QuoteToMe Demand Generation Plan

A 90-day strategy to reach self-performing contractors with $5,000 CAD monthly budget. Built on aggressive ICP targeting and funnel-specific execution to drive qualified demos.

Foundation

Targeting Framework: Exclude Aggressively

Hard Exclusions

The biggest change vs generic SaaS: we aggressively exclude the wrong construction companies. Bad targeting equals wasted demos and burned sales time.

  • Construction Management firms
  • Owners and Developers
  • Architects and Engineers
  • Subcontractors that don't self-perform
  • Companies under 20 or over 500 employees
  • Companies that do not buy materials directly

Why This Matters

Precision targeting ensures every dollar reaches contractors who actually face the purchasing chaos QuoteToMe solves. We're not casting a wide net—we're laser-focused on self-performing contractors with real procurement pain.

Core ICP Profile

Company Profile

  • Self-performing construction
  • 20–500 employees
  • Canada + USA
  • $1M+ annual materials spend

Tech Stack Priority

  1. Procore Financials
  1. Viewpoint Vista
  1. Stand-alone systems

Primary Titles

  • CFO, Controller
  • VP/Director Finance
  • VP/Director Operations
  • Procurement Director
  • Construction Executives

Secondary Titles

  • Project Manager
  • Senior PM
  • Superintendent
  • Field Operations Manager
  • Chief Estimator

Budget Allocation Strategy

$5,000 CAD monthly budget split strategically across funnel stages and channels. MOF increases vs typical SaaS because our ICP is known and pain is specific—we want faster movement to demos within a 30-day cycle.

Channel Investment

  • LinkedIn Video + Feed: $1,700
  • Meta (FB/IG/Reels): $1,000
  • Google Search: $1,000
  • LinkedIn InMail: $800
  • YouTube/GDN: $500
Days 1-90

Top of Funnel Execution

Objective

Make the right contractors say "Yeah… that's the problem we have." Investment: $2,000/month across LinkedIn Video, Meta Feed/Reels, and YouTube.

Core Messaging

  • "Budgets are blind for 30–45 days"
  • "Field buys don't hit Procore until invoices arrive"
  • "What's ordered ≠ delivered ≠ invoiced"

Strict Targeting

VP Ops, Director Ops, CFO, Controller, Procurement roles only. Company size 20–500, construction industry, CA/US geography. NO retargeting yet.

Success Metrics

Video views at 25%+, engaged sessions, retargeting pool growth. We do NOT measure leads at this stage—focus is awareness and audience building.

Days 15-90

Middle of Funnel: Prove the Solution

Objective: Prove QuoteToMe solves day-to-day purchasing chaos. Investment: $2,000/month targeting video viewers, website visitors, and Procore/Vista landing page visitors through LinkedIn Feed, InMail, and Meta retargeting.

Use-Case Pages

"Real-Time Visibility for Field Purchases" and "How Self-Performing Contractors Control Spend" with CTAs like "See how it works" and "Preview the workflow."

LinkedIn InMail

Retargeted messaging: "We work with contractors using Procore Financials or Vista who still don't see field spend until invoices arrive. Is that something you're dealing with?"

MOF Metrics

Track contacts created, returning visitors, time on site, and assisted demo conversions in HubSpot to measure engagement quality.

Days 20-90

Bottom of Funnel: Book Qualified Demos

High-Intent Search Strategy

Investment: $1,000/month on Google Search, LinkedIn retargeting, and Meta retargeting. Focus exclusively on high-intent keywords and qualified prospects ready to book demos.

Target Keyword Direction:

  • Construction procurement software
  • Procore purchase orders
  • Viewpoint Vista procurement
  • RFQ software construction
  • Competitor + integration terms

Qualification Framing

Landing page emphasizes "Built for contractors who buy daily" and "Requires Procore Financials or Vista" to pre-qualify prospects.

BOF KPIs

Demo submissions, demo show rate, qualified opportunity rate, and time to first meeting tracked in HubSpot.

90-Day Execution Timeline

The plan operates on a 30-day sales cycle, with each phase building momentum toward predictable demo flow and closed-loop attribution.

Phase-by-Phase Breakdown

Days 1–30

Signal + Audience Build. Heavy video, light search, no pressure. Build retargeting pools for future nurture.

Days 31–60

Demo Acceleration. Introduce InMail, scale retargeting, optimize search terms. First closed-loop attribution in HubSpot.

Days 61–90

Efficiency & Scale. Kill weak creatives, double down on best ICP segments, use ads as sales assist. Predictable demo flow achieved.

Ready to Execute

This demand generation plan combines aggressive ICP targeting, strategic budget allocation, and funnel-specific execution to drive qualified demos within 90 days. By excluding the wrong prospects and focusing on self-performing contractors with real procurement pain, we maximize every dollar of the $5,000 monthly budget.

$5K

Monthly Ad Budget

Strategically allocated across channels and funnel stages

90

Days to Scale

From signal building to predictable demo flow

3

Funnel Stages

TOF, MOF, BOF with distinct objectives and tactics

Overall Budget

90 Day Budget for QuoteToMe