Go-To-Market Plan
Peach Pilot — Unified GTM Plan
Goal
1,000 users on Right Quote
Timeline
Month 1 → Month 3
Proof Point
Safe Life go-live

1. Strategy

One coordinated campaign across multiple channels. Same message, adapted per channel. We reach two types of people — agency owners who recommend the tool, and individual agents who pay for it themselves. Everything waits for Safe Life to go live first.

👤 Individual agents

Agents are independent contractors — they choose and pay for their own tools (~$35/month). Agent adoption spreads peer-to-peer and creates organic demand. Reached through email, social, influencers, and newsletter.

🏢 Agency owners

CEOs managing 50–500 independent agents. Win one owner and their whole team hears about it. Reached through personal outreach, LinkedIn, direct mail, and warm referrals. They recommend Peach Pilot as part of their preferred tech stack.

How we reach them — the channels

Three groups of channels working together. Each group serves a different purpose — together they cover cold outreach, organic discovery, and warm trust-based conversion. Details for each are in Section 4.

Group A — Direct Outreach

The most targeted channel. Personal, human-reviewed outreach to agency owners and agents.

Email LinkedIn Direct Mail

Email — Agency owners (4-email cold sequence)

Email — Individual agents

LinkedIn

  • Mario posts 2–3x/week — industry takes, product updates, agent success stories
  • Long-form LinkedIn Articles rank on Google and build authority with agency owners
  • Direct outreach via Sales Navigator: 20–30 connection requests/day to agency owners

Direct mail (Phase 3 only)

  • Physical letters to top 100–200 agency owners who haven't responded to digital outreach
  • Personal tone — from Mario directly, with Safe Life proof point included

Group B — Content & Awareness

Organic channels that compound over time. Lower cost, higher trust than cold outreach.

TikTok Instagram Facebook Reddit Quora Blog Newsletter YouTube

Social media

PlatformAudienceWhat to postPhase
TikTokAgentsAgent tips, Right Quote demos, "day in the life" clipsPhase 2
InstagramAgentsSocial proof, testimonials, quote cards with tipsPhase 2
FacebookAgents + ownersCreate Peach Pilot page. Join groups: "Life Insurance Agents & Advisors," "Final Expense Sales Agents," "Independent Life Insurance Agents" — post value, not adsPhase 1
LinkedInAgency ownersMario 2–3x/week. Long-form articles for SEO and authority.Phase 1
YouTubeAgents + ownersRight Quote walkthroughs, agent success stories, field videos from Safe Life agentsPhase 3

Forums (Quora & Reddit)

  • Reddit: r/insurance, r/InsuranceProfessional, r/lifecareer — answer genuinely, mention Peach Pilot naturally
  • Quora: "What tools do life insurance agents use?", "How do I get more life insurance clients?", "Best software for insurance agents" — builds SEO authority + organic discovery

Blog & SEO

Content pillarExample post titles
Agent productivity"How to cut your quoting time in half," "5 tools every life insurance agent needs"
AI in insurance"How AI is changing life insurance sales," "Why top agents are using AI on every call"
Carrier tips"Best final expense carriers for diabetic clients," "How to pick the right term carrier live on a call"
Agency growth"How to reduce first-year agent attrition," "What your top agents are doing differently"

Video content

Product demo

Short Right Quote walkthrough. Use Kite.video for polished output. Mario records, Joseph distributes.

Field videos

Safe Life agents using Peach Pilot live on real calls. Authentic proof beats polished ads. Get permission to record + share.

Short-form cuts

Every long demo gets cut into 30–60 second clips for TikTok, Instagram Reels, and LinkedIn. One video = 5–10 posts.

"Day in the life"

Follow a Safe Life agent through a workday with Peach Pilot. Agents share these organically with peers.

Newsletter

  • Weekly issues — agent tips, industry news, product updates
  • First post-Safe Life issue: include Safe Life proof point and results
  • Managed via Mailchimp (existing account)

Group C — Relationships

The highest-converting channel. Agents who hear from a trusted voice convert faster than any cold outreach.

