What Emerging Channels Should I Consider?
Go where your buyers already gather: niche newsletters, specialist communities, podcasts, short-form video, CTV ABM, and high-intent marketplaces. Launch small, instrumented pilots and scale only what drives meetings and pipeline.
Select 2–3 emerging channels that match your ICP’s hangouts, pair each with a clear offer (assessment, demo, workshop), and stand up HubSpot attribution (UTMs, custom properties, offline conversions). Run 2–4 week pilots with pre-set guardrails, compare leading metrics (reach, CTR, engaged sessions) with lagging metrics (meetings, SQLs, pipeline), kill fast, and double down on winners.
Emerging Channel Bets
Evaluate and Pilot New Channels
1) Start with your ICP. Document the roles, industries, and communities your buyers follow. Select channels where trust already exists (creators, hosts, moderators).
2) Build “offer-first” assets. Match each channel to a specific next step: assessment, ROI workbook, demo, or roundtable invite. Put the offer on a fast landing page with social proof and calendar embed.
3) Instrument measurement. Use UTMs, unique URLs, and HubSpot custom properties for channel, partner, creative. Import offline conversions; report meetings, SQLs, pipeline by channel and partner.
4) Set guardrails and learn fast. Pre-define min impressions/clicks and kill criteria. If a channel brings high engaged sessions but low meetings, iterate offer + page before pausing spend.
5) Scale winners, formalize partners. Negotiate multi-drop packages, add co-marketing, and expand to adjacent lookalike channels. Build a partner taxonomy to avoid overlap.
30-Day Emerging Channel Pilot
- Days 1–5: Pick 2 channels + one offer each. Create landing pages, UTMs, and HubSpot properties.
- Days 6–10: Produce creatives (newsletter copy, audio read, clips, AMA plan). Brief partners; confirm run dates.
- Days 11–20: Launch; monitor leading metrics (CTR, engaged sessions) and QA attribution. Retarget engagers.
- Days 21–30: Measure meetings/SQLs/pipeline. Kill/scale decisions; document learnings and next tests.
Frequently Asked Questions
Pilot the Right Channels—Prove Pipeline
We’ll map your ICP to emerging channels, craft offer-first creatives, implement HubSpot attribution, and scale only what creates meetings and revenue.
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