WHO WE ARE & WHAT WE DO
Our services and approach
WORKING WITH HIGH-GROWTH B2B & B2C SAAS
ABOUT COLD
WE TURN KNOWLEDGE INTO GROWTH
Cold provides marketing experience for startups that need to achieve the next stage of growth.
Let’s break that down.
Experience is the ability to apply knowledge effectively to a specific situation. The specific situation in this case is the dynamics of your business, and the market you’re in.
You already have excellent knowledge of your business and your market. This, combined with figuring things out, learning from best practice articles and LinkedIn advice have gotten you pretty far already.
But you’ve arrived at a point where the amount of Marketing experience needed to apply that knowledge and reach the next horizon is exponentially larger than before. And gaining that experience organically represents a greater opportunity cost to the wider business (which is also seeing demand rise across every other area).
Cold brings the experience needed to navigate what needs to be done for your startup, based on years of Marketing experience with high-growth, VC- and PE-backed B2B and B2C startups across different industries and revenue stages.
OUR APPROACH
SIMPLE, REAL
We aim to provide straightforward and specific advice based on your unique challenges. This takes into account the real-life nuances of who you are selling to, the current state of your product and business, and how this all fits together within the bigger picture.
NO DIGITAL DUST
We don’t do audits or reports, or documents that get read once and consigned to the digital graveyard. While these can have their place, our primary aim is to learn quickly and build momentum, which requires an action-oriented approach to get to the results we want.
WE WORK HOW YOU WORK
We’re not prescriptive about which systems to use or how to use them. Hate meetings? Cool, we can work async over email. Prefer to talk things through? No probs, we can connect on a call or IRL. So long as we agree on ways of working and communicating ahead of time, we should be golden.
OPINIONATED
Our role as both sparring partners and executors means we take a stance on the best course of action based on our experience, and where your business is at right now. Sometimes the answer is “we don’t know”—in that case, we’ll say that and suggest the best way to proceed. Your role, of course, is to reject, accept or counter this opinion in order to get to the decision to proceed.
OUR CORE SERVICES
Much of what we help with initially are the decisions behind the decisions—these are the bigger strategic pointers that dictate the specifics of what downstream approach should be. Don’t worry, these are things you already know the answer to, and can generally be unblocked quickly. Once we’ve clarified the starting point, we can move forward. It just may be in a different direction than you initially thought.
Your situation will be unique to you, but having worked with dozens of startups, there are some common patterns that emerge:
POSITIONING
Where does your product or service sit in the minds of the people you’re targeting, and how are you communicating that effectively at every touch point?
CONTENT
How can you make your brand stand for something more than the features and value of the product or service you sell, and express your point of view in the market to differentiate from competitors?
AUDIENCE SEGMENTATION & TARGETING
Who are your really, really good customers, and how do you get more of them? Do you have a clear definition of your ideal customer profile, and a structure around how you focus resource on acquiring and retaining these (and getting less of the shitty ones)?
B2B MARKETING MENTORING
For first-time or newly-promoted in-house marketing leaders in B2B SaaS startups with high growth expectations, who need to fill experience gaps to accelerate their path to the next level.
All tactical questions tend to flow from these questions down—which channels to prioritise next, when to take on an agency or full-time employee, how to optimise marketing spend, etc. Get in touch to see if we can help with your challenge.
OUR TEAM
TOM LLOYD, FOUNDER & CEO
I’m a marketer with over a decade of experience as an operator in executive roles at high-growth, VC and PE-backed startup environments across the UK and US. I’ve led high-performing go-to-market teams across multiple industries from seed stage through to Series B, D, E and exit, and I’ve worked directly with dozens of B2B and B2C founders, CEOs and marketers to help them break through business plateaus.
I love helping startups accelerate their Marketing progress, making music creation accessible for everyone, and not taking things too seriously.
