The method,start to signed.
Five steps, run in order. The discipline is the product. Anyone can mail a box, the difficulty is deciding which companies deserve one and what it should say when it lands.
Four rules the whole method sits on.
Narrow beats broad
The top 10% of accounts in your ICP, researched properly, will always outperform the whole list run through a template. We would rather produce a small number of packages that land than an unlimited number of emails that do not.
The object is the argument
The physical piece is not a gimmick attached to a pitch. It is the pitch, made in a form the recipient cannot skim past in half a second.
Timing is most of the advantage
Delivery data tells us the hour the package landed. The follow-up goes out against that signal, not against a calendar day set three weeks earlier.
Evidence over opinion
Every stage is instrumented. When we recommend scaling a segment, the recommendation is backed by the numbers from your own cohort.
Run in order, every time.
- 01
Define the ICP+
Build the account profile.
We start from evidence, not preference. Your best historical accounts, the deals that closed fastest, the ones that expanded, the ones that renewed without a fight. From those we build an account profile shaped by buying signals, company maturity, revenue potential and strategic fit.
- ICP+ definition
- Signal library
- Scoring model
- Exclusion rules
- 02
Build the dream-account list
Select the companies worth the effort.
A narrow, named list of the companies most likely to become valuable customers. Every account earns its place, and every account we exclude is a deliberate choice rather than a gap in the data.
- Named account list
- Buying committee map
- Priority tiers
- Account dossiers
- 03
Create the campaign concept
Design the pattern interrupt.
The right message, the right creative angle, and the right physical form. A printed account brief, a designed letter, a chosen gift, a QR code, a personalized Loom, a VSL landing page built for one segment. The concept is the product, the logistics are the easy part.
- Campaign concept
- Creative direction
- Message architecture
- Landing experience
- 04
Launch and follow up
Execute with discipline.
We send the campaign, monitor delivery and engagement in real time, and coordinate the email, LinkedIn and phone follow-up so that the second touch lands while the first one is still on the desk. Timing is most of the advantage.
- Delivery tracking
- Scan and view alerts
- Sequenced follow-up
- Call scripting
- 05
Learn, iterate and scale
Improve on evidence.
We track responses, meetings, SQLs, opportunities and revenue, then rebuild the campaign around what actually moved. When a segment and a mechanism prove themselves together, that is the point where scale is worth paying for.
- Cohort reporting
- Mechanism analysis
- Segment expansion
- Playbook handover
An eight-week first campaign.
- Week 1ICP+ definition, historical account analysis, scoring model agreed
- Week 2Dream-account list built, buying committees mapped, tiers set
- Week 3Campaign concept, creative direction, production and copy approved
- Week 4Production and fulfilment, landing experience and video recorded
- Weeks 5 to 7Delivery, tracked engagement, coordinated multi-channel follow-up
- Week 8Cohort read, mechanism analysis, scale or stop recommendation
- Access to closed-won and closed-lost history
- A named owner on your side who can approve creative quickly
- Calendar availability for the meetings the campaign produces
- A CRM we can read stage data from
Your most valuable accounts are already out there.
The question is whether your next message looks like every other message they receive.