Strategy Lab · B2B outbound · Execution plan
Making VeroTech’s proprietary targeting system discoverable—and useful to pipeline.
A four-week content operating plan designed to make Target Account Intelligence visible, recognisable and connected to qualified inbound alongside founder-led outbound.
Business problem
VeroTech had proof and a proprietary framework. Competitors still owned discovery.
The company had built Target Account Intelligence—an ownable approach to account scoring—and had case-study evidence behind it. But better-known competitors were winning through brand recognition and content volume. The execution problem was to define the category, activate a dormant founder audience and connect every output to a path toward qualified pipeline.
Insight
This was a discovery infrastructure problem, not a content-calendar problem.
Series A founders and VP Sales needed language for the targeting problem before they could recognise TAI as the solution. The system therefore had to connect search behaviour, founder voice, category definition, proof and conversion—rather than publish disconnected articles.
Precision over scale
Compete against broad outbound volume by owning signal-based account selection and fit.
Series A + VP Sales
Speak to meeting quality, SDR allocation, addressable pipeline and narrow-ICP growth.
Inbound beside outbound
Use recognisable ideas to warm replies, improve meetings and compound qualified discovery.
Recommendation
Build one category system across the full buyer journey.
The content architecture progresses from naming the targeting problem, to explaining the TAI method, to improving execution after scoring—each layer linked to an intentional next step.
Name the problem
ICP definition, addressable pipeline, targeting maturity and why title filters fail.
Teach the system
Account scoring, signal-based targeting, intent data and five dimensions of fit.
Prove execution
Personalisation, sequence quality, meeting quality and operationalising intelligence.
Report → demo
Glossary, case proof and scenario pages all move toward the TAI report or a qualified call.
Execution
Four weeks from category foundation to a measurable conversion system.
Each week has a visible job, a bounded founder input and a decision signal for what comes next.
Foundation
- Content direction map
- TAI landing-page draft
- LinkedIn audit and warm-up
- Founder narrative session
Engine live
- BOFU, MOFU and TOFU articles
- 3–5 glossary pages
- Cluster internal linking
- LinkedIn repurposing
Proof layer
- Signal review
- Post-TAI article
- £12M pipeline case-study packaging
- First lead magnet
Conversion
- Formal performance dashboard
- Build-vs-buy + niche angle
- Scenario pages and video
- Demo-path architecture
Personally owned
Strategic mapping from buyer language to production requirements.
I designed the content direction method, category anchor, full-funnel architecture, weekly deliverables, founder-input model, distribution system, conversion paths and reporting logic. The plan converts an abstract strategy into specific outputs, owners, cadence and decision gates.
Functions coordinated
Founder for voice and TAI validation; sales for ICP and pipeline language; marketing/content for production and distribution; web/SEO for the landing page, glossary and internal linking; analytics for reporting and conversion visibility.
What my judgment changed
The recommendation made TAI—not generic outbound advice—the centre of the content system. It also delayed scale until the audience was warmed, the category page existed and Week 2 engagement revealed which angle resonated.
Proposed outputs
Every asset has a pipeline job.
Measurement
Connect attention to qualified movement.
A four-week, output-level execution plan was completed, including content architecture, sequencing, coordination requirements and measurement. This portfolio page does not represent the intended inbound or pipeline outcomes as realised results.
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