Operating Cadence & Campaigns
A repeatable rhythm that keeps every vertical moving.
Strategy only matters if it runs on a schedule. Here's the cadence I'd hold myself to — daily outbound, weekly Sales alignment, and quarterly data refreshes — plus the outbound motion, conference calendar, and partner channels that feed it.
The rhythm
Operating cadence
Every activity below maps to a documented program — trigger monitoring, 5-touch outbound, the monthly drip, and quarterly source-data refreshes. Nothing here is busywork.
| Cadence | Activities |
|---|---|
| Daily | Work active cold outbound touches (email + LinkedIn) against Tier A/B lists · Monitor Google Alerts and Sales Navigator for trigger events (new hires, audit findings, leadership changes) · Respond to warm signals and route to Sales |
| Weekly | Sales partnership review: pipeline by vertical, lead quality, segment context · Advance 5-touch cold sequences (touches spread over ~3 weeks) · Refresh vertical cheat sheets and outbound copy based on replies |
| Bi-weekly | Tune ICP scoring and re-tier accounts (A/B/C) as enrichment lands · Review in-market display / bitstream ad performance against the ICP list |
| Monthly | Send value-led drip (1 email/month) to no-response accounts · Re-activate drip accounts when a trigger event is detected · Plan and run a vertical-specific webinar or association co-marketing touch |
| Quarterly | Refresh source data (e.g., NCUA quarterly Excel, updated NCES/CMS files) and dedupe against CRM · Review metrics: vertical revenue, ASP vs. nonprofit, customer count, pipeline coverage, speed to market · Align conference / event calendar to the upcoming quarter |
The outbound motion
From target list to Sales handoff
A single account flows through four stages. The marketing job is to build the list and warm the account; the handoff to Sales happens the moment a signal turns warm.
Target List
ICP-scored, A/B/C-tiered accounts built from public source data (NCES, CMS, NCUA) and loaded into the CRM.
Cold Sequence
A 5-touch email sequence spread over ~3 weeks, using vertical-specific buyer language and the pain trigger that opened the account.
Parallel LinkedIn touches against the same contacts — connection, value-led comment, and a soft direct message — to add a second channel and surface warm signals the inbox misses.
Handoff to Sales
Any reply, demo request, or trigger event is routed to Sales with the full segment context — vertical, tier, and the signal that warmed it.
Event framework
The conference calendar
Vertical conferences cluster in spring and fall. Knowing when each association meets lets me align outbound surges, webinars, and event spend to the moments buyers are already paying attention.
| Vertical | Conference | Month | Audience | Activation |
|---|---|---|---|---|
| Community Colleges | ACCT Annual (Assoc. of Community College Trustees) | Oct | Board chairs, trustees, presidents | Exhibit + reception sponsorship |
| Community Colleges | AACC Annual | Apr | Presidents, VPs, board coordinators | Speaking submission |
| K-12 | NSBA Annual | Apr | Board members, district administrators | Exhibit booth |
| K-12 | AASA National Conference | Feb | Superintendents | Targeted 1:1 outreach |
| Healthcare | AHA Annual | Apr–May | Hospital CEOs, trustees, administrators | Roundtable sponsorship |
| Healthcare | ACHE Congress | Mar | Healthcare executives | Networking + demo offer |
| GRC | NCUA GAC (Governmental Affairs Conference) | Feb–Mar | Credit union board members | Exhibit |
| GRC | Compliance Week Annual | May | CCOs, compliance teams | Speaking + exhibit |
| GRC | NACD Global Board Leaders' Summit | Oct | Board directors across sectors | Thought leadership |
Partner channels
Associations & partners as a force multiplier
Each vertical has a natural home: trustee and superintendent associations, hospital governance bodies, and credit-union leagues. These aren't just conference booths — they're credibility channels. The activation strategy is consistent across verticals: co-marketed webinars and content with the association, sponsored governance resources that put Boardable in front of the board, and member-list co-marketing where the association's endorsement does the warming that cold outbound can't.
The conference calendar above tells me when to lean on each partner; the cadence tells me how to keep the relationship warm the other ten months of the year.