HeyDigital — Campaign Update

Live Campaigns

Campaign	Leads	Sent	Replies	Status
Founder (911)	7,419	644	13	Ramping
BrandHijack Takedown (905)	168	148	4	Active
Marketing (912)	5,113	2	—	Launched
Product (913)	3,758	—	—	Launched
Revenue (914)	1,737	—	—	Launched

What Shipped

Wave 2 Segments

Four buyer-role segments sharing one structure (Founder baseline) realigned to each audience's worldview. Same 4-variant split test + passoff, framed per segment.

Variant	Mechanism
V1	Warm retargeting — capture everyone engaging you + competitors
V2	Competitor ABM — pull competitor followers into warm audience
V3	Competitor funnel teardown — 28-day audit, find the leak
V4	ICP / market map — look-alike accounts loaded to LinkedIn Ads

Proof by segment:

Marketing: Toggl $93K→$44K cost-per-closed-won
Revenue: Toggl — every qualified lead in 2025 closed
Product: Rosie signup→trial 30%→50%, cost/trial −40%

BrandHijack Takedown

602 competitor screenshots collected. Targeting companies bidding on competitor brand terms in paid search.

1 interested reply from 148 sends — 2.7% reply rate.

TLA Lookalike Pipeline Deep Dive

Discover companies similar to HD's best clients, qualify for ICP fit, generate personalized copy, and stage campaigns — all automated.

2,800

Discovered

2,347

Unique

2,183

Net-new

159

ICP Qualified

55

Contacts

58

Campaigns

7.3% ICP qualification rate • 72 A-tier, 87 B-tier • 46 valid + 9 catch-all + 3 unknown emails

Seed Companies

Toggl

~10 campaigns

Checkly

~8 campaigns

PostHog

~7 campaigns

Sentry

~8 campaigns

Rosie

~5 campaigns

Harvest

~6 campaigns

Freshworks

~5 campaigns

Why 2,024 Companies Were Rejected

The ICP classifier (gpt-4o-mini) evaluated all 2,183 net-new domains. 159 passed. Here's why the rest didn't:

Rejection Reason	Count	%
Too small (<15 employees, but is B2B SaaS)	1,057	52.2%
Too small + not B2B SaaS	674	33.3%
Not B2B SaaS (right size, wrong type — agencies, B2C, marketplaces)	178	8.8%
Other (too large >220, wrong geo, B2B service not SaaS, niche vertical)	115	5.7%

ICP criteria: B2B SaaS, 15–220 employees, target geos (US, CA, GB, DE, FR, NL, SE, DK, NO). The biggest filter is company size — DiscoLike surfaces many early-stage startups (<15 people) that are too small to run paid media. The "too large" bucket (>220) catches enterprise companies outside HD's sweet spot.

Remaining Work

104 domains without contacts — AI Ark + Blitz returned 20% hit rate. ~15 are real standalone B2B SaaS worth enriching via LinkedIn founder search. Rest are regional aliases of large companies (wthubspot.de, zendesk.com.br) or thin shells.
2,024 rejected companies — net-new to Supabase, have employee data. Can bulk-insert as icp_qualified=false for future dedup + cross-client prospecting.
Bison API key — once set, 58 campaigns push in one script run.

PostHog Ideas Campaign Deep Dive

512 companies identified as PostHog alternatives/adjacents. 358 have AI-generated ideas + unique E1/E2 copy. Remaining 154 pending contact pull before copy generation.

How the Ideas Prompt Works

A 6-idea menu (gpt-4.1-mini, temp 0.5) picks the 3 best-fit angles per company. Slot 1 is always the PostHog case study opener. Slots 2–3 rotate between competitor targeting, thought leader ads, pain-first prospecting, and retargeting with proof.

Slot 1 (always)

PostHog Case Study

Slot 2

Best-fit from A/B/C/D/F

Slot 3

Best-fit from A/B/C/D/F

Example 1: Exa.ai (AI search API)

Competitors: Tavily, Firecrawl, Perplexity • Contact: Will, CEO

Email 1 — PostHog Case Study Angle

PostHog's paid campaigns are already running with 18.5% more cloud conversions and 17% lower CPA after an account rebuild. How much revenue is slipping while your paid campaigns underperform? Flagging this because we already delivered these results for PostHog over several years. Mind if I share a quick look at how we'd approach this for Exa?

Email 2 — Competitor Signal Follow-up

I reached out the other day but likely did not do the best job explaining how this works. When Tavily slips, revenue can leak quickly if you don't spot it early. Hey Digital monitors key market signals and rebuilds your paid campaigns to capture those shifts in real time. Checkly saw a 316% MQL increase and 54% CPA drop using this approach. Worth a 15-minute call to see if this fits?

