Channels

Google Ads

Three campaigns are active right now: Capital Waterfall, Development Model, and FP&A. This is the channel TILT wants to reduce dependence on, not abandon. Megan runs the admin. Deeper punch-list detail is in notes/current/marketing/ad-optimization-2026-05.md.

Standing ad rules:

Ad audience and negative keywords are shaped by the target-client map (see Target clients). “Fractional CFO real estate” is in scope; “fractional CFO SaaS” is not.
CapFall ad headlines use buyer vocabulary (M&A model, cap table, term sheet), never the internal name “Capital Waterfall”.

Referral program

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

Run entirely by Megan. Posts go out as TILT or as Justin. Growing presence; a low-cost founder-brand inbound channel.

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.