trawa.

Marketing plan · 16 Aug – 15 Dec 2026

Getting marketing at trawa Series B ready by end of year

2,000 MQLs and €23M pipeline by year end. The larger half still has to be generated between now and December.

Owner Zoe

Targets 2,000 MQLs · €23M pipeline sourced · €1.5M revenue sourced

Where we stand

The thesis

More volume and better conversion, both in place before the Q4 window.

Pipeline

€15.1M sourced YTD against a €23M year, on a €2.0M-per-month run rate, and 80% of the open pipeline was created this year. H2 has always carried the year — 80% of signed revenue in 2024, 82% in 2025 — so the larger half of the €23M still has to be generated in the next four months.

Conversion

From this quarter MQL→SQL is targeted by intent instead of one flat number: 75% for high intent (a contact request), 50% mid, 25% low. Today those run at 29%, 13% and 5%. High intent has moved — 48% in the last 30 days — mid and low have not, and they are 61% of all MQLs.

MQLs · YTD (input metric)

957

48% of 2,000season-adjusted 1.22×

Season curve says ~785 by now → implies ~2,400, if the H2 ramp repeats.

Pipeline sourced · YTD

€15.1M

66% of €23M659 deals

Deals created in 2026, capped at ≤100 GWh. Q3 is at 250 of the 270 opportunities the ramp plan asks for, at half time. Marketing carries 1,527 of the company's 7,487 GWh in Q3.

Revenue sourced · YTD

€375k

25% of €1.5M62% of the year gone

H1 is historically only ~19% of the year → season-adjusted 0.94×, on curve. 19 wins · 98 GWh.

Metric	Q1	Q2	Q3 (16 Aug)	YTD	Year-end target	Read
MQLs	257	573	127	957	2,000	H2 ramp must repeat
MQL→SQL (by intent)	—	—	24%	29 / 13 / 5%	75 / 50 / 25%	Targets by intent tier — new this quarter
Pipeline sourced (≤100 GWh)	€3.24M	€7.50M	€4.38M	€15.1M	€23M	Ramp plan level held into Q4; current pace points to €27M
Revenue sourced (closed won)	€243k	€23k	€108k	€375k	€1,500k	On plan — H1 is historically only ~19% of the year

Pipeline target = the ramp plan carried into Q4 (1,527 GWh/quarter ≈ €5.8M at €3,813/GWh) on top of €10.7M booked in H1. Counting: first touch, closed won, incl. webinar, referral only via friends-refer-friends, all pipeline capped at ≤100 GWh per deal — five deals worth €2.9M sit above the line and are excluded throughout. Derivation in the Notion audit.

Spend vs. pipeline

Marketing spend YTD: €[to add] against €15.1M pipeline sourced — €[to add] of pipeline per euro spent. Cost per MQL and its development over the year are in the appendix.

How the €1.5M is reached

€375k is signed. €1,125k has to come out of the open pipeline before 15 December. All figures on the ≤100 GWh basis.

Open marketing pipeline	Deals	Value	Read
Close date Aug–Dec 2026	180	€5.70M	≤100 GWh basis, median €7.2k
— of which Offering stage or later	77	€2.97M	Where the year is decided
— of which the 12 largest deals	12	€2.84M	Half the pipeline sits in twelve names
Excluded above 100 GWh	5	€2.90M	Not attainable — not counted anywhere

At the 2026 win rate to date

€382k

6.7% by value (€375k won vs. €5.23M lost this year). The year would land near €757k. This is the do-nothing case.

Required for €1.5M

20% by value

€1,125k out of the €5.70M — roughly 3× the win rate we have run at, or four of the twelve largest deals landing.

Stage-weighted forecast

€1.57M

Standard stage probabilities on the same pipeline. Optimistic against our actual close behaviour, but it shows the target is inside the pipeline, not beyond it.

What we do with this

€1,125k out of €5.70M needs 20% by value — three times this year's rate. Pillar 2 is built to lift exactly that rate: nurture, retargeting, webinars and website CRO, measured per intent tier. Pillar 1 keeps new pipeline coming in behind it. And the twelve largest deals, half the value, get worked deal by deal with sales through the weekly — not as an average.

