The Scenario
A B2B SaaS company is launching a new HR software product. They have R500K/month for paid media. The target audience is HR managers at mid-size South African companies. The sales cycle is 45 days.
The Brief
Design a full-funnel paid media strategy across Google Search, Meta, and LinkedIn. Allocate budget by channel and funnel stage (awareness, consideration, conversion), define the audience targeting for each, and set the KPIs.
Deliverables
- Budget allocation table: Channel × Funnel Stage × Monthly Spend × Primary KPI
- Audience targeting for each channel (LinkedIn job titles, Meta lookalikes, Google keywords)
- The retargeting strategy: how you move users from awareness to conversion across channels
- A measurement plan: how you attribute a R500K/month spend to actual pipeline and closed deals
Submission Guidance
B2B has a long sales cycle. You cannot optimise for immediate purchases. Show how you use micro-conversions (whitepaper downloads, demo requests) as proxy metrics.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.