Channel follows intent
There is no universally best platform. Search captures existing intent; social helps discovery and consideration; B2B media can work with roles and companies. The mix depends on the problem.
How to choose the media mix
- 01
Define the conversion and what qualifies a lead.
- 02
Estimate whether search demand exists or must be created.
- 03
Consider reach, cost, data quality and sales cycle.
- 04
Start with comparable hypotheses and enough budget to learn.
Search, discovery and consideration in distinct roles
A known and searched solution may start with search. A less familiar industrial capability may need content and outreach to create context before a quote request.
From platform to pipeline
Compare cost per qualified opportunity, progression, potential value and conversion time. Cost per lead without quality can reward useless volume.
Media planning
Allocate investment according to each channel's role
Paid search tends to work best when identifiable demand exists for a solution, application or problem. In technical markets, keyword planning should consider how buyers, users and engineers describe the same need. Broad terms may generate traffic but require query control and pages that can qualify intent.
Social and targeted media play another role: introducing a capability to audiences who have not yet formed a search. The creative should not attempt to close a complex sale. It should establish context, offer useful evidence and lead to content or a page suited to the consideration stage.
Channel comparison must reach sales. A submitted form does not end the analysis: fit, response speed, progress, potential value and rejection reasons matter. Without that feedback, optimization tends to favor cheaper contacts rather than more relevant ones.
- 01
Separate demand-capture campaigns from discovery and consideration campaigns.
- 02
Organize terms by application, problem, category, brand and decision stage.
- 03
Use specific pages to explain fit, technical criteria, process and the next step.
- 04
Connect platforms, forms and sales feedback to evaluate quality rather than volume alone.
Minimum data for responsible media comparison
- Query, ad, audience, campaign and landing page associated with each conversion whenever the platform allows it.
- Cost per contact paired with sales qualification instead of optimization based only on submitted forms.
- Stage progress, potential value and cycle time separated by channel and promoted offer type.
- Negative terms, excluded audiences and tested hypotheses documented to prevent repeating waste in future cycles.