Signal Lab — Authority Marketing Agency for Founders & CEOs | Content, Paid Ads & Fractional CMO

Authority Marketing Agency for Founders & CEOs — Personal Brand, Thought Leadership Content, Paid Ads & Fractional CMO — Signal Lab

For founders & CEOs running established businesses · 5 spots per quarter

You know what
you're worth.
It's time your
market did too.

We shoot it, we publish it, we put paid behind it. LinkedIn, Instagram, and YouTube. Done for you in 90 days.

Free · 30 min · No pitch
Request Your 90-Day Visibility Plan
5 client spots per quarter · Applications are reviewed before calls are confirmed
The market comes to you.
·
You set the price.
·
You choose the clients.
Who this is for

Built for founders and CEOs
who are already winning —
and should be known for it.

Signal Lab takes 5 clients per quarter. Every one of them looks like this.

This is for you if —
  • Your business runs on reputation and referrals — and you’re ready to build something that works without you having to be in the room
  • Your reputation closes deals, but your visibility doesn't match your market position
  • You're being outpositioned by competitors with less experience and more presence
  • You're ready to be the name your market thinks of first
  • You're willing to invest seriously in your market position
This is not for you if —
  • You're pre-revenue or still validating the idea
  • You want quick-hit lead generation with no brand foundation
  • You're happy staying anonymous while your competitors build authority
  • You're not ready to invest at a serious retainer level
The Work in Action

This is the level of work — and the level of authority —
your market should already associate with your name.

Every piece of content in this reel started as a conversation. Signal Lab turned it into category authority.

This is what your market should already be seeing.

Watch the reel

Content and campaigns delivered for

IBM
MTV
PayPal
Shopify
Sony
Unilever
Ford
Honda
Molson Coors
DuPont
Subway
IBM
MTV
PayPal
Shopify
Sony
Unilever
Ford
Honda
Molson Coors
DuPont
Subway
The Reality

By the time they called you,
they'd already decided.
You just didn't know it yet.

A founder with 22 years of experience recently lost a six-figure contract to a competitor with four. The prospect explained why: "We felt like we already knew them."

They knew them because they showed up on LinkedIn, Instagram, and YouTube every week. He didn't. By the time he was introduced, the decision was already made.

Silence isn't neutral anymore. In a market where your buyers form opinions before they ever call, invisible means irrelevant.

Without category authority
  • ✕ Prospects have never heard of you before the call
  • ✕ You spend the first meeting proving you're credible
  • ✕ Your competitors with less experience win on familiarity
  • ✕ Revenue depends entirely on who happens to refer you
  • ✕ You compete on price because you haven't built value yet
With category authority
  • + Prospects arrive already convinced you're the right choice
  • + The decision is made before you ever speak
  • + Your experience and depth are visible before anyone calls
  • + Inbound inquiries come from people who already want to work with you
  • + You set the price — because you set the standard
The Work

Not content.
Not ads.
A system that makes
your market choose you.

By the time a prospect comes to you, you don't convince. You close.

Signal Lab connects content, paid amplification, and platform presence into a single system — built around your expertise and how your buyers actually make decisions.

Your expertise already exists. Your point of view already exists. What's missing is the system that takes it out of your head, puts it in front of the right people, and keeps it there — week after week, platform after platform.

The Process

The same four moves.
Every time.
Built around where you are right now.

Four moves. Every engagement. The scope changes. The sequence never does.

01
Positioning

Define the signal.

We define exactly what you stand for and why your market should see you as the authority — not just an option. Everything downstream depends on getting this right.

02
Production

Build the content engine.

We produce the content that carries your authority across LinkedIn, Instagram, YouTube, and paid channels — scoped to your tier, built around your positioning.

03
Distribution

Get in front of the right people.

We deploy systematically — organic posting, targeted outreach, audience building — until your name is in the right feeds every week.

04
Amplification

Put money behind what works.

Once we know what resonates, we back it with paid — targeted to your exact buyer profile until your market sees you first, every time.

Kristoff Rochon — Founder, Signal Lab
The person behind it

"I spent two decades building brand presence for companies like Shopify, PayPal, IBM, and MTV — including years working directly with founding CEOs on how they showed up in the market. What I watched, over and over again, was that the companies who won weren't always the most capable ones. They were the most visible. The most consistently present. The ones whose story was already in the room before the conversation started. Signal Lab exists to build that for established founders who've already done the hard work — and deserve to be recognized for it."

