Advertising to in-opp accounts

Some companies, especially where marketing and sales teams don't vibe, have this notion: marketing stops once sales starts its magic. This essentially means they only use their marketing bucks to generate MQAs. And once a sales rep jumps into the conversation with a potential customer, marketing pulls back on the ads.

Oddly enough, this happens a lot in companies selling intricate solutions and big-ticket items. It's super important for these places to get everyone in the buying committee on the same page to seal the deal. Still, they leave sellers to multithread on their own. 

So, here's a cool thing we did for a client: we bucked the trend. We splashed some advertising cash on those still-in-the-early-phase deals. We repurposed content we already had and went full throttle, targeting those accounts on various platforms. The whole point was to boost engagement. We didn't put any gates on the content, and we didn't obsess over lead-related numbers.

The results - those deals moved along 30% faster. 

It's just another way to use account-based advertising and get results that hit closer to revenue than just building the pipeline.

How do you manage your ads spend? Is it all pipeline generation? Do you invest in acceleration and are you measured on it?

KP