PWThe room will ask

The 3x has no bridge

This is the load-bearing section of the whole deck, and if I were in that room this is where I would push. €1.5M needs 20% by value against a 6.7% run rate. That is 3x, and the deck states the jump without sizing how nurture, retargeting and CRO add up to it. Two fixes, both with material you already have:

1. Frame it as scenarios. Do-nothing lands €757k (you already show this). Base case with the conversion machine live lands somewhere you should name. €1.5M is the stretch, with the conditions that make it true written next to it. One target that quietly requires 3x invites the CFO to do the division for you.

2. Lead with the countable path. Four of the twelve largest deals equal the entire gap. Twelve names, worked deal by deal with sales in the weekly, is a plan a leadership team can believe and check. A tripled win rate is not. You have both elements on this page; move them to the front of the argument.

PWOutside view

20% is the market average. Use that.

I checked your numbers against published benchmarks, and this one flips in your favour. The Ebsta/Pavilion 2025 GTM benchmark (655k opportunities, $48B of pipeline) puts the average B2B win rate at 19%. Your 20%-by-value requirement is not a heroic number; it is roughly the market average, and this year you closed at a third of it. So reframe the slide: not we need 3x our rate but we need to stop closing at a third of the market average, and here is why we did: 42-day lead response, 108 uncontacted leads a month, SQL never stamped. All things you have already fixed.

The honest caveat to carry with it: published lifts from nurture, retargeting and CRO run 20-70% relative, and they act with a lag of one sales cycle, so most of what closes in Q4 entered the pipeline at the old quality. I found no published case of a win rate tripling in one quarter. One more reason to hang the €1.5M on the twelve named deals rather than on a rate.

Sources: Ebsta × Pavilion 2025 GTM Benchmarks · Forrester/DemandGen nurture lift data

Secure the budget, build conversion, push outbound

Pillar 1 secures the paid budget, pillar 2 builds the conversion lever, pillar 3 pushes the four outbound campaigns. Only the conversion lever is built from scratch; everything else runs on channels that already exist.

Secure the Q4 paid budget

Q4 budget for Paid Search and Paid Social in place before W38. Approved in October it arrives after the auction has priced in Q4 demand.

Paid carries 820 of the 1,527 GWh marketing owes in Q3 — Paid Search 545, Paid Social 275. Over half the quarter target sits in two channels that stop the moment the budget does.
Paid Search carries ~50% of MQL volume and produced 12 of 19 signed wins. Its weekly ramp runs from 23 GWh in W27 to 85 in W37 — that shape only holds if the spend behind it holds.
Paid Social holds €611k of open pipe but no wins yet. It is in the budget with a review point, not a free pass.
The 2025 Oct/Nov peak was driven by spend: impressions ×8 from Jan to Oct. Repeating the peak requires repeating the spend. Sizing: 2025 Sep–Dec as floor, plus Bing and per-territory query coverage.

Commitments

Q4 budget proposalfollows separately

Paid Search live fromW38

Q4 MQLs (Oct–Dec)≥ 900

Cost per MQL≤ €700

Paid Social review30 Sep — first wins or reallocate

OwnerPhilipp · Zoe (total & result)

Build the conversion lever

The portfolio's first conversion lever, built on both ends of the funnel: website CRO on the way in, nurturing and retargeting on the way through, webinars and in-funnel campaigns to convert what is already there.

Intent tier	MQLs YTD	MQL→SQL	Target	Last 30d
High (contact request)	297	29%	75%	48%
Mid (solution focused)	292	13%	50%	4%
Low (problem focused)	180	5%	25%	0%

The gap

61% of MQL volume is mid and low intent, converting at 13% and 5%. The process fixes lifted high intent from 29% to 48% in the last 30 days; mid and low did not move, because nobody works them twice.

What we build

Nurture + retargeting. Simon defines which prospect needs what, when — content per funnel stage and industry. Zoe and Philipp build the flows, Furkan takes them over from mid-October. Retargeting runs on the same segments.
Webinars & in-funnel campaigns, owned by Anne-Laura. Webinars keep running — the €189k win came from one — plus special campaigns for companies already in the funnel.
Website CRO: 2.6% → 3.5%. One point of conversion is ~65 leads a month at zero media spend. Key events are up 95% since the exit-intent popup and secondary CTAs I shipped. An external CRO & tracking contractor, one day a week under Philipp, works the whole site and the GA4/GTM events behind it.

