The question this milestone asks
Are they getting here?
Four words. Most marketing budgets exist to answer them.
The Arrival milestone is the first place buyer trust either builds or fails to start. It's the moment your marketing spend produces the visitor — or doesn't. Most of the money you've allocated to marketing this year is spent here. And most of it is spent without a measurement layer underneath.
What this milestone measures
The Arrival measures whether the people landing on your site are the people your business needs. Not visitors. Buyers.
Three signals matter:
- —Channel mix — are you visible in the rooms your buyer is actually in?
- —Buyer fit — does the traffic match your ideal customer profile, or are you optimising for cheaper clicks?
- —Intent quality — are the visitors arriving with intent to buy, or with intent to browse?
You can hit your visitor target and miss your buyer target. Most marketing teams do.
What a low Arrival score looks like
Visibility leaks. Paid spend producing impressions, not engaged buyers. SEO ranking on keywords that don't convert. Partnerships chosen for reach rather than fit. Channel mix optimised for clicks instead of buyers.
The Category Paragraph (canonical signature) —
Marketing is the only major budget in an organisation without governance. Finance is audited. Legal is reviewed. Cyber is tested. Marketing is funded on belief. That made sense when execution was slow. It is irresponsible now.
The Arrival is where governance has to start.
What RAMMP does at this milestone
RAMMP runs the diagnostic on whether your channel mix is actually producing buyers. The Brand Trust Score for Marketing is the measurement.
Three helpers attach to the Arrival milestone:
- —Marketing strategy — defines who, where, and why before any spend lands
- —Content plan — maps content to the buyer journey, not the platform's algorithm
- —Channel selection — picks where to be loud and where to be quiet
A real result
NextMinute, a B2B SaaS, reduced website exits by 170% after RAMMP traced the leak back to the Arrival milestone. The campaign was producing the wrong visitors. The fix was upstream of the landing page — at the channel-mix level.
How this milestone connects to the next
The Arrival lands the visitor. The First Impression (milestone 02 / Branding) decides whether they stay long enough to scroll. The six milestones operate as a sequence.
Before we commit budget — have we run RAMMP yet? (behavioural trigger insert)
Read the full method
See how the six milestones work together → `/how-rammp-works`
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