Awareness

What this channel does

Keeps Redis in front of the right people before they're in market — the pure play. It buys presence with target titles in target places, and deliberately isn't graded on pipeline, so it never gets quietly converted into a bad performance channel.

The play

• The awareness campaign — LinkedIn-led: get in front of the job titles, cities, and countries that matter, no pipeline focus, no lead forms. Narrative creative (the AI story, the platform story).
• The leadgen line — a second standing campaign to accounts that previously engaged with us and look ready: ebooks and content offers in front of a warm audience.
• The 65/35 rule — awareness holds 35% of the paid budget by design; performance pressure doesn't raid it.

Standing rules

• Content offers don't produce hand-raisers — ebooks and gated content feed the all-lead bottoms-up forecast, not the MQL line. This is exactly why the forecast must cover every lead type (endorsed in principle by Shafiq, Sep 1).
• Awareness creative still routes somewhere real: campaign pages on the landing-page directory, not the homepage.

Measured by

Reach and frequency inside the ICP, engaged-account growth (feeding Campaign Targeting pools), and content-offer volume read through the all-lead forecast — not MQLs.

Current state

Runs alongside the performance rebuild; the two standing LinkedIn campaigns stand up with Verto as the account architecture lands.