Built like I already work here

A MARKETING PLAN BY HUGO FARIA

Build a Predictable Growth Engine at Emergn

You’ve built a strong thought leadership brand. Now it’s time to turn it into pipeline.

An execution plan focused on enterprise accounts, real buying signals, and revenue impact.

01Signals
02ABM
03Pipeline
04Revenue

Target Accounts & Personas

Who We Win

Ideal Customer Profile

Enterprise organisations undergoing transformation

Financial Services · Large Enterprises (5k+ employees) · US / UK / GCC

Key buying signals

  • Hiring product or transformation leaders
  • Active digital transformation initiatives
  • Low delivery velocity or failed change programmes

Core buying group (varies by deal)

Chief Product Officer / Head of Product

Pain

Slow delivery and low product impact

Focus

  • Speed to value
  • Product operating model

Transformation Leader / COO

Pain

Transformation investment not translating into results

Focus

  • Execution at scale
  • Measurable ROI

CIO / CTO

Pain

Technology disconnected from business outcomes

Focus

  • Efficiency and scalability
  • Platform adoption (Stella)

VP Engineering / Head of Delivery

Pain

Delivery bottlenecks, slow execution

Focus

  • Speed
  • Predictability
  • Team performance

ABM Execution

How We Land Enterprise Accounts

1

Account Selection

Build 100–200 target accounts per region using Clay, LinkedIn Sales Navigator, and CRM data.

Enrich each account with

  • Hiring trends
  • Growth signals
  • Tech stack
  • Key decision-makers
2

Account Scoring

Prioritise accounts based on real signals.

Scoring criteria

  • Hiring activity (Product / Transformation roles)
  • Company growth signals
  • Strategic industry fit
Tier 1 → 1:1 ABM (top 20) · Tier 2 → 1:few ABM (next 80)
3

Campaigns: Sharp, Narrative-Driven

Two parallel ABM narratives targeting COO / Transformation Leaders and Product / Delivery Leaders.

Campaign options

  • Why Transformation Fails
  • Where Product Delivery Breaks at Scale

CTAs

Strategy session
Primary conversion
Executive roundtable
Peer engagement
Transformation diagnostic
Mid-funnel
4

Sales + Marketing Motion

Weekly account reviews with BDRs, run as one team.

Shared dashboard tracks

  • Engagement
  • Meetings booked
  • Pipeline created

Campaign Flow

Signal

Detect intent & triggers

Target

Score & prioritise accounts

Personalise

AI-tailored messaging

Engage

Multi-channel touchpoints

Convert

Meeting → pipeline

Powered by

LinkedIn

Ads

Clay

Data

Email

Outreach

31

Calendar

Meetings

Demand Generation

Always-On Pipeline Engine

Channel 01

LinkedIn (Core Channel)

Target ICP accounts and personas with sharp, narrative-driven creative.

Promote

  • Thought leadership (existing Emergn content)
  • Case studies
  • Executive POVs

Channel 02

High-Intent Assets

Turn existing content into conversion assets that capture demand, not just create awareness.

Examples

  • Transformation Maturity Assessment
  • “Is your organisation stuck?” diagnostic
  • Praxis vs traditional consulting comparison

Channel 03

Retargeting

Convert engaged audiences into meetings.

Audiences

  • Website visitors
  • Content engagement
  • Event attendees

Push: case studies, executive sessions, high-intent offers

Live Walkthrough

See the engine in action

01 · LinkedIn Ad · Awareness

Narrative-driven creative

Sharp, point-of-view ads that frame the execution gap and pull ICP buyers into the story.

  • Targeted at C-level transformation leaders
  • Built from existing Emergn thought leadership
  • Tested across 3–5 angles per quarter
01 / 06
Narrative-driven creative

02 · LinkedIn Ad · Product Insight

Where product delivery breaks at scale

Insight-led creative that reframes delivery problems as operating-system problems.

  • Speaks directly to VP Eng / Heads of Delivery
  • Drives clicks to the long-form insight page
  • Feeds the retargeting pool
02 / 06
Where product delivery breaks at scale

03 · Landing Page

Where Product Delivery Breaks at Scale

High-conversion landing page anchored on a single message, with two clear CTAs and trust signals.

  • Strategy session as primary CTA
  • Transformation diagnostic as mid-funnel CTA
  • Logos + 3 insight cards reinforce credibility
03 / 06
Where Product Delivery Breaks at Scale

04 · Diagnostic Funnel

Executive transformation diagnostic

5-minute assessment that captures intent, qualifies the buyer, and creates a personalised next step.

  • Benchmark against industry peers
  • Identifies biggest execution gaps
  • Routes hot leads straight to sales
04 / 06
Executive transformation diagnostic

05 · Personalised Result

Transformation Readiness Score

Personalised results page that turns a quiz into a strategic conversation and books the next meeting.

