# UTM Strategy — Jay Owen Ecosystem

Last updated: 2026-05-24

## Why this exists

Every CTA across the four brands (jayowenlive · aiwithjay · futurefocused · businessbldrs) should carry UTM parameters so HubSpot reports show real attribution. Without this, all traffic looks like "direct" and the funnel becomes invisible.

## Naming conventions

### `utm_source` — which BRAND the click started on

| value | meaning |
|---|---|
| `jayowenlive` | jayowenlive.com |
| `aiwithjay` | aiwithjay.com |
| `futurefocused` | futurefocused.ai |
| `businessbldrs` | businessbldrs.com |
| `weekly-wisdom` | Jay's weekly newsletter |
| `podcast` | Building a Business That Lasts |
| `linkedin-jay` | Jay's personal LinkedIn |
| `keynote-{event-slug}` | per-event QR codes |

### `utm_medium` — what KIND of touch

| value | meaning |
|---|---|
| `email` | any HubSpot email |
| `lead-magnet` | a download/quiz form |
| `cta` | a button click |
| `newsletter` | Weekly Wisdom |
| `quiz` | AI Opportunity Quiz |
| `scorecard` | AI Readiness Scorecard |
| `diagnostic` | What to Automate First |
| `community` | FFL Circle |
| `qr` | a printed QR code |
| `organic` | unattributed organic / SEO |

### `utm_campaign` — which SEQUENCE or PROGRAM

Use kebab-case. Names should describe the funnel piece, not the moment.

Examples:
- `ai-playbook` — anyone who downloads the playbook
- `ai-opportunity-t1` through `t4` — quiz tier branches
- `free-marketing-audit` — BB audit funnel
- `explorer-free` — FFL Explorer signup
- `ffl-day-2`, `ffl-day-9`, `ffl-day-12` — specific email touches inside a sequence
- `keynote-{event-slug}` — per-event tagging
- `weekly-wisdom-wk2-ffl` — week 2 of the WW rotation, FFL footer block

## Lifecycle stages (HubSpot)

Map all contacts through one set of stages, no matter which brand they entered through:

```
Subscriber           → Anyone with an email but no other engagement
Marketing Qualified  → 2+ asset interactions (download, quiz, video watch)
Sales Qualified      → Clicked an FFL pricing page OR BB quote/audit
Opportunity          → Active conversation (booked call OR Circle signup OR active proposal)
Customer             → Paying FFL member OR signed BB engagement OR booked Jay keynote
Evangelist           → Has forwarded an email OR referred someone OR posted publicly
```

## Behavioral hot triggers

Fire on top of any sequence. These re-tag the contact and may inject a different sequence.

| Trigger | Action |
|---|---|
| Visits FFL pricing page 2+ times in 7 days | Tag as `ffl-warm` · inject FFL Architect pitch email |
| Visits BB quote or audit page 2+ times in 7 days | Tag as `bb-warm` · inject BB sales sequence |
| Clicks `book-jay` link in any email | Tag as `keynote-interest` · inject 3-email speaker sequence |
| Opens an email but does not click in 5 consecutive emails | Tag as `cold` · pause sequence for 30 days |
| Forwards any email (detected via pixel double-load) | Tag as `advocate` · manual review for affiliate offer |
| Replies to any email | Tag as `replied` · pause sequence · notify Jay |
| Downloads AI Playbook + quiz + scorecard in 30 days | Tag as `hot-multi-magnet` · inject "pick a path" email immediately |

## HubSpot custom properties to create

| Property name | Type | Purpose |
|---|---|---|
| `ai_opportunity_tier` | Single-line text | Stores T1/T2/T3/T4 from the quiz |
| `ai_opportunity_tier_label` | Single-line text | "Curious" / "Tinkerer" / "Ready" / "Scaling" |
| `ai_readiness_tier` | Single-line text | "Exploring" / "Building" / "Operating" / "Scaling" |
| `ai_readiness_score` | Number | 0-100 from the scorecard |
| `keynote_event_source` | Single-line text | Which event Jay spoke at |
| `weekly_wisdom_top_click_category` | Single-line text | "ffl" / "bb" / "book-jay" — updates monthly |
| `funnel_source_site` | Single-line text | Maps from utm_source on first touch |
| `last_magnet_downloaded` | Single-line text | Tracks the most recent lead magnet |

## Practical rules

1. **No bare links across sites.** Any cross-brand link MUST carry UTM.
2. **Reuse `utm_campaign` values across emails in the same sequence** — they aggregate cleaner in reports.
3. **Per-event keynote QR codes are gold.** They tell you which event sourced which subscriber, which sourced which customer. Build that.
4. **Audit monthly.** Pull a HubSpot report by `utm_source` × `utm_medium` × converted-to-customer count. Kill anything that's been live 90+ days with zero conversions.