Zero to pipeline.
15 tier-1 leads.
A freshly funded AI company. A niche B2B audience. Zero prior marketing. Six months later: a fully qualified pipeline built from scratch.
When Noetic came on board, Notch had two things. A strong product. And zero marketing infrastructure.
Notch is an AI customer support platform built for the insurance industry. Its technology handles the most complex, high-volume support cases that have historically resisted automation: the nuanced, multi-step interactions that insurance carriers deal with at scale, and that cheaper chatbots consistently fail to resolve.
In September 2025, Notch closed a $15M Series A led by Lightspeed Venture Partners, with participation from Jibe Ventures, LionTree, Phoenix, and Munich Re Ventures. The round validated the product and signaled a clear mandate: build a scalable go-to-market motion in the US. No visual language. No account list. No tracking. No benchmarks. The engagement started at zero.
The full story
in five bullets.
Noetic built Notch's complete marketing motion from zero: visual identity, account universe, tracking infrastructure, and campaign strategy, all before a single ad went live.
A tiered ABM program targeting US insurance carriers produced 39 qualified leads in six months, 15 of them tier-1.
LinkedIn document ads and native lead gen forms drove the majority of qualified pipeline across a niche, senior B2B audience.
Multi-signal lead scoring combining firmographic fit, website behavior, content consumption, and funnel interaction separated tier-1 accounts from the rest.
Google Ads branded campaigns ran 35% under budget while holding 62.95% impression share throughout the launch phase.
Campaign system
in action.
Six arguments. One visual language.
The challenge wasn't differentiation.
It was reach.
Reaching insurance executives at named accounts, inside compliance-cautious organizations, with zero prior campaign infrastructure to learn from.
A Blank Slate, Literally
No visual language. No landing page optimized for the ICP. No tracking stack. No historical data. Before any campaign could launch, the foundation had to be built.
A Very Specific, Hard-to-Reach ICP
US-based personal lines insurance carriers, $50M+ revenue, 200+ employees. Not a broad audience. LinkedIn alone could not surface it without structured, deliberate account targeting.
No Account Universe to Work From
ABM requires a list. Notch did not have one. Building it from public data required multi-source research and an ICP risk filter to flag borderline accounts before any targeting began.
Build it right,
then build it fast.
Three pillars. One system. Zero shortcuts.
Build Before You Launch
Visual language, tracking infrastructure, and a 300-account tiered ABM list were fully built and validated before a single ad went live. The campaign ran on a solid foundation from day one.
Score for Signal, Not Just Fit
Firmographic tier fit, website behavior, asset consumption, and funnel interaction were combined into a multi-signal scoring model that turned raw leads into a prioritized sales pipeline.
LinkedIn as the Conviction Channel
Document ads and native lead gen forms on LinkedIn served as the primary ABM delivery mechanism, reaching insurance executives at named accounts by company, function, and seniority.
The foundation
is the strategy.
Most companies launching their first ABM motion want to start with the campaign. The insight here was that the campaign would only be as good as what came before it: the visual language, the account list, the tracking, the scoring model.
Notch was willing to build it right before building it fast. That discipline is what made the leads real.
Five workstreams.
One integrated system.
Visual Language
- Ran a structured visual workshop with Notch's internal team to develop the full ad creative system from scratch
- Delivered a landing page designed for the US insurance ICP, optimized for the Book a Demo conversion action
- Produced ad templates across static, document, and video formats with a consistent visual identity
Account Universe
- Built a 300-account target list using Seamless AI, LinkedIn research, and ChatGPT deep research for product-focus validation
- Accounts segmented into Tier 1, Tier 2, and Tier 3 by revenue ($50M+) and employee count (200+)
- Buying committee mapped by role: CIOs, COOs, VPs of Innovation, Heads of AI and Operations
LinkedIn Paid Social
- Document ads served as the primary format, using gated content built around insurance-specific pain points
- Native LinkedIn lead forms reduced friction and drove the majority of qualified leads
- Budgets held at the ad set level to maintain testing discipline across creative variants, audiences, and destinations
Paid Search
- Branded campaign protected Notch's search visibility during launch, holding 62.95% impression share
- Google Ads ran 35% under its budget target while maintaining strong branded coverage
- Competitor campaign targeted buyers searching for alternative solutions, extending reach into active evaluation moments
Tracking and Attribution
- Google Tag Manager configured with LinkedIn and Google Ads tags moved off-page for cleaner, conflict-free control
- GA4 custom events tracked Book a Demo form submissions; enhanced conversions activated for better attribution
- HubSpot integrated to route leads from both native LinkedIn forms and the website into a centralized CRM
Accounts to
tier-1 pipeline.
Built from zero. Every stage of this funnel existed only because the foundation was built before the first ad went live.
The drop-off is the point. A ranked pipeline of 15 beats a pile of 300 names, and the scoring model is what separated them.
Not every qualified lead
is tier-1.
The scoring model's whole job was separating these two groups.
Every one of the 39 was scored the same way. Tier is a rank, not a pass/fail.
Two channels,
one system.
Each figure keeps its native unit. Impression share measures coverage; CTR measures response, so the values are intentionally not plotted on one shared scale.
Google Ads also ran 35% under its budget target while holding that branded coverage.
The stack that ran the engine.
LinkedIn Ads
Google Ads
HubSpot
Google Tag Manager
GA4
Seamless AI
ChatGPT
Figma
Airtable
Agency Analytics
Six months.
Zero prior marketing.
the ABM funnel end to end: target accounts built from zero, qualified leads produced, tier-1 leads from named US insurance carrier accounts.
Google Ads branded CTR, indicating strong ad relevance and intent capture.
branded impression share held throughout the launch phase.
under the Google Ads budget target, while maintaining that branded coverage.
The team behind the build.
Specialists who treated a blank-slate account like an opportunity, not a liability.
Disciplined ABM doesn't fail. Undisciplined ABM does.
ABM does not fail because the audience is too small. It fails when the account list is built on assumptions, the creative is not designed for the ICP, and there is no scoring system to separate real intent from noise.
Notch's engagement worked because the foundation came first: creative built for insurance executives, a tiered account list, a multi-signal scoring model, and tracking that fed every conversion straight into a report sales could act on. With all of that in place before the first ad went live, 15 tier-1 leads in six months isn't luck — it's what disciplined ABM produces.
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