Marketing Proposal — 6-Month Demand-Generation Retainer

Prepared for: Priya Nadar, VP Marketing, Cohence Prepared by: Daniel Okafor, Brightwave Marketing Date: 4 June 2026 Valid until: 4 July 2026 Engagement type: 6-month retainer (Growth tier), then month-to-month

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1. Executive summary

Cohence has a strong product and word-of-mouth growth, but inbound pipeline is flat and reliant on a single founder-led webinar. Brightwave will run a six-month demand-generation program — content & SEO, paid search, and lifecycle email — to build a repeatable inbound engine. Target: lift marketing-sourced demos from ~12 to 35 per month by month six, at a blended $8,500/month management fee.

2. Goals & KPIs

Goal	KPI we will track	Baseline (today)	Target by month 6
Grow inbound pipeline	Marketing-sourced demo requests / mo	12	35
Reduce reliance on founder webinar	Organic + paid sessions / mo	4,200	11,000
Make acquisition efficient	Blended cost per demo	$310	≤ $220
Build a content moat	Ranking pages (top 10)	6	25

Ramp note: Paid search drives demos from month 1. SEO and content compound from month 3, taking over as the efficient channel by month 5–6, which is what pulls the blended cost per demo down.

3. Audience & positioning

• Target audience / ICP: RevOps and sales-ops leaders at 50–500-person B2B SaaS companies who are stitching together spreadsheets and feeling the pain at quarter-end.
• Core message / positioning: Cohence replaces the spreadsheet sprawl behind revenue reporting — accurate numbers, in minutes, that finance and sales both trust.
• Proof points: 9-minute average setup, native CRM sync, SOC 2 Type II.
• Competitive angle: Positioned against "BI tool you have to build yourself" — Cohence is purpose-built, not a blank canvas.

4. Proposed strategy & channels

• Content & SEO — Bottom-of-funnel comparison and "how to" articles targeting buying-intent keywords, plus one pillar guide per quarter. Drives the ranking-pages and organic-sessions KPIs.
• Paid search — Google Ads on high-intent terms ("revenue reporting software", competitor comparisons), pointed at dedicated landing pages. Carries demo volume in the early months.
• Lifecycle email — A 5-email nurture for content sign-ups plus a fortnightly newsletter, converting traffic into demos rather than letting it leak.
• Conversion support — Two new landing pages and ongoing A/B tests on the demo form to protect cost per demo.

5. Deliverables & monthly cadence

Deliverable	Detail	Quantity / month
SEO articles	1,500–2,000 words, buying-intent	4
Pillar guide	Long-form gated asset	1 per quarter
Paid search management	Campaigns + landing-page optimisation	Ongoing
Lifecycle email	Nurture maintenance + newsletter	2 sends
Landing pages	New or A/B-tested	1
Performance report	Dashboard + written summary	1

6. Retainer scope & pricing

Tier	What's included	Monthly fee
Starter	Content & SEO only (4 articles + reporting)	$5,000
Growth (proposed)	Content & SEO + paid search + lifecycle email	$8,500
Scale	Growth + 2 extra articles, ABM, quarterly creative	$13,000

Ad spend: We recommend $6,000–$8,000/month in Google Ads, paid directly to Google. This is separate from the management fee above and is fully visible to you in the ad account.

Out of scope: Net-new channels (e.g. LinkedIn Ads), video production, and rush one-off campaigns — each quoted separately before any work begins.

Terms: 6-month initial term, then month-to-month with 30 days' notice. Invoiced monthly in advance, due within 14 days.

7. Reporting & reviews

• Monthly: Live Looker Studio dashboard plus a one-page written summary against the KPIs in Section 2, delivered by the 5th of each month.
• Quarterly: 60-minute strategy review — what's working, what we're cutting, and the next quarter's plan.
• Access: Read-only access to your Google Ads, GA4, and CRM reporting so every number is verifiable.

8. Next steps

To get started, reply to confirm the Growth tier or sign below, and we'll send your onboarding pack and book a Week-1 kickoff to align on messaging and access.

Accepted by: ______________________ Tier: ____________ Date: ____________