunities, and past proposals first, you’re burning cash. Warm dollars convert 3–5× faster than any cold campaign, yet they get the leftovers. 2. “High‑intent” is code for “ready to buy.” Exact‑match search queries and branded terms deserve their own budget and landing page. No fluff, no blogs—just proof, pricing, and a form. Paid search has to be a foundational layer for most orgs. After warm near-bound prospects and before you think about ice cold targeting..paid search is where you go. 3. Middle‑funnel is your trust factory. Website lurkers, LinkedIn page visitors, newsletter readers—feed them testimonials, analyst quotes, ungated checklists. The goal: move them one click deeper, not straight to a wedding proposal. 4. Cold prospecting ≠ spray & pray. ABM lists with technographic or intent data beat look‑alike audiences every day of the week. Speak to the pain you know they have. Then cap your spend until retargeting pools are healthy. 5. Measurement > mythology. Weekly: pacing and cost per lead. Monthly: SQLs and win‑rate lift. Quarterly: cost‑to‑revenue by funnel stage. Most of the rest is dashboard glitter. TL;DR Shift budget down the funnel first, earn the right to scale up, and track every dollar like a bloodhound. Your CFO—and pipeline—will thank you. What’s the one funnel tweak that moved the needle most for you this year? Drop it below ⬇️