Tier figures are contact-level; SQL was not stamped consistently before this quarter, so the last 30 days are the clean read.

Commitments

Nurture v1 liveby 30 Sep

Retargeting liveby 31 Oct

Webinars & in-funnel campaignsongoing · Anne-Laura

CRO contractor engagedby 30 Sep

Website CR2.6% → 3.5%

Mid + low intent re-engaged≥ 300 MQLs

MQL→SQL by intent tierat target by 14 Nov

Get the four outbound campaigns converting

Four campaigns are running right now — cold mail plus calling, the year-end campaign (YEC) against closed-lost, ABM and the Industriestrompreis letters. All pipe-gen without new budget, all still unproven, all gated on 14 Nov.

Campaign	Q3 plan	Sent so far	Status
Outbound mail + calling (per territory)	60 GWh	[# mails]	T1 sending since 13 Aug, batch by batch; SDRs calling on top. No conversions yet
Year-end campaign (YEC)	100 GWh	[# accounts]	Running against closed-lost and inactive deals
ABM	400 GWh	[# accounts]	First paid lead 6 Aug; SDR handover fields still missing
Industriestrompreis letters	690 GWh	[# letters]	Letters going out

Together these carry 1,250 GWh of Q3 plan — comparable to everything the paid and inbound channels owe combined. ABM and Industriestrompreis sit under Growth in the ramp plan; the execution runs through marketing.
They address the same segment as Paid Search without auction cost. Six weeks is enough to establish whether they produce, and none of them carries the base plan until it does.
Outbound runs per territory: T1 is live now, the next territories follow — lists and copy ready by 30 Sep. The YEC pushes through to December, so whatever clears the gate scales into the peak without a cold start.

Commitments

ABM handover fields liveby 30 Sep

Outbound reply ratetarget ≥ 3%

First conversionsby 30 Sep

Next territories: lists & copyready by 30 Sep

Gate14 Nov — promote or park, each

OwnersPhilipp (outbound · ABM · ISP) · Simon (YEC)

Foundation

Only the items that unblock the three moves. Each has a pipeline reason.

Deal Source at creation is done — filled on every new deal since August, first touch as the rule. Still open: source values for ABM, outbound mail and Industriestrompreis, so pillar 3 wins are traceable. No attribution system gets built this year; the GA4 key events get completed by the CRO contractor.
Personas consolidated — 6+ competing artefacts exist. Unblocks ABM handover and campaign speed.
Referral programme gets a status and an owner. Under the new counting rule it is the only route by which referral revenue counts as marketing. 250+ existing customers.
Nothing slips through: every MQL gets contacted and followed up until it moves forward or is disqualified — the routing and follow-up automations make that the default, not a manual sweep. Philipp until mid-October, then Furkan.
Minimum hygiene: contacts on won deals corrected, test deals excluded. Without it the funnel views are wrong.

Counting basis

Attributionfirst touch

Revenue sourcedclosed won

Referralfriends-refer-friends only

Commitments

Personas consolidatedBlock 1

Referral owner namedby 30 Sep

Source values ABM / outbound / ISPBlock 1

PWThe room will ask

Two gates the room will poke

The 75/50/25 targets have no derivation on the page, and mid intent ran 4% in the last 30 days. Committing to 50% by 14 Nov is a cliff, and you will be measured against it. Commit hard to the machine (nurture live 30 Sep, retargeting live 31 Oct, every MQL worked) and to leading indicators, then set the tier targets at the 30 Sep review with four weeks of clean data behind them. You even say yourself the clean measurement only starts now; let the targets inherit that honesty.

The 30 Sep proof points may be structurally unpassable. First wins for Paid Social and first conversions for outbound within six weeks only work if your sales cycle is shorter than six weeks. If it is not, the gate fails on physics, not on performance. Gate 30 Sep on replies, SQLs and meetings; keep revenue for 14 Nov.