Kristoff Rochon  —  Founder, Signal Lab

Clients include:  Shopify  ·  PayPal  ·  IBM  ·  MTV  ·  National Geographic  ·  CBC  ·  Smithsonian Channel  ·  NBC

See what a 90-day visibility plan looks like for your business.

Request Your 90-Day Visibility Plan

Free · 30 minutes · No pitch

Investment

Three programs.
One outcome.

Every engagement begins with a 90-day build. Everything after that is the system working.

All programs require a separate client ad spend — minimum $3,000 over the 90-day build, paid directly to the platforms. Signal Lab manages deployment on your behalf. You own the accounts and all data.

Visibility
$6k /month
+ Min. $3k client ad spend over 90 days  ·  90-day commitment

Build your market presence. Move from referral-dependent to systematically visible — across every channel your buyers actually use.

1
Professional shoot per quarter
Multi-camera. Real equipment. One flagship film + 20–25 authority clips. Full 90-day content engine from a single shoot day.
  • Weekly publishing cadence
    LinkedIn 2×
    Instagram 2×
    Facebook 2×
    YouTube Shorts 2×
    YouTube Long-Form 1× / quarter
  • ✓ Brand & positioning audit — messaging, ICP, differentiation
  • ✓ LinkedIn profile rebuilt as authority platform
  • ✓ LinkedIn profile copy rewrite
  • ✓ Daily LinkedIn outreach automation
  • ✓ Meta paid ads from Week 7
  • ✓ Weekly strategy call + performance reporting
Request Your 90-Day Plan
+ Fractional CMO add-on $1,500/mo
Momentum
Most Selected
$8k /month
+ Min. $3k client ad spend over 90 days  ·  We suggest $5–6k for best results  ·  90-day commitment

Accelerate your category position. More shoots, more content on every channel, full outreach and nurture automation running simultaneously.

2
Professional shoots per quarter
One flagship film + 40–50 authority clips across two shoot days. Video and written content running every week on every channel.
  • Weekly publishing cadence
    LinkedIn 3×
    Instagram 3×
    Facebook 3×
    YouTube Shorts 3×
    YouTube Long-Form 2× / quarter
    X 1×
  • ✓ Everything in Visibility
  • ✓ Booking system + intake automation
  • ✓ DM automation
  • ✓ Email nurture sequence — 4-part
  • ✓ Expanded ad creative — video + static variants tested simultaneously
Request Your 90-Day Plan
+ Fractional CMO add-on $2,000/mo
Dominance
$12k /month
+ Min. $3k client ad spend over 90 days  ·  We suggest $8k for maximum impact  ·  90-day commitment

Own your category entirely. Maximum content volume, named account targeting, PR placement, and full marketing leadership for established operators.

3
Professional shoots per quarter
3× flagship films + 60–75 authority clips across three shoot days. Video, written, and thought leadership at maximum volume.
  • Weekly publishing cadence
    LinkedIn 3–4×
    Instagram 4–5×
    Facebook 4–5×
    YouTube Shorts 4×
    YouTube Long-Form 3× / quarter
    X 2×
    Substack Managed
  • ✓ Everything in Momentum
  • ✓ Named account targeting — top 25 prospect companies
  • ✓ PR + editorial thought leadership strategy and coaching
  • ✓ Weekly executive reporting
Request Your 90-Day Plan
+ Fractional CMO add-on $3,000/mo
Fractional CMO Add-On
For founders who need marketing
leadership — not just marketing output.

Some Signal Lab clients already have a team producing content and a sales process that works. What they don’t have is someone accountable for the strategy behind it — the positioning, the narrative, the path from attention to revenue. Others have built everything on referrals and hustle with no infrastructure at all. Both need the same thing: a senior marketing lead who owns the function, not just the deliverables. The Fractional CMO add-on is for founders who are done managing marketing by committee — and ready to have someone run it.

From
$1,500/mo
Added to any program
Visibility + CMO
$1,500/mo

Fractional marketing lead. Strategy, content, and paid — fully handled.

