The Spikes is an innovation consultancy and consumer-data company that helps brands leverage the power of excitement. Through their proprietary Excitement Search Engine, they map unique customer-interaction moments (called Excitement Points®) that transform casual buyers into loyal fans.
With a strong track record of working with top European brands, The Spikes set its sights on the United States. To lead this expansion, they brought in long-time Nike executive Dave Cobban. The mission: make a splash in a new market, fast.
Breaking into the U.S. meant building quick credibility and momentum among a new audience. The Spikes had two clear goals:
They wanted to use Dave's network and influence with US-based marketing executives to build pipeline and do it quickly.
Instead of cold email outreach, the team wanted to make warm, trust-based connections with ICP-matched prospects who were likely to convert.
To turn the vision into results, The Spikes partnered with RevBoss. Together, they deployed a multi-pronged activation strategy:
RevBoss published "excitement-centric" thought-leadership content that spoke directly to U.S. marketers, building credibility and curiosity among Dave's audience and followers.
RevBoss launched targeted outreach campaigns to Dave's network announcing his new role and inviting conversations. His network of former colleagues, previous clients, and new connectio became active conversations with key decision-makers.
With value-heavy DMs, timely email nudges, and pre/post-event touches, we eased prospects into meaningful calls -- focusing on qualified meetings, not vanity metrics.
The numbers from the first 10 weeks of the campaign speak for themselves:
16 leads with marketing executives at some of the biggest global brands, including top retail, footwear, airline, and tech companies.
9.7% connect-to-lead ratio, well above industry norms.
$30k pilot project signed within the first 90 days.
Expanded beyond Dave to roll out the RevBoss process to two additional team members in Germany and the UK.
Founder content and connection campaigns introduced Dave to the US market.
The full system. Dave's POV, a built audience, and connect campaigns introduced him to the US market.
Dave's ex-Nike, ex-Just-Salad experience became the basis for high-trust content.
9.7% connect-to-lead. The audience was built deliberately, prospect by prospect.
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