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Why Choose an Underdog
I’ve been where you are. Running demand gen lean and under pressure to deliver pipeline. Over the past 10+ years I’ve worked with B2B tech and SaaS startups, spent time at two agencies, and led demand gen in-house at a Series A startup where every lead and every dollar mattered. In the last two years, I’ve also consulted with 5–6 early stage startups, helping them build demand gen, paid, ABM, and ops foundations from the ground up.
Because of that, I don’t just push out ads. I spend more time thinking about why your prospects should care about your solution in the first place. I research the market landscape and think through how to outwin larger competitors you can’t beat with budget alone. I also connect the dots between demand gen and marketing ops — so campaigns, tracking, automations, and reporting all work together. Most of my clients tell me they love having one partner they can lean on instead of juggling multiple hires or agencies until they’re ready for full-time roles or a bigger team. And I try creative things that are not always conventional. For example, I’ve tested AI generated ads without strict brand rules and saw higher CTRs than polished creative.
I don’t promise guaranteed results — no one can. What I do promise is clear hypotheses, structured testing, and finding out what actually drives pipeline for you and what doesn’t. From my experience, paid programs take off when product market fit is strong and they flop when it’s not. If anyone guarantees you results, I’d say run away 😉
The Underdog approach
Focused + Layered Channels
We double down on one primary channel that aligns with your sales motion (for example, LinkedIn often works well for larger ACV products). Alongside that, we add one or two supporting channels for top of funnel reach and retargeting to build audiences and increase frequency.
Move Fast, Test Hypotheses
We don’t just launch ads. We move quickly to build and test clear hypotheses around messaging, targeting, and creative — so we can see early what drives pipeline and what doesn’t.
Full-Funnel Strategy
Every engagement is designed to cover the entire funnel — from awareness, to education, to conversion. The exact plays (thought leadership ads, content campaigns, demo offers, etc.) depend on your goals and sales motion
Ops-Driven Execution
We make sure the ops side connects the dots. That means nurturing leads with the right workflows, passing alerts to sales when someone books a demo or shows intent, and building reporting that ties spend to deals and closed-won revenue.
Transparent Partnership
Biweekly 30 minute calls, async Slack updates, and a flexible 2 week cancellation notice.
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Frequently Asked Questions
What services do you offer?
We offer a range of services including web design, branding, and digital marketing solutions.
How much does it cost?
Demand Generation Retainer: $4,000/month — covers campaign strategy, execution, reporting, and up to $10k in ad spend.
Ops Support: Included with demand gen (not offered as a standalone service). Work across HubSpot, Zapier, Clay, and other key tools is billed at $150/hour.
Which ad channels do you manage?
Predominantly Google, LinkedIn, and Meta. We also run campaigns on Twitter and Reddit for specific audience segments.
What is included in ops support?
Ops support is built into our demand gen engagements. This usually includes:
• HubSpot automation and reporting (workflows, lead scoring, dashboards)
• Ad platform integrations and offline conversions
• Tools like Zapier and Clay for automation, enrichment, and routing
• Marketing dashboards tied to pipeline outcomes
Do you do ABM?
Yes. I keep it simple — LinkedIn ads, HubSpot target accounts, Clay for enrichment, and custom lists of contacts or companies. We run 1:1 or 1:industry plays with personalized ads, landing pages, and messaging, then pass insights like site visits and ad engagement to sales so they can outbound the right accounts and close them over the long term. ABM is a sales-led motion with marketing support.
Do you do creatives?
No. I usually work with your in-house designer, or I can connect you with great design contractors from my network. I create the ad brief and messaging so the creative hits the mark.
How do you recommend allocating budget?
For a $10k/month spend, we recommend focusing most of the budget on one primary channel that aligns with your sales motion — for example, LinkedIn is often effective for larger ACV products. Alongside that, we usually add one or two channels for top of funnel and retargeting, to build audiences and increase frequency. If you’re new to ads, we build hypotheses and test channels based on your audience and our experience with early stage startups.
How long before we see results?
For higher ACV sales cycles, paid programs need runtime to prove ROI. That said, leading indicators like CTR, CPL, demo conversions, and pipeline velocity usually show up within the first 2 months.
How do we communicate?
Biweekly 30 minute calls to stay aligned, plus async access on Slack for quick updates and questions.
We love partnering with amazing marketing leaders
Let’s chat demand gen and marketing ops.
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