Media Channel Mapping by Stage: The right stuff at the right time!

Timing is everything. Channel stage mapping helps catch your customer on the right channel at the right stage in their journey.

Once you’ve determined your media channels, map relevant buyer stages and needs to each channel. Map out your typical sales cycle and break it down into distinct buyer stages that fit into the top (TOFU), middle (MOFU), and bottom (BOFU) of the funnel. What channels best align to the pain points and needs of your buyers at each stage? Some channels will be strictly TOFU, MOFU, or BOFU, while others will continue throughout the journey and act as more evergreen tactics.

As we’ve mentioned, LinkedIn is especially valuable for B2B marketers and can be used to target any stage of the funnel. At the top, raise awareness by targeting a list of companies or certain audience attributes. In the middle, retarget your website visitors. At the bottom, use