Kodex

About Kodex

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Kodex is the platform crypto exchanges, fintechs and telecom carriers use to manage law-enforcement and government data requests securely and at scale. Backed by Andreessen Horowitz and Y Combinator, Kodex sells into a young, fast-moving category where the buyers, legal and compliance leaders, sit inside a finite set of high-value accounts and are hard to reach through broad targeting.

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The Challenge

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- Reaching legal and compliance decision-makers in a category that is still being defined.
- Shifting spend from broad industry reach to named strategic accounts.
- Making marketing's contribution to pipeline visible and defensible.

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The Underdog Marketers Approach

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As Kodex's fractional demand gen and marketing ops partner, Underdog Marketers ran both halves of the engine as one system, ads create the signal, ops capture it, score it and route it to sales:

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🎯 Account-Based LinkedIn

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- Built a Clay-enriched target account list focused on legal-function decision-makers, Manager to CXO, across crypto, fintech and telecom.
- Ran a tested creative system across static, document, video, conversational and thought-leader ads, refreshed by vertical and funnel stage.
→ Outcome: click-through rates several times the LinkedIn B2B benchmark, with sustained coverage of the accounts that matter.

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🔍 Google, Reddit & CTV

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- Captured high-intent search demand around law-enforcement request workflows.
- Added Reddit and CTV aircover plus geo-targeted campaigns around industry conferences.
→ Outcome: a support layer that keeps Kodex present between account touches.

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⚙️ HubSpot Marketing Ops

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- Redesigned the lifecycle and deal stages into a clean, enforceable funnel that matches how the business actually sells.
- Built two-layer lead disqualification (HubSpot + Clay + ZeroBounce) screening every private-sector demo request for gov domains, free email and spam patterns.
→ Outcome: out-of-ICP requests filtered automatically before they reach a rep.

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📊 Attribution & Sales Alignment

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- Implemented ad-influence tracking, account-level scoring and dashboards that tie campaigns to created and closed pipeline.
- Passed ad-engagement signals into the GTM motion so reps know which accounts are warming.
→ Outcome: every budget conversation backed by data instead of assumption.

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Results

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- Consistent growth in marketing-influenced pipeline, measured against a defined target-account list.
- Improving pipeline generated per ad dollar as targeting tightened.
- Cleaner pipeline reporting from a redesigned lifecycle and deal model.
- Higher-signal inbound, with out-of-ICP demo requests screened automatically.
- Sustained, role-precise coverage across the strategic account list.

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Specific figures are withheld at the client's request. Influence reflects tracked ad delivery and engagement against a defined target-account list, plus first-touch and campaign attribution in HubSpot.

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What the client said

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"I've worked with a lot of consultants over the years, and Eugene is a stand-out. He doesn't operate like a typical external consultant who drops in for a meeting and disappears until the next check-in. He embeds. He was in our Slack from day one, responding to questions in under five minutes… He's also genuinely AI-first."

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Stacey Wang
Former Head of Marketing, Kodex

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