Industry: Business Incubator / Venture Capital
Service Provided: Website & Funnel Management, Media Testing, Messaging Development, Influencer Marketing, CRM Integration, Analytics, Tagging & Tracking, Go-To-Market (GTM) Strategy
Background
Trivergance is an operating partner and fiduciary to blue-chip capital partners. It specializes in investing in small to medium-sized companies and forming uniquely structured joint ventures with Fortune 500 brands. The company focuses on creating, building, and scaling innovative new businesses.
The Challenge
As a business incubator, Trivergance needed to rapidly develop and launch new business ideas. These ventures were novel products designed to fill specific market gaps, requiring:
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Comprehensive brand development from scratch.
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A go-to-market (GTM) strategy executed within a short timeframe to test viability.
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Extensive media testing to identify optimal marketing channels and messaging.
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Scalable frameworks to support multiple business launches simultaneously.
The Strategy & Execution
To meet these challenges, seven businesses were launched using a structured, agile framework:
Brand Development
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Created brand names, product names, websites, and/or apps.
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Developed core messaging tailored to each business.
Media Planning & Execution
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Selected test media channels and set specific CAC goals and campaign KPIs across traditional and digital platforms.
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Designed and set up tracking and tagging of consumer touchpoints, events, and funnel tracking.
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Deployed a mix of paid media, influencer marketing, and direct outreach campaigns.
Key Media Tactics:
✅ Paid Media – Targeted ads on digital platforms.
✅ Audience Development & Remarketing – Built segmented audiences and remarketed to high-intent users.
✅ Multi-Channel Approach – Leveraged radio, billboards, podcasts, mail outreach, and email marketing in specific geo areas to measure lift on online conversion.
Testing & Optimization Framework
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A/B & Multivariate Testing (MVT) for ads, landing pages, and funnels.
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Consumer sentiment analysis using Facebook Ads to refine brand messaging.
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Iterative improvements based on real-time data insights.
Tools & Platforms Used
✅ Media Channels: Meta Ads, TikTok, Google Search & Display, TheTradeDesk
✅ CRM: Salesforce Marketing Cloud
✅ Analytics & Tagging: Google Analytics, Tableau, Google Tag Manager, Segment.com
✅ Testing Platforms: VWO, Google Optimize
Results & Impact
🚀 Fast-Tracked Business Launches – New ventures launched within three-month cycles or less.
🎯 Achieved CAC Targets – Customer acquisition cost (CAC) hit business model estimates within the first month of testing each product.
📊 Data-Driven Brand Messaging – Used Facebook Ads & audience reactions to refine brand positioning for different marketing personas.
Key Takeaways & Learnings
🔹 Agile frameworks accelerate time-to-market – A structured GTM approach enables rapid iteration and launch.
🔹 Strategic media allocation drives efficiency – Proper budget distribution ensures focus on high-performing channels.
🔹 Audience-driven messaging evolution – Testing real consumer engagement refines positioning faster than traditional research methods.
Client Testimonial
"Shay is one of the best media buying and conversion optimization experts I have worked with. He successfully managed growth across lead generation, e-commerce, content marketing, and media buying on Search and Social networks for multiple business incubators spanning various industries." Jerry S, CEO
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