PWOutside view

The tier targets against the benchmarks

75% on high intent is defensible. Published demo-request-to-SQL bands run 50-80% for high-ACV deals, and you are at 48% after the process fixes. Say that in the room: a target inside the published band, with visible momentum, is credible.

Mid and low are a different story. Scored and low-intent MQLs benchmark at 5-13% MQL→SQL almost everywhere I looked; your targets ask 50% and 25%. Nothing published gets there with any lever. Either your tiers mean something stricter than the market means by MQL (then define that on the slide), or these targets come down when you set them at the 30 Sep review.

Two of your numbers the benchmarks bless; wear them as armour. 3.5% website conversion sits between the B2B median and the top quartile, and €700 per MQL is at the generous top of the published enterprise cost-per-lead band.

Sources: demo-request conversion bands · FirstPageSage MQL→SQL by industry · B2B website conversion benchmarks

Where the pipeline comes from, channel by channel

The ramp plan splits the 1,527 GWh of pipeline marketing owes in Q3 across channels. Two channels carry more than half of it, and the four campaigns in pillar 3 add another 1,250 GWh on top. The plan ends at W39 — the Q4 split does not exist yet and is a Block 1 deliverable, produced with the budget proposal, since the two decide each other.

Channel	Lever	Q3 plan ramp	Share	Open pipe	Signed YTD	Role
Paid Search	Pipe	545 GWh	36%	€1.18M	€127k (12)	Carries MQL volume and the win base
Paid Social	Pipe	275 GWh	18%	€611k	— (0)	Pipeline but no wins yet; review 30 Sep
Direct / Brand	Pipe Brand	217 GWh	14%	€163k	—	The read-out for brand, since brand is not measured directly
Events	Pipe	210 GWh	14%	€772k	— (0)	H2 fully booked (AMB, GDACon, FMB, Motek, BVL, BrauBeviale); remaining lever is follow-up → pillar 2
Organic / SEO	Pipe	120 GWh	8%	€98k	€59k	Rare but large wins; 4 of 6 money pages open — CRO works the same pages
Year-end campaign (YEC)	Conversion	100 GWh	7%	—	—	Closed-lost and inactive deals → Pillar 3
Outbound mail + calling	Pipe	60 GWh	4%	—	—	Sending, not yet converting → Pillar 3
Webinars	Conversion	—	—	€405k	€189k (1)	Largest single revenue source of the year; not in the ramp plan → pillar 2, plus campaigns for in-funnel companies
Nurturing	Conversion	—	—	—	—	Does not exist yet; Pillar 2 builds it
Marketing total		1,527 GWh	100%	€3.37M	€375k	20% of the company Q3 plan (7,487 GWh)
ABM · Industriestrompreis	Pipe	400 · 690	—	—	—	GWh count toward Growth's ramp targets, not marketing's 1,527. Execution runs through marketing → pillar 3; they get their own Deal Source values in Block 1 so wins stay traceable
Q4 (W40–W52): not yet split by channel. Built in Block 1 — the season peak sits in it, so the split and the budget have to be decided together.

Lever: Pipe = generates new pipeline · Conversion = converts demand we already have · Brand = awareness, read through the pipe channels. Bet = not yet proven, not counted in the base plan. Q3 plan = ramp plan GWh per lever (W27–W39); the plan file ends there. Open pipe = open deals, new customer, ≤100 GWh, contract start 2027 — a snapshot, not the same figure as pipeline created. Of €21.6M total, marketing holds €3.37M; Partnerships €8.33M and outbound cold calling €6.0M.

PWOutside view

Three fact-checks from outside the building

1. The Industriestrompreis letters have an eligibility catch. The relief is real and the timing is right (rules published May 2026, BAFA applications from early 2027, so companies are in prep mode now). But eligibility is restricted to the energy-intensive, trade-exposed sectors on the KUEBLL list: steel, chemicals, glass, paper, foundries. Most of the broad Mittelstand base is not eligible. Before 690 GWh hangs on this campaign, check the mailing list against the eligible-sector list. And consider that the broader relief package (the Stromsteuer cut and the €6.5bn grid-fee subsidy) touches your whole customer base and is already trawa content; that may be the stronger letter.

