DTC skincare · seed refresh
Challenge: Recycling purchaser seeds quarterly.
Solution: Retention Seed Refresh separation diagram.
Outcome: Documented refresh calendar adopted by media and CRM teams.
Custom curriculum
Lookalike Audience Training
A structured path for acquisition teams: evaluate seeds, plan expansion, align creative, and study real cohort outcomes.
Seed evaluation
Before any lookalike ships, seeds pass a weighted rubric: volume thresholds, recency, overlap with exclusions, and signal strength by funnel stage. Teams document pass/fail per criterion.
- 12-criteria scoring template
- Overlap detection workflow
- Stakeholder sign-off ritual
Expansion playbooks
Ladder documents define tier names, audience sizes, spend pacing, and refresh triggers. Playbooks include rollback steps when conversion quality drifts.
Creative alignment
Each ladder tier maps to message hooks and asset formats. Briefs reference seed type so creative teams know whether they are speaking to purchasers, engagers, or trial users.
Case studies
B2B SaaS · PQL seeds
Challenge: Trial volume too low for stable lookalikes.
Solution: PQL weighting model from B2B SaaS Playbook.
Outcome: Shared definition between growth and sales ops.
Growth agency · delivery kit
Challenge: Inconsistent lookalike delivery across clients.
Solution: Agency Lookalike Delivery Kit templates.
Outcome: Standard QA checklist on every launch.