--- title: 2026 Funnel Strategy — American Extractions type: article created: '2025-10-27' updated: '2025-10-27' source_docs: - raw/2025-10-27-weekly-call-w-96951193.md tags: - american-extraction - b2b-funnel - brand-strategy - google-ads - seo - email-strategy layer: 2 client_source: null industry_context: null transferable: true --- # 2026 Funnel Strategy — American Extractions ## Overview American Extractions (AE) faces a core brand positioning challenge heading into 2026: the company operates across two incompatible brand personalities — an edgy THC/CBD extraction business and a mainstream B2B powder/contract manufacturing business. The 2026 strategy addresses this tension by organizing all marketing activity around a three-stage B2B funnel, deferring a full brand split as too costly for now. This strategy was developed during the [[wiki/meetings/2025-10-27-weekly-call-american-extraction-cora-italia-salesforce|2025-10-27 weekly agency sync]] and is being incorporated into a revised strategy deck for client presentation. --- ## The Brand Positioning Problem AE has what was described internally as a "schizophrenic personality": - **Edgy side:** THC/CBD extraction, cannabis-enhanced beverages, products that skirt regulatory lines and require careful handling on Google and other ad platforms. - **Mainstream side:** Hydration stick packs, contract powder manufacturing, B2B sales to food and beverage companies (e.g., microbreweries, supplement brands). These two identities conflict when targeting mainstream B2B buyers. A beverage manufacturer evaluating a powder co-packer does not want to encounter THC content; conversely, a cannabis brand expects an edgy, non-corporate aesthetic. ### Long-Term Solution (Deferred) A full brand split — separate brands, separate sites, separate domain authority — was discussed and modeled on a prior client (Tranquini / Wowie). That approach works but requires approximately a year of transition work and significant budget. **Not recommended at this time given AE's current resources.** ### Near-Term Approach Maintain the unified brand but segment messaging and channels by product line. Use the funnel framework below to organize tactics and avoid cross-contamination of audiences. --- ## The Three-Stage B2B Funnel AE's bottom-of-funnel conversion is **not a sale** — it is a submitted proposal. The sales cycle is long and relationship-driven. All marketing activity should be evaluated against its role in moving prospects through these three stages. ### Stage 1 — Awareness (TOFU) **Target:** Problem-aware prospects who have not yet identified powder/extraction as a solution. **Prospect mindset:** "My beverage brand is struggling with margins / logistics / profitability. I need to find a better way." **Why this is hard:** Many ideal prospects haven't yet considered powder as an alternative to canned/bottled beverages. They know they have a problem but haven't framed the solution yet. **Tactics:** - SEO content and blog posts targeting margin improvement, beverage profitability, co-manufacturing - Lead magnets (white papers, e-books) valuable enough to capture email addresses - Low-bid social ads on Instagram and Facebook — broad targeting, problem-aware messaging (e.g., "Struggling with beverage margins?") - Reddit ads (new for 2026) - Cold outreach to food and beverage manufacturers using downloaded prospect lists **Conversion goal:** Page views, content downloads, email capture --- ### Stage 2 — Consideration (MOFU) **Target:** Prospects who understand the problem and are actively evaluating solutions. **Prospect mindset:** "Powder sounds interesting. How does it work? Who manufactures it? What are the economics?" **Tactics:** - LinkedIn ads targeting food & beverage industry (higher CPM, but better targeting precision) - Webinars (new for 2026) - Free strategy sessions / discovery calls - Sample offers - Nurture email sequences to re-engage TOFU captures **Conversion goal:** Form fills, phone calls, strategy session bookings --- ### Stage 3 — Proposal (BOFU) **Target:** Qualified prospects who have engaged with AE and are ready to move forward. **Prospect mindset:** "I want to work with these people. What does a partnership look like?" **Tactics:** - Direct outreach and follow-up - Proposal preparation and delivery **Conversion goal:** Proposal submitted *(not a closed sale — that happens offline)* --- ## Channel Notes | Channel | Funnel Stage | Notes | |---|---|---| | Google Search Ads | MOFU | Currently underperforming due to subdomain DA issues — see [[wiki/knowledge/seo/google-ads-subdomain-domain-authority|Google Ads & Subdomain DA]] | | SEO / Blog | TOFU | Ongoing; target problem-aware keywords | | Email (existing list) | MOFU | 7,316 contacts in Account Engagement — sufficient for MOFU focus now, but list will deplete without TOFU investment | | LinkedIn Ads | MOFU | Expensive but precise industry targeting | | Instagram / Facebook | TOFU | Low-bid, broad, problem-aware messaging | | Reddit Ads | TOFU | New in 2026; test with low budget | | Webinars | MOFU | New in 2026 | | Cold Outreach | TOFU | Download lists of food/beverage manufacturers; direct email/LinkedIn outreach | --- ## Budget Allocation Guidance Resist the temptation to focus 100% on MOFU (existing warm contacts). The current contact list will be exhausted quickly without continuous TOFU investment. **Recommended split:** ~75% MOFU, ~25% TOFU — enough to work the existing pipeline while steadily feeding new prospects into the top. --- ## Open Items - [ ] Karly to revise strategy deck to reflect three-stage funnel structure and remove extraneous slides - [ ] Confirm AE's appetite for Reddit and LinkedIn ad tests in Q1 2026 - [ ] Discuss brand split as a longer-term option once budget allows - [ ] Resolve Google Ads subdomain DA issue before scaling paid spend — see [[wiki/knowledge/seo/google-ads-subdomain-domain-authority|Google Ads & Subdomain DA]] --- ## Related - [[wiki/clients/american-extractions/_index|American Extractions — Client Overview]] - [[wiki/meetings/2025-10-27-weekly-call-american-extraction-cora-italia-salesforce|Meeting: 2025-10-27 Weekly Call]] - [[wiki/knowledge/seo/google-ads-subdomain-domain-authority|Google Ads & Subdomain Domain Authority]] - [[wiki/knowledge/ops/website-relaunch-sop|SOP: Replacing a Live Website]]