“Let’s do paid. No, wait….just SEO. Actually, we need video. But also, email.”

Sound familiar? If your marketing channel mix feels like throwing spaghetti at the wall (while the CEO stares over your shoulder), this episode is for you.
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In Episode 4 of The Chocolate Pill, we tackle a deceptively simple question: how do you figure out which marketing channels to bet on, and when?
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Spoiler:
What worked in your last job might flop in this one.
Some channels work beautifully for startups, others shine for scale-ups.
Your buyers are moving targets. If you don’t keep auditing your mix, you’ll miss them.
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Highlights from the episode:
👉 Why most founders default to direct outreach, and when to layer in marketing channels
👉 The danger of the “bag of tricks” approach (aka doing what worked at your last company)
👉 Where to start: finding out where your buyers actually are
👉 The logic behind starting at the bottom of the funnel (hint: sales will love you)
👉 How to layer channels and avoid “over-rotating” on a single one
👉 The surprising role of analyst relations and in-app marketing at scale
👉 Why content strategy is your not-so-secret weapon for fueling channels
👉 The one audit every marketing team should run next week
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One big takeaway:
You don’t need to chase every shiny new channel. You need to pick the right mix for your stage, your audience, and your goals and evolve it constantly.
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Lines We Couldn’t Stop Quoting

Sandi schooling the “follow the leader” trap:
"Just because a brand that’s your competitor dominates on one particular channel doesn’t mean you entering that channel means you too will dominate."
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Chris dropping a universal truth bomb:
"There is no constant in marketing. You’re either learning or shrinking."
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Erin on why channel mix + content need to evolve together:
"A good content person is also keeping their eyes on the prize. Sometimes the biggest opportunity is using a familiar channel in a completely different way."
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Bonus sass: The great Website = Channel? debate. (Spoiler: It got spicy.)
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So what?

Your marketing channel mix isn’t something you set once and forget. It’s a living, breathing strategy that should evolve with your buyers, your product, and your stage of growth. Whether you’re just getting started or scaling fast, resist the urge to copy what worked for someone else, or what worked for you last time. Stay curious, audit often, and build a mix that makes sense for your business today (not your competitor’s, not last year’s). And remember: more channels ≠ better results. Smarter channels do.

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👉 Listen in for tactical advice (plus a few laughs) as we break it all down.

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