Funnel
The calendar is a world-class TOP-of-funnel machine. A++++ means mid and bottom funnel at the same parity — system, instrumentation, and proof. Most hooks are already seeded in the content; this lane gives them a destination, a measurement spine, and an offer.
The four lanes
presence + trust at scale
the calendar — 2-lane content machine, 9 channels, always-on Insights (77 posts), recurring threads
A (built)
convert attention into known, scored leads
gated lead magnets · segmented nurtures · lead scoring · webinars
C+ → target A
leads into revenue, then expansion
offer ladder · SIE PLG · sales kit · booking+CRM · referral loop
C+ → target A
instrument + optimize the whole loop
UTM + pixel + attribution · CRM + scoring · the kill/scale loop
missing → target A
The offer ladder — every rung, free to recurring
1FreeLab tools (Scorecard · Rewriter · 3D) + the 77-post Insights library→ capture email
2Tripwire (low-friction paid)a paid Audit OR a fixed-scope First-Outcome Sprint — one pillar, one outcome, fixed price→ convert trust → first paid; prove value fast
3Corethe studio engagement — the 8-pillar machine, briefed once→ retainer / project revenue
4Product (recurring)SIE subscription — consent + declared-intent→ MRR; the compounding revenue engine
Capture · lead magnets (mostly already produced)
| Lead magnet | Source | Gate | Routes to | Status |
|---|
| Post-Cookie Scorecard | Lab (temerarii.xyz) | email to receive the full readiness report | compliance → SIE | tool live · gating to build |
| Minus-the-Hype Rewriter | Lab | email to save the rewritten version | brand/voice → studio | tool live · gating to build |
| 3D experiment | Lab | soft (range proof) | neutral-builder → partner | tool live |
| 5-Task Automation Audit template | calendar W31 | reply AUDIT → form | automation → first-outcome sprint | authored · automate fulfillment |
| One-Idea→Nine-Outputs map | calendar W30 | reply MAP | content → studio | authored · automate |
| Campaign→Revenue tracking map | calendar W33 | reply REVENUE | attribution → performance sprint | authored · automate |
| Blank-Page-to-Buy-In worksheet | calendar W32 | reply CONCEPT | creative → studio | authored · automate |
| 8-Pillar system one-pager | calendar W24 | reply MAP/RING | studio overview | authored · automate |
| 90-Day Partner Plan | calendar W26 | reply BLUEPRINT | core engagement (sales asset) | authored · gate as download |
| The Measurable-Stack one-pager | calendar W38-39 | reply STACK | performance sprint | authored · automate |
Capture · segmented nurtures (replace 6/wk broadcast)
Compliance-exposed
Triggerran the Scorecard · consent/privacy content · reply on a compliance post
Arc- the gap the Scorecard found
- what the Delete Act / GPC / 20-state patchwork actually requires
- why enterprise CMPs price you out
- SIE turns the forcing-function into owned first-party intent
- a 2-minute SIE walkthrough
- start free → activate
CTASIE signup (app.siedata.dev/auth/signup)
Channelemail (Resend) · 6 beats, behavior-paced
Broken-attribution / growth-stage
Triggeranalytics/performance content · Scorecard · reply STACK/REVENUE
Arc- the metric that flatters you
- tie one campaign to revenue
- the measurable stack
- what we'd ship first (audit)
- a fixed-scope first-outcome sprint
- book the first-outcome call
CTAFirst-Outcome Sprint (performance)
Neutral-builder (agency / platform)
Triggerrange/Lab content · partnership posts · reply PARTNER
Arc- range, shown in public
- the neutral-builder case (no ad-business conflict)
- what a white-label/partnership looks like
- shared distribution math
- a partnership conversation
CTAPartnership conversation
Convert · SIE product-led funnel
Motion: content → Scorecard → SIE signup → activation emails → free→paid
Signup:
https://app.siedata.dev/auth/signup
Uncapped for: compliance segment (the 30/qtr SIE-Spotlight cap stays for broad social; the compliance NURTURE is uncapped — that's the revenue product for that ICP)
Convert · sales-enablement kit
- Pricing / How-We-Work page · build · outcome-priced, plain terms (W26 copy exists)
- 90-Day Plan (downloadable) · authored (W26) · gate as PDF
- ROI calculator · build · spend → projected result, by pillar
- Proposal template · build
- Results / proof page · build · the Receipts thread, collected — fixes the proof-depth gap
- Case studies · authored (W30-33) · run-on-ourselves; add client receipts as they land
Measurement spine
UTM: utm_source=<channel> · utm_medium=<lane: reach|capture|convert> · utm_campaign=W<NN>-<campaign> · utm_content=<cell-id>
— convention + helper wired
Subscriber → MQL → SQL → Opportunity → Customer → Advocate
Lead scoring (MQL at 30)- opened a gated report +10
- read 3+ pillar posts +15
- watched a case study / webinar +20
- started SIE signup +40 · → product funnel
- booked a call +50 · → SQL
RoutingMQL → outbound/nurture · SQL → operator booking
Storeneeds store (Airtable recommended — already in stack) · Airtable (you already use it), HubSpot free
Kill/scale loop: cut the bottom-decile content/offer, double the top; tied to the Receipts thread
(monthly)
Other gaps
Bottom-funnel SEOdecision-intent pages ('marketing agency San Antonio', 'consent management for SMB', 'vs an agency', pricing) + LocalBusiness/Article schema
capture buyers already searching; compounding + free
Owned-audience newslettername the always-on Insights as a real newsletter
compounding owned attention vs rented social
Partnerships / affiliate growth loopco-marketing + affiliate program (Strategic Relations pillar, operationalized)
distribution you don't pay per-click for
SIE retention / LTVactivation · churn · expansion analytics
if SIE is the revenue engine, retention beats any post
Closed-loop sales→contentobjections from real calls feed Ask the Operator
the funnel should feed the content, not just the reverse
Activation checklist
Wired in-repo (done)- funnel.yaml (this system)
- the Funnel office page
- UTM convention + engine/lib/utm.py
- the offer ladder + nurture arcs + scoring spec
Needs an account to activate- CRM / lead store — Airtable (in stack) or HubSpot free (blocks: scoring, routing, pipeline)
- Email automation (sequences) — Resend (broadcast today → add triggered flows) (blocks: nurture tracks)
- Booking — Cal.com (blocks: convert → call)
- Analytics pixel — Cloudflare Web Analytics (blocks: the spine + kill/scale loop)
- Lead-magnet gating — a form on the Lab + Resend delivery (blocks: capture)