gtmagency
gtmagency
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Previously ran growth for 500+ SaaS companies through their product launches. Our team has also worked with companies backed by
This playbook maps Ubiquity Retirement + Savings's ideal customer profile across account, prospect, and persona dimensions, then lays out 5 signal-based outbound plays. Each play fires on a specific buying signal so your outreach lands the moment a prospect is most likely to act.
| Dimension | Qualified | Prioritization |
|---|---|---|
| Geography | United States (all 50 states) | Prioritize states with active SECURE 2.0 tax credit adoption: CA, TX, NY, FL, IL |
| Employee Count | 2 to 100 employees | Tier 1: 5 to 50 employees (Group plan sweet spot). Tier 2: 1 to 4 (Solo plan targets) |
| Industry / Vertical | Small business services, professional services, retail, hospitality, construction, creative agencies, healthcare practices, tech startups | Prioritize professional services and hospitality where employee retention via benefits is critical |
| Key Qualifying Signal | Currently paying AUM-based 401(k) fees to competitors (Guideline, Human Interest, ADP, Betterment at Work, Paycor, Rippling) or has no 401(k) plan at all | Tier 1: Active AUM-fee plan detected. Tier 2: No plan detected, company 2 plus years old |
| Tech Stack | Payroll providers: Gusto, QuickBooks Payroll, ADP Run, Paychex, Rippling, OnPay, Patriot Payroll | Prioritize Gusto and QuickBooks Payroll users (Ubiquity integrates natively) |
| Revenue / Funding | $250K to $10M annual revenue, bootstrapped or seed-stage | Prioritize bootstrapped companies where cost savings resonate most; deprioritize Series B and above |
| Intent Signals | Searching 401(k) plan comparisons, SECURE 2.0 tax credits, Safe Harbor 401(k), or AUM fee calculator content | Prioritize accounts with multiple intent signals in 30-day window |
| Dimension | Qualified | Prioritization |
|---|---|---|
| Seniority | Owner, Founder, CEO, COO, CFO, HR Manager, Office Manager, Controller | Tier 1: Owner or Founder with direct benefits decision authority. Tier 2: HR or Finance lead |
| Primary Titles | Small Business Owner, Founder, CEO, President, CFO, HR Director | Focus on titles that own both cost and people decisions simultaneously |
| Secondary Influencers | Bookkeeper, CPA, Payroll Administrator, HR Manager, Controller | CPAs and bookkeepers are key referral influencers; target for partner channel plays |
| LinkedIn Keywords | small business, self-employed, solopreneur, retirement planning, employee benefits, payroll, SECURE 2.0, Safe Harbor, 401k, fiduciary, HR compliance | Prioritize profiles mentioning benefits cost reduction or retirement plan setup |
| Persona | Level | KPIs | Related Challenges | Intent Signals | Related Benefits |
|---|---|---|---|---|---|
| Small Business Owner / Founder | C-Suite | Profit margin, employee retention rate, owner retirement savings balance, tax liability reduction | Paying too much in AUM-based 401(k) fees as assets grow, no time to manage compliance, struggling to compete with larger employers on benefits | Searching 401(k) cost comparison tools, AUM vs flat fee calculators, Safe Harbor 401(k) setup guides | Flat monthly fee saves thousands as assets grow, end-to-end administration removes compliance burden, SECURE 2.0 tax credits offset plan costs |
| CFO / Controller | VP / Director | Total benefits spend as percent of payroll, tax credit utilization, audit risk exposure, plan compliance status | Unpredictable AUM fee growth, 5500 audit preparation burden, nondiscrimination testing failures costing extra fees | Researching 3(16) fiduciary services, SECURE 2.0 filing, 401(k) audit support vendors | Predictable flat-fee billing simplifies budget forecasting, 3(16) fiduciary offloads liability, comprehensive 5500 audit support included in Reserve(k) |
| HR Manager / People Ops Lead | Director / Manager | Benefits enrollment rate, employee satisfaction scores, time-to-enroll for new hires, plan participation rate | Low 401(k) participation hurting retention, manual enrollment processes, poor employee experience with legacy providers | Posting about employee benefits strategy, searching auto-enrollment 401(k) solutions, evaluating HR software integrations | Automatic enrollment and auto-escalation boost participation, seamless payroll integration reduces admin work, user-friendly employee portal improves experience |
| CPA / Bookkeeper (Partner / Referral Persona) | Manager / Individual Contributor | Client retention rate, value-added services revenue, client tax savings delivered | Clients losing money to AUM fees without realizing it, no simple 401(k) solution to recommend for small business clients, liability concern with fiduciary plans | Searching 401(k) referral partner programs, SECURE 2.0 tax credit guidance for small business clients | Referral partner program generates recurring revenue, flat-fee model is easy to explain and recommend to cost-conscious clients, SECURE 2.0 tax credit filing assistance adds client value |
| Self-Employed Freelancer / Solopreneur | Individual Contributor / Owner | Personal retirement contribution maximization, self-employment tax reduction, investment flexibility | Lack of employer-sponsored plan, complexity of Solo 401(k) setup, high custodian fees eating into savings | Searching Solo 401(k) vs SEP IRA comparisons, Mega Backdoor Roth guides, self-employed retirement options | Solo 401(k) from $19 per month, Mega Backdoor Roth option maximizes tax-advantaged savings, choose own brokerage or use Ubiquity portal |
We identify small businesses actively paying percentage-based 401(k) fees and reach out with a direct cost comparison showing flat-fee savings. We target the Owner or CFO who controls the benefits budget.
Tech Stack Detection
Job Post Scraping
Intent Signal Monitoring
Enrich Company Profile
Find Decision Maker
Verify Contact EmailIdentify Buying Committee
EmailWe catch small businesses at the moment they begin advertising benefits to attract talent, before they choose a provider. We target the Owner or HR lead to position Ubiquity as the obvious flat-fee choice.
Job Post Monitoring
LinkedIn Job AlertsEnrich Company DataIdentify HR or OwnerVerify EmailEmail
LinkedInWe target Gusto payroll users who lack a 401(k), knowing Ubiquity integrates directly with Gusto. The native integration removes their biggest objection and makes switching cost near zero.
Payroll Stack DetectionTech Stack Cross-ReferenceConfirm Gusto UsageCheck for 401k ProviderFind Owner or HR LeadIdentify Buying CommitteeEmailLinkedInWe identify newly formed small businesses that qualify for SECURE 2.0 federal tax credits but have not set up a retirement plan. The tax credit angle reframes cost as a government-subsidized benefit, dramatically lowering resistance.
Company Age FilterHeadcount SignalIntent MonitoringConfirm Founding YearCheck for Existing PlanFind Owner or CFOVerify ContactIdentify Buying CommitteeEmailWe recruit CPAs and bookkeepers as referral partners by showing them how recommending Ubiquity adds value to their small business clients and generates recurring referral revenue. Each partner unlocks a pipeline of warm, cost-conscious SMB accounts.
LinkedIn Post MonitoringAudience ScrapingEnrich CPA ProfileFind Contact EmailVerify Firm SizeBuying CommitteeLinkedInYou'll have qualified demos booked in your calendar within 45 days: infrastructure, sequences, and live campaigns installed for you.
You don't pay a retainer. Everything we build belongs to you from day one: data, playbooks, and infrastructure.
If by day 45 you aren't seeing qualified demos booked in your calendar, we keep working completely for free until you do.
We build and install a fully automated, signal-based outbound system, outbound, ads, and content, in a 45-day sprint. No retainer, and you own everything. Demos booked in 45 days or we work free until they are.
