Most marketers love to think big. But most are not thinking small enough.
“Let’s generate 150% of our pipeline goal this month.”
“Let’s double our social impressions this quarter.”
Big goals sound great. They feel exciting. But here’s the uncomfortable truth:
Big goals don’t get hit by thinking big every day.
They get hit by focusing on the tiny stuff. The micro-moments that actually move the needle.
What is that saying about elephants? “The only one way to eat an elephant is one bite at a time.”
Let’s break it down
Say your goal is to generate $750K in pipeline this month. Great.
To do that, you need 200 qualified leads.
Those leads don’t just appear from a single activity. They’re the output of multiple campaigns - paid social, outbound, webinars, content, email.
Let’s zoom in on one of those campaigns. Let’s say it’s an email campaign designed to drive demo requests.
It’s easy to look at the final number and say, “It only generated 12 leads. It didn’t work.”
But that misses the real picture. Because no one just magically lands on the confirmation page and says, “Yes, I’d love to speak to sales.”
Great campaigns are built on micro-goals
Every campaign is made up of dozens of micro-actions—tiny moments where your prospect either moves forward or bounces.
If you’re not mapping those moments, you’re flying blind.
Here’s how that email campaign actually works:
Subject line → Gets them to open the email → Measure open rate
Opening sentence → Hooks them to keep reading → Measure time spent
Body copy → Builds interest and drives the click → Measure CTR
Landing page → Reinforces value and gets them to act → Measure LP click rate
Form page → Reduces friction and earns the conversion → Measure form completion rate
Each one of these is a micro-goal.
Each one has to do its job.
Each one deserves its own attention.
Because when one link in the chain breaks, the whole campaign underperforms—no matter how good the offer is.
Great marketers zoom in
The best marketers I know aren’t just chasing leads. They’re chasing micro-improvements.
They obsess over subject lines.
They test button copy.
They run five versions of the same landing page to shave a few more points off the drop-off rate.
Because they know that when you get the small stuff right, the big numbers take care of themselves.
One bite at a time.
That’s how you build campaigns that work.
That’s how you hit pipeline goals.
Thanks for reading,
Adam
PS - If you’re behind pace or need to create pipeline fast, now’s the time. We’ve got 2 spots opening up next month. Hit me up.