Our three seats: me running demand gen, our MDR turning engagement into conversations, and you setting the goals. Below is how we pass the baton, what I'd ship each month, and the ABM, events and ads plan behind it. The tracker opens in Google Sheets, one click away.
Priya is a sample buyer: Head of Privacy at a Canadian insurer. Watch who on our team moves her forward at each step.
Demand gen creates the interest, the MDR turns it into conversations, and you set the direction. The hand-offs are where pipeline gets won or lost, so they're written down.
| Program | Me · Demand Gen | MDR | Tyler · VP Marketing | Hand-off rule |
|---|---|---|---|---|
| Webinars | Topic, speakers, page, promo, live run, recording | Calls/emails attendees within 24 hrs | Approves topic + speaker | Attendee list in HubSpot within 2 hrs of the session |
| Content + email | Guides, nurture, promotion, syndication | Personal touch on high-intent downloads | Sets the quarterly theme | Download + 3 pages visited = MDR task |
| ABM pilot | Account lists, research, pages, ads, materials | 1:1 outreach to the buying group | Picks tier 1 with sales | Account score 60+ = MDR works it this week |
| Events | Promotion, pre-event ads, booth content, swag | Books meetings before + after | Picks the events, owns budget | Badge scans tagged by tier in 48 hrs |
| Inbound | Forms, routing rules, demo page | Replies within 1 business hour | Sets the SLA | Demo/pricing request = instant alert |
| Case studies | Sources, interviews, approvals, rep assets | Uses them in sequences | Signs off final | 1 per quarter minimum |
| Reporting | Leads, MQLs, pipeline by program | Meetings, conversion, what buyers say | Decides where budget moves | Monthly, with one recommendation |
Each month has one theme, the campaigns that run, what gets shipped, and the number we watch. Tap a month. Sample dates assume a December start.
Who we go after, how we know an account is warming up, what we do at each stage, and who does it. Built with the MDR, reviewed every two weeks.
| Role | Cares about | Our message |
|---|---|---|
| CPO / DPO | Audit, regulators | Audit-ready outputs for HIPAA, GDPR, CPRA, PCI-DSS |
| CISO | Where data goes | Runs in your VPC, no third-party processing |
| Head of Data / AI | Speed, data quality | Use your best data in AI, still useful after redaction |
| Procurement / CFO | Cost, effort | Stop maintaining DIY scripts |
LinkedIn ads that speak to one company's team: "Manulife's AI team is about to hit a data wall." Small budget, very high relevance.
Their industry, their regulators, their likely use cases, and a 30-minute data review offer. Live examples below.
An interactive demo per persona (privacy, security, AI), so buyers get the "aha" before they ever book a call.
A printed "case file" mailer to tier 1 CPOs, with a QR to their account page. Tracked: did they scan, who visited after.
8 to 10 privacy and AI leaders in Toronto and NYC. Off the record, no pitch, one great host. Relationships first.
When a past user moves to a new company, they get a warm "congrats" and a reason to bring us in.
"How regulated teams govern sensitive data in AI": a short survey turned into a report the buying group wants to read.
Guest spots on privacy podcasts and newsletters for Patricia and the team, so buyers have "seen us everywhere" before we reach out.
One template, a different page for every tier 1 account. Each has its own link, so we know exactly who visited. Open them:
Samples to show the format. Companies chosen because they aren't on Limina's public customer list; nothing has been sent to them.
| Stage | Signal that moves it | Tier 1 play | Tier 2 play | Tier 3 play | Owner |
|---|---|---|---|---|---|
| Target | Fits the ideal account | Account brief + page built | Industry page | Added to webinar list | Me |
| Aware | Ad impressions, page visits | Account-named ads | Industry ads | Persona ads | Me |
| Engaged | 2+ people visiting, content download | Case file mailer | Industry case study | Nurture email | Me |
| Hot (score 60+) | Pricing page, webinar attended, repeat visits | MDR 1:1 + dinner invite | MDR sequence | Move to tier 2 | MDR |
| Meeting | Discovery booked | AE + MDR call | AE call | AE call | MDR → AE |
| Opportunity | Use case + data + timeline confirmed | Sales owns. Marketing keeps the buying group warm with proof (cases, product tour, security pack). | AE | ||
Inspired by how Exit Five sponsors win events: show up for months before, speak without pitching, run ads to attendees with no offer, and give people something to talk about. Here's the version for privacy and security events.
Three campaigns run all the time on LinkedIn, plus event and ABM bursts. Every ad has a UTM, every click is tied to an account in HubSpot.
| Campaign | Audience | Format | Offer | Goal | Budget share (sample) |
|---|---|---|---|---|---|
| Always-on awareness | CPO, DPO, CISO, Head of AI · banks, insurers, health, pharma · 1,000+ staff | Thought leader ads (Patricia's posts), single image | No offer: point of view | Reach the buying group | 25% |
| Webinar + guide | Same, plus website retargeting | Lead gen forms, document ads | Webinar seat, guide download | Leads + MQLs | 40% |
| ABM tier 1 + 2 | Matched account lists from HubSpot | Account-named single image, conversation ads | Account page, data review | Engaged accounts, meetings | 25% |
| Event bursts | Event attendee + location targeting | "See you at…" image | None | Booth visits, meetings | 10% |
One webinar a month, one case study a quarter, and every piece cut into assets the MDR and sales can actually use.
Run sheet for each: T-28 page live, T-21 ads, T-14 MDR invites, T-1 reminder, T+1 recording, T+1 MDR calls.
Goal: 3 published by month 6 (sample).
Tracked: which assets get used in deals.
The measures from the job post, as a funnel with targets we'd agree on in month 1. Illustrative numbers to show the shape, not Limina data.
A 5-line Slack update to Tyler and the MDR: leads, MQLs, meetings, what's live, what's blocked.
One-page report: pipeline by program, cost per lead and per meeting, and one recommendation on where to shift effort.