Marketing Dashboard
Marketing Decision Framework
v1.0One funnel. One brand system. Every decision answered.
Lifecycle Insights builds awareness and credibility. InsightEX converts that credibility into membership. Every activity feeds one of five stages. Cold audiences move one step at a time. Warm audiences can be pushed directly to the Founder's Program.
The Funnel — Stages, Channels & CTAs
IMPRESSIONS
Views, Reach, RankingsLinkedIn · YouTube · SEO/AIEO · Cold Email · Ads (future)
ENGAGEMENT
Likes, Comments, Listens, OpensLinkedIn comments · Podcast listens · YouTube watch time · Email opens/clicks
SITE VISITS
GA by Channel/SourceOrganic search · Social referral · Direct · Email click-through · Paid (future)
NEWSLETTER
Subscribers, Opens, ClicksBeehiiv · Welcome sequence · Weekly edition · Research briefs
FOUNDER'S PROGRAM
Outseta Sign-UpsApplication page · Onboarding sequence · 1:1 outreach · Advisory Council referrals · Podcast CTAs · Cold email (warm list)
Not everyone needs the full funnel. Warm prospects (existing contacts, Advisory Council networks, podcast guests, conference connections) can be pushed directly to the Founder's Program from any stage. Use the newsletter nurture path for cold/new audiences. Use direct outreach for people who already know Chad and trust Lifecycle Insights.
LinkedIn Post CTA Quick Reference
80/20 Rule
"What's been your experience?" · "Agree or disagree?" · "Tag someone dealing with this"
"Full research brief → [link in comments]" · "We went deep on this in Change by Design"
Reference
Brand Usage Rules
Lifecycle Insights company page. Post as Chad. Reference InsightEX contextually when linking to membership content.
InsightEX's Change by Design — every episode is an InsightEX brand touchpoint. Rotate CTAs between newsletter signup and Founder's Program application.
InsightEX branded. Footer: "InsightEX is a Lifecycle Insights company."
lifecycleinsights.com = corporate home, research, credibility. InsightEX section/subdomain = membership, community, Founder's Program.
Free/public → Lifecycle Insights Research. Member-exclusive → InsightEX. Creates natural upgrade path.
Send from Chad @ Lifecycle Insights. Cold list: CTA to specific content. Warm list (existing contacts, conference connections): CTA directly to Founder's Program application.
"Chad Jackson, CEO of Lifecycle Insights, Founder of InsightEX." Dual credit builds both brands simultaneously.
CTA Decision Tree
Do I know this person / do they know me?
Yes → Skip to Q4. You can push directly to Founder's Program via 1:1 outreach, DM, or warm email.
Has this person seen me before?
No → engagement CTA (follow, comment, subscribe). Don't ask for anything yet.
Are they engaging with my content?
No → drive to content (podcast, article, research brief). Build trust first. Yes → drive to newsletter or directly to Founder's Program landing page.
Are they ready for Founder's Program?
Signals: replies to emails, comments on multiple posts, asks questions on podcast, downloads research, or is a known peer in the industry. Push the application.
Conversion reality
Cold audiences need repeated exposure across channels before committing to a paid membership — social builds familiarity, content builds trust, newsletter builds habit. Warm audiences may convert on the first real ask. Run both paths simultaneously.
Year 1 Targets — December 2026
15,900
Monthly Site Visitors
across all channels
4,444
Newsletter Subscribers
cumulative by EOY
889
High-Intent Prospects
engaged + site active
150
Founder's Program
members → $900K ARR
When In Doubt
Ask two questions: "Do I already have a relationship with this person?" If yes, push directly to Founder's Program. If no, ask: "What is the next single step I want this person to take?" Not the final step — the next step. That's your CTA.
Review quarterly — update targets as actuals inform projections