How I'd run this
The setup, internalized
Solo marketer. No BDR. No 6sense. The job is to research it, write it, send it, and book the meeting.
140 named accounts
2 accounts built out below
12-month arc per account
The constraint that changes everything
When you're the only marketer and the sales team is just the founder, every touchpoint has to earn its place. There is no volume play here. The tool stack (Instantly, HeyReach, Clay, Firecrawl, direct mail) is sufficient — but what makes it work is account obsession, not automation. I researched both accounts from scratch, mapped the real buying group (not the org chart), and wrote copy I would actually send tomorrow.
Research before copy
Both accounts were researched using Clay, LinkedIn, and primary sources before a single word of outreach was written. The ASCO account read builds on what Bozi shared and adds what I found — Julia Close's published vision, Lisa's 25-year tenure signal, Christopher Merlan as the CDO to bring along. The ACOG account read starts from zero and maps a buying group that was not previously identified.
Annual-cycle thinking
These are not SaaS buyers who move in 30 days. Medical associations plan around their annual meeting calendar. Every campaign in both 12-month plans is timed to the account's own calendar — post-mortem windows, fall planning cycles, abstract seasons, pre-meeting pushes — not to a sales quarter.
The video demo as a system
Evermed's 3-minute custom video demo is the single best differentiator in the stack — a video platform selling via personalized video. But one demo is a tactic. A system is: one version for the champion (member experience angle), one for the gatekeeper (admin simplicity angle), deployed at the right moment in each campaign phase, not just attached to the first email.
Direct mail with intent
Direct mail is available and I'd use it — but only once, at the right moment, to the right person. For both ASCO and ACOG, the physical send is timed to the fall board and planning meeting window, designed to sit on a desk rather than a screen, and paired with a handwritten note from Bozi. One send per account, per year.