Are You Giving Out Equity?

If you're giving out equity and you don't plan on selling, be clear in the expectations. Be very clear about incentives that an employee gets for being a part of the company. Top of funnel campaigns, like awareness brand campaigns, are difficult to measure. How do you allocate marketing funds to the top, mid and lower funnel? And what is the best way to get people who are already at the sight to convert or buy again?