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Cross-channel GTM orchestration — channel sequencing, attribution models, retargeting chains, multi-touch journeys
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Based on SOC occupation classification
| name | cross-channel-logic |
| description | Cross-channel GTM orchestration — channel sequencing, attribution models, retargeting chains, multi-touch journeys |
Orchestrate multi-channel go-to-market sequences that coordinate paid ads, organic search, email, and social across the customer journey. This skill covers channel sequencing, attribution modeling, and retargeting chain construction.
No customer converts on a single touchpoint. The average SaaS conversion requires 6-8 touches across 2-3 channels over 14-30 days:
Typical Journey:
Touch 1: Google Search (informational query) → Blog post
Touch 2: Meta retargeting ad → Landing page (bounces)
Touch 3: Google Search (branded query) → Homepage
Touch 4: Email drip (captured from blog) → Feature highlight
Touch 5: Meta retargeting ad → Landing page (signs up for trial)
Touch 6: Email onboarding sequence → Activation
Touch 7: Email trial-ending → Converts to paid
Each channel plays a specific role in the journey. Using a channel for the wrong role wastes budget.
| Channel | Primary Role | Secondary Role | Poor Use |
|---|---|---|---|
| Google Search (non-brand) | Acquisition (intent capture) | Awareness | Retargeting |
| Google Search (branded) | Conversion (high intent) | Measurement | Awareness |
| Meta Ads (prospecting) | Awareness, acquisition | Interest generation | Direct conversion |
| Meta Ads (retargeting) | Conversion, nurture | Re-engagement | Cold prospecting |
| Email (drip) | Nurture, conversion | Retention, reactivation | Cold acquisition |
| Email (newsletter) | Retention, thought leadership | Brand awareness | Direct selling |
| SEO Content | Acquisition (organic) | Authority building | Quick conversion |
| YouTube | Awareness, education | Trust building | Direct response |
| LinkedIn (organic) | Authority, recruitment | B2B leads | Consumer acquisition |
| LinkedIn (ads) | B2B lead gen | Account-based marketing | Consumer products |
Google is not one channel — it is a stack of surfaces, each playing a distinct funnel role. Treating "Google Ads" as a monolith causes surfaces to cannibalize each other's credit. Map them by role (see skills/google-ads/ and Atlas Part 2 for surface mechanics):
| Surface | Funnel Role | Behaves Like |
|---|---|---|
| Search (non-brand) | CAPTURES existing demand | Intent harvest |
| Search (brand) | CONVERTS demand others created; defends margin | Decision-intent closer |
| Demand Gen + YouTube | CREATE / shape demand (top-funnel) | Paid social |
| Performance Max / Display | REMARKET / recapture warm visitors | Retargeting |
Orchestration (handoff, not competition): Demand Gen + YouTube build the pool → Search + AI Max capture the demand the moment it surfaces → PMax/Display remarket the warm visitors who didn't convert → brand Search secures the final decision-intent click. Each surface hands the user to the next rather than fighting for the same conversion credit. If two surfaces report claiming the same conversions, you have an overlap leak, not incremental volume.
Best for: Early-stage, <$2K/month ad spend, strong content team.
Phase 1 (Weeks 1-4): SEO Content
Publish 8-12 high-intent blog posts targeting long-tail keywords
↓
Phase 2 (Weeks 5-8): Email Capture
Add lead magnets to top-performing blog posts
Build welcome + nurture email sequences
↓
Phase 3 (Weeks 9-12): Paid Amplification
Boost top blog posts with Meta Ads ($10-20/day)
Retarget blog readers with conversion-focused ads
↓
Phase 4 (Ongoing): Flywheel
SEO drives organic → Email nurtures → Meta retargets → Conversion
Best for: Growth-stage, $5K+/month ad spend, need fast results.
Week 1-2: Google Search
Launch branded + high-intent non-branded search campaigns
Capture bottom-of-funnel demand
↓
Week 3-4: Meta Prospecting
Launch interest-based and lookalike campaigns on Meta
Drive awareness and landing page visits
↓
Week 5-6: Meta Retargeting
Retarget website visitors from both Google and Meta
Retarget email list with conversion-focused creative
↓
Week 7-8: Email Integration
Capture trial signups into activation email sequence
Non-converters enter nurture sequence → feed back into retargeting
↓
Ongoing: Full Loop
Google (intent) → Meta (awareness) → Meta (retargeting) → Email (nurture) → Conversion
Best for: Developer tools, open source, community-driven products.
