Activation Program for small and medium enterprises
Channels run against the plan, measured honestly.
Search, paid social, email and conversion testing, run on the segments and messages the evidence picked, and reported plainly: what worked, what didn't, what we change.
Spend follows the evidence, every month.
Most channel spend is set once a year and defended after that. Demand Programs work the other way. Every channel runs on the segments and messages the strategy picked, and the budget moves each month toward what is working.
I report it honestly: what worked, what didn't and what we change next. The aim is qualified demand measured against the plan, never activity for its own sake.
- Channels chosen by the strategy
- Messages taken from the evidence
- Budget moved toward what works
- Honest monthly reporting
Budget moves to what is working.
Each channel is tracked against its share of the plan, and the next month's budget follows the results.
- Every channel measured against the same plan
- Under-performing spend is moved, not defended
- The reason for each change is written down
Qualified pipeline vs plan Example
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Search
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Paid social
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Email
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Partners
plan target
Next month: email is under plan, so budget moves to search and partners.
The channels Demand Programs put to work.
Each one is run on the segments and messages the strategy chose.
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SEO
Search visibility for the questions your target customers actually ask.
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Paid search and paid social
Spend placed where the right segments are looking, and moved when they are not.
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Email
Messages built from the evidence, sent to the people most likely to act.
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Conversion-rate work
Pages and forms tested so more of the right visitors become conversations.
Comparing channels against the plan.
A plain view of which channels are delivering qualified demand, and which are falling short of their target.
How a Demand Program runs each month.
Four steps, repeated, with the strategy as the fixed point.
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1
Plan
Channels, segments, messages and targets set from the strategy.
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2
Run
Search, paid social, email and conversion tests go live.
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3
Measure
Qualified demand is tracked against the plan, channel by channel.
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4
Adjust
Budget and messages move toward what works, and the report says why.
What every Demand Program report covers.
Plain answers, delivered every month.
- Qualified demand by channel
- Performance against the plan target
- What worked
- What didn't
- Where the budget moves next
- The tests running this month
Questions about Demand Programs and paid channels.
Still deciding? A 30-minute call is usually enough to know whether I can help.
Book a strategy callWhat are Demand Programs?
They are the channel work that follows the strategy: SEO, paid search and paid social, email and conversion-rate work, run on the segments and messages the evidence picked and measured honestly against the plan.
Do you only run channels for strategy clients?
Demand Programs are built to carry a strategy into the market, so they start from one. If you have a plan already, we can review it together on a strategy call.
How do you report results?
Monthly and plainly: qualified demand by channel against the plan target, what worked, what didn't and where the budget moves next.
Which channels do you use?
SEO, paid search, paid social and email, with conversion-rate testing on the pages and forms that turn visitors into conversations. The mix is set by the strategy, not by habit.
How is budget decided between channels?
By the evidence. Each month the budget moves toward the channels delivering qualified demand, and away from the ones falling short, with the reason written down.
Have a decision on the table?
A 30-minute call is usually enough to know whether I can help.
The Lime Brief
Short strategy notes for growth leaders, twice a month.
Book a strategy call
A 30-minute call to see if I can helpA 30-minute Microsoft Teams call with Marcello to talk through the decision you are facing. Pick any open time that suits you.
- 30 minutes
- Microsoft Teams
- No preparation needed