Your traffic already tells you what to ask first
Organic search arrives mid-research. Paid search arrives with a problem and a budget. LinkedIn arrives curious and in a hurry. Send all three to one form and you keep the few who had already decided. Meet each one with the question it arrived with and you keep the rest.
Not open yet. A score and a report, not a sales call.
Go straight to yours
Seven sources, one form, and the same opening line on every one of them.
You get a name and no idea which spend produced it.
Seven entry points, each opening on what that source turned up with.
You get the budget, the problem, and whether it is worth a call.
The seven
What each source should meet, and what you get back
Seven entry points off one scoring model. Pick the one paying your bills this quarter.
- Diagnostic
SEO
Arrives: Halfway through working out what the problem is even called. Nobody sent them and nobody is waiting on an answer.
Opens with
Which of these is closest to what is going wrong?
You learn: How far along they are, which is what decides whether this lead gets a sequence or a call.
- Calculator
Google Ads
Arrives: With the problem already named, the budget already approved, and three of your competitors open in other tabs.
Opens with
What do you spend on this a month, and what is it returning?
You learn: The spend, before you pay for a second click on the same person.
- Maturity index
LinkedIn
Arrives: Two taps from a feed, curious, and back in a meeting in four minutes.
Opens with
How many people have to agree before this gets signed off?
You learn: Who else has to agree, and how much of the decision has already happened without you.
- Type quiz
Meta ads
Arrives: Not looking for you. Looking at a feed, and willing to answer one thing about themselves.
Opens with
Which of these sounds most like your week?
You learn: Whether there is a business behind the click, before it costs you a second one.
- Readiness check
Outbound
Arrives: From a cold email, already deciding whether you are worth a reply on a Tuesday morning.
Opens with
Is this the thing costing you most, or is it the other one?
You learn: Whether the problem you guessed at is the problem they have. Outbound almost never finds that out before the call.
- Survey to benchmark
Content and webinars
Arrives: From a registration list, having handed over a name and nothing you can sort by.
Opens with
Where would you put yourself against everyone else who answered?
You learn: Which names on that list have the problem, the budget and the authority, and which are reading.
- Test build
Influencer and UGC
Arrives: On somebody else’s recommendation, carrying more trust than intent.
Opens with
What made you look at this today?
You learn: Whether borrowed attention converts in your category, which is the thing nobody can currently tell you.
None of the 25 B2B segments in our research generates leads this way yet. We would build here as a test and price it as one.
The cheapest thing you can change about a channel is the first line it lands on.
Built once
Seven entry points, one build behind them
The opening line changes by source. Nothing behind it does.
One model, seven doors
The scoring model is built once. Each source gets its own entry page and its own opening line, and all seven feed one set of answers. The cost does not multiply by seven.
Every answer carries its source
Each response arrives tagged with the channel that produced it. You can see which spend brings you high scorers and which brings you completions and nothing else.
One list your sales team can sort
Whatever brought them, the same fields come back: who they are, what they spend, what is broken, and a number. Qualified stops being a matter of opinion.
The follow-up knows where they came from
A high scorer off paid search gets a calendar. A mid scorer off a webinar gets a sequence written against their answers and their source. Same routing, different words.
Where to start
Start with the channel that is already paying for itself
Most companies have one source doing the work and five doing very little. Put the first build on the one with volume.
Your turn
Find out which channel is costing you most
Our own scorecard grades your funnel on the four things that decide whether the traffic you buy turns into anything, and the source it came from is the first of the four. You get a band, a straight read on it and the one to fix first.
Not running yet. You keep the report whatever the score says.