Which channels should they prioritize in their marketing mix to maximize their impact?

I would prioritize paid search and co-marketing. Here's why:

1. While paid search can get very expensive, you can learn a lot from this channel that can then help you optimize other channels. I love paid because it's very easy to measure performance. I can see what prospects are clicking on, how many are converting to leads, and then what the overall CAC is (spend divided by customer sign ups). In addition to this, I can learn a lot about how to optimize my funnel. Ad copy can be optimized, landing page design can be optimized, even form fields can be optimized. Best thing is all of this CRO improvement will raise the performance of the other channels I've invested in.

2. The reason why I like co-marketing is because it's the opposite of paid advertising: it's cheap! Co-marketing is a fantastic way to generate net new leads cost effectively. Co-host a webinar with a company that serves your target customer. Then in exchange for you promoting it to your mailing list, ask them to promote it to theirs. After the event, agree to share the registration and attendee lists. You will have a lot of net new leads to nurture and work.

The channels you prioritize should be based on your go-to-market motion, target audience, ideal customer profile (ICP), budget, and overall marketing goals and desired business outcomes. The tactics are then dictated based on what is needed to drive impact.

Here are a few examples to consider based on your business context:

• Performance marketing: This tactic becomes much more impactful once you have achieved product-market fit.

• Search engine optimization (SEO): This tactic is a long-term investment. While we don't know how this will play out with AI, there will still be a need for valuable and helpful content.

• Social media marketing: While it is more impactful to own the distribution channel to reach your audience, it is also important to meet them where they prefer to consume their content.

• Lifecycle marketing: Email marketing, in-product messaging, etc., are tried and trusted tactics that are considered table stakes nowadays and remain highly effective.

Depending on your business, PR, influencer marketing, and other tactics may be more interesting to drive impact.