Step two · Build one-off
The engine
After the verdict in week six, and only if the sentence held up. Four to six weeks. When it’s done, it’s done.
- Who your best customer is, based on your won deals and lost quotes, not on your website. Two or three segments, each a hypothesis to be measured.
- Your existing addresses deduplicated, enriched and segmented. The dullest work in the series, and the reason everything after it lands.
- One landing page per segment with the sentence on it, a form and measurable clicks.
- Your CRM set up: stages, required fields, outcome fields. Every reply becomes a deal, with one report you read yourself.
- Visitors to your site are recognised and land as a task with the right salesperson.
- One sequence per segment, in your voice, from the mailboxes set up in the claim card. Done when every segment has gone out once and the difference can be read.
Stays yours: Pages, CRM, list and integrations live in your accounts. Every part documented on one page, so someone else can take it over.