The funnel: TOF, MOF, BOF
The purpose, metric and realistic expectation of each stage, and the transitions that connect them.
All programmes
Digital Marketing Strategy: From Funnel to Budget
A strategy programme that ties channel selection, messaging, budget allocation and the measurement framework into a single plan.
- Duration
- 1 day
- Format
- On-site / Online
- Level
- Intermediate
- Category
- Advertising & Performance
Most brands do not suffer from a lack of advertising; they suffer from activity that never connects. In this programme we treat channels, message and budget as parts of one funnel, and leave with a ninety-day plan that can actually be executed.
Who it is for
- Business owners and brand managers who control the marketing budget
- Marketing teams running several channels at once
- Agency specialists who prepare strategy presentations
By the end of this programme
- Connect the marketing funnel to concrete TOF, MOF and BOF campaigns
- Give every channel a clear role within the funnel
- Split budget between testing and scaling
- Put creative production on a sustainable footing
- Set up the measurement framework and the reporting rhythm
Programme content
Channel selection and roles
What Meta, TikTok, search, email and organic each do at which stage; avoiding channel cannibalisation.
Message and offer
Rewriting the value proposition per audience; building the offer, proof and call-to-action triangle.
Budget allocation and test planning
Separating test, scale and protect budgets; writing test hypotheses and stop rules.
Creative production system
Production calendar, variation logic and a cycle that prevents creative fatigue.
Measurement framework
Separating channel metrics from business metrics; deciding while knowing the limits of attribution.
Ninety-day roadmap
Each participant leaves with a finished implementation plan for their own brand.