Channel Strategy
Marketing and sales channel selection, optimization, and performance tracking
Overview
Channel-specific strategies for reaching target personas, including selection criteria, budget allocation, and performance benchmarks.
Channel Categories
Digital Channels
| Channel |
Primary Personas |
Cost Model |
Expected CAC |
| LinkedIn Ads |
Solo IT, CTO/VP |
CPM/CPC |
$500-$1,500 |
| Google Ads |
Healthcare, Legal |
CPC |
$300-$800 |
| Content/SEO |
All |
Fixed |
$200-$500 |
| Email |
All |
Fixed |
$100-$300 |
Relationship Channels
| Channel |
Primary Personas |
Investment |
Expected CAC |
| Referral Partners |
All |
Revenue share |
$0-$200 |
| Events/Speaking |
Legal, Accounting |
Time + fees |
$500-$1,000 |
| Associations |
Healthcare, Legal |
Membership |
$300-$700 |
Outbound Channels
| Channel |
Primary Personas |
Cost Model |
Expected CAC |
| Cold Email |
Solo IT, CFO |
Fixed |
$400-$900 |
| LinkedIn Outreach |
CTO/VP, Managing Partner |
Time |
$300-$700 |
| Phone |
All |
Time |
$500-$1,200 |
Channel Selection Criteria
- Persona fit — Where does the audience spend time?
- Intent signals — Can we reach problem-aware buyers?
- Cost efficiency — CAC within target range?
- Scalability — Can we increase spend profitably?
- Attribution — Can we measure results?