Built for first-hire marketers

The 90-Day Pipeline Playbook (Steal This)

Go from scattered marketing to predictable pipeline in 90 days. This is the exact system I use with Seed–B SaaS founders and first-hire marketers to generate 40–60 qualified conversations, 2–4 closed clients, and a ~30% demo-rate lift.

You can run this yourself—or I’ll map it to your ICP in a free 30-minute Revenue Audit.

~30% demo-rate lift
SQLs from short ICP list
Scorecard sales accepts

Who this is for

  • Seed–B SaaS founders launching new offers who need to prove pipeline fast
  • First-hire marketers (<12 months in role) reporting to a Founder/CRO
  • Sales-led or hybrid PLG teams that want measurable progress in weeks, not quarters

Not for you if

  • No access to sales data or an exec sponsor
  • Allergic to outbound (“content-only” mindset)
  • Expect “scale yesterday” on <$750 monthly ad budget

If that’s you, this won’t work. Keep your money.

The 90-Day Plan

Three phases. Weekly publishing. Sales in the loop.

Phase 1

Market Insights & Positioning

Weeks 1–2

Goal: know the market better than competitors and claim a defensible edge.

What to do
  • Teardown 3–5 competitors (pricing, funnels, ad angles)
  • Interview 5–8 customers + 3–5 lost deals for exact language
  • Build lists: ABM (10) + ICP (1–2k)
  • Audit sales LinkedIn + institute daily engagement
Output
  • Customer language doc + competitor insights deck
  • Signed-off 90-day roadmap with sales

Phase 2

Build & Launch Acquisition Engine

Weeks 3–4

Goal: ship fast, get signal, and route to meetings.

What to do
  • Create 3 angles: Speed, Proof, Story
  • Launch 6–9 ad sets (LinkedIn, Reddit, FB/IG)
  • Stand up LP + retargeting tied to offers
  • Run ABM mini-campaign for top 10 accounts
Output
  • Live campaigns + weekly scorecard cadence
  • Retargeting, events/webinars queued

Phase 3

Optimize & Iterate

Weeks 5–12

Goal: compound winners, cut losers, and scale meetings → revenue.

What to do
  • Weekly scorecard with sales (CPL, demo-rate lift, SQLs by source)
  • Double-down on winning angles; launch one new test weekly
  • Host 1–2 regional dinners/mo + 1 partner webinar/mo
  • Retarget registrants and high-intent site behaviors
Output
  • 90-day review (tests → insights → next bets)
  • Scale roadmap by channel and creative

The Operating Scorecard

Reviewed weekly with sales. Lead with signals; prove with outcomes. If numbers don’t move by Week 2 post-launch, pause or pivot.

Leading indicators

  • Reach and frequency to ICP and ABM lists
  • CTR and cost per click by angle
  • Landing-page view to form-start rate
  • Event and webinar registrations
  • Sales LinkedIn activity: profile views, comments to DMs to booked audits

Lagging indicators

  • Meetings booked and show rate
  • Demo-rate lift (vs. baseline)
  • SQLs created by source and by account tier
  • Pipeline created by channel and CAC payback trend
  • Win rate and sales-cycle time

Reviewed weekly with sales. Decision rule: meetings + demo-rate + pipeline per $1k. If those don’t move by Week 2 post-launch, pause or pivot.

Book a Revenue System Audit

Want this mapped to your ICP? In 30 minutes, I’ll give you a 1-page plan, handoff rules, and a simple scorecard—free. If we’re not a fit, you still leave with a plan.

Book the Audit

Typical outcome: 40–60 qualified conversations, 2–4 closed clients, ~30% demo-rate lift in 8–12 weeks.

What happens after 90 days?

If the system’s working, we keep scaling. Most clients shift to a Growth Engine Retainer or Fractional Head of Growth. We’ll cross that bridge after we prove results.

Phase 4 (Months 4–6)

Scale

  • Double down on channel and creative pairs that generate the highest meetings per $1k spend.
  • Expand outbound sequences based on winning angles; add founder-led thought leadership.
  • Add YouTube and TikTok retargeting once proof creative exists.
  • Codify ABM motion: 25–50 target accounts with tiered offers and event invites.
Phase 5 (Months 7–12)

Automate

  • Build SEO demand capture around the pains and phrases surfaced in interviews.
  • Automate multi-touch nurture: email plus paid retargeting by funnel stage.
  • Turn case studies into proof-driven ads and landing pages.
  • Graduate to a repeatable growth operating system with quarterly planning and weekly scorecards.

Success After 90 Days

  • Consistent meetings from ICP and ABM accounts
  • Clear view of which messages and channels drive demos
  • Pipeline by channel tracked and forecastable
  • A compounding acquisition engine with events, partners, and retargeting

View post-90-day options →

Is this just content marketing?

No. It’s outbound plus content distribution plus ads, wired into a scorecard sales trusts. Events, partners, and retargeting turn awareness into pipeline.

Who is this for?

Seed–B SaaS with a first-hire marketer (under 12 months in role). Sales-led or hybrid PLG with a CRO who wants measurable progress in weeks, not quarters.

Book Audit