Phase 2 – Demand Engine Build & Full-Funnel Implementation
Contract: Full 12-month overhaul, then renewal by bid with adjusted scope.
Role and Scope
Our role:
  • Fractional Head of Demand & Customer Experience.
  • Primary on-site point person, strategist, and creative director.
  • We lead the work and bring in or manage any needed specialists:
  • CRM and marketing automation vendors.
  • Ad platform reps (Google, Meta, LinkedIn, etc.).
  • Web dev and SEO specialists.
  • Designers, editors, or other contractors as needed.
What we do:
Architect and implement the demand engine designed in Phase 1.
Design and oversee the entire ideal customer experience.
Personally create and direct all core content (strategy, scripting, production, design, editing).
Run and optimize all digital campaigns (while training internal staff to help).
Oversee SEO, web dev changes, and traditional/event marketing where it impacts the customer journey.
Oversee customer-facing social media presence and conversations.
What we do not do:
We do not operate the customer support / CS email inbox or ticket queue.
We audit, redesign, and align support processes to the primary customer experience; the team executes.
Objectives for Year 1
Turn the Phase 1 blueprint into a working, in-house demand engine.
Align every touchpoint with the primary StoryBrand hero and the STEPPS levers defined in Phase 1.
Increase:
  • Pipeline volume.
  • Percentage of primary-persona customers.
  • Lead quality as graded by sales.
Build a system, content library, and team capability that can function without dependency on us after the overhaul.
We'll build you a reel, and teach you to fish
so that we can continue to providing the bait.
Execution Arc for the Year
Four blocks:
01
Months 1–2: Build and wire the system
02
Months 3–4: Launch, validate, and tighten feedback loops ("kick the tires")
03
Months 5–8: Scale, deepen the experience, and expand content
04
Months 9–12: Optimize, institutionalize, and plan the post-year model

On-site time is as needed to move each block forward quickly and cleanly.
Months 1–2
Build and Wire the System
Goal: Install the Phase 1 operating system into the real business: tools, people, and flows.
1. Systems and process implementation
Configure and harmonize:
  • CRM stages, fields, pipelines, and lifecycle definitions.
  • Marketing automation, forms, tracking, and attribution.
Implement:
  • Lead lifecycle and qualification process.
  • Routing and notification rules between marketing, sales, and ops.
  • Feedback loops so sales can grade lead quality and outcomes.
2. ABM and audience deployment
Load and clean:
ABM account lists and contact data for primary/secondary/tertiary targets.
Tag accounts and contacts:
Persona, fit level, industry, and journey stage.
Ensure lists are usable across:
CRM, email, ad platforms, and sales tools.
3. Customer experience buildout
Apply the StoryBrand + STEPPS personas to:
  • Website structure and key pages.
  • Intake forms, offers, and call-to-action placements.
  • Onboarding and early customer communication flows.
Oversee:
Required web dev changes to support the new experience.
Initial technical SEO corrections that affect discoverability and clarity.
4. Content foundation creation
We create and direct the first wave of foundation pieces, with our team supporting:
Core positioning and homepage narrative, written in StoryBrand terms.
Key product/service pages aligned to primary persona pain and success.
Baseline email flows (lead nurture, first-touch, follow-up sequences).
Flagship content assets (for example: a core guide, webinar, or video story) that sit at the center of the demand engine.
Initial sales enablement materials (one-pagers, deck skeleton, talking points).
The focus is not volume, but the right pieces that make the primary customer's experience coherent and compelling.
5. Team onboarding to the new system
Sit with marketing, sales, and ops to walk:
How leads flow and are handled now.
How to use the new CRM/automation setup.
How StoryBrand and STEPPS show up in scripts, pages, and emails.
Months 3–4
Launch, Validate, and Tighten loops
Goal: Turn the system on, test assumptions, and build a tight learning rhythm.
1. Campaign launches
Launch initial integrated campaigns designed around:
Primary persona.
Clear offers mapped to specific journey stages.
Channels prioritized from Phase 1 (email, paid, organic, events, etc.).
We:
  • Run all campaigns in the ad platforms.
  • Train any internal staff who are available to support execution.
2. Social and conversational presence
Align social channels to the new personas and story.
Oversee and often personally handle:
  • Key customer-facing social media conversations.
