// The Problem
Most B2B marketers operate in one layer of a three-layer game
The buyer journey has three distinct layers: demand creation, intent capture, and answer presence. Most paid programs are heavily weighted toward one — usually intent capture (search) — while the other two go unaddressed. That's not a budget problem. It's a diagnostic problem.
Intent Capture
Channels where the buyer signals intent through their behavior — search queries, review site comparisons, category pages. High buyer intent, specific targeting.
Demand Creation
Channels where you build awareness and shape buying criteria before buyers go looking. Lower buyer intent, but high targeting precision via audience data.
Answer Presence
Zero-spend exposure through AI answers, LLMs, and featured snippets. Buyers encounter your brand before they ever run a paid search. Pre-qualifies intent.
// What the tool does
Plot your program. See the gaps.
The B2B Paid Layer Map is a single-file interactive tool. Add channels from the library — each one lands at its correct position on the grid — and see your program take shape, including where the RLSA bridge is (or isn't) connecting your demand creation to your intent capture.
- Opens with 3 pre-loaded example channels from Issue 07 — replace them with your own in one click
- 30+ channels across Search, Display, Social, ABM, Direct Buy, and Review Sites — each lands at its correct grid position
- Automatic RLSA bridge — draws when you have channels in both intent capture and demand creation zones
- Answer Presence overlay — toggle to see what zero-spend exposure changes across your specific channels
- Export as PNG — branded with the reWired lockup for sharing
- No login, no backend, no data sent anywhere — runs entirely in your browser
- Saves your map to localStorage so it persists between sessions