Marcus Ackerland
Key takeaways
- 8:09In Q3 alone, Amplitude's Influ2 program reached 6,000+ contacts in 800+ accounts, driving 130,000+ impressions, 171 ad clicks and 103 website visits — with a 56% decision-maker match rate and nearly 80% of target accounts reached.
- 15:16The program achieved a 5.6x ROI year to date with seven engaged decision makers at enterprise companies in three months, and program contacts are doubling quarter over quarter because sales keeps asking to add more names.
- 2:04Account-based advertising can't reliably reach buying committees: Microsoft has ~156,000 employees and a buying group may be 20 people, so account-level targeting is a needle-in-a-haystack approach.
- 12:13Savvy senior buyers (VPs, C-level) rarely fill out forms, so measuring ungated engagement — content views scored and surfaced via Slack alerts — lets prospects 'MQL' without a form fill and arms sales with follow-up context.
- 7:07Person-based advertising closes the sales-marketing gap by targeting the exact named people sales is emailing and connecting with, instead of reporting company-level leads sellers don't recognize.
In Marcus Ackerland's words
“Oftentimes the savvier the user, the less likely they are to fill out a form. You don't see a lot of VPs or C-level folks filling out online forms.”
Using Person Based Advertising To Drive Sales In Any Climate: Amplitude Case Study12:13
“When you're able to serve them up to them on a silver platter, the age-old marketing-sales follow-up conversations become obsolete, because you're arming them with the context on what to follow up with.”
Using Person Based Advertising To Drive Sales In Any Climate: Amplitude Case Study13:14
“If you're a performance or demand generation marketer and you have salespeople coming to you saying 'I need more of this, please' — that's music to our ears, and we're definitely on to something there.”
Using Person Based Advertising To Drive Sales In Any Climate: Amplitude Case Study16:18