PRE-FLIGHT CHECKLIST FOR PAID MEDIA

Launch only what can create new sales conversations — fast.

If your paid cybersecurity marketing campaigns are generating clicks and “leads” but not meetings, you’re one launch away from being seen as a smoke machine marketer. This 2-page, checklist helps you stop marketing smoke and build demand you can prove—before you spend another dollar.

In 15 minutes, you can verify the fundamentals:

• Tracking works end-to-end (pixels/events tested)

• UTMs and attribution are standardized (every lead tied to campaign/ad/creative)

• You’re targeting one real persona (titles + pains in plain language)

• You’re excluding junk segments (students, job seekers, competitors)

• One landing page per offer (no homepage traffic)

• One CTA (no competing actions)

• Clear, buzzword-free message that passes the 10-second test

• Social proof is present and the form is minimal if gated

• Sales alignment is real (lead criteria, follow-up timelines, first-touch script)

• Testing plan is disciplined (one variable, defined window, kill/keep/iterate rule)

Rule: If it doesn’t create conversations, it’s smoke.