The Play · Marketing Agencies
For agency principals who want predictable growth.
If you run a marketing agency and your pipeline is mostly referrals, here is the play. Build a controllable demand layer that runs on principal-to-principal trust, not on hope.
Who · The Audience
Founders, CMOs, and VPs Marketing.
B2B and B2C brands at the size where they hire agencies, not where they spread cash.
- DTC brands · post-Series A
- B2B SaaS · post-PMF, scaling demand gen
- Professional services · law, accounting, advisory
When · The Trigger
Their existing agency relationship is fragile.
Three moments when the agency seat is up for review.
- New CMO hired in the last 90 days
- Recent funding round, demand gen budget reset
- Public dissatisfaction with current vendor (LinkedIn signals)
How · The Message
Specific, peer to peer.
Not a generic services pitch. A pointed observation about their current marketing motion that proves you do this for a living.
- No menu of services
- No deck request
- One specific insight about their industry
Want this play for your agency?
Book 20 minutes. We will map your ICP, build the trigger campaigns, and show you the math against your average retainer.
Pair this play with
The deeper material that lives behind this play.
