What's up, it's Zayd

I spent $200K on marketing last year.

$180K of it was wasted.

The things that actually moved the needle literally cost nothing.

Here's every zero-cost move that's generated real pipeline for Valley.

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Zayd’s Picks

My favorite finds of the week

• Why your cold emails are landing in spam (link)

• Your cold emails should make people feel good (link)

• Don’t sell through users to get buyers (link)

• Habits that lead to PMF with founder-led sales (link)

• The traditional outbound playbook is dead (link)

Part One: Make It Stupid Easy To Find You

1. Have a Press Kit

Create a Google Drive folder. Throw in:

• Your logo (PNG, SVG, whatever formats)

• Founder headshots

• One-pagers about your product

• Any press mentions you've gotten

Link it in your website footer. Label it "Press Kit" or "Brand Assets."

When someone wants to write about you, tweet about you, or include you in a roundup, they have everything they need. Remove all friction.

I've been featured in 6 articles in the last year solely because journalists could grab our assets instantly.

2. The Name That Actually Works

Your company name should match what people call you.

If people say "have you tried that LinkedIn tool?" but your company is called "SalesForce Pro Enterprise Solutions," well first of all…oof, and second of all…nobody can find you or share you.

Valley = what people call us = what they search = our domain name.

3. Embed Your Calendar Everywhere

Remove your "Contact Us" form and replace it with an embedded Calendly.

Let people book directly. Qualify them in the background. Cancel if they're not a fit.

Forms create friction. "We'll get back to you" means the prospect has to wait, remember to check email, respond again to book. Each step loses 30% of people.

Direct booking = one click, they're on your calendar.

We went from 40% form-to-meeting conversion to 73% calendar-to-meeting conversion by making this change.

Part Two: Capture Everyone (Then Convert Later)

4. Add EVERYONE To Your Email List

Someone downloads your lead magnet? Email list. Close-lost deal? Email list. Demo no-show? Email list. Person who replied "not interested"? Email list (but separate segment).

Stay. In. Their. Orbit.

80% of our current customers were on our email list for 3+ months before they bought. They weren't ready when they first found us. They were ready later.

If we hadn't captured them early, we'd never have closed them.

5. Stop Asking For Phone/Email On Forms

Ask different qualification questions instead:

• Which analytics tool do you currently use?

• What channel drives most of your customers?

• How many people are on your sales team?

(then pull their contact info from enrichment tools after they submit)

6. Build The "Are We Even A Fit?" Quiz

Create a quiz that asks qualifying questions. Routes people to either:

• "Book a demo" (if they're a fit)

• "Not a fit right now, here's why" (if they're not)

We built ours in Typeform. It takes 2 hours and saves 10 hours of bad-fit calls monthly.

Part Three: Leverage What You Already Built

7. The ERC Library (Evergreen Renewable Content)

Take your 20 best-performing posts and dump them in a Notion doc or Google Sheet.

Every month, your team can repost the winners with slight modifications.

No one sees and remembers every little thing you post. I barely remember my own content half the time.

We reuse our top 20% content every 90 days. Gets better engagement the second time because our audience is bigger.

8. Video Testimonials On Your Site

Nobody reads anymore.

Ask your happiest customers: "Can we record a 2-minute video about your experience?"

Offer them $50 credit or a free month (ost will do it for free anyway) and then put them on your homepage, pricing page, and in your sales deck.

9. Turn Customers Into Growth Partners

Create a simple affiliate program:

• $50 credit for testimonial

• $150 discount for 30-min case study

• Free month for case study + backlink + co-created LinkedIn post

Your best customers become your sales team. They're already telling people about you. Might as well incentivize it and give them materials to share.

Part Four: Build Systems That Compound

10. Track "Where Did You Hear About Us?"

Train your team to ask this on every single call.

Build a Slack bot that pulls this from call transcripts automatically and sends to a Google Sheet.

11. The Two-CTA Rule

Every email you send needs at least two calls-to-action:

• Book a call

• See case studies

• Join affiliate program

• Download resource

People buy when they're ready, not when you ask. Give them multiple ways to engage.

12. Barter With Your Followers

If you have 10K+ LinkedIn followers, you have leverage.

Try pulling a "I'll post about your product to my 15K followers in exchange for 30% off."

Most companies will take this deal, especially if you're in their ICP, and you have nothing to lose.

Part Five: Optimize What You Have

13. Calculate Your REAL CAC

Add up everything:

• All marketing spend

• All sales salaries

• All tools and software

• Content creation costs

• Events and conferences

Divide by customers signed that month.

14. The Weekly Attribution Check

Every Friday, pull a report:

• Where did this week's demos come from?

• Which sources actually closed?

• What's our real conversion rate by channel?

Track revenue metrics (demos booked, deals closed, actual money).

15. The Founder Content Engine

Here's the simplest content system:

Monday: Record 10 voice memos answering questions about your space (do this while walking or at the gym)

Tuesday: Transcribe them with AI

Wednesday: Turn best answers into posts

Thursday: Post them

Friday: Track which ones performed, save winners to ERC library

This takes 5 hours total per week. Generates 4-6 quality posts. Costs $0.

I've been doing this for 18 months. It's generated more pipeline than $50K in paid ads.

All 15 moves are about removing friction, capturing attention, and building systems that compound.

Growth means operating the most efficiently, not burning through the most cash.

How I Can Help

Let me book sales calls for you while you're implementing these moves. Seriously.

I built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.

Here's a sneak peek from the launch video:

Reply to this email with "Sure, Zayd," and I'll send you a special Valley discount and a price lock to help you crush 2026 pipeline goals.

How can we work together 🏔️

1. See more of Valley’s messaging examples, feel free to roast them: https://coolmessagebro.com/

2. Generate more demos for your company using LinkedIn: https://meetings.hubspot.com/zayd-from-valley/tryvalley
   

3. Become a Valley partner and get 20% recurring commission for every user you bring in: https://withvalley.notion.site/valley-affiliate-partner-program