I run two types of campaigns, because there are only two things that matter:
↳ Building mental availability and consideration with out-market prospects
↳ Convincing in-market prospects to choose you over competitors
Out-market campaigns hit our total ICP list.
We run high-frequency ads built around strategic, data-backed messaging to drive reach and recall.
The goal: “When they move in-market, we’re the name they remember.”
We mix ad formats but optimize for audience penetration, frequency, engagement rate, and dwell time.
To measure success, we track ICP company visits, share of search, and growth in engaged ICP accounts over time.
This tells us we're not just hitting vanity metrics, but actually getting on the vendor list.
In-market campaigns are laser-targeted.
I recently shrunk this audience from 40K to ~8K.
Given our full ICP list is ~180K, that tracks as only ~5% are in-market at any time.
The goal: convert pipeline, drive revenue, shorten sales cycles, increase AOV and LTV.
Here’s what that structure looks like:
We ditched generic retargeting (website visits, video views, ad clicks).
Instead, we focus on high-intent page visits—service, pricing, offer pages.
Add in AI-driven intent-signals from Dreamdata and G2.
Then, layer an ICP filter over the top to ensure we're not wasting spend on poor-fit prospects.
Unlike most B2Bs, we don’t exclude existing pipeline from targeting.
We keep reminding them why we're the best option.
They’re not closed until they’re closed.
Funnel logic makes sense for a linear funnel.
But B2B buying journeys aren't linear.
Smart B2Bs market the way buyers actually buy.
Not the way they wish they would.
🤘
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