Marketing engine · build plan
Named-buyer list — the build plan
How we go from zero CRM to a worked pipeline of named event-buyers before the September season opens. Source: icp-and-acquisition-plan.md.
The principle
Warm-first, ~80–120 fit contacts — not 500 cold
One kit does ~50 events/season, so 500 cold leads chasing ~50 slots is vanity volume. We mine the warm network and past clients first, then enrich a tight, fit worklist. Quality of fit over raw count.
1 · Who we target — the ICP
We target the budget-holder, not the company — five segments, each mapped to a pitch angle, plus a faster channel route.
| Segment | Budget holder |
|---|---|
| Festivals | Festival Director, Head of Production, Head of VIP/Experience |
| Corporate / CSR | Head of CSR, Employee Experience, Head of Marketing |
| Wellness | Wellness Programme Lead, HR Director, wellness-brand founder |
| Car / motorsport | Brand Experience Manager, Events Manager |
| Day VIP / hospitality | Director of Events, F&B / Weddings / Private Events Manager |
Channel (faster route): experiential agencies & DMCs (Jack Morton, DXB Live, Mosaic, MCI, GoToDXB) hold the corporate budgets — one relationship = many events. Disqualifiers: price-only shoppers, sub-AED 10k one-tent enquiries, anyone wanting to buy (not hire), markets outside UAE for now (KSA is Phase 2).
2 · The stack
| Layer | Tool | Job | Status |
|---|---|---|---|
| Targeting | LinkedIn Sales Navigator | Named-people lists by title × company × geo | need seat |
| Account discovery | Firecrawl | Find orgs, team pages, public emails/phones | ✅ live |
| Enrichment | Cognism or Apollo | Names → verified mobile + email | ⛔ pick one |
| Orchestration | Clay | Waterfall-enrich, dedupe, score, push to Airtable | ⛔ key it |
| Store | Airtable | Single source of truth, status tracking | ✅ live |
| Outreach | LinkedIn + email + WhatsApp + call | Multi-touch to proposal | partial |
3 · The process (repeatable)
- Warm-first tranche (now, no spend): mine the network + past clients (Al Deyafa 20-yr reference, GoToDXB, the INEOS/KTM/BMW/Mercedes/Emirates NBD roster) → 30–50 high-probability contacts.
- Account/role worklist: Firecrawl the ~90 target orgs across the five segments + channel → tagged with exact titles + buying trigger.
- Enrich: Clay waterfall (Cognism → Apollo → PDL) → verified mobile + email, deduped, confidence-scored.
- Load to Airtable (status = New) → the named-buyer database.
- Sequence (Articulate runs it): LinkedIn connect + value note → email w/ sizzle deck → WhatsApp/call → scoped proposal. Target 1–2 proposals/week. Vren only meets qualified, scoped opportunities.
4 · Compliance (non-negotiable)
UAE PDPL + GDPR: business contacts under legitimate interest; verified-source provider data only — never scraped personal mobiles; every outreach carries an opt-out; numbers re-verified each quarter (UAE data decays fast).
5 · Timeline & the one decision
Start now. Warm tranche + account worklist this week (Firecrawl, zero spend). The one decision that unblocks contactable outreach: Cognism (best GCC mobiles, pricier) vs Apollo (cheaper, lighter). The moment a key lands, the named-people list with mobile + email populates itself. Engine live in ~2–3 weeks → first proposals before the September opening.