Build a paid, earned, shared, and owned channel mix from audience behavior and measurement needs.
The team is choosing channels for a CFO campaign before translating the audience insight: CFOs trust peer benchmarks and avoid vendor-heavy claims. Audience barrier → PESO role → RACE stage → AMEC metric The common trap is to argue for channels by popularity or internal ownership. That ignores the buyer's actual barrier: credibility. A flashy channel can create reach while leaving the core trust problem untouched. Barrier Write the decision barrier: CFOs will not act until they see credible peer economics, not vendor promises. This turns audience research into a channel criterion. Any channel that cannot carry or point to…
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