Chapter Five — The Slate Case
You have the product. You have the proof.
Let's build the pipeline.
Patented technology, Skanska on your roster, and a sales team punching above its weight. The foundation is exceptional. The gap is the marketing engine to make it scale.
What's working
- Patented AI technology with a real moat
- Marquee customers: Skanska, Autodesk, Procore
- Tightly defined ICP across data centers, EPCs, mega-projects
- Sales team generating $3M+ in new pipeline per month
- Awards, certifications, enterprise-grade compliance
- A CRO who understands the market
The gap
- No inbound marketing engine — pipeline is partner & event-driven
- No marketing-generated SQLs — sales is doing all the hunting
- Limited brand awareness inside the ICP
- No content, SEO/AEO presence, or demand gen infrastructure
- Salesforce live — but the funnel isn't instrumented yet
Your ICP is your advantage
You don't need to reach the world. You need to own three rooms.
Most companies waste budget chasing everyone. Slate doesn't have to. Precision is the new scale.
Data Center Developers & Owners
Capital-intensive builds where schedule risk is catastrophic. Slate's AI risk mitigation is a direct pain reliever. North America focus. Active now.
Large EPC Firms
Engineering, Procurement & Construction managing complex multi-year projects. A single schedule slip costs millions. Threshold: $1B+ revenue.
Mega-Project Consultants
McKinsey-tier consultants on large infrastructure builds. Influence technology decisions. Become powerful champions and amplifiers.
Energy & Power Infrastructure
Utilities, renewables, grid modernization, and large-scale energy builds. Schedule and capital risk are existential. Slate's AI directly de-risks delivery.
The revenue engine
95% of your market doesn't know they need you yet. Let's fix that — while we convert the 5% who do.
Brand
Track 01 · Build the 95%
- Thought leadership atomized across channels
- LinkedIn-first targeting of ICP titles
- AEO + LLM optimization for category answers
- Press, speaking, association strategy
- Repeated exposure — top-of-mind compounding
The Bridge
Engagement
Anonymous signals captured
Enrichment
Identity + firmographics resolved
ICP Match
Scored against priority accounts
Outreach
Personalized, sales-ready
Performance
Track 02 · Capture the 5%
- Paid LinkedIn + Google against ICP accounts
- Sales enablement: case studies, ROI, battlecards
- Retargeting & ABM on active pipeline
- Conversion-optimized landing & demo flows
- Closed-loop attribution in Salesforce
Tomorrow's investment mix
Most of the budget builds the future.
The rest captures the present.
Brand compounds. Performance converts. The split below balances long-term category ownership against this quarter's pipeline.
The 6-month plan
Day 1 we assess. Day 60 we execute. Month 6 we measure.
Diagnose & Design
Days 1–30
- —Audit messaging, materials, agency relationships
- —Assess team capability, vendor contracts, Salesforce setup
- —Win/loss interviews with sales
- —Deliverable: Marketing & Revenue Engine Blueprint
Build the Foundation
Days 31–60
- —Implement messaging architecture & positioning
- —Launch executive LinkedIn thought leadership
- —SEO/AEO audit + Webflow optimization
- —Salesforce attribution wired to pipeline
- —Launch 2–3 micro-experiment campaigns
Scale & Optimize
Months 3–6
- —Double-down on what works from micro-experiments
- —ABM against priority accounts in pipeline
- —Engagement-signal workflow live
- —Case studies, press, speaking strategy executed
- —Monthly pipeline reporting against targets
THE METRICS THAT MATTER
No vanity metrics. Just impact & pipeline.
PIPELINE GROWTH
BASELINE
Current coverage at 2× sales target
WHY IT MATTERS
Pipeline is the leading indicator of revenue. We partner with sales to drive growth.
MARKETING-ATTRIBUTED PIPELINE
BASELINE
Limited visibility today — partner & event-driven
WHY IT MATTERS
Proof marketing is a standalone revenue channel, not a support function.
SQL QUALITY & VELOCITY
BASELINE
Tracking in Salesforce — data maturing
WHY IT MATTERS
More pipeline only matters if the leads are real. Building for quality, not volume.
These aren't projections pulled from thin air. See the growth.
CONTINUE — ENGAGEMENT & NEXT STEPS