Ideas generated: (1) PostHog case study credibility opener, (2) Monitor Tavily signals — capitalize when they slip, (3) Thought leader ad on AI search accuracy debates

Example 2: Blumira (SMB cybersecurity)

Competitors: CrowdStrike, Huntress, Splunk • Contact: Jon-Eric, Marketing Director

Email 1

PostHog's paid campaigns already run with 18.5% more cloud conversions and 17% lower CPA after Hey Digital rebuilt their accounts. How much revenue is slipping while paid campaigns underperform against competitors like CrowdStrike or Huntress? Flagging this because we delivered these results consistently for PostHog's marketing leaders. Mind if I share a quick look at how we'd approach this for Blumira?

Email 2

I reached out the other day but likely did not do the best job explaining how this works. When paid campaigns lag behind competitors like CrowdStrike, revenue leaks quietly and fast. Hey Digital audits current ad accounts, pinpoints inefficiencies, then relaunches campaigns to boost conversions and cut costs. Checkly saw a 316% increase in MQLs and a 54% drop in CPA after this approach. Worth a 15-minute call to see if this fits?

Ideas generated: (1) PostHog case study credibility opener, (2) Monitor CrowdStrike signals, (3) Founder thought leader ad: why generic security solutions overwhelm lean IT teams

Idea Types Generated

E: PostHog case study credibility opener (always)
A: Competitor follower targeting on LinkedIn
B: Founder thought leader ad (spiky topic)
C: Case study as promoted post
D: Pain-first prospecting ad (3 variants)
F: Retargeting with specific proof point

Pipeline Numbers

358

With Copy

1,074

Unique Ideas

Sender: Ajay Mishra
Prereqs remaining: competitor enrichment + contact pull + copy review.

Copy Updates

Queued

Non-Founder Copy Refresh (912 / 913 / 914)

Rewriting all non-founder segments to match Founder (911) style: direct-line hard intro offer instead of the softer multi-offer approach. One sharp ask, not three options.

Key changes per segment:

912 Marketing: Lead with their paid funnel, lead quality, demand. Drop founder framing.
913 Product: Target signup→activation, PLG funnel, trial conversion, competitor users.
914 Revenue: Pipeline that closes, in-market deals, competitor deals slipping.

Copy review flagged 6 defect lines across Marketing bucket (2 free-CTAs, 1 price mention, 2 fabricated stats, 1 PMAX-dependent). Founder bucket is clean — the gold standard.

Clean Example — Marketing E1-A (4039) — No Changes Needed

A 43-account B2B SaaS audit found these three defaults account for 36.1% of total spend going to zero-pipeline traffic. Every account I've opened with these on default is leaking somewhere in that range.

Winning angle on 911: "unqualified leads → lookalike ICP mapping" with Checkly +316% proof. All segments keep this angle, sharpened to direct-line.

Live — Updated

Competitor Name-Drop

{COMPETITOR_1} personalization variable in templates.

Coverage: 23,588 / 25,560 (92.3%) — up from 8.8% last week. Clean competitor names (e.g. ChartMogul→ProfitWell). The 7.7% gap gets auto-filled with "your top competitor" at lead level.

Also populated: {COMPETITOR_2} and {COMPETITOR_3} for future use.

Testing

Lead Magnet Rotation

Three magnets across all segments:

Competitor Funnel Teardown — highest-intent offer (audit their competitor's full paid funnel over 28 days, find the leak)
ABM Account Map — top 50 accounts with buying signals, loaded to LinkedIn Ads
Thought Leadership Sprint — done-for-you founder LinkedIn content sprint

Founder (911) early signal: 13 replies / 644 sends = 2%. Need more volume on 912–914 before calling winners.

Spintax Rules

Copy Standards

6 subject variants per step — lowercase, 2–4 words, internal-email feel
Hybrid spintax: word-level swaps + phrase-level for clauses/CTAs
Target thousands+ combinations per email
No em dashes. Never use "free" — replaced with {on the house|on us|fully complimentary}
Spam-checked via EmailGuard before every push

Proof Points Validated & Sourced

$44K

Toggl CPL (from $93K)

+316%

Checkly MQLs

50%

Rosie Trial Rate (from 30%)

+480%

Checkly PQLs

36.1%

Avg Waste (43 audits)

200+

B2B SaaS Served

Blockers

TLA Lookalike push Missing local Bison API key. 58 campaigns (46 valid + 9 catch-all + 3 unknown) ready to go. Key exists in Trigger.dev env vars — needs copy to local .env.

Copy refresh hold Waiting for Founder (911) reply data before rewriting 912–914. Current: 13 replies / 644 sends. Need signal on which variant wins.

PostHog campaign 358 companies have ideas + copy. 154 still need contact pull. All need email verification before Bison push.

TLA remaining 110 104 of 159 ICP-qualified domains still without contacts (AI Ark + Blitz returned 55/269 = 20% hit rate). Queued for heydigital-contact-enrich fallback.