In six weeks you know which route carries.
One pass condition per route to market, fixed in advance. Small tests run against it. Whatever fails gets switched off, before the large budget moves.
ContactOrganic costs time, paid costs money
You have budget, so you buy reach. That works as long as you keep paying. But with no organic base, every contact is bought at full price. And the price rises with competition.
So you go organic. Then it takes months. You need several platforms at once, content flowing continuously, video, social, newsletter, articles. That cannot be caught up in a quarter.
Choosing between them is the wrong question. You are short of both.
It does not fail at the strategy, it fails at the volume
Everyone knows by now that organic and paid belong interlocked. It is in every agency pitch. And it still dies in the same place almost everywhere.
The strategy demands several platforms, several angles per platform, video, social, newsletter and written content flowing continuously. That is not a concept problem, it is a production problem. It usually dies in month two, when the stockpile runs out and the day job comes back.
So I am not selling you a strategy. You get one free in every pitch. What is missing is the production that keeps it alive past month two.
The condition first, then the production
Fix what passing means before you start. Otherwise you are just measuring activity afterwards.
A demand gate is the pass condition for a single route to market. The condition is fixed before the first money moves. Three parts: a countable demand event, a number with a date and a stop rule.
Then I test the routes against each other. Several angles per platform instead of one channel carrying everything. Long tail instead of the single term everybody fights over. Paid finds out in days which message carries. Organic takes months to learn the same thing.
For the routes that pass, I build the production. AI-assisted, because otherwise the volume is not reachable at all. Organic ground then makes paid reach cheaper. And the measurement shows which part actually sells rather than reporting activity.
What a demand gate is not: a causal measurement or a substitute for a value model. It is what you run before you have either. Once enough completed cohorts exist, the gate steps back and the measurement leads.
The PDF shows one example. You get a catalogue.
The free edition shows one gate, applied to one document. Enough to demonstrate the method. Not what you buy.
What you buy is the pass condition for each route to market. What demand looks like here depends on your product, your buying process and your capacity.
An industry benchmark does not answer that. It does not know your buying process. So I start with your numbers rather than with a template.
Fifteen years of testing routes and shutting them off
Performance marketing across Google, Meta, LinkedIn, TikTok, YouTube and programmatic. Seven-figure monthly budgets, reporting to the executive board. Building the tools and dashboards that let decision-makers actually see what is happening.
The production side now runs AI-assisted. That is the difference between a strategy on paper and content that actually ships.
In the end you know which route carries and which does not
- After the specification phase. A plan with an order to it, run on your real numbers, with a capacity calculation that says what you can actually serve.
- After the platform tests. Which route carries in your case and what a contact costs there. Including the routes that failed. You get that list nowhere else, because nobody is paid to recommend that you stop.
- After the pipeline. The production line for the routes that passed. And only for those.
- In operation. Monthly numbers against the conditions fixed up front. Not against views and reach.
You end up with something you can show to someone. And something that can fail.
ContactHow it works
| Phase | What happens | Price |
|---|---|---|
| 1First call | 45 minutes. Where you stand, what the goal is, whether that is realistic. | free |
| 2Specification | A record built on your real numbers, buyers and routes named, a capacity calculation. The result is a plan with an order to it. | 3,500 euros |
| 3Platform tests | Four to six weeks. Small tests across several routes, measured against conditions fixed up front. The result is the answer to which route carries in your case and what a contact costs there. | 6,000 euros |
| 4Content pipeline | The production line for the routes that passed. | fixed price, set by phase 3 |
| 5Operation | The line runs. I operate it and measure against the conditions from phase 2. | 3,500 to 6,000 euros per month, cancellable monthly |
You can stop after any phase. The media budget for the tests runs through you, not through me, so plan for 2,000 to 5,000 euros. All prices exclude VAT.
Thirty minutes on where you stand and where your budget is currently burning.
ContactThree questions that usually come up
- Why not just hire an agency?They sell you the strategy. You get one free in every pitch. What is missing is the production that keeps it alive past month two.
- What if every route fails?Then you know that after six weeks instead of after a year. You get that list nowhere else, because nobody is paid to recommend that you stop.
- Who carries the media budget for the tests?You do. It runs through your accounts, not mine. The order of magnitude is in the table.
Thirty minutes on where you stand and where your budget is currently burning.
ContactAI products die twice
Two tests that tell you in an hour which of the two deaths is closer. The PDF demonstrates the method on a single document. It is not the offer.
Request the PDF