Conventional marketing campaigns “succeed” by casting a wide net and minimizing drop-offs in the sales funnel. The more efficient -- though ironically, less utilized -- approach is to eliminate wasted impressions on the front end of the sales funnel by filtering out unpromising prospects. Oft ignored, each marketing channel is naturally tuned for finding customers that are “Ready, Willing, or Able” to respond to your offer. By selecting an appropriate channel for the offer, advertisers can minimize impressions going to the least likely respondents, thus maintaining the campaign's return while significantly reducing the required investment.