Pipeline · attract and pursue

Inbound attracts. Outbound pursues.

Swipe sideways to see the full flow
NEXT not live yet ATTRACT · INBOUND they come to us Engine 1 · content and brand Engine 2 · virtual launch event NEXT Extraordinary content worth someone’s time Impressions on interested profiles They come looking on their own terms Fill the room we help marketing drive it Registrations it lands on a calendar World-class production CTA live, or on YouTube PURSUE · OUTBOUND two separate streams, both land on the same page STREAM 1 · COLD OUTBOUND Cold calling dial the list Cold email sequenced outreach AI-enabled messaging GTM engineering automation STREAM 2 · EVENTS IN PERSON Industry events conferences and booths Meeting people and we do this well they look us up first THE SURFACE Website & demo LinkedIn presence • they learn without a rep • they judge us in 30 seconds • they check us before they answer PRODUCT-LED CONVERSION1They try the demono form, no rep2They see what it would doin their own words3They book from inside ittwenty minutes, one clickmore of every visit becomes a meeting NEXT Meeting booked self-served, or asked for PIPELINE every stream feeds it alongside partner and expansion deals self-served in person, straight to a meeting · works today
01
The site and LinkedIn do the sellingEvery stream we run ends on the same page. That’s where someone decides whether we’re worth a meeting, before a rep ever speaks.
02
The demo turns visits into meetingsTry it, see what it would do, book twenty minutes from inside it. Product-led is how a visit stops being a bounce.
03
A launch event gives them a reason to comeWe help marketing fill the room, the production earns the follow-up, and the recording keeps working after the day.
04
Inbound is what makes outbound landCold outreach and events are two separate streams, and both get checked against the same site before anyone answers.
Constraint to solve

Unify our inbound and outbound strategy

Sep 23, 2026
Target date Feb 1, 2027
The constraint

Pipeline and new-logo conversion are held back by the absence of a chosen, unified inbound and outbound strategy. Channels grew one at a time, for an earlier stage of the company. The evidence: cost per meeting and per MQL running high, and new logo growth behind plan.

Why it matters now

Enterprise buyers finish most of their research before they talk to a seller, so inbound forms the first impression. DWO and our AI capabilities deserve a market entrance to match: the products have moved faster than the channels that introduce them. And AI now makes a product-led path from first visit to booked meeting practical at our scale.

The breakthrough

Start with the low-hanging fruit: a LinkedIn program and a virtual launch event, both movable inside 90 days and landing by Feb 1, 2027. Right next comes a product-led experience embedded in the site, the aha moment that turns a visit into a booked meeting. A full site rebuild is not on the Feb 1 clock.

Where we are today, and the order we go in
NOW the low-hanging fruit  ·  NEXT the aha moment on the site  ·  THEN everything after
SEQUENCE
CHANNEL
TODAY
OPPORTUNITY
NOW
LinkedIn
Low engagement on company and executive profiles
A deliberate content program with specialist support
NOW
Product launches
No launch motion for new products
Virtual launch events, with GTM engineering helping marketing drive registrations
NEXT
Website
WordPress platform, predates DWO messaging
DWO messaging brought onto the current site, plus a product-led experience embedded in it, the aha moment that turns a visit into a booked meeting. SEO and AEO held at or above today
THEN
Social and video
No YouTube or broader social presence
Short product education content that earns attention
The four levers
REMOVE
Cut the steps between a new idea and a decision, so good ideas stop waiting.
REDESIGN
Treat inbound and outbound as one motion: website, LinkedIn, launches and social connected to GTM engineering outreach. Build the product-led workflow that converts visitors into booked meetings.
REINFORCE
Growth is a shared responsibility. Every idea gets a clear decision and a stated reason. Inbound content and launches held to a high bar.
REINVEST
Specialist LinkedIn support for company and executive profiles. A product-led experience built into the site. Virtual launch events in place of some in-person spend.
First move · next 7 days
MOVEOWNERDECISION NEEDED
Bring on a LinkedIn specialist
Naveen
Approve $13K for a 6-month engagement
Plan a virtual launch event for new products
Naveen
Adopt virtual events, with GTM engineering helping marketing drive registrations
Scope the product-led experience for the site
Tom and Naveen
Agree to embed a PLG workflow on the current site, SEO and AEO held at or above today
How we will measure it
Cost per meeting and cost per MQL
Meetings and pipeline sourced from inbound, including visitor-to-meeting conversion
LinkedIn engagement on company and executive profiles
Launch event registrations and attendance from target accounts
Organic search and AI answer visibility, before and after
Reviewed together each month against today’s baseline. Each move is within our influence, testable in 90 days, and measurable.
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