Pick first channels

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue starting structured demand generation.

The quick answer

Referral, targeted outbound to a tight list, events where buyers are present, and partner co marketing usually work first. Add paid only when you can measure return with confidence.

The method in six steps

Start with your ICP
Build lists that match your filters and disqualifiers.
Referrals with structure
Ask after a clear win. Provide a two line request and a sample note.
Targeted outbound
Fifty accounts with three contacts each. Short messages tied to a trigger and your promise.
Buyer events
Pick events where buying happens. Book meetings in advance. Follow up within two days.
Partner co marketing
Choose partners who serve the same buyer. Run a joint webinar or offer with a clear split.
Paid only with tracking
Do not spend until you can track sourced pipeline and win rate by channel.

Example

A firm used referrals and partner events to build early pipeline. Once reporting was solid they added modest paid search around high intent terms.

Pitfalls and fixes

Broad lists. Keep it tight.
Activity without meetings. Measure meetings and pipeline, not vanity metrics.
Paid spend without tracking. Wait until the basics work.

Checklist

ICP based lists
Referral script and timing
Outbound plan with cadence
Event calendar and meeting targets
Partner plan with an offer
Channel reporting in place