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Marketing Funnel And Campaign Goals

Marketing Strategy Tip: Develop a Marketing-Sales Funnel


Marketing Strategy Tip: Develop a Marketing-Sales funnel and use different campaigns for different goals. You can’t run an “Awareness” campaign that is also measured on Cost Per Lead. Define your KPIs and then develop and group the campaigns trying to achieve the same goal. 

Have a few campaigns for Awareness and measure reach.

Have campaigns for Interest and measure time on site and Cost per Lead.

Have campaigns for Consideration & Intent and Cost per Lead and returning visitors.

Measure certain content pages (Evaluation) like calculators, case studies, reports, pricing, and Contact Us for time on site and returning visitors.

Please, please, please measure how many people hit your Contact Us page against how many people call and/or fill out your form. If the number is high then something is holding them back.

Measure which campaigns (Awareness & Interest) were a part of the customer journey leading to the highest percentage of Consideration, Intent, and Evaluation website pages.

Track, measure, analyze, iterate, optimize, and get promoted. 

For more information for marketing to people’s intent go to

Aaron is a Marine Corps Veteran who started doing small business marketing in 2000, internet marketing in 2001, and social media marketing in 2006. He has started multiple businesses (both successfully and unsuccessfully), raised venture capital and partnered with billionaire investors, grown thriving digital marketing agency and consulting businesses, and has worked in startups, small businesses, and Fortune 100 enterprises.

In terms of education, Aaron has earned a Bachelor of Arts in Arts & Sciences from Texas State University, an MBA with a focus on Marketing from The University of Texas of the Permian Basin, and teaches classes in SEM and SEO as an Adjunct Professor for Loyola University of New Orleans.

Aaron has decades of experience developing marketing strategy, executing a wide range of digital marketing tactics, developing marketing content and ad copy, and hiring, training, and leading marketing, sales, and business operations teams.

As a Digital Marketing Strategist, Entrepreneur, and Consultant Aaron provides high level strategy, direction, planning, tactical execution, financial modeling, market demand analysis, and competitor analysis for business-to-business and retail businesses of all sizes and stages.

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