How soon will we see pipeline?

Leading indicators like meetings held usually move within four to six weeks of launch. Qualified pipeline follows, and closed revenue depends on your sales cycle. We set expectations for each from your data in the first week.

Do you replace our marketing team?

No. We work alongside them, run what they don't have capacity for, and hand over the playbooks so they can run it themselves later.

Who owns the ad accounts and data?

You do. Everything runs in your accounts, your CRM and your tools, so nothing is lost if we stop working together.

Pipeline programs – Growth Marketing Partners

Paid search and social

Paid that creates demand with buyers who aren't looking yet and captures it when they are. Which channels to use, how much budget each gets and who to retarget are all part of the plan we build with you.

Judged on

Cost per qualified opportunity

What we build

A channel plan and budget model tied to your pipeline target

Audiences, retargeting tiers and offers for each buying stage

Offline conversion tracking back to opportunities

Inside our paid work

Clear recommendations on where to spend, how much and on whom.

How paid works

The channels we use are part of the plan, chosen from your buyers and your numbers.

Before they're in market

Create demand

Reach the buyers who aren't looking yet, so you're the name they already know when they start.

Build recognition

Teach the problem

Earn the shortlist

→

When they're in market

Capture demand

Be there the moment they're ready to buy, and make choosing you the easy decision.

Show up when they search

Win the comparison

Make the next step easy

↺

Retargeting connects the two

High intent: pricing and demo visitors

Researching: content readers

In a deal: open opportunities

Excluded: customers and closed-lost

Budget allocation

Every dollar has a job. We split spend between what's proven, what's being scaled and what's being tested, then rebalance every month on cost per qualified opportunity.

70%

20%

10%

Proven

Scaling

Testing

A common starting split. Yours is set from your own numbers and changes as results come in.

How we measure paid

Every platform reports its own wins. We don't take their word for it.

We import offline conversions from your CRM, judge every channel on qualified pipeline and revenue, and run holdout tests when a channel's real impact is unclear.

Outbound

Outbound built on signals: job changes, champions moving companies, website visits, intent data, closed-lost deals and more. Every account gets a message about why now, from the right rep, while the signal is still warm.

Judged on

Meetings and pipeline per signal

What we build

A play for every signal, from job changes to closed-lost

Sequences tested on reply and meeting rate

Scoring, routing and handoff so no signal goes cold

Inside our outbound work

Outbound built on signals, not spray and pray.

Every account we reach out to has a reason to hear from you right now. We watch for the signals that show timing and intent, turn each one into a play, and send it to the right rep while it's still warm.

Signal

What it tells you

The play

Job changes

A new leader joins a target account. New leaders often review tools and vendors in their first few months.

A short note tied to their new goals, with proof from similar teams

Champions on the move

A user or buyer who loved you starts somewhere new. They already trust you.

A personal reach-out from the rep who knew them, before a competitor gets there

Website visits

A target account is on your pricing, comparison or product pages.

Same-day outreach to the likely buying group, matched to the pages they read

Third-party intent

An account is researching your category or your competitors elsewhere on the web.

A sequence on the problem they're researching, plus paid air cover

Closed-lost

You lost on timing, budget or a competitor, and something has changed since.

Re-engage at renewal dates, leadership changes or new product releases

Hiring and funding

New funding, a hiring push or an expansion signals a new budget or a new problem.

Outreach tied to the initiative the money or the hires are for

Product usage

Free or trial accounts showing buying behavior, like inviting teammates or hitting limits.

A sales-assist touch with an offer to help them roll it out

How a signal becomes a meeting

1

Detect

Tools watch for the signal across your CRM, site and data providers.

2

Score

Each account is ranked on ICP fit and how strong the signal is.

3

Route

The right rep gets it in your CRM within hours, not next week.

4

Personalize

The message is about the signal, written in your buyers' words.

5

Measure

Meetings and pipeline tracked by signal type, so you fund what works.

Technology we deploy

The stack to run it, sized to your team.

Every client's stack is different. We recommend tools that fit your team, your size and your budget, then set them up and connect them to your CRM. Often the tools you already pay for cover more than you think.

Data and enrichment

Tools to build and enrich account and contact lists from your best-fit segments.

Intent and web visits

Intent data and website visitor identification, so you can see which accounts are researching and who's on your site.

Job changes and champions

Tracking for past users, buyers and new leaders in target accounts, so you know the moment someone moves.

Sequencing

A sequencing platform to run multi-step email, call and LinkedIn outreach your reps can manage.

CRM and routing

Your CRM, with scoring and routing rules so every signal reaches the right rep fast.

Deliverability

Separate sending domains, SPF, DKIM and DMARC set up properly, and warm-up so your emails reach the inbox.

Everything we run follows the anti-spam rules where your prospects are, including CASL in Canada, CAN-SPAM in the US and GDPR in Europe.

Partners

Referral, reseller and platform partnerships. For fintechs, employer, marketplace and creator partnerships can bring in customers well below paid acquisition cost.

Judged on

Partner-sourced pipeline

What we build

Partner selection and the economics for both sides

Referral and co-marketing programs

Tracking so partner deals show up in the forecast

Content

Content that gives buying committees a reason to care, and shows up where your buyers already do their research before they ever talk to sales.

Judged on

Meetings and pipeline influenced

What we build

Point-of-view pieces from your own experts

Comparison and buyer's guide pages built for shortlisting

Retargeting that turns readers into meetings

Pipeline you can forecast, then scale.

Start from the number you have to hit.

Four programs, each with its own target.

Paid search and social

Outbound

Partners

Content

Fix the worst step first.

Every change ships as a test.

Three rules before budget goes up.

About pipeline programs.

Let's work out what your target needs.