Stevenson Systems · Marketing Strategy

The Full-Funnel Demand Engine

A small, high-value, fragmented market doesn't reward asking for commitment up front — it rewards earning attention, then escalating the ask one small step at a time. We stop trying to capture strangers at the door. We give value first, build retargetable audiences, and let the funnel wait patiently for intent — because building measurement is a "when I need it, I need it now" purchase.

Prepared for Brandon & Nick · Draft for discussion · Two parallel tracks: Asset Managers  /  Property Managers

Principle 01Reach > capture at the top

We pay for traffic to ungated, genuinely useful content. No forms, no walls. The goal is volume and authority — not email addresses. Yet.

Principle 02Every ask is a micro-commitment

Read an article → give just an email → share one building detail → take a call. Each step is small, earned, and only offered to people who took the last one.

Principle 03Two audiences, never blended

Asset Managers care about value and rentable area. Property Managers care about documents and control. Different pain, different words, all the way down.

Asset Manager track Property Manager track Shared / both audiences ⚡ Fast lane = always-on high-intent shortcut
⚡
Always-on fast lane (runs beside the whole funnel). Some buyers have a lease renewing or a sale pending and are ready today. Every page keeps a low-key "Book a call / Request a TruSpace demo" that jumps straight to sales — no one ready to buy should be forced through three months of newsletters.
Top of Funnel Attract & build the audience Goal: maximum qualified traffic + retargetable pools. Not emails.
Stage 0 · Awareness — build the LinkedIn audience

LinkedIn follower campaign

Paid follower ads drive the target audience to Stevenson's LinkedIn page — building a followed, owned audience we can reach organically for free, again and again.

If they follow → Owned audience. We reach them organically in-feed from here on — and they meet the funnel through the content we post.
If they don't follow → They become a retargeting audience pointed straight at the 5 ungated articles below. Once they land there, they enter Stage 1 and continue through the funnel exactly as everyone else does.
↓ Non-followers get retargeted into the long-form articles ↓
Stage 1 · Paid traffic

5 ungated long-form articles

Paid traffic from Google & LinkedIn to 5 pillar posts on the core value props. Ungated on purpose. Optimized hard for SEO and AEO.

AEO = get cited by ChatGPT / Perplexity / AI Overviews
  • Question-based H2s + crisp definitions up top
  • Article + FAQ schema markup
  • Own the BOMA / rentable-SF factual queries
Conversion event: page view + time on page → pixel fires
Stage 2 · Retargeting

Brand-awareness retargeting

Anyone who read a post gets followed with display + YouTube brand ads so Stevenson becomes familiar. Only blog readers — never cold.

Start pooled, split by post later

Pool all 5 audiences first to clear platform minimums, then split per-post once volume allows.

Goal of the ad: drive to the email-capture landing page
Stage 3 · Capture (Asset Mgr)
Only shown to blog readers

Value asset → just an email

The Hidden 3–4%: how remeasurement adds rentable area and asset value. Outcome-framed, not a generic "trend report."

Outcome-specific asset + progressive profiling
Ask: email only · Enrich: HubSpot asks 1 more field next visit
Stage 3 · Capture (Property Mgr)
Only shown to blog readers

Value asset → just an email

The Chaos Tax: what out-of-date floor plans, rent rolls & occupancy docs actually cost you. Low commitment, high relevance.

Two covers, one asset per audience
Ask: email only · Tag by which asset + post they came from
↓ They gave us an email & told us which audience they're in ↓
Middle of Funnel Nurture & qualify Goal: stay top-of-mind, deepen the relationship, surface real intent. Prospects only — no existing customers yet.
Stage 4 · Newsletter

Asset Manager newsletter

Short, 1–2× / month. One insight + one proof + one soft CTA. A finished building, a BOMA nuance, a market thing to watch.

Give it a name & a masthead
Segment: downloaded the Asset Mgr asset
Stage 4 · Newsletter

Property Manager newsletter

Short, 1–2× / month. A document-rescue story, a TruSpace capability, a "watch out for this" tip. Value first, never a hard sell.

Consistent recurring identity builds recall
Segment: downloaded the Property Mgr asset
Stage 5 · Progressive retargeting
Only shown to newsletter subscribers

The RSF Calculator

Now we narrow. Retarget subscribers with the calculator — inherently useful and it asks them to share real building details. That data is exactly what sales needs to qualify.

Conversion event: building info shared → big lead-score lift
Stage 6 · On-demand webinar

Recorded talk per audience

A 20-min on-demand session per track — evergreen nurture asset and a retargeting destination.

On-demand first; go live/quarterly once lists fill a room
Why: a live webinar to a thin list is 8 registrants and 3 no-shows
↓ HubSpot lead score crosses the MQL threshold (email + clicks + reads + download + building info) ↓
Bottom of Funnel Convert to conversation Goal: book the appointment.
Stage 7 · Sales handoff

Rep-owned nurture sequence

Score clears MQL → routed to a sales rep's personal sequence over a few days. Warm, human, and it references the exact topic they engaged with — not a cold pitch.

Lighter than the existing-customer sequence
Track-specific: Asset Mgr rep flow vs Property Mgr rep flow
Stage 8 · Outcome

Appointment booked 🎯

The one thing the whole engine exists to produce: a qualified conversation with a prospect who already knows Stevenson, trusts the expertise, and has shared their building.

Then: normal sales process takes over
↩︎
Fall out without booking? Back to the middle — never the trash. In a market this small you can't afford to burn a warm lead. They re-enter their newsletter + retargeting track — after a short cooldown, so it doesn't feel like whiplash — and keep getting value until intent returns.

The 5 pillar posts (a starting slate)

01
Asset Manager

The Hidden 3–4%: How Remeasuring a Building Adds Rentable Area — and What It's Worth

The core value story, tied straight to valuation and sale price.

02
Asset Manager · Broker

Square-Footage Discrepancies That Make or Break a Deal

Measurement in transaction due diligence. Pulls in the broker sub-audience.

03
Both · leans Asset

BOMA 2017, Explained: What Every Owner Should Know Before the Next Lease

The definitional, authority-building, AEO-magnet piece.

04
Property Manager

Where Are Your Floor Plans? The Real Cost of Out-of-Date Building Documents

The TruSpace drawing-vault pain, felt daily by PMs.

05
Property Manager

Stacking Plans That Actually Stay Current

Managing occupancy without the spreadsheet mess — TruSpace in action.

The real dependencies — get these right

Retargeting pools need minimum sizes

LinkedIn needs ~300 members, Google display ~100, YouTube ~1,000 before an audience can run. With a niche and modest traffic this is the #1 risk. Mitigation: pool the 5 posts first, split later, and run TOFU long enough to fill the pools.

Tune the live score to v2 for this funnel

The SSI Lead Score is live and routing — good. But it predates this funnel, so it doesn't yet weight the new micro-commitments (asset download, RSF calculator, newsletter signup). Re-weight it to v2 so those actions move the score and trip the MQL threshold that fires the Stage 7 handoff at the right moment.

Pixels & audience windows must be right

The whole model depends on Google + LinkedIn tags firing correctly on every blog page, with membership windows set long (180+ days). Verify before spending.

The asset has to actually be good

"Ungated, value-first" only works if the value is real. A thin PDF gets no shares and no return visits. These two assets carry the whole capture step — treat them as flagship, not filler.