THE BUYING GROUPNorthwind
Six people decide. Two haven’t heard of us.
PERSONROLE IN DEALENGAGED
David Okafor · CFOEconomic buyer
Rachel Kim · COOChampion
Sam Ortiz · VP ClaimsUser
Dev Osei · CIOEvaluator
Nina Park · Head of DataSkeptic
ProcurementGatekeeper
Gap: Nina and procurement. Week 3 targets both with the data-quality brief.
ABM · ARDEN MUTUAL02 / 03
SIX WEEKS, EVERY CHANNELNorthwind
One story, told in the right order.
WK 1WK 2WK 3WK 4WK 5WK 6
LinkedIn adsLeakage ads to 42 peopleCase study retargeting
EmailCFO note + guideData-quality brief to Nina
EventCFO dinner, Chicago
SalesMeetings with Rachel, Dev
GOAL
First meeting with the CFO
SIGNAL
Rachel shares the guide internally
BUDGET
$18K across six weeks
ABM · ARDEN MUTUAL03 / 03
