Founder-Led Marketing Proposal
A full-funnel content distribution system to establish Eric Cohen as the defining voice in Product Engine Optimization — across podcasts, social, and earned media.
The Opportunity
Product Engine Optimization is an emerging space. The founders who define new categories early don't just win customers — they win the entire market's mental real estate. This is the moment to be everywhere your buyers, partners, and press are paying attention.
This proposal outlines three engagement tiers, each designed to systematically build Eric's personal brand as the authority on POE — through podcasts, short-form clips, content rewards distribution, and managed social presence.
The most powerful distribution channel for any B2B product isn't ads or SEO. It's a founder who shows up consistently, says something worth clipping, and lets the internet do the rest.
— Specularis GTM ThesisService Tiers
Each tier builds on the last. Start where it makes sense, scale when the system proves itself.
The core engine. We get Eric on high-value podcasts, turn every appearance into a clip library, distribute across LinkedIn and X, and seed the best clips through a content rewards platform for organic amplification.
Total estimated monthly spend: ~$2,500–$3,000 (retainer + rewards budget)
Everything in Tier 1, plus we layer in additional interview formats — street interviews, prompt-to interviews, and rapid-fire Q&A formats that generate a second content stream entirely independent of podcasts. More formats = more clips = more surface area for virality.
Total estimated monthly spend: ~$4,000–$4,500 (retainer + rewards budget)
The full engine at scale. Everything from Tiers 1 and 2, amplified — plus a paid media layer added after months 2–3 once we have data on which clips convert. We push what the data says is working. No budget wasted on guessing.
| Budget Line | Monthly Estimate |
|---|---|
| Retainer | $5,500 |
| Content Rewards Budget | $1,000 |
| Paid Media (ads — months 2–3+) | $1,000–$1,500 |
| Total Monthly Investment | $7,500 – $8,000 |
Paid media is only activated after 2–3 months of organic data. We'll know exactly which clips get high CTR and reception before spending a dollar on amplification.
How It Works
We define Eric's POE narrative, key talking points, and signature opinions. You need one repeatable message that clips well and compounds — this session builds that foundation.
We identify and pitch shows within your ICP's listening habits — B2B SaaS, product, growth, and founder-focused podcasts with verified audience minimums. Two to four placements secured per month.
Every podcast and interview is clipped into short-form content optimized for LinkedIn and X. We handle the editing direction, copy, and scheduling. Nothing sits unused.
Top clips are posted to content rewards platforms to incentivize organic resharing. This compounds reach without additional ad spend and gives us early signals on what resonates.
We review what's working — clip performance, follower growth, inbound signals — and adjust podcast targeting, clip angles, and messaging based on real data.
Why Specularis
Specularis is an AI marketing agency specializing in organic distribution, founder-led growth, and content systems for Web3, crypto, and AI companies. We don't manage brands — we build authorities. Our work is execution-first: no account managers, no handoffs, no overhead.
Let's schedule a 30-minute strategy call to align on the right tier and get the first podcast placements scoped out.
Schedule a Call →