  • Message and tone in DMs and comments where they touch the journey.
3. Review cadence and adjustments
1
Frequent early contact
We'll want to build our foundations quickly.
2
1 month Benchmark
First benchmark review that further defines timelines and expectations.
3
3 Month benchmark
Review what is working for primary persona, early signals on lead quality and pipeline, required adjustments in copy, offers, processes and visuals.
4. SEO and Web refinement
Oversee deeper technical SEO and site adjustments as data comes in:
  • Search behavior of primary persona.
  • Pages that attract the wrong visitors.
Coordinate web dev work to tighten load times, structure, and UX for the customer journey.
Months 5–8
Scale, deepen, and expand
Goal: Turn early wins into a stable, scalable demand engine and richer customer experience.
1. Scale proven campaigns
  • Increase spend and effort where performance supports it.
  • Expand from primary persona into secondary and tertiary where appropriate.
  • Add new offers and entry points that fit the StoryBrand narrative and persona triggers.
2. Experience and content deepening
We continue to design, produce, and edit content with our team, focused on:
Filling gaps identified in the persona coverage matrix.
Adding depth at each stage of the journey:
  • Additional proof stories and case studies.
  • Short videos, walkthroughs, and explainers.
  • Event/trade show touchpoints and follow-up experiences.
Ensuring every asset ties back to:
  • The customer as hero.
  • Specific STEPPS levers (social currency, triggers, emotion, practical value, stories).
3. Traditional and event integration
Audit existing trade shows, events, and traditional marketing.
Align them to the customer journey:
  • Pre-event campaigns and content.
  • Onsite experience (booth, materials, conversations).
  • Post-event follow-up sequences and offers.

We do not run event logistics, but we shape and audit everything touching the journey.
4. Continuous optimization
Ongoing experiments on:
  • Messaging variants by persona.
  • Offer framing and sequencing.
  • Channel and spend distribution.
Monthly briefings summarizing:
  • Key learnings.
  • Adjustments made.
  • Next experiments.
Months 9–12
Optimize, institutionalize, and prepare next phase
Goal: Make the engine durable, owned by the team, and ready for a lighter, high-leverage relationship if renewed.
1. System review and tightening
Re-run:
  • Persona coverage analysis: which factors are now consistently hit, what remains under-served.
  • Journey audit: where friction or drop-off still exists.
Tighten:
  • Handoffs between marketing, sales, onboarding, and support.
  • Any recurring failure points in lead handling and follow-up.
2. SOP and Playbook Finalization
Update all SOPs to match how the system actually runs now.
Produce an updated consolidated Demand Engine Playbook:
Personas and their StoryBrand/STEPPS levers.
Journey maps and key content/assets.
Campaign structures and sample briefs.
Reporting cadence and standard dashboards/metrics.
Guidelines for budget allocation and prioritization.
This becomes the internal manual that lets the company operate the engine without us day to day.
3. Ownership transfer and team empowerment
Identify clear internal owners for:
  • Campaign operations.
  • Content calendar.
  • Reporting and analytics.
  • Social and customer conversations.
Train each owner:
  • How to think and decide within the framework.
  • How to brief content and campaigns.
  • When to escalate for higher-level strategic input.
4. Renewal and Year-2 model discussion
Benchmark reviews at 6, 9, and 12 months feed into a clear Year-1 summary:
  • Pipeline shifts.
  • Primary persona mix.
  • Lead quality improvements.
  • System maturity.
Near month 10–12, we bid on a renewal with adjusted services, likely a lighter model focused on:
  • Quarterly strategy and optimization.
  • High-impact content and campaigns.
  • Oversight of major changes or new initiatives.
Year 1 is the full overhaul. Renewal is about leverage and refinement, not rebuilding.
Communication and access
Early months:
Frequent contact (on-site and remote) to stand up the engine.
Steady state:
  • Bi-weekly working/briefing sessions.
  • Benchmark reviews at 1, 3, 6, 9, and 12 months.
Async:
  • Responses within 24 hours on business days.
  • Continuous collaboration with leadership and key team members.
Who this is for?
Companies serious about:
Owning their data and demand systems.
Re-centering everything on a defined primary customer.
Committing to a full solution, not a bandaid.