How to Boost Meeting Attendance with Person-Based Ads | Playbook by Influ2

so cool well thanks everyone for joining um on another Forge X ABM Workshop session and today I'm psyched because we're GNA be talking about something that I don't think is utilized enough in a lot of ABM programs and that is person-based ads and more specifically diving in to influ to's actual Playbook that help them double their mer uh meeting rate so the format for today first Anna is going to walk us through the influ to Playbook then we're g to have a bit of a panel discussion so we also have uh Kevin on here as well and both of them we'll give an intro in a minute but we'll be chatting a bit about the Playbook add best practices and at the end we'll have some dedicated time to answer all of your questions but again the format for these events super relaxed toss your questions in the chat

as we go and we'll get to them uh as we as we continue the flow but super excited to have both Kevin and Anna on I'm gonna pass it over to you both for a quick introduction and Anna maybe we start with you oh okay I am Anna symbolist and I am the head of ABM at influ 2 I'm focused on our ABM and outbound motions and yeah I'm behind all of the influential as that you see online basically cool uh I'm Kevin uh I read ABM for yacho here in North America um so really responsible for what we would all call Enterprise uh ABM here in North America going up market and working mostly with the Shopify ecosystem awesome well we're psyched to have both of you on today and Anna I'm gonna pass it your way to give us the

secrets behind your playbook okay cool I am going to share my screen all right I can see it let me do the slideshow for you all right so first of all Davis thank you so much for having me and I'm also super grateful that you run such an amazing Community for marketers where we get to share are successes ideas and well sometimes failures so um today I'm super excited to tell you more about the Playbook that helped us double meeting attendance by using person-based advertising but before I but before I dive into the Playbook itself I just want to explain why we even care about our show operates because the answer is pretty simple um Ed influ to marketing and sales or measured by the same metrics basically so I really care about

Revenue I care about Pipeline and I mostly care about SE because that's you know that's what I'm measured on and when you're measured on salal the first thing that you want to do is you want to make sure that you generate generate the most um suitable calls right you know you bring the right accounts you bring the right people that are going to become s and the first thing we did we aligned with our sales department and um all of the outbound initiatives that I do they are directed specifically at the accounts that we want to convert and the people that we want to convert in those accounts so for me when a person like it's a perfect person and the person doesn't show up to the call like it's a huge loss and I'm really disappointed you know so um why do prospects Miss calls why do they not come because they've already shown this level of Interest they've already shown that you know they

probably done some research they probably know like the initiative that you are that they are going to use us for and usually it's like being overwhelmed at work we researched I also looked at my own behavior at some of my colleagues and trust me when your email is overflowing with emails from your boss saying that you know this is not working you have to fix this immediately a kind reminder is not something that is going to you know be in the center of your attention sometimes you're out of office sick or people forget to accept the invites and they don't get the reminder so even though our sdrs do a very good job of following up and sending the reminders it's just you know it was not enough for us and we thought so what could be a different channel to reach them and we thought why not Target them so what we did is we decided to Target all of the future attendees with a personalized ad campaign so that would

allow us to bridge this Gap wow that that's what we wanted to do we wanted to bridge this gap between the call being booked and the call actually taking place with content uh that would give additional value to them we wanted to stay top of mind so this ex this is exactly what the ad does it just follows them around on Instagram and Facebook on when they're Googling something when they're in Amazon or in LinkedIn and so that was the that was the play that was something that we wanted to do and the next question was what do we even show them like what do they care what do they even care about at this point so what we decided to do is we wanted to put a face to the name we wanted to start building this relationship between the AE and the prospect before the call even took place so as you can see whenever I think that's how it works for everyone whenever an opportunity is created it gets a dedicated AE who's going to run this opportunity to the to the end so