Safe Life Influencers Podcasts Conferences

Safe Life referrals

  • Mario asks Mike directly: "Who are the top 10 agency owners you respect?" → outreach with Mike as reference
  • Do this first — one conversation unlocks the warmest leads
  • Target: 5–20 warm intros in Phase 2

Influencers

Outreach priority: Tier 1 first (Mario reaches out directly), then Tier 2 and 3 with paid sponsorships in Phase 3.

NamePlatformReachWhyTier
Cody AskinsYouTube, 8% Nation conferences152K+ YTLargest reach in insurance training. Conferences reach 500K+ agents.Tier 1
Shawn MeaikeInstagram, YouTube, TikTok492K IG / 103K YTFounder of Family First Life — one of the largest IMOs in the country.Tier 1
David DufordYouTube, DIG AgencyLarge YT followingFinal Expense specialist — exactly our target agent audience.Tier 1
Jeff RootPodcast, YouTube, DigitalBGA125K+ podcast downloadsDefinitive authority on telesales infrastructure. Co-founder of DigitalBGA.Tier 1
Giuliano Massarelli (Wolf of Insurance)TikTok, Instagram657K TikTok / 29.6M likesBiggest viral life insurance personality on TikTok.Tier 1
Jemayne Williams (@sirmoneymoves)TikTok, Instagram, YouTube513K TT / 274K IGOne of the largest life insurance educators on TikTok.Tier 1
Life Insurance AcademyYouTube, Podcast40K YT / 250+ episodesPremier agent education brand. Trusted by newer and mid-level agents.Tier 2
Arturo JohnsonInstagram, YouTube232K IG / 16.4K YTCoaches 1,200+ agents on agency scaling and lead generation.Tier 2
Family First Life (FFL USA)YouTube, Facebook78.7K YTLargest independent IMO-affiliated training channel.Tier 2
Brit Eady (Agency Jumpstart)Instagram, Facebook194K IGTeaches agents to scale to 6–7 figures. Course creator.Tier 2
Lindsay SmithInstagram, YouTube102K IGAgent mentor, agency owner, author. Runs "The Wealthy Agent" community.Tier 2
Dana NesenYouTube, Instagram13.7K YTFinal expense telesales expert with 115+ active agents.Tier 2
MiKala BarrettInstagramDigital-first agent audience.Tier 3
Vivian WeyllSocial mediaRetention and sales training.Tier 3
Josh DishongYouTubeVirtual/remote agent audience.Tier 3
Brooke BroloInstagramSocial-to-leads framework.Tier 3
Final Expense TrainerYouTube15.2K YTFinal expense and Medicare senior market training.Tier 3

Podcast appearances

PodcastHostAction
Cody Askins PodcastCody AskinsBundle with influencer outreach — pitch guest episode alongside partnership ask
DIG Agency PodcastDavid DufordMario reaches out directly — Final Expense audience = ideal early user
Life Insurance Academy PodcastLIA teamStrong fit for "how AI is changing the sales call" education episode
DigitalBGA / Insurtech GeekJeff RootPitch podcast + partnership together — he's a Tier 1 influencer

Conferences

ConferenceAudienceAction
Cody Askins — 8% NationAgents + agency ownersReach out alongside influencer ask — ask about speaking or sponsor package
NAILBA Annual MeetingBGA/IMO firm ownersAttend and work the room — top 100–150 agency firms in one place
NAIFA National ConferenceAgents + agency ownersEvaluate for Year 1 based on cost vs. NAILBA ROI
LIMRA Annual ConferenceCarriers + distributorsYear 2 consideration — good for carrier partnerships and press visibility

Growth lever — Referral Program

Built into the product from day one. Every user becomes a potential referral source. Goes live in Phase 3.

