AI Product Launch + Waitlist Strategy

In short

Brightspot came to us looking for a partner to help them launch their AI tool for employee trainings. They also needed us to help answer a simple question: where are our early adopters, and how can we get in front of them at scale?




GTM Strategy:

  • Market segmentation
  • Messaging & positioning
  • Channel strategy
  • GTM planning

Outbound Email Lead Generation:

  • Outbound email marketing
  • Lead list creation + enrichment
  • Copywriting
  • A/B Testing

Paid Search Demand Generation:

  • Audience building and targeting
  • Keyword research
  • Campaign strategy and copy

Inbound Lead Funnel:

  • Landing page build
  • Demo video creation
  • Waitlist campaign
  • Welcome email sequence

Product Marketing:

  • Onboarding emails
  • Product training materials
  • Feature education email campaign

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When Brightspot came to us for help with their GTM strategy, we were excited by the opportunity to find the best possible market for such a compelling AI platform, and the chance to ensure they had the most successful launch possible.

The Challenge

The team at Brightspot had developed technology that they knew managers, trainers, and coaches needed to keep their teams up to speed, and they were ready to begin marketing it at scale. The problem? They hadn’t figured out who their early adopters were, or where to find them.

The Work

The coLAB team leveraged our ability to quickly identify, refine and execute on the right GTM strategy, including identifying the best segments to target. Rapid market research identified the optimal beachhead market, which we were then able to target with a highly tailored email campaign and paid search advertising. coLAB’s implementation team built out a CRM, marketing automations, landing pages, content funnels, sales materials, and more.

We identified a bottoms-up testing approach, targeting communities of early adopters who signaled interest in similar technologies. Through a series of experiments, we were able to hone in on a clear beachhead market, which we could then replicate at scale, and target with tailored email outreach, paid search ads, and more. Meanwhile, coLAB’s strategists developed a waitlist strategy to drive excitement and demand for the product.


The Brightspot team had one north star metric for this engagement: find out if there is demand for the product, and develop a thesis on how to capture it. We were able to go far beyond that, with extremely strong initial signups and a path to scaled lead generation moving forward.

  • Identified and validated ideal customer profile and buyer persona
  • Developed scalable, repeatable lead gen process
  • Implemented custom CRM and lead generation tools
  • Email campaigns delivered click through rates of 7.5%, and conversion rates of 2%+
  • Closed 56 corporate accounts in 8 weeks
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