2. Your W38 budget argument holds up; arm it with numbers. Published Q4 paid auction inflation runs 20-40%, and bidding algorithms need one to two weeks of learning after a budget change. Put both on the slide: they turn a request into a mechanism. Small bonus: CPCs often dip mid-December as advertisers exit while buyers keep researching.

3. The H2 story has a mechanism; argue the mechanism. German commercial supply contracts typically start 1 January with a three-month notice window, so tenders cluster in autumn by construction. That argues your case better than history shows 80%: the 80% is an internal number nobody outside can check, but the contract mechanics nobody can argue with.

Sources: IHK on the Förderrichtlinie · eligibility scope · CPC trend data · Gewerbestrom notice periods

Timeline: 16 August to 15 December

Three blocks with two review points, 30 September and 14 November. All targets are broken down to weekly numbers and tracked continuously; the reviews are where we re-decide. The plan runs to 15 December.

Block 1 · 16 Aug – 30 Sep

Secure budget, set the system up

Quantitative

Q4 paid budget in place before W38
Q3 revenue sourced ≥ €250k
Tiered MQL→SQL live and reported per intent tier

Qualitative

Q4 OKRs set
Q4 ramp split by channel, alongside the budget proposal
Nurture v1 live, webinar and in-funnel campaign plan set
Q4 messaging and enablement briefed to Simon
CRO contractor engaged, page baselines set, GA4 key events completed
Outbound converting · ABM handover live
Personas consolidated · referral owner named
Events & generalist hire in process

Block 2 · 1 Oct – 14 Nov

Run the season peak

Quantitative

Oct + Nov MQLs at 2025 season share
Pipeline sourced YTD ≥ €21M
Cost per MQL ≤ €700
Each intent tier at or above target for 4 weeks
Revenue sourced tracking the 2025 season curve

Qualitative

Nurture running across funnel stages and industries · retargeting live
CRO changes shipped, website CR trending to 3.5%
Webinars and in-funnel campaigns delivered
Outbound & ABM gate decided in writing
New hire onboarded and producing

Block 3 · 15 Nov – 15 Dec

Close the year, set up 2027

Quantitative

MQLs ≥ 2,000
Pipeline sourced ≥ €23M
Revenue sourced ≥ €1.5M

Qualitative

2027 plan and budget drafted
Q1 2027 backlog set
Team set up to carry it without me in every loop

The team

Setup for Q4

Marketing lead

Zoe

Owns pipeline, ambition level and total budget. Owns nurturing and events until the events hire is onboarded.

Paid & growth

Philipp

Paid Search & Social, allocation inside paid, outbound & ABM. Growth associate and the CRO contractor report here.

Pillar 1 Pillar 3

Brand & website

Anne-Laura

Grows into owning the website and brand — builds pages herself and takes the site off the external partner step by step. Owns webinars and in-funnel campaigns, keeps pushing content and LinkedIn.

Conversion Brand Pillar 2

Product marketing

Simon

Positioning and messaging, personas consolidation, the YEC. Defines which prospect needs what content when — nurture across funnel stages and industries — plus campaign messaging and late-stage sales material. Steered by Zoe, via Tim until end of probation.

Pipe Foundation

Reports to Philipp · signed, full-time from mid-Oct

Growth associate (Furkan)

Builds the automations: routing leads to the SDRs, making sure every lead gets worked, and keeping tracking correct. Carries the HubSpot hygiene package.

Conversion Foundation

Reports to Philipp · contractor, ~1 day per week

CRO & tracking

Conversion across the whole site — forms, CTAs, popups, campaign landing pages and the money pages — plus the GA4 and GTM events behind them. Works with Philipp on paid landing pages and tracking. Time-boxed, not headcount.

Conversion Foundation Pillar 2

Reports to Zoe · open role, L2 · hiring now

Marketing generalist & events

Events end-to-end plus campaign execution. Adds the follow-up capacity Pillar 2 depends on. Onboarded in Block 2.

Pipe

How marketing scales output

Team SLAs · developed with the team, set as ours

Lead time kick-off → output−30%

Topics open at the same time7 → 4

Max duration per milestone2 weeks

Weeklydecisions and milestones, not status

Dailyno 1:1s, no generic check-ins

Before a new topic startsscope check: purpose, who is needed, V1 or V2+

Good enough → out, test, measure. Set in Block 1, reviewed on 30 Sep and 14 Nov.

