Rohin Sethi Consulting.

Rohin Sethi advises founders on fundraising. The founders worth reaching were not in San Francisco or New York — they were in the cities nobody calls, which is exactly why they were reachable.

We built the list from funding stage and headcount, then used webinars and a ninety-day education sequence to let his expertise do the selling.

◇ Snapshot

The brief: Prospect founders outside the major US startup hubs, and communicate a consultant's expertise credibly.
Who they needed to reach: Pre-Series A founders in non-major US cities.
Market: United States.
Channels: Cold email, with webinars and events as the offer.
Timeline: Six months, 2023 to 2024.

$375K

Pipeline sourced

Meetings booked

60%

Meetings converted to pipeline

Before

The founders worth reaching sat in cities nobody called
A consultant's value proposition that is hard to assert cold
No engine actively prospecting them
Interested founders with no reason to come back later

After

25 meetings booked
60% of meetings converting to pipeline
$375K in pipeline sourced
A ninety-day education sequence holding the rest

◇ Challenge

The challenge

Wanted to put a cold outreach engine in place to actively prospect founders in non-major US cities. Rohin wanted to work with an agency that understood the fundraising landscape and able to communicate his value proposition as a consultant.

◇ Approach

Show the expertise. Let them come.

01
How we ran it
We can identify founders at the pre-series A level using Crunchbase and company headcount. Then use cold outreach to get in front of them. We wanted to showcase Rohin's subject matter expertise and have the prospect reach out when they are ready. Therefore we decided to run some webinars and use cold email to ask prospects if they are interested in joining or watching the recording. Then enroll the interested prospects in a 90-day education focused nurturing campaign.

◇ Results

60% of meetings turned into pipeline.

Six months produced 25 booked meetings and $375K in sourced pipeline, with 60% of meetings converting into pipeline.

That conversion rate is the argument for the method. A webinar invitation lets a founder assess the expertise before committing to a conversation, so the ones who book have already decided the person is worth listening to.

Is your expertise the product, and hard to assert cold?

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◇ In their words