Paid media
Search and social campaigns built around your ICP. Audience architecture, creative testing, and bid strategy — all tied to pipeline contribution, not click cost.
Most acquisition programs generate activity, not pipeline. We wire paid, organic, and outbound into a single system where every channel reinforces the others — and every dollar is accountable to revenue.
Campaigns end. Systems compound. We build the infrastructure that keeps generating qualified pipeline long after the initial build is done.
3
Channels in one system
90 days
To first pipeline
0
Orphaned channels
01
What changes for the business
Acquisition stops depending on any single channel. The business gets a documented, multi-channel system where paid amplifies what organic earns, outbound targets the visitors your content already warmed, and every lead route feeds the same attribution model.
The compounding effect is real: an organic content piece becomes a retargeting audience. A paid campaign seeds an outbound list. A closed deal teaches the next campaign what language to use. Channels that were running in parallel start pulling in the same direction.
02
How the system is shaped
Organic & SEO
Content that ranks for buyer-intent queries and builds topical authority that compounds over time. Editorial calendar driven by keyword strategy, not guesswork.
Outbound sequences
Targeted prospecting against your ICP. Multi-touch sequences with personalised messaging across email and LinkedIn — not blasts.
Nurture system
Automated email flows that score, segment, and re-engage leads across a 90-day window. Behaviour-triggered, not calendar-driven.
03
For technical stakeholders
The acquisition stack is built for maintainability. Tracking is implemented via GTM with clean event taxonomy. CRM integrations use native connectors where available — custom webhooks only when necessary. Sequences are version-controlled in your tool of choice. Attribution is configured in the CRM, not a spreadsheet, so it survives team changes.
# Acquisition stack — core dependencies
paid:
- platform: Google Ads, Meta, LinkedIn
- tracking: GTM + GA4 (server-side where volume warrants)
- attribution: CRM multi-touch (HubSpot or Salesforce)
organic:
- cms: WordPress (custom theme, ACF Pro)
- seo: Ahrefs, Search Console, Screaming Frog
- publishing: Editorial calendar → Notion or Airtable
outbound:
- prospecting: Apollo.io or Clay
- sequencing: Lemlist or Instantly
- enrichment: Clearbit or Datagma
reporting:
- pipeline: CRM + Looker Studio
- spend: Google Ads Manager + Meta Business Suite04
Proof in practice
Acquisition systems look different depending on sales motion, deal size, and channel maturity. The principles stay constant.
From paid-only to a three-channel system.
Mapped organic content to paid retargeting audiences and added a LinkedIn outbound layer targeting trial users who had not converted. Pipeline from non-paid sources grew from 12% to 41% within six months.
Outbound for a high-ACV, long-cycle sale.
Built a 90-day multi-touch sequence targeting CFOs and Heads of Operations at 200-person companies. Personalisation rules based on industry and firmographic signals. 18% positive reply rate in month two.
Paid and email in one attribution model.
Connected Meta Ads, Google Shopping, and Klaviyo into a single CRM-based attribution model. Eliminated the double-counting that had been inflating paid ROAS by 40%.
05
What ships
- 01 Channel architecture and audience mapping per segment
- 02 Live paid campaigns with creative, targeting, and bid strategy
- 03 SEO content calendar and first batch of published articles
- 04 Outbound sequence library with personalisation rules
- 05 Nurture flows in your marketing automation platform
- 06 Pipeline attribution dashboard connecting spend to revenue
- 07 Acquisition playbook for in-house handoff
Connects with
Acquisition works best when it feeds into a conversion system and is built on a clear market thesis.
C/01 Market Entry & Expansion
The ICP and positioning that makes acquisition precise.
C/04 Demand & Conversion Architecture
Turn acquired traffic into qualified pipeline.
C/05 Authority Systems
Content that earns organic traffic and warms paid audiences.
C/06 Revenue Infrastructure
Attribution and reporting that ties spend to revenue.
Ready to build the system?