Playbook
Grow your audience
Identify the channels where your buyers actually spend time, allocate budget with confidence, and build a distribution plan that compounds reach over time.
Introduction
I've managed paid media budgets across LinkedIn, Google, Meta, and half a dozen other platforms for B2B companies of all sizes. The mistake I see most often is spreading too thin across too many channels too soon. Channel planning is not about being everywhere. It's about picking the right places, mapping your campaigns to how buyers actually think, and making sure every euro you spend reaches people who could realistically become customers. Most teams try five channels at once and wonder why nothing sticks. This playbook helps you calculate how many leads you need, figure out what you can afford to pay for them, and then dominate one channel before adding the next. It's the boring, disciplined approach to demand generation. And it's the one that actually works.
