The Results
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Posted had been running Meta Ads to drive lead flow. The results were inconsistent. Some months were strong, others were not, and the channel gave them very little control over the quality or size of the companies coming through.
The core issue was structural. Meta Ads works well for consumer and broad B2B audiences, but it is a poor tool for reaching specific, high-value mobile app brands at scale. After 3 months of inconsistent results, it was clear they needed a different approach to outbound — one built around precision targeting, not broad ad spend.
Without a reliable outbound motion, larger brand deals were being missed entirely. The pipeline was unpredictable and the team had no way to go after specific accounts proactively.
The Challenge
Posted is a product-led SaaS platform for mobile app developers and brands. They came to us at an early stage with a product that was already generating traction through organic and product-led growth. The challenge was not the product. It was finding a reliable, scalable way to reach larger brands rather than waiting for them to discover Posted themselves.
Our Strategy
We built two systems designed to work together. High-volume cold email to drive PLG sign-ups at scale, and a full TAM mapping exercise to make sure they were targeting the right mobile app companies from day one.
SYSTEM A High Volume Cold Email (PLG Funnel) |
• Built a high-volume cold email system designed to feed Posted's existing PLG funnel |
• Messaging led with value and drove trial sign-ups rather than sales calls |
• Segmented outreach by app category, company size, and engagement signals |
• Rapid A/B testing on subject lines and CTAs to find what drove sign-ups fastest |
SYSTEM B TAM Mapping for Mobile Apps |
• Mapped Posted's full total addressable market across mobile app categories |
• Identified and prioritised the highest-value brand segments |
• Built clean, validated prospect lists for systematic outreach |
• Created a targeting infrastructure that the team could run and expand ongoing |
The Turning Point
Week 2. The cold email system started producing sign-ups and replies within the first two weeks of going live. From that point the flywheel began turning — outbound data fed back into messaging, sign-ups fed back into product usage data, and that intelligence shaped the next wave of campaigns.
The GTM Company Flywheel
Posted's flywheel began with real data from their existing PLG users. We knew which mobile app categories were converting, what those founders cared about, and how they discovered tools. That intelligence shaped every cold email we sent. The replies told us which messages resonated. Those conversations informed the next batch. By week 2, the system was producing. By month 6, cold email and Meta Ads were feeding each other in a compounding loop that took Posted from early-stage to $1M ARR.
The Results
Cold email and Meta Ads went from competing channels to a complementary system — outbound driving trial sign-ups, Meta retargeting those who engaged, and the two channels compounding each other's results. They now have a GTM motion that is predictable, scalable, and no longer dependent on ad spend alone to generate pipeline.
Category
Tech
Year
2024
Platforms
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