Agency owner referral

Refers a peer agency → referred agency gets 15% off Year 1. Referrer earns 10% of their Year 1 revenue.

Agent referral

Agent refers another agent → $50 credit per converted seat.

New agency welcome

Shareable referral link. Every agency they bring in adds 1 free month to their subscription.

"Powered by Peach Pilot" badge

Agency websites display the badge → social proof + organic discovery for new prospects.

Key stickiness point: Agents keep their Peach Pilot access if they switch agencies. The tool belongs to them, not their agency — a strong direct-to-agent sell point. Use this in all agent-facing copy.

Mario (Jun 8): "GTM runs in parallel with Safe Life go-live. Outbound volume ramps only after referenceable production usage exists. Do NOT do mass cold outreach yet — wait for Safe Life proof."

2. Timeline & Phases

Three phases. Each phase unlocks the next. Nothing moves to phase 2 until Safe Life is live.

Build the Machine

Set up everything before we need it. Nothing gets sent cold yet.

  • 🔴 Register sending domains (not @peachpilot.ai) + start warm-up — 3–4 weeks, time-sensitive
    • getpeachpilot.com ✅ available — agency owner outreach (mario@getpeachpilot.com)
    • trypeachpilot.com ✅ available — agent outreach (mario@trypeachpilot.com)
    • Not yet checked: peachpilotai.com, usepeachpilot.com, peachpilothq.com, peachpilotapp.com, joinpeachpilot.com, hellopeachpilot.com, meetpeachpilot.com, peachpilotco.com, mypeachpilot.com
  • 🔴 Set up Instantly.ai email sending tool — every week of delay = a week later on outreach
  • Set up DeepLine + Airtable (CRM)
  • Build agency owner list to 100–200 names (NAILBA + NAIFA + Apollo.io)
  • Launch newsletter — first issue
  • Prepare Safe Life one-pager for Mike
  • Mario: approve agent list purchase (~$5K) — blocks all agent outreach
  • Mario: record Right Quote demo video via Loom
Controlled Launch

Safe Life is live. We have a proof point. Outreach starts — controlled, not mass.

  • Safe Life referrals: Mario asks Mike for peer agency names — outreach with Mike's name attached (5–20 warm intros)
  • Email — agency owners: 4-email cold sequence, 50–100/day, human-reviewed
  • LinkedIn: Mario posts 2–3x/week + direct outreach via Sales Navigator (20–30 connection requests/day)
  • Influencer Tier 1: Mario reaches out to Cody Askins first
  • Social media: TikTok + Instagram + Facebook Groups, 5 posts/week each, organic only
  • Newsletter: weekly, include Safe Life proof point post-launch
  • Quora + Reddit: answer questions organically, mention Peach Pilot naturally

No mass agent email. No paid ads. No direct mail yet.

Scale

First results are in. We know what's working. Open the throttle.

  • Email — agents: 500/day → 2,000–5,000/day
  • Influencer Tier 2 & 3: paid sponsorships + free access deals
  • Paid social: Meta Ads + LinkedIn Ads
  • Direct mail: physical letters to agency owners who haven't responded digitally
  • YouTube: launch channel — walkthroughs, agent success stories, field videos
  • Podcast appearances: Mario as guest on Cody Askins, David Duford, Life Insurance Academy
  • Conferences: NAILBA, NAIFA, 8% Nation events
  • Referral program live: shareable links for all users

3. The Three Lists

Every campaign starts with a list. Here are the three we need and where they stand.