✓ Weekly strategy session
✓ Sales cycle audit
✓ Website copy rewrite
✓ Narrative alignment + editorial direction
✓ Full content scheduling + posting across all platforms
✓ Booking system + intake automation
✓ Ad management — 1 cold campaign + 1 retargeting, up to 4 video creatives boosted
Momentum + CMO
$2,000/mo

Everything running simultaneously. Funnel active, ads scaling, automation in place.

✓ Everything in Visibility CMO
✓ Go-to-market planning
✓ DM automation oversight
✓ Funnel oversight
✓ Ad management — 1 campaign, still ad development + up to 8 videos boosted
Dominance + CMO
$3,000/mo

Full marketing function. Sales process, lead architecture, and maximum ad coverage.

✓ Everything in Momentum CMO
✓ Full sales process design
✓ Lead path architecture — ad to booked call
✓ CRM pipeline setup
✓ Named account strategy oversight
✓ Ad management — 1–2 campaigns, up to 12 videos boosted
Confidential by design

Your engagement and results are never disclosed. The same privacy applies to every client.

5 client spots per quarter

All applications reviewed before strategy calls are confirmed.

Ad spend is separate

Budgets held and deployed by Signal Lab on your behalf. You own the accounts and all data.

The Math

What it means to be
the known name in your market.

Apple doesn’t explain itself when it walks into a room. Neither does the category leader in your market. They’re already known. Already trusted. The decision is already leaning their way before the conversation starts. That’s not luck — it’s the result of showing up consistently, in the right places, with something worth saying.

Today
Before the system

You’re winning on referrals and reputation — but your market has no way to find you, evaluate you, or choose you before someone makes an introduction. Buyers form opinions before they ever call. Right now, those opinions are being shaped by whoever is showing up. It isn’t you.

90d
After the system is running
After 90 days

Your market knows who you are, what you stand for, and why you’re the right choice — before anyone makes a call. You have a body of work in market, on every channel your buyers use, that does the selling before your team ever gets involved. You’re not being compared to competitors. You’re the standard they’re being compared to.

25+
pieces of structured authority content in market by Week 12 — aimed at exactly the buyers you want to reach
1–3
professional shoot days per quarter depending on your tier — flagship film plus up to 75 authority clips produced and deployed
0 to known
in 90 days — from no presence to the recognized name in your niche, across every channel your buyers actually use

The strategy call builds a revenue model specific to your business, your deal size, and your market. That’s what the 30 minutes is for. Projections are based on comparable client outcomes and are not guaranteed.

Book a Call to See Your Model

Free · 30 minutes · We build the revenue model live on the call

Next Step

Walk away with a 90-day plan.
Yours to keep.
Regardless of what you decide.

Most founders leave this call with more clarity than they've had in years. A precise read on where they're being outpositioned — and a concrete plan to fix it. Whether you become a client or not.

30 minutes
Via Zoom
No deck

What you walk away with:

  • A precise read on where you're being outpositioned — and by whom
  • A 90-day visibility plan specific to your market, your buyers, and your category — yours to keep and act on, regardless of what you decide
  • A clear sense of what category authority is actually worth to your business — in deal flow, pricing power, and inbound

"I came in skeptical. I left with a diagnosis I couldn't argue with. We signed the following week."

— S. Whitmore · Founder · Supply Chain Advisory, Toronto

This isn't a discovery call where we ask about your goals and pitch you at the end. By the time we speak, we've already reviewed your application. The 30 minutes is a working session — you get a real plan, not a proposal.

Our commitment to you

If in the first 10 minutes we're not the right fit, we'll tell you directly — and point you to someone who is. No pitch. No pressure. No wasted time.

Signal Lab engagements start at $6,000/month with a minimum 3-month commitment. If that's not aligned with where you are right now, the audit below is the better starting point.

Not ready to talk yet?

Download: The Category Authority Audit — See Exactly Where Your Competitors Are Outpositioning You  →

You've built something real.
It's time your market knew it.

You've read this far because you already know the answer. The call is free. The 90-day plan is yours to keep.

Request Your 90-Day Visibility Plan

5 spots per quarter · Applications are reviewed before calls are confirmed

Signal Lab Insights

Perspectives on authority,
visibility, and the founders
who build both.

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