If I became CMO of a $5M ARR B2B startup, here's what I'd do in my first 30 days to 2x ICP pipeline:

1. Create a list of every target account in my ICP.

I'd ask sales & CS about which factors make a great account. Then I'd bring in real-life data, analyzing all won/lost deals over the past 18 months to see which factors led to the highest expected ARR per 100 opps (equation: win rate x average ACV x NRR x 100).

These factors would almost certainly include industry, company size, and geo. But I'd look to go a level deeper factoring in tech signals, hiring signals and other indicators of buying intent.

2. Identify all the most relevant contacts at those target accounts.

I'd start with initiator and champion personas. Users, influencers, and exec buyers could come later. This data used to be hard to access, unreliable & expensive -- that has quickly changed.

3. Figure out where those target accounts are in their buying journey.

From there, the bottlenecks become obvious to the entire team. It's time to tackle them.

4. Build a pod around the biggest bottleneck.

I'd spin up 10+ tests in the first week. The variables I'd play with: the account signal, the message, the channel, the offer, and the level of 1:1 personalization. (A manual approach would be fine to start with -- I can automate what works later.)

The lowest hanging fruit is usually to convert aware/interested accounts into pipeline. This might mean warm outbound to convert website visitors, testing personalized video over LinkedIn, offering exec access, etc.

5. Create a 🔥 content asset that I know will resonate with my target accounts.

My starting hypothesis: a State of X report featuring interviews & quotes from my ICP. I'd start with highly referenceable existing customers for social proof (low-hanging fruit). I'd then use the report as an excuse to message ICP prospects (the side-benefit: account-specific insights to personalize campaigns).

I'd build this report in public -- creating a content <> community flywheel -- to already drum up interest from my ICP well before the report was published.

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Why this 30 day plan works:

(a) it's focused on the best-fit accounts,

(b) it brings tight alignment between marketing <> sales,

(c) it creates quick wins -- earning trust to take bigger swings,

(d) it's the best possible onboarding, and

(e) it's aggressive -- setting the bar high.

And, if it doesn't work, perhaps I'd propose another brand refresh 🙃