The Faraday

• Turn 500+ “warmish” leads into booked meetings

Goals & Contraints

• Goals:

  • Primary: Book X # of Meetings [Let’s try for 10?]
  • Secondary: Test solution-focused pitches to defined buyer personas + segments
  • Tertiary: Learn 3-5 big things re: where we should reach them, whether we should add incentives or nah, etc.

• Constraints:

  • We don’t want to write individual pitches to folks. (Context: that’s what’s worked best in the past, but it takes too long. Similarly broad pitches don’t land. This is an adventure to find the happy medium via segments.)
  • We do want to be able to add any intel you gather to our systems of record, Salesforce and Customer.io
  • There are no other constraints! If you want to reach folks through a Facebookad for 1, do it!

• Resources:

  • There’s a budget for gifts if you want to try that (Doordash cards, etc.)
  • You can use people in our network as channels (e.g. would you pass x along to y?)
  • Marketing proper can help you: find source content, stand up basic landing pages, create custom visuals on a limited basis, and track attributions, etc.
  • A more full-time marketing / brand designer is on the way

  Messaging

  Talking About Invisible

  Segment Deep Dives

  Each page will include best information about anything Invisible has done for this persona previously, what we know about the persona and their problems, what we know about competitive solutions, and anyone we know we can talk to! I will NOT do these in advance. We will do these (where I’ll do a lot of the work) after we do segment review meetings.

  Segment: Sales / Marketing Leads at Enterprises (HD Completing!)

  Segment Review Process:

  • Furhaad to ID potential segments
  • Hayley to verbally talk through Invisible history for that segment
  • Furhaad and H to, together, come up w/ a set of recommendations for Jay (e.g. “these are three segments we think we can tackle. What do you want to try next?)

  Reference:

  What Makes a qualified lead (review the qualification store!)

  Home Delivery World: Segments to Date

  How to Look Up SOPs in the DAL

  Furhaad Submissions:

  The Faraday (Draft 1) - 10/10