Channels

Google Ads

7 active campaigns, established Quality Score work. This is the channel TILT wants to reduce dependence on, not abandon. Megan runs the admin.

Standing ad rules from the source notes:

CFO Exact campaign is paused intentionally. Do not “fix” it by re-enabling without checking the rationale.
Ad audience and negative keywords are shaped by the ICP map (see Who we sell to). “Fractional CFO real estate” is in scope; “fractional CFO SaaS” is not.
CapFall ad headlines should use buyer vocabulary (M&A model, cap table, term sheet), never “Capital Waterfall.”

Referral program

$100 cash per converted referral. Currently under-activated; getting traction is a stated goal. Mechanics in Sales playbook.

Growing presence, Justin-led. Flagged as a sustainable founder-led inbound channel if Justin enjoys the format.

Blog / Insights and AI search

SEO/GEO articles at /insights/. AI-search optimization (schema, FAQ, llms.txt) is paying off: 4 confirmed LLM-citation leads. Continue the structured-content work. Detail in Site & SEO.

The customer bot (separate AI surface)

A pre-sale guide deployed as a Claude Project, ChatGPT Custom GPT, and Gemini Gem, offered to clients as a value-add. Architecture and rollout in The customer bot.

Email

Only the new-buyer onboarding email exists today. The post-purchase nurture sequence is the flagged Q3 2026 gap; see Renewals and Marketing overview.