this is how we decided to group our prospects and that allowed us to group them into Target lists and show them ads with the ae's face and the ad is pretty simple it just it's just a friendly thing it's like they're saying hey I'm looking forward to the call thank you so much for finding the time to talk to me and here is more information on influ to if you want learn about it so what we think what we assume this would do for us is it's going to create this connection and give them a direct line to talk to the person and also they would then recognize the AE on the call and that's that's given like a small wow effect I think and the way we approach lending pages is was we took the personalization one step further but it might seem complicated to you right now but trust me it was easy I've literally I just created One landing page and then I multiplied it and then I

simply um changed the picture of the AE in the hero section making it a personalized lending page and what we put here is we give them this direct link to AE calendar if they want to have an additional call if they want to reschedule we put some of our customer logos some product information we then gave them some of our our case studies that we thought are going to be the best for them added some social proof with G2 Badges and you know topped it off with a CTA that encourages them to contact us and another thing that's good about this campaign is that if the time frame between the booking of the call and then the call taking place is really big um you get this opportunity whenever the person engages with the ad it gives this intense signal to the AE that the person is researching and they can reach out and be like hey I'm here if you need something um I can be helpful to you right now so all right we were done with the content this is

what we want to show them and now we are moving on to the best part of this whole Playbook to the part that means I'm not doing manual work so um our beautiful operations team came up with this um simple automation so as you can see I can I have this campaign up and running at all times it's just in the product I've added the content there The Lending page is there the ad is there so it's it's running and whether the prospects are dropping in or out is completely determined by the Automation in our CRM and we use Salesforce so whenever we have an opportunity created our sdrs are trained to assign contact fols to every person who is coming to the call and then Salesforce uses two data points the first one is the contact role and the second one is the account ownership which is now the account is in the ae's hands so they use those two data points

to um divide uh call attendees into Dynamic Target lists that correspond with the right campaign according to the ownership and that's how the targets drop in and we've also set up automation to drop them out because you really don't want to be showing this at all the time because it's really time sensitive so whenever the call takes place and gong we have a signal sent back to the CRM that drops them out from the list and whenever if the call never takes place the opportunity is UN closed loss unfortunately and they are also dropped out of the campaign by the way we also have a show up rate campaign that they are then moved but maybe I'll talk about it next time so this is those so this is the flow it took a couple of days to set up considering a lot of other things on my plate and I was really psyched I was excited were thinking okay how are they going to react and they indeed react

prospects engaged with the creative before the call and they would then mention it to the AE on the call and those were the only signals in the beginning that this is working so we were thinking okay why not keep it and also it was an easy decision because it was running by itself basically and after some time we finally had enough data to measure it in numbers so what we ended up with was a 188 Targets in the control group that had no Impressions so basically they had no idea this existed they just had a regular experience of no ads before um before the call and we then compared them to the group that only had Impressions it means that they only seen the ad and they did not engage with it in any ways and that group had a burst of almost 15% but when we compareed the control group to those who clicked on the ad and who visited the lending page who engaged with it they were twice as likely to

come to the meeting and that was you know we were very happy to see the result honestly um and that's pretty much it on the playbook for me and I can add that this is very a very low maintenance project um and the only thing that I do now is I regularly go and just look at the landing page to see if there is something that I want to update like you know a new case study new jitu badges maybe product updates or something like that and I also have a Salesforce um report where I track that my targets are dropping in and out accordingly just in case you know just to double check everything and um sleep better at night um and yeah that's it for me if you have any questions questions I'll be very happy to answer them um during the Q&A cool this is um yeah I definitely toss your questions in the chat and we'll get to

them as we go one thing that I'd love to dive a bit deeper into is actually operationalizing this how much time did it take from your side what did you delegate to other teams from a cross functional standpoint to build some of the elements how how did actually bring this to life I'm really the wrong person to ask that it was all it was all done by our marketing operations but that was a quick project for them because it it really depends on how mature your Salesforce system is what signals you have how it's set up and I'm just I'm just telling you what our Ops told me yeah so it really depends on how mature your system is but um yeah that's that's it that that's that's all I know that's all I got that's the secret and we have a question from the audience and I think

