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While you were sleeping

How much marketing labor does your growth goal actually need?

Enter the goal. See the work it implies — for the 5% of your market that is looking and the 95% that is not. Then see what T2D3 OS drafts from two hours of your signal while you take the weekend.

Pricing the tools instead? Try the cost calculator.

Your growth goal

Prefilled with B2B averages. Move anything.

$1M
your goal — a typical seed-to-A step is +$1M
$25,000
mid-market B2B SaaS median ACV sits in the $20–30K band
20%
B2B SaaS opportunity-to-close averages ~20%
25%
B2B MQL→SQL benchmarks cluster around 13–30%
50%
half of pipeline from search + content is a common B2B mix
30%
the rest splits between outbound nurture and referrals/partners/events

The remaining 20% comes from referrals, partners, and events — not modeled here.

$120/h
blended in-house marketer / agency / fractional rate

Your market — the 95:5 rule

In any year, about 5% of your ideal accounts are actively looking. The other 95% need a reason.

5,000
a well-defined B2B ICP is usually a few thousand accounts
5%
the 95:5 rule — Ehrenberg-Bass Institute / LinkedIn B2B Institute
3
B2B buying groups run 6–10 people; 3 personas is the realistic reach

Capturing the in-market 5%

One search target = one query you rank for with one article.

300
long-tail B2B queries: a few hundred searches a month
10%
page-one organic CTR averages ~10% across positions 1–5
3.0%
B2B website visitor→lead conversion averages 2–3%
50%
about half of raw inbound leads qualify

Nudging the 95%

Persona-grounded sequences on buying triggers — a new leader, a funding round, a hiring spike.

3.0%
cold outbound positive-reply rates run 1–5%; persona-grounded triggers sit at the top
40%
a positive reply becomes an MQL less than half the time

The work behind your goal

$1M of new ARR needs 800 MQLs. That is 654 h of marketing labor — about 82 working days, or $78,480 at $120/h.

Customers
40
20% win rate
SQLs
200
25% MQL→SQL
MQLs
800
400 in · 240 out · 160 other
ICP accounts
5,000
250 in-market · 4,750 not

The 5% who are looking

Each ranking search target yields about 5.4 MQLs a year. To capture 400 inbound MQLs you need:

  • 75 search targets researched
  • 75 articles that rank for them
  • 19 refresh passes to hold the rank

The 95% who are not

They need a trigger they recognize and a pain in their own words. To reach 240 MQLs you need 20,000 contacts in sequence across 6,667 accounts:

  • 9 persona × trigger sequences
  • 54 emails, each grounded in fears, dreams, and jobs to be done
  • 5 website pages — one per persona plus why-us

Honest gap: your 4,750 not-in-market accounts can yield about 171 MQLs at these rates — 69 short. Widen the ICP, raise the reply rate with better triggers, or lean harder on inbound.

The labor, line by line

human hours → hours of your judgment on T2D3 OS
1 Ideal customer profile with buying triggers
Foundation
8 h
0.8 h
3 Personas — fears, dreams, jobs to be done
Foundation
18 h
2.3 h
1 Value proposition
Foundation
8 h
0.8 h
1 Brand voice that sounds like you
Foundation
6 h
0.8 h
1 Messaging framework — the 'why us'
Foundation
8 h
0.8 h
75 Search targets researched
In-market 5%
37.5 h
3.8 h
75 Ranking articles drafted
In-market 5%
300 h
18.8 h
19 Article refresh passes
In-market 5%
28.5 h
1.9 h
54 Persona × trigger sequence emails
Not-in-market 95%
54 h
5.4 h
52 Newsletter issues
Both
156 h
26 h
5 Website pages — one per persona plus why-us
Both
30 h
2.5 h
Total · $78,480 at $120/h
654 h
63.9 h

The trade

Give T2D3 OS about 1.8 h of signal. It drafts the 654 hours above. You keep 63.9 h of judgment — and 588.3 h, worth $70,596, are yours again.

1 · Your signal (before the weekend)
  • Upload five recorded sales calls30 min
  • Paste customer testimonials and reviews15 min
  • Export your customer list15 min
  • Record ten minutes of yourself explaining what you do21 min
  • Give us your website address3 min
  • Jot your value proposition, rough is fine21 min
2 · What the agents draft (over the weekend)
  1. Ideal customer profile with buying triggers
  2. Personas with fears, dreams, and jobs to be done
  3. Value proposition
  4. Brand voice that sounds like you
  5. Messaging framework and the 'why us' page
  6. Search targets and the articles that rank for them
  7. Persona × trigger email sequences
  8. Newsletter issues
  9. Website pages
3 · Where you stay in the loop

Every draft waits for your vote, your edit, or your lock. Nothing goes out — no email, no page, no post — without a human decision. What changes is that you are no longer the bottleneck, or the cost: about 10% of the old hours, all of them judgment.

The marketing mix, from the Growth Matrix library

The same tactic library the Growth Matrix module ranks in-app, split by which half of the 95:5 rule each play serves.

Plays for the 5% who are looking
  • Rank for the questions the in-market 5% are already asking
    A search target with a real query behind it turns into a ranking article and a page that answers 'why us'.
    Growth Matrix: Content marketing for SEO — optimize page 2/3/4 articles
  • Capture existing demand with tightly matched paid search
    When a query converts organically it also deserves a paid ad — same messaging, faster feedback.
    Growth Matrix: Capture existing demand through new PPC campaigns
  • Lift visitor-to-lead conversion before buying more traffic
    Every point of conversion is worth a stack of new articles; fix the pages before feeding them.
    Growth Matrix: Improve funnel conversion rates
  • Let in-market buyers see the product without a sales call
    The 5% want an answer today. A recorded demo qualifies them while they are still on the page.
    Growth Matrix: Turn demos into pre-recorded website demos to improve MQL quality
Plays for the 95% who are not
  • Run a persona-grounded ABM program on buying triggers
    The 95% need a reason to care: a new leader, a funding round, a hiring spike — nudged with their persona's pain, not your feature list.
    Growth Matrix: Deploy account-based marketing (ABM) program
  • Put ICP customers' words in front of look-alike accounts
    Social proof from someone who shares their fears and jobs to be done lands where a pitch bounces.
    Growth Matrix: Collect testimonials and reviews from ICP customers
  • Stay in memory with a series they subscribe to
    Being the brand they already know when the trigger hits is the whole game for the 95%.
    Growth Matrix: Launch YouTube channel / podcast / content series
  • Borrow partners' audiences for thought leadership
    A partner's newsletter reaches accounts your sequences never will, with their trust attached.
    Growth Matrix: Engage partners in thought leadership content
  • Turn happy customers into the nudge
    A referral skips the trigger wait entirely — the customer creates the moment.
    Growth Matrix: Launch customer referral program
  • Test message fit on a secondary ICP with a small ABM slice
    If your ICP list is too small for the outbound share, the calculator says so — this is the honest next move.
    Growth Matrix: Test market-message fit with ABM for secondary ICP

Email me this plan

Your numbers, the work they imply, and the signal list to hand T2D3 OS before the weekend — plus occasional T2D3 guidance for B2B marketers. Unsubscribe anytime.

Give T2D3 OS the signal on Friday. Take the weekend.

Upload a few sales calls, your customer list, and ten minutes of you talking. Come back Tuesday to drafts waiting for your judgment.

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