ListWhoSizeStatus
List 1 — Individual agents End users — sign up and pay themselves (~$35/mo) ~1.2M licensed in the US Awaiting Mario's approval — vendor: InsuranceAgentLists.com
List 2 — Agency owners CEOs and owners who recommend the tool to their agents 100–200 targets to start Building from NAILBA + NAIFA + Apollo.io
List 3 — Influencers Trusted voices agents follow — amplify reach, build trust 17 identified, tiered Ready — Tier 1 outreach starts in Phase 2

How to build List 2 — Agency owner sources

SourceTypeWhat to do
NAILBA Member DirectoryFree — ~100–150 top-tier BGA/IMO firmsBrowse listings → copy agency name, owner, website into spreadsheet. Visit →
NAIFA Chapter LeadershipFree — ~500–700 named owners across 50 state chaptersClick each state chapter → copy officer names and contact info. Visit →
Apollo.ioPaid (free tier) — filter by industry, title, company sizeFilter: Industry = Life Insurance, Title = Owner/CEO, Size = 10–200 → export CSV → verify with NeverBounce. Visit →
LinkedIn Sales NavigatorPaid (~$99/mo) — best for warm outreach on platformSearch "insurance agency owner" + "life insurance" → filter size 10–200 → direct DMs. No export needed. Visit →
Exact Data / Data AxlePaid — 226K+ US insurance agency entities (~$0.30/lead)Request sample using SIC code 6411 → review quality → purchase. Needs budget approval. Visit →
Ask Mike (Safe Life)Warm referral — highest conversion, zero costMario asks Mike: "Who are the top 10 agency owners you respect?" → outreach with Mike as reference. Do this first.

4. Tools Stack

Every tool has a specific job. DeepLine connects them all together as the automation hub.

CategoryToolLinkCost
Automation hubDeepLine — connects all tools, automates workflows. Mario's recommendation.deepline.comTBD
Email sending + warm-upInstantly.aiinstantly.ai~$97/mo
Data enrichmentClay — enriches contacts with LinkedIn, company size, emailclay.com~$149/mo
Email verificationNeverBounce — verify before every sendneverbounce.comPay per use
CRMAirtable — pipeline tracking, contact managementairtable.comFree tier
Demo bookingCal.com — link in all outreach emailscal.comFree
NewsletterMailchimp — existing accountmailchimp.comFree tier
Video productionKite.video — polished demo videos from screen recordingskite.videoTBD
Paid social adsMeta Ads + LinkedIn Campaign Manager (Phase 3)Ad spend only

5. Coming Next — Dialer / "Human on the Phone" (HLOP)

Official #2 priority after Right Quote. Repositioned from a simple outbound dialer to a full product line. Scoping begins after Right Quote goes live — not in active GTM outreach yet.

Prong 1 — Outbound AI dialer

Run AI dialer against 50K+ historical paid leads. Revenue share (~10% of closed deals), not per-seat. Target ~10% reconnect rate.

Prong 2 — Lead aggregator/scorer

Aggregate leads from 5–25 brokers. Rate each source by ROI. Help agents optimize daily spend. Eventually buy direct from source.

Prong 3 — In-house lead gen

Own ads, own aggregator. Cut out the middlemen buying at ~$10 and reselling at $45–65.

6. Competitive Intel

CompetitorWhat they haveOur response
Summit Health Advisors Live AI pre-qualification agent — screens callers, summarizes context, hands off live to a licensed advisor Direct overlap with HLOP module. Monitor their product and positioning closely.

7. Pending & Ownership

ItemStatusWhy it matters
Agent list purchase (~$5K)PendingBlocks all agent email outreach — InsuranceAgentLists.com vs AdvizorPro comparison ready
Pricing confirmation (~$35/agent/mo)PendingNeeded before using in any outreach copy or landing pages
Safe Life case study permissionPendingNeed Safe Life's permission to use logo + results publicly
Safe Life go-live datePendingAnchor date for Phase 2 — confirm before using in campaign planning
Agent → agency referral commissionPendingNeeded before referral program goes live

Who Owns What

Joseph owns

This document, the three lists, email tools setup, social media scheduling, influencer outreach logistics, newsletter, Notion, weekly reporting.

Mario owns

Strategy calls, demos, Tier 1 influencer relationships, Safe Life partnership, pricing decisions, LinkedIn content, approval of all outreach copy.