  • Score + breakdown across 5 dimensions
  • Clear gap → clear next step
  • “Book a session” CTA with sales follow-up
05 / 06
Transformation Readiness Score

06 · Retargeting

Convert engaged audiences into meetings

Always-on retargeting that meets warm audiences with the right offer at the right moment.

  • Website visitors + content engagers
  • Event attendees and diagnostic completers
  • Push: case studies, executive sessions, high-intent offers
06 / 06
Convert engaged audiences into meetings

Event Strategy

From Events to Pipeline

Format

Executive Roundtables

  • 10–15 participants
  • Same industry and seniority
  • C-level focused

Example

Why transformation fails in large enterprises

20 minInsight (Emergn POV)
40 minPeer discussion
After1:1 meetings booked
Success metric: meetings and opportunities generated

AI as a Multiplier

Live AI Growth Engine

Account Intelligence

Detect real buying signals across target accounts and prioritise opportunities based on intent, not assumptions.

ClayLinkedInCRMAI Signals
Signal Detected
01
Signal
Company hiring Head of Product
02
Enrich (Clay)
Team size, growth, tech stack
03
Score
High-fit enterprise account
outcome
Enriched data
Clay
Enriched 142 contacts
LinkedIn
Hiring Head of Product
Firmographics
850 FTE · Series D
Intent
High · 92

Signal-Based Personalisation

Generate messaging tailored to each account's context, hiring signals, and transformation stage.

AI MessagingLinkedInEmailABM
Personalised Outreach Generated
01
Context
Company scaling product teams
02
AI Generation
Message tailored to COO / CPO
03
Output
LinkedIn + Email sequence
outcome
LinkedIn message preview
Hugo Faria
to Sarah · COO

Hi Sarah, noticed you're scaling your product org — saw the new Head of Product role. We help enterprises like yours turn delivery bottlenecks into predictable execution…

AI-generated + Email follow-up

Lead Scoring & Routing

Automatically score and route high-intent accounts to sales, ensuring fast follow-up and better conversion.

CRMAutomationSales Alerts
Lead Routed to Sales
01
Engagement
Ad click / content interaction
02
Score
High intent + ICP match
03
Action
Assigned to BDR → meeting booked
outcome
CRM · Sales workspace
New high-intent account
Acme CorpScore 92 · High
Routed to: BDR — Maria L.
Meeting booked · Tue 10:00

Campaign Activation

Trigger ABM campaigns the moment intent signals are detected, reducing time-to-engagement.

ABMPaid MediaOutreach
ABM Campaign Triggered
01
Trigger
Hiring / growth signal
02
Activation
LinkedIn + Outreach + Retargeting
03
Outcome
Meeting booked / pipeline created
outcome
Channels activated
LinkedIn Ads
Email
Retargeting
Meetings
Pipeline created · 3 meetings booked

Expected Impact

What This Delivers

200–300 target accounts

Built across regions with full enrichment.

Consistent enterprise pipeline

Always-on motion, not campaign bursts.

Higher MQL → SQL conversion

Better targeting, sharper signals.

Faster deal velocity

Relevant engagement at every stage.

Marketing + Sales aligned

One team, one dashboard, one motion.

Execution Timeline

A realistic path to enterprise pipeline

Enterprise B2B campaigns take 3–4 months to design and launch, and Emergn’s sales cycle runs close to a year. This timeline reflects that reality — building foundations early, generating opportunities mid-cycle, and compounding pipeline and revenue over time.

01
Month 1
02
Month 2–3
03
Month 3–4
04
Month 4–9
05
Month 9–12+
Month 1

Foundations

  • ICP + target account list built
  • Sales & marketing alignment
  • Messaging, narrative & creative brief
Month 2–3

Build

  • Campaign assets & landing pages
  • Diagnostic + nurture flows
  • AI signal stack & data plumbing
Month 3–4

Launch

  • ABM + demand campaigns live
  • Events & partner activations
  • First wave of meetings booked
Month 4–9

Opportunities

  • Sustained engagement at target accounts
  • Qualified opps entering pipeline
  • Optimisation across channels
Month 9–12+

Pipeline & Revenue

  • Enterprise deals progressing through long sales cycle
  • Compounding pipeline from always-on engine
  • Revenue impact materialising

Proof

Why This Works

This approach is based on campaigns and programmes I've executed across enterprise B2B organisations:

+35%

Lead flow

Increased lead flow through AI-driven demand generation.

+15%

Deal size

Improved deal size through better targeting and sales alignment.

Scaled

Pipeline

Scaled pipeline through ABM, events, and partner-led initiatives.

Focused on revenue, not just activity

The finish line

From Strategy
to Revenue.

A focused, ABM-led and AI-powered approach to building a predictable growth engine at Emergn.

Hugo Faria