Who decides what

Priorities currently form in one-to-ones. Each one is right on its own; in sum nobody sees the total load or the dependencies — secondary CTA, money pages and GTM events all arrived that way. Direction and goals come from Tim; sequence and utilisation are mine.

Order when the load is too high

Cut first. Then standard: v1 within days from the information we already have, depth only where money, contract risk or external exposure is involved. Then the weekly on numbers and decisions. Capacity last — headcount is never the first answer.

Deliberately not doing

Three moves, one foundation, one hire to onboard and a season peak to run — with four people, one associate and one day a week of external CRO and tracking. That is why this list is as long as it is.

New brand topics & KPIsWe keep posting on LinkedIn and keep the brand tracking we have. No new brand topics or KPIs before January.

Competitive intelligenceLast review was 2025. Not pipe generation, so it waits until January.

InternationalisationPaid Search AT holds this year through the taskforce setup. A proper build is 2027.

New channelsPodcasts, video, executive roundtables, employee advocacy, third-party listings — evaluated, parked. Nothing new before 15 December.

The commitment

Commit to €1.5M, play for more.

Volume and conversion move in parallel: buy the peak, push outbound, and build the conversion lever the portfolio has never had. Everything outside pipeline generation stays deliberately minimal this year. The €1.5M is inside the pipeline — it is reached by converting it. The Q4 paid budget proposal follows separately.

Appendix · Spend and efficiency

	Q1	Q2	Q3 (to date)	YTD
Marketing spend	€[ ]	€[ ]	€[ ]	€[ ]
Cost per MQL	€[ ]	€[ ]	€[ ]	€[ ] · guardrail €700
Pipeline per € spend	€[ ]	€[ ]	€[ ]	€[ ]

Auction prices rise into Q4 — cost per MQL is steered against the €700 guardrail, not against its own history. Figures to be filled from the budget sheet.

PWPolish

Scrub the AI varnish

Both decks read machine-polished in places, and by now every leadership team has learned the pattern. The unfair part: when people spot the varnish they discount the thinking underneath, and the thinking here is real and yours (the numbers, the gates, the counting rule). So scrape the varnish. The tells, loudest first:

1. The “X, not Y” construction. The single strongest tell, and it is everywhere: decisions and milestones, not status · time-boxed, not headcount · a snapshot, not the same figure · deal by deal, not as an average · headcount is never the first answer. Once per deck it lands. Ten times it reads generated. Keep your best two, rewrite the rest as plain sentences.

2. Long-dash density. Every third sentence is stitched with a long dash. Replace most of them with a period or a comma. Short sentences read more senior anyway.

3. A slogan on every slide. That changes now. The harvest is in H2. Blinders on. Commit to €1.5M, play for more. 90% and live beats 100% and late. Each one is fine alone. Together they read like a keynote written by a model. Keep the one or two you would actually say in the weekly, cut the rest.

4. Perfectly symmetrical bullets. Every list is a bold lead-in, a period, an explanation of the same length. Real writing is lumpier. Vary the shape or drop the bold.

The test that works: read a section out loud. Anything you would not say to the team in the weekly gets rewritten in the words you would use. Keep every number, cut half the adjectives. The plan is yours; make the language yours too.

trawa.

Marketing · 16 Aug – 15 Dec 2026

How we hit 2,000 MQLs and €23M pipeline by year end

This is the plan until 15 December: what we go after, who owns what, and how we work.

Our targets 2,000 MQLs · €23M pipeline sourced · €1.5M revenue sourced

Reviews 30 Sep · 14 Nov

What we've already built this year

Worth saying out loud before the push: this is what the same team looked like twelve months ago, and where it stands now.

