Customers and the people who influence them
Marketing & Social Media
Positioning, message, content, channels, campaigns, and digital presence built around who is actually buying.
Growth + Audience Strategy
Growth starts with knowing who needs to move.
ETL Collective helps organizations figure out who they need to reach, what will move that audience, and how to build a strategy that turns that movement into repeatable growth.
Audience Strategy. Find the right people. Understand what moves them. Build the strategy that turns movement into growth.
Where growth usually gets stuck.
Growth gets expensive when teams keep doing more without knowing which audience matters or what is actually moving them.
- You are marketing consistently, but the right people are not responding.
- Your sales activity is not becoming a predictable pipeline.
- You are launching a program and are not confident who will actually participate.
- Your community, membership, or engagement has plateaued.
- You are recruiting, but the talent you need is not entering or moving through the pipeline.
- Your marketing, sales, talent, partnerships, or community efforts are active but disconnected.
- You found something that works, but growth still depends on one person or one campaign.
- You know who the buyer is, but you are overlooking the people who influence whether they buy.
If one of those sounds familiar, you are in a good place to figure it out. That is where we start.
What ETL Does
We find the growth problem underneath the activity.
ETL comes in when an organization is trying to grow something. A customer base, talent pipeline, program, partnership, membership, community, or new initiative.
Every growth outcome depends on people. ETL identifies who matters to that outcome, what makes those audiences distinct, who influences their decisions, and what needs to happen for them to move. We turn that understanding into strategy, activation and measurable learning that can become repeatable.
Data helps us understand people. It doesn't replace them.
We use performance data, behavior, conversations, research, qualitative insight and audience response to make better decisions and refine what works.
The Method
How the work runs.
- 01
Understand
Start with the business goal, then find the people it depends on. What is already true about them, where they decide, and where the current journey breaks.
- 02
Strategize
Choose the audience worth the effort and build the route to them. Positioning, message, channels, journey, priorities, and the measures that tell you it is working.
- 03
Activate
Put the work in market. ETL can lead the build, run selected channels, or direct internal teams and specialists doing the execution.
- 04
Learn + Scale
Measure what moved. Keep it, change it, stop it, or scale it. Then hand back a system the business can run without starting over.
The same four steps run across marketing, talent, sales, programs, and community.
See how on the approach pageHow We Work Together
Four ways to start.
Each one starts with the growth problem and the people it depends on.
A focused strategic engagement for organizations navigating a growth challenge that requires deeper audience understanding, clear priorities and a path from strategy into activation. ETL works alongside your team to diagnose the opportunity, build the strategy, activate the right moves and learn from what happens next.
Most organizations come in with an audience they believe they already have. This is the work of going back and checking. We look at who is actually deciding, what they care about, and who influences them before they ever reach you. You leave knowing who you are building for, and why. It is built into every Growth Strategy Engagement and available as its own engagement.
A focused strategy session for leaders who need space to pressure-test an idea, untangle a growth challenge or make a clearer decision. Bring the question, opportunity or obstacle. Leave with sharper thinking, defined next moves and a path forward.
A facilitated working session that brings the right people into the room to solve a shared challenge, align around an opportunity or move an idea forward. ETL designs the conversation, guides the work and turns what emerges into clear direction and next steps.
Where we've built growth.
Five areas of deep expertise. They overlap more often than they sit apart.
Candidates and selection
Recruitment & Talent
Talent audience strategy, candidate journeys, selection and process redesign, and recruitment pipelines that keep moving.
Buyers and referral sources
Sales & Pipeline
Prospecting, conversion pathways, relationship development, and pipeline strategy that turns activity into something predictable.
Participants and enrollees
Program Development
Program positioning, curriculum, enrollment pathways, adoption journeys, and the reasons someone stays past the first cycle.
Members and participants
Community & Membership
Membership growth, event participation, engagement, retention, and the work of building an ecosystem people return to.
Case Studies
See the work.
- Interior Design
National Full-Service Interior Design Firm
Audience Strategy + Social Activation- Challenge
- The business was growing faster than its public presence.
- Outcome
- 600%+ audience growth, and a CEO now leading on video and podcasts.
- Coaching + Personal Development
Faith-Based Women’s Empowerment Coach
Audience Discovery + Growth Strategy- Challenge
- An established podcast and a broad message. The audience still needed definition.
- Outcome
- Priority audiences, clearer communication and two live experiences built around them.
In Their Words
What it is like to work with ETL.
Behind the Work
Growth strategist. Audience strategist. Builder.
ETL Collective was founded by Mati Fombang, a growth strategist whose work has crossed marketing, recruitment, sales, partnerships, programs, and community building. That range is the point. It produced a way of reading how different audiences make decisions, where journeys break down, and what organizations need to build to move people toward action.
That experience is what the firm is built on. It is also why the method holds whether the audience is a customer, a candidate, or a member.
Partner With ETL
Sometimes the growth problem starts before your work does. Sometimes it continues after ours.
ETL collaborates with consultants, agencies, and specialists whose clients need stronger growth strategy before implementation, and with experts who can extend the work once a strategy is ready to scale. The point is getting the right expertise in at the right stage.
Explore PartnershipFAQ
ETL works on growth problems where people are the lever. That can mean customers, candidates, members, participants, partners, communities, or another audience whose action is required for the organization to move forward.
No. ETL works with growing businesses, established organizations, nonprofits, and enterprise teams. The engagement is shaped around the growth problem, the audience, and the internal capacity already in place.
Marketing is one of ETL’s areas of expertise and activation. The work also runs across sales and pipeline growth, talent and recruitment, program development, and community and membership.
ETL works from strategy through activation. Depending on the engagement, that can include launching campaigns, building recruitment or audience journeys, managing social media, coordinating internal teams, or bringing in trusted specialists for deeper implementation.
That is a good reason to start a conversation. ETL can help separate the symptoms from the underlying growth problem, identify the audience that matters, and determine what should move next before more time or money is spent on tactics.
Yes. ETL collaborates with partners when a client needs growth strategy before implementation or specialized expertise after a strategy is ready to scale. Partnership conversations are separate from client inquiries.
Start with the problem you actually have.
Tell us what you are trying to grow and where it is stuck. We will work out what is really going on, who needs to move, and what to do about it.
Start a Conversation