A pilot nobody had a budget line for
Zeta Global · 2025 · a national consumer retail brand
I was selling the first email customer-acquisition product that used AI to decide who to target. Every client I pitched said some version of the same thing: nobody had done this before, so nobody had a budget line for it.
A national consumer retail brand agreed to try it, and its VP of Growth and Media signed a $200K pilot.
The pilot performed, and the brand expanded it into a contract worth more than $1M on that performance.
The budget line didn't exist when I started. It did by the time the contract closed.