	Before	Now
MQLs	495 in the full year 2025	957 by mid-August — 1.9× the whole of 2025, with the strongest months still ahead
Pipeline sourced	—	€15.1M · 659 deals — every sixth euro of trawa's open pipeline is marketing-sourced
Ramp plan	—	250 of 270 Q3 opportunities — at half time
Lead attack time	42 days (April 2026, first measured)	2.2 days, high-intent leads in ~30 minutes
Leads not contacted	108 per month (spring 2026, first measured)	5
Website	Aug 2025: [CR to be added]	Key events +95% on 18% more traffic — exit-intent popup and secondary CTAs are converting

And the single biggest marketing win of the year — €189k — came from a webinar we ran ourselves.

Five things we act on until December

The harvest is in H2 — and we're walking into it stronger than ever

H2 carried 80% of signed revenue in 2024 and 82% in 2025. Buying decisions in our market cluster in autumn, and this year we enter that window with more pipeline, faster response times and more channels live than trawa has ever had.

We have the budget to push through the peak — and we keep pushing even if MQLs get more expensive in the Q4 auction. Paid Search and Paid Social carry over half of our Q3 pipeline target.
Events H2 is fully booked: AMB, GDACon, FMB, Motek, BVL, BrauBeviale.

We don't just generate — we convert

Sales moves the deals — our job is that every lead is worked and warmed until it is deal-ready. MQL→SQL is now targeted by intent — 75% high · 50% mid · 25% low — and today mid and low intent, 61% of our volume, mostly go nowhere after the first touch. That changes now:

Nurturing goes live in September. Simon is the brain behind it — he defines which prospect needs what, when, and writes the content per funnel stage and industry. Zoe and Philipp build the first flows; Furkan takes them over from mid-October.
Retargeting live in October, against the same segments.
Nothing slips through: every MQL gets contacted and followed up until it moves forward or is disqualified — the routing and follow-up automations make that the default.
Webinars and in-funnel campaigns — Anne-Laura owns them: webinars keep running (the €189k win came from one), plus special campaigns for companies already in our funnel, built to help them convert.
Website conversion gets a specialist — an external CRO & tracking contractor, one day a week, working with Philipp. Target: 2.6% → 3.5%, which is ~65 extra leads a month on today's traffic alone.

Outbound aggression

Four campaigns are running right now, and together they carry 1,250 GWh of the Q3 plan:

Outbound mail + calling — we go territory by territory: T1 sending since 13 Aug with SDRs calling on top, the next territories follow.
Year-end campaign (YEC) — the push against closed-lost and inactive deals. Simon runs it.
ABM — first paid lead landed 6 Aug; SDR handover goes live in September.
Industriestrompreis letters — going out.

Each one gets measured, and on 14 November we decide per campaign: scale it or park it. The T2 and T3 lists are prepared while T1 runs, so whatever clears the gate scales straight into Q4.

We ship fast and stay scrappy

90% and live beats 100% and late. We set our own SLAs together in September — the starting proposal:

Lead time from kick-off to output: −30%.
Max 4 topics open at the same time, no milestone longer than 2 weeks.
Weekly = decisions and milestones, not status. No generic check-ins.
Before anything new starts: quick scope check — what's it for, who's needed, v1 or v2+.

And one filter for everything that comes at us from outside: requests go through the ticket system, prioritisation is Zoe's call — so inflow stops pulling anyone off their focus.

Blinders on — everything that isn't pipeline waits

We deliberately park good ideas so the four months stay focused.

The targets, in numbers

MQLs

2,000

957 so far — ahead of the season curve. October and November are historically our biggest months.

Pipeline sourced

€23M

€15.1M is in. The ramp plan gives us 1,527 GWh per quarter — Q4 keeps that level through the peak.

Revenue sourced

€1.5M

€375k signed. The rest is inside the pipeline we've built — we get it out by converting, together with sales.

MQL→SQL by intent	Today	Target
High intent (contact request)	48% last 30d	75%
Mid intent (solution focused)	13%	50%
Low intent (problem focused)	5%	25%

SQL wasn't stamped consistently before this quarter, so the old numbers understate us — the clean measurement starts now, and thesis 2 is how we hit these.

Who delivers the pipeline — Q3 plan per channel

Channel	Q3 plan	Share
Paid Search	545 GWh	36%
Paid Social	275 GWh	18%
Direct / Brand	217 GWh	14%
Events	210 GWh	14%
Organic / SEO	120 GWh	8%
Year-end campaign	100 GWh	7%
Outbound mail + calling	60 GWh	4%
Total	1,527 GWh	100%

ABM (400 GWh) and Industriestrompreis (690 GWh) run on top — they count toward Growth's targets, we execute them. The Q4 split is set in September together with the budget.

