Unify, an automated outbound platform, scaled its paid marketing from zero to $60M in annualized pipeline in six months by taking a first-principles approach. Without prior SEM expertise, the team focused on rapid experimentation, leveraging tools like Google and LinkedIn Ads, Unify, Dreamdata, and Amplitude. Key tactics included precise keyword strategy, dynamic segmentation, personalized landing pages, and automated outreach to non-converting visitors. Advisors were favored over agencies for deeper knowledge retention. Core success factors included disciplined metric tracking, lean execution, and integration of learnings across channels.

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