01
Trigger events
A launch, new funding, expansion, leadership change, missed target, or rebrand creates a reason to act now.
Organise outreach around the event and the likely commercial consequence, not a generic list of services.
Creative, performance, digital, brand, and content agencies
Marketing agencies insight
Agency leads often arrive with a tactic in mind but no shared definition of success. Growth comes from diagnosing the commercial problem, creating a low-friction next step, and following up with evidence relevant to the prospect.
See acquisition playsDemand signals
A launch, new funding, expansion, leadership change, missed target, or rebrand creates a reason to act now.
Organise outreach around the event and the likely commercial consequence, not a generic list of services.
A prospect who names a weak channel, low conversion, inconsistent pipeline, or stalled launch has moved beyond casual browsing.
Translate the gap into a small diagnostic or pilot with one agreed success measure.
Budget alone does not close agency work; clarity on stakeholders, procurement, and approval timing predicts whether a proposal can move.
Confirm the decision process before building a large proposal.
Qualification
These questions reduce uncertainty without turning the first customer conversation into an interrogation.
What business result must change, beyond the requested marketing tactic?
What has already been tried and what happened?
Which audience, offer, and market matter most?
What number will decide whether this worked?
Who approves scope and when must a decision be made?
Acquisition plays
Run one play at a time. Keep it only when the named measure improves with acceptable lead quality.
PLAY 01
Publish a short, respectful analysis of a common funnel problem and offer a private version using the prospect’s own context.
Measure
Qualified calls generated per teardown
PLAY 02
End every proposal with named stakeholders, the unresolved decision, the next meeting, and what must be true to approve it.
Measure
Proposals with a scheduled decision step
PLAY 03
Re-open a quiet opportunity with one case example matched to the prospect’s sector, constraint, or buying trigger.
Measure
Quiet proposals that return to conversation
HOT: requests a proposal, audit, timeline, budget discussion, or start date.
WARM: names a channel or growth problem but has not defined impact or urgency.
AT RISK: discovery completed or proposal sent without a clear decision event.
Free source shelf
Search interest and visible advertising indicate attention and activity, not campaign profitability or a prospect’s readiness to buy.
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