Crelligent — Content Calendar & Lead Generation System

Part 1: Content Calendar

Operating Model

One content studio. Three verticals. Five platforms. Consistent weekly cadence.

Content Formats

12-Week Rolling Calendar

Weeks 1–4: FOUNDATION

Weeks 5–8: TRACTION

Weeks 9–12: AUTHORITY

Content Pillar Matrix

Part 2: Lead Generation System

The Three Funnels

Each vertical has a distinct funnel with its own entry point, nurture path, and conversion trigger.

Funnel 1: Foundry (Product-Led Growth via VeloDesk)

┌─────────────────────────────────────────────────────┐
│  AWARENESS                                          │
│  X threads · LinkedIn posts · Startup events        │
│  "Why your MVP is a liability"                      │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  CAPTURE                                            │
│  VeloDesk Sign-up (free)                            │
│  → Connect Stripe, Mixpanel, etc.                   │
│  → Generate PMF Score™                              │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  QUALIFY                                            │
│  Score < 40: "You need Foundry Starter"             │
│  Score 40-70: "You need Foundry Growth"             │
│  Score > 70: "You need Foundry Scale"               │
│  → In-app notification + email sequence             │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  CONVERT                                            │
│  30-min Discovery Call                              │
│  → Proposal within 48 hours                         │
│  → 50% deposit → Engagement kickoff                 │
└─────────────────────────────────────────────────────┘

Automation Triggers:

• VeloDesk sign-up → Welcome email (Day 0)
• PMF Score generated → "Here's what your score means" email (Day 0)
• Score < 40 → "Your startup needs a system" nurture sequence (Day 1, 3, 7)
• No action after 14 days → Re-engagement email with case study
• Discovery call booked → Prep email with questionnaire

Funnel 2: Edge (Account-Based Marketing)

┌─────────────────────────────────────────────────────┐
│  TARGET (50 accounts/quarter)                       │
│  Identify COOs/CTOs in logistics, healthcare,       │
│  agriculture, smart buildings, oil & gas             │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  ENGAGE                                             │
│  LinkedIn connection + personalized message          │
│  Industry white paper (gated)                       │
│  "The Physics of Cold Chain Wastage"                │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  EDUCATE                                            │
│  Technical discovery call (45 min)                  │
│  Problem deep-dive + system mapping                 │
│  ROI calculator: "What spoilage costs you/year"     │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  PILOT                                              │
│  8–12 week pilot proposal ($25K–$75K)               │
│  Defined success metrics                            │
│  Hardware + cloud + dashboard                       │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  SCALE                                              │
│  Pilot → Production contract                        │
│  Fleet deployment + per-device MRR                  │
└─────────────────────────────────────────────────────┘

ABM Playbook (per account):

1. Research the account (pain points, tech stack, leadership)
2. Connect on LinkedIn (founder or senior engineer)
3. Send personalized insight (not a pitch — a problem observation)
4. Share relevant white paper or case study
5. Invite to technical discovery call
6. If qualified → pilot proposal within 2 weeks

Funnel 3: Enterprise (Trust-Based / Referral-Led)

┌─────────────────────────────────────────────────────┐
│  ATTRACT                                            │
│  Keynotes · Long-form essays · PE/VC referrals      │
│  Executive dinners (15 invites, Lagos/London)       │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  DIAGNOSE                                           │
│  BI Suite SAI demo                                  │
│  → "Your system alignment score is 34/100"          │
│  → Problem Framing Workshop (half-day, free)        │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  PROPOSE                                            │
│  Diagnostic proposal ($50K–$100K)                   │
│  Phase 1 of ESRE™                                   │
└──────────────────┬──────────────────────────────────┘
                   ▼
┌─────────────────────────────────────────────────────┐
│  EXPAND                                             │
│  Diagnostic → Full ESRE™ ($150K–$500K+)             │
│  → Evolution Retainer ($10K–$25K/mo)                │
└─────────────────────────────────────────────────────┘

Referral Network:

• PE firms: 10% referral fee on first engagement
• VC partners: Co-branded "Portfolio Health Check" using BI Suite
• Happy clients: Formal testimonial → referral intro request

Lead Scoring Model

Every lead gets a score based on engagement signals. Scored in bisuite-app Growth Module.

Email Nurture Sequences

Foundry Sequence (7 emails, 21 days)

Enterprise Sequence (5 emails, 30 days)

Monthly Lead Gen Targets

Tech Stack for Lead Gen

One-Line Summary: Content drives awareness on schedule. Platforms capture and score leads automatically. Humans close the deals.