Seed To Series A To Public

Day 0 - Day 90: Validate the cold/entry-point-message (claim magnitude and target) using outbound prospecting in funnel parallel to main assets. Resonance of 30%+ reply rate and 15-25% close rate. Run outbound prospecting at scale with hired outbound prospectors brought on as contractors. Populate pixels on traffic platforms using funnel.

Day 90: Format outbound message for paid advertising channels, starting with retargeting campaigns, then expand using cold interests and lookalike campaigns. Standardize sales process, the onboarding process and the messaging. The product is improving and you start to gather insights and product features that only you can offer as a result of dealing with so many customers from the direct channel. Continue to run outbound prospecting.

Day 120, 180, or 400:
Integrate into main marketing stack. Product improves using insights and reference points from customers. Viral effects start to show up. Product integrates marketing strategy. Lowering CPM for period of time (45 days). Continue to run outbound and paid advertising campaigns.

Integrating into main funnel before validating message makes validation process more complex since there are more variables required to manage to determine claim sensitivity.

Running claim sensitivity test campaigns with paid advertising before siloed outbound campaigns results in failure since desensitizing happens when pushed to paid platforms.

Running paid campaigns without continuing outbound results in failure since audiences can be cloned by another buyer mimicking campaign.

Running outbound without paid campaigns results in failure since mimic messaging can potentially fund a campaign to compete at the product level.

Combining outbound and paid in this way and and in this order creates a profitable exponential forcing function - outbound prospectors build outbound team, forcing more spend on paid advertising (since retargeting pools are growing and you are the only buyer in that pool) creating truly unique vantage point required for new-market-product insight that is used to gain top-in-market position.