The parts of the system
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01
Narrative
Positioning (the category, who it is for, the problem, your answer, the differentiator and the proof) and up to four pillars, each with a statement and supporting points, built from your product profile. Every regeneration is stored as a new version.
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02
Messages
For each persona, a message per stage and angle, each with a hook, headline, body and call to action, tied to one pillar. With the default five stages that is 13 messages per persona.
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03
Offers
A ladder from low friction to high, from a checklist to a demo or an expert assessment. Each stage uses the lowest-friction offer that fits it.
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04
Journeys
Per persona, the stages with entry and exit criteria, the touchpoints that run in each, the messages and offer for each stage, and KPI targets.
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05
Media plan
Daily budgets per persona, stage and platform, worked out from the monthly budget you give it.
Angles and offers per funnel stage
| Stage | Message angles | Offers it can use |
|---|---|---|
| Awareness | Pain, contrarian, how-to | Checklist, benchmark report |
| Consideration | Proof, comparison, objection handling | Case study, benchmark report, webinar |
| Conversion | Gain, social proof, urgency | Free trial, demo, expert assessment |
| Retention | How-to, gain | Getting more from the product |
| Expansion | Gain, proof | More seats and features |
The ladder depends on the profile: a trial only for self-serve products, a demo unless the product is self-serve with a simple purchase, an expert assessment for complex purchases and for services, a webinar unless the purchase is simple. A physical product gets customer stories, the shop and referrals instead.
Messages that can only say what you can prove
Proof and social-proof messages cite approved claims. Any metric, superlative, comparison or certification in a message has to match a claim you approved for that market and channel, or the creatives built from it are blocked until it is fixed. Integration partners that your site also names as competitors are kept out of copy.
Messages are written to the same writing rules as every creative: short plain sentences from the profile’s own facts, a persona’s pain as a sentence of its own, none of the stock constructions readers recognise as generated.
From messages to a journey
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Stages tied to account states
Each stage has entry and exit criteria mapped to the account lifecycle. An account leaves awareness when it engages (two or more sessions in 7 days, or an engagement score of 30 or more) and leaves consideration at high intent (intent of 60 or more with fit of 50 or more, repeated pricing views or comparison research). Conversion ends with a meeting booked, a trial started or an opportunity created.
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Touchpoints by role
Each stage picks channels from the persona’s list by role: reach, retarget, nurture, convert, sales and retain. Awareness takes at most three paid reach channels to keep the stage lean; consideration uses search, retargeting and nurture; conversion uses search, retargeting, the landing page and sales steps.
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Offer and destination
Each stage carries its offer, and each offer has a destination: a page, a registration page, a booking link, a form (your own, Demander’s hosted form, or a Meta Instant Form or LinkedIn Lead Gen Form created at publish), a phone call, WhatsApp or Messenger, or an app store.
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KPI targets
Click-through and cost per thousand impressions for awareness, click-through and cost per click for consideration, conversion rate and cost per lead for conversion, all from platform benchmarks for the channels in the stage and shown in your workspace currency.
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A loop back
Closed-lost or stalled deals go back to consideration, so they are nurtured again rather than dropped.
How the media plan splits a budget
| Split | Rule |
|---|---|
| Across personas | In proportion to weight times confidence |
| Across stages | By buying complexity, for awareness, consideration and conversion: 30, 30 and 40 percent for simple purchases, 40, 35 and 25 for medium, 45, 35 and 20 for complex ones |
| Across platforms | By how well the platform suits the stage, its B2B fit and its reach in the persona’s countries |
| Minimums | €5 a day per campaign on most platforms, €10 on LinkedIn and €20 on TikTok; a platform that cannot reach its floor is dropped and its share goes to the others |
| Countries | Only countries on your allow-list; Sklik gets only the Czech share |
| Retargeting | Pooled across personas per stage on LinkedIn, Meta and Google, because the audience lists are shared by the whole workspace |
The daily total never exceeds your daily cap. Retention and expansion get no paid budget from the planner; their touchpoints are e-mail nurture, webinars and sales tasks.
Why one message map matters later
Every creative keeps its lineage: persona, stage, message, concept, asset, then the ad, the touch on your site and the opportunity in your CRM. That chain is what lets attribution report pipeline by message and by persona, and what lets the optimiser move budget toward the persona and the creative that produce it.
Questions people ask
Can I edit a message?
Edits happen on the creatives built from messages: every field of every ad, post, e-mail and landing page can be changed in the creative studio. To change the messages themselves, correct the inputs (claims, personas, countries) and generate the plan again; earlier narrative versions are kept.
What if my budget is small?
Thin budgets are never spread thin. A platform that cannot reach its daily minimum is dropped from the plan and its share goes to the platforms that can, so a small budget ends up on fewer campaigns that each get enough volume to learn.
Where does each offer send people?
To the destination you set on the offer, which a campaign can override: your page, a booking link with prefill for known people, a form, a phone call, a messaging app or an app store. Each destination names the conversion that marks it complete, and Demander warns when completion is not tracked.
Does the plan respect countries where cold e-mail needs consent?
Yes. Each persona’s validation counts the target countries that require consent, and outreach checks every recipient’s country again at enrolment and before each send.