Who owns what

Marketing lead

Zoe

Pipeline, priorities and total budget. Owns nurturing and events until the events hire is onboarded.

Paid & growth

Philipp

Paid Search & Social, allocation inside paid, outbound & ABM. Growth associate and the CRO contractor work with him.

Pipe

Brand & website

Anne-Laura

Grows into owning the website and brand — builds pages herself and takes the site off the external partner step by step. Owns webinars and in-funnel campaigns, keeps pushing content and LinkedIn.

Conversion Brand

Product marketing

Simon

Positioning and messaging, personas, the YEC. Carries the nurture content across funnel stages and industries, plus campaign messaging and late-stage sales material.

Conversion Pipe

Signed · full-time from mid-October

Growth associate (Furkan)

Builds the automations: lead routing to SDRs, making sure every lead gets worked, tracking. HubSpot hygiene.

Conversion

Contractor · ~1 day per week

CRO & tracking

Conversion across the whole site — forms, CTAs, popups, landing pages, money pages — plus the GA4/GTM events behind them.

Conversion

Open role · L2 · hiring now

Marketing generalist & events

Events end-to-end plus campaign execution — the follow-up capacity the conversion push needs. Onboarding in October.

Pipe

The next four months, in three blocks

Block 1 · until 30 Sep

Everything goes live

What ships

Nurture v1 sequences sending
Webinar and in-funnel campaign plan set
ABM handover to the SDRs live
CRO contractor starts, page baselines set
Personas consolidated

What we decide

Q4 paid budget, before W38
Q4 OKRs and channel split
Our team SLAs — set together

Block 2 · 1 Oct – 14 Nov

The peak — everything runs

What runs

Paid at Q4 level, webinars + in-funnel campaigns, nurture + retargeting on all segments
All four outbound campaigns measured weekly
New events colleague and Furkan on board

What we hold ourselves to

Oct + Nov MQLs at last year's peak share
Pipeline sourced YTD ≥ €21M
Each intent tier at target for 4 weeks
14 Nov: scale or park, per campaign

Block 3 · 15 Nov – 15 Dec

Close the year

What we land

MQLs ≥ 2,000
Pipeline sourced ≥ €23M
Revenue sourced ≥ €1.5M — together with sales

What we set up

2027 plan drafted
Q1 backlog from the parked list

Parked until January

New brand topics & KPIsWe keep posting on LinkedIn and keep the brand tracking we have. No new brand topics or KPIs before January.

Competitive intelligenceWaits until January.

InternationalisationPaid Search AT holds this year through the taskforce setup. A proper build is 2027.

New channelsPodcasts, video, roundtables, employee advocacy — evaluated, parked. Nothing new before 15 December.

Anything that lands on your desk and isn't on this plan: into the ticket system, Zoe prioritises.

Zoe, the bones held.

Where we stand

More volume and better conversion, both in place before the Q4 window.

How the €1.5M is reached

Secure the budget, build conversion, push outbound

Secure the Q4 paid budget

Commitments

Build the conversion lever

The gap

What we build

Commitments

Get the four outbound campaigns converting

Commitments

Foundation

Counting basis

Commitments

Where the pipeline comes from, channel by channel

Timeline: 16 August to 15 December

Secure budget, set the system up

Quantitative

Qualitative

Run the season peak

Quantitative

Qualitative

Close the year, set up 2027

Quantitative

Qualitative

The team

Setup for Q4

How marketing scales output

Deliberately not doing

Commit to €1.5M, play for more.

Appendix · Spend and efficiency

What we've already built this year

Five things we act on until December

The harvest is in H2 — and we're walking into it stronger than ever

We don't just generate — we convert

Outbound aggression

We ship fast and stay scrappy

Blinders on — everything that isn't pipeline waits

The targets, in numbers

Who delivers the pipeline — Q3 plan per channel

Who owns what

The next four months, in three blocks

Everything goes live

The peak — everything runs

Close the year

Parked until January