Phase 1: Content + Community
Publish technical tutorials + documentation
Build Discord/Slack community
↓
Phase 2: Organic Social
Share content on Twitter/X, LinkedIn, Reddit, Hacker News
Community members amplify
↓
Phase 3: Email Digest
Weekly community highlights email
Feature spotlights, user stories
↓
Phase 4: Light Paid
Retarget website visitors (Google Display + Meta)
Promote community events with paid social
┌─────────────┐
│ PostHog │
│ (behavior) │
└──────┬──────┘
│
┌──────────┬───────────┼───────────┬──────────┐
│ │ │ │ │
┌───┴───┐ ┌───┴───┐ ┌─────┴────┐ ┌───┴───┐ ┌───┴───┐
│ Meta │ │Google │ │ Email │ │Stripe │ │ SEO │
│ Ads │ │ Ads │ │Provider │ │ │ │ (GSC) │
└───────┘ └───────┘ └──────────┘ └───────┘ └───────┘
Every paid touchpoint must carry UTM parameters:
utm_source: Platform (meta, google, email, linkedin)
utm_medium: Channel type (paid, cpc, social, email, organic)
utm_campaign: Campaign name (spring-launch-2026, retargeting-q2)
utm_content: Creative variant (video-a, carousel-b, email-day3)
utm_term: Keyword (for search only)
[source]_[medium]_[campaign-name]_[content-variant]
Examples:
meta_paid_bootcamp-launch-q2_video-testimonial-v1
google_cpc_brand-search_exact-match
email_drip_welcome-sequence_day3-feature
linkedin_paid_enterprise-demo_case-study-a
| Company Stage | Search | Meta/Social | SEO/Content | |
|---|---|---|---|---|
| Pre-Product-Market Fit | 40% | 30% | 10% | 20% |
| Post-PMF, Pre-Scale | 30% | 35% | 15% | 20% |
| Growth | 25% | 35% | 20% | 20% |
| Scale | 20% | 30% | 25% | 25% |
These are starting points. Adjust based on CAC by channel after 30+ days of data.
TikTok has matured into a serious paid acquisition channel, no longer just a brand awareness play.
Spark Ads boost existing organic TikTok content (yours or a creator's) as paid ads. They outperform standard TikTok ads on every metric:
Spark Ads preserve the organic post's engagement metrics (likes, comments, shares), creating a compounding effect where paid amplification improves organic reach.
The dominant cross-platform strategy for 2026. Produces 15-20% lower blended CAC compared to Meta-only campaigns.
TikTok (Discovery)
Cheap CPMs, high engagement, visual-first content
→ User sees product/brand, engages but doesn't buy
↓
Meta (Retargeting)
Retarget TikTok visitors within 24 hours
→ Social proof, testimonials, direct offer creative
→ Conversion-optimized landing page
↓
Google (Intent Capture)
Branded search captures users who saw TikTok/Meta ads
→ High-intent, ready to buy
→ Lowest CPA of all three channels
Starting allocation: 70-75% Meta / 20-25% TikTok / 5% Google Scale target: 40-50% Meta / 40-50% TikTok / 10% Google (as TikTok proves ROI)
Scale TikTok budget gradually as you prove ROAS. Never shift more than 10% of budget between channels in a single week.
Thought Leader Ads let you boost an individual's organic LinkedIn post as a paid ad. The performance gap vs. standard LinkedIn ads is massive.
| Metric | Thought Leader Ads | Standard LinkedIn Ads | Difference |
|---|---|---|---|
| Median CTR | 2.68% | 0.42% | 6.4x higher |
| Median CPC | $2.29 | $13.23 | 77% cheaper |
| Engagement | High (comments, shares) | Low (mostly impressions) | Qualitative leap |
X.com offers the cheapest CPMs in major social advertising but with a more limited (and polarized) audience.
The most efficient creative workflow starts with Meta and cascades winners everywhere.
Step 1: Find winners in Meta Advantage+ testing
→ Run 50-200 creatives, identify top 5-10 by ROAS/CPA
↓
Step 2: Adapt winners for other platforms
→ Google Demand Gen: Use winning images/videos as responsive display assets
→ YouTube Shorts: Recut winning Meta video ads to 15-60 seconds
→ TikTok Spark Ads: Reshoot winning concepts as native TikTok content
→ LinkedIn: Adapt winning messaging angles for long-form thought leader posts
↓
Step 3: Meta generates creative intelligence
Winners from Meta tell you which angles, hooks, and visuals resonate.
Apply those insights to ALL channels, even organic content.
| Meta Format | Google Demand Gen | YouTube Shorts | TikTok |
|---|---|---|---|
| 1:1 Image | Responsive display | N/A | N/A |
| 9:16 Video | Video asset | Direct reuse (trim to 60s) | Reshoot as native |
| Carousel | Discovery carousel | N/A | N/A |
| UGC-style | N/A | Direct reuse | Spark Ad boost |
Email marketing automation — drip sequences, deliverability, template patterns, provider APIs (Resend, SendGrid, Postmark)
Funnel diagnostics engine — bottleneck detection, cross-data correlation, AARRR benchmarks by vertical
High-Velocity Advertising (HVA) — the discipline for creative discovery at machine speed. CLEAR decision rule, the five-layer Stack, the Read Ladder, the two-clocks asymmetry, Benjamini-Hochberg correction, the Vault moat, and the Fit Boundary. The spec behind /hva, /hva-forge, /hva-lint, /hva-review, /hva-vault and the hva-desk agent.
Direct response copywriting framework for paid ads — Hormozi offers, PAS, AIDA, variation generation, LATAM hooks
Synthetic Demand Validation (SDV) — predict purchase intent, price tolerance, and objections for ad creatives, offers, and landing copy by eliciting free-text reactions from a synthetic persona panel and mapping them to Likert distributions. Comparative ranking is the headline signal. Use for "will this convert", "which variant wins", "is $X the right price", "pre-test this creative/offer/copy before spend".
Google Ads expertise — read/measure via the google-ads-open CLI + REST :mutate deploy, signal-first architecture (Hagakure, brand isolation, intent ladder, 5-pillar budget), Performance Max control + Moran feeder, Smart Bidding migration ladder, Enhanced Conversions + Consent Mode v2 + GCLID-to-CRM, broad-match-era keywords + n-gram mining, AI Max for Search, RSA/YouTube creative, policy/reinstatement. Ethical scores (whitehat/grayhat/blackhat 1-10) from the Google Ads Atlas 2026.