Deep ICP research, account scoring, competitive monitoring, and audience building systems that turn marketing from a cost center into a pipeline engine. Built to run independently after handoff.
Compounding Growth
Marketing at impact organizations typically operates in one of two modes:
The founder posts on LinkedIn. Occasionally writes an article. Speaks at conferences. Pipeline comes from these activities, but it's unpredictable and entirely dependent on the founder's available time. When the founder gets busy with delivery, marketing stops. Pipeline dries up.
The organization hires an agency to run paid ads, manage social, or produce content. The agency delivers impressions and engagement metrics. But the pipeline impact is unclear. When the contract ends, nothing remains. No infrastructure was built.
Neither mode creates compounding value. The infrastructure gap shows up in three places:
Marketing targets "impact-aligned companies" or "sustainability leaders" - categories too broad to drive effective campaigns.
Marketing knows how many people visited the website. But which accounts? Which are target accounts showing buying signals?
Competitors launch new messaging, adjust pricing, release case studies - and the organization learns about it months later, or never.
Marketing/Growth engagements start with infrastructure, not campaigns. The infrastructure determines which campaigns will work, which audiences to target, and how to measure impact at the account level.
Most ICPs are aspirational. Marketing/Growth starts with closed-won analysis: which accounts converted, what characteristics they shared, what content they engaged with.
Not all website visitors are equal. Account scoring assigns fit and intent scores to every account touching marketing channels.
Competitors are constantly adjusting. Without systematic monitoring, you learn about changes from lost deals or customer churn.
Audiences are strategic assets. A well-segmented email list. A LinkedIn following of actual buyers. A newsletter subscriber base that engages.
Closed-won analysis. Firmographic, technographic, and behavioral pattern identification. ICP specific enough to target and measure.
Fit scoring based on ICP criteria. Intent scoring based on engagement and third-party signals. Integration with CRM for lead routing.
LinkedIn activity monitoring for target accounts and competitors. Engagement tracking for company pages and key personnel.
Website change monitoring. Content tracking. Job posting analysis. Review site tracking. Dashboard with alerts.
Account-level identification of website visitors. Integration with scoring models. Alerts for high-value account visits.
Conference and webinar attendee tracking. Automated follow-up sequences. Integration with CRM for pipeline attribution.
Lead magnet strategy and implementation. Email segmentation architecture. Nurture sequence design and automation.
Content attribution to pipeline. Engagement tracking by ICP segment. Content gap analysis. Conversion path analysis.
Closed-won analysis. Current marketing audit. Competitive landscape mapping.
Week 1
Firmographic, technographic, behavioral analysis. Account scoring models. Tracking setup.
Week 2-3
Email segmentation. Nurture sequences. Lead magnet strategy. Content mapping to buyer journey.
Week 4-5
Systems go live. Team training. CRM integration verified. Documentation. Independence transition.
Week 6-8
Ongoing option: Monthly content strategy, competitive intelligence reporting, and audience growth optimization.
Detailed profiles grounded in closed-won data, not assumptions
Fit and intent scoring, configured and integrated with CRM
Monitoring active, alerts configured, analysis documented
Account-level tracking active, integrated with scoring
Pre-event targeting, post-event follow-up, ROI tracking
Email segments defined, nurture sequences built
Buyer journey mapped, content gaps identified, editorial calendar
Assets created, capture forms configured, delivery automated
Live sessions, recorded training, step-by-step documentation
Foundation Build
ICP research + scoring + competitive monitoring
4-6 weeks
Full Build
Complete infrastructure through handoff
6-8 weeks
Ongoing Partner
Monthly strategy, content planning, competitive reporting
Ongoing
Most organizations start with a Revenue Assessment ($5-7K) to diagnose current marketing infrastructure and identify the highest-impact build priorities.
Marketing/Growth spans two pillars of The 100x Model. The ICP research and competitive positioning work executes Pillar 02 (Define). The audience building and inbound infrastructure work executes elements of Pillar 03 (Captivate).
The infrastructure integrates with Sales/GTM (outbound) and RevOps (CRM architecture). Inbound leads flow into the same pipeline infrastructure, with scoring that enables prioritization.