Budget: $20k

Allocation:

• 50% TOFU
  • $10k awareness budget
• 50% BOFU
  • $10k performance budget

Two-Part Strategy

<aside> 1️⃣ Build awareness and a retargeting list via Thought Leader Ads. We’ll use existing content to get started and then look to build a pipeline of new posts to use for future ads.

These ads will be targeted to anyone in our Active Outbound List.

</aside>

<aside> 2️⃣ Serve Demo Request ads to both our Retargeting Audience and anyone in the Active Outbound List.

These ads will be both Single-Image and Conversation Ads

</aside>

Execution

TOFU

Goal:

• Build awareness of float with our ICP
• Build a retargeting audience

Ad Type:

• Thought Leader Ads

Audience:

• Active Outbound List

Initial Ads

• Click me
• Requests for future ads

BOFU