that this is going to be a really interesting one especially given you're using influ to the question is all about how do you deal with the minimum audience size that you need for ad campaigns well I don't have the minimum audience size because I work for infl and that's um that's something that you have with your but what do you mean for the contract or for the for the app platform my guess is it is for I think it's for the contract I think it's for the contract yes because well this won't be the only initiative that you should be running this only this shouldn't be the only project that you have with person-based advertising because yes that would mean that you don't have enough audience to um to do that uh you should have a lot more going on and there are a lot more things that you can do with person based ads rather than just using it for the show up rate

honestly and these person-based ads aren't going after that segment or group you're actually targeting the specific individuals right yeah so so we actually we were thinking about this well when we were setting this up because you know B2B and ABM it's all about buying groups right now so uh we were thinking all right should we be targeting the whole buying group that you know maybe that would attract them coming to the call maybe that would attract them you know bring us to their attention but then we thought maybe the other person doesn't know that this meeting is going to happen you know and that's kind of giving out information so we thought that it would only be relevant to Target the the only the people who are going to the call and also so if the situation with the with the call changes if there are more people added to the call that is also dynamically updated in Salesforce and the contact row is assigned by the SDR who accept this information and they would also drop into that campaign but only in this case

y totally makes sense and another question Kevin this might be best from your side all around almost segmentation based campaigns leveraging the influ 2 platform whether it's product or personas is that something that you could you know leverage in this type of campaign or in the ABM side in general yeah that's we went through a lot of testing last year with influ to and that was uh our first year with the platform and starting to unlock the hyper targeted groups that we were able to get to we on the Yost side have a handful of different products uh a lot of what we're trying to do is create awareness especially within our existing customer base and we know that the people that are the buyers of our other Solutions aren't the people that are our Daya day contacts for the existing package that they have with yapo so what we think about a lot of times is Gen generating awareness across the entire

organization of yapo holistic approach for the the full platform and then from there we will dig into a whole bunch of other sub segments and person uh personalizing based off of their role and their Persona the way that we have it Associated or signed in our uh CRM which is also Salesforce has been very very helpful so like we've done things on a Persona level we've done things based off of technographics we've done things off of verticals we really tested a bunch of things last year um and it was really kind of clear as day like when we were bringing brand new net new awareness to a product they had no idea we had we saw a good performance there and then when we saw uh segmenting based off of what they existing Tech stack is and also their Persona we saw like incremental improvements off based on like kind of the control test of like generic ads that we're also running uh to test out as well so we definitely try to dice up and use the platform to its strengths Kevin so you say you tried

different ways of segmentation so you did Persona you did technographics um what do you think works best did you notice any difference because I'm also considering maybe you know dividing the audience because you know show upgrade is one thing but I'm also responsible for all the top of the funnel targeting and I'm thinking maybe we should you know discover new Industries and different you know other things to uh what was really interesting to me is that it actually depended on zeroing it like we did based off of technographics did really well um when we were because we kind of know we're very involved with the ecosystem um we have a lot of different products we are seen by a lot and and leverag a lot by our customers as strategic Partners so when they make migrations we we learn about the pain points um that they experience and why they made the switch over to us so taking that information like that feedback directly from our customers that migrated for those

Solutions we then created copy uh and creative to then Outreach via influ to people that had the same technology stack they used to have like that customer and start hitting into those pain points so what was interesting off of that is we ran basically like four or five creatives through influ 2 based off of technographics and what I noticed in multiple creatives that performed well one creative performed much better for the day-to-day user and one creative performed much better with a more decision-making and economic buyer Persona so and the the difference really actually in those those creat was one was about price that really turned the head of the individuals that are signing the checks and need to make the final decision and then the one that was about strategy support and consultation landed extremely well with the day-to-day users because we knew both things were a problem um for the the vendor that they were with and the

vendor that we were kind of not directly uh advertising against but hitting those pain points that we knew existed within that that group so that was a very interesting test that we ran like good insights that we learn taking info from a call applying it into a campaign seeing results out of it and that actually helped us educate on how we were going to approach things in general in the future I also I do I do similar things what what we do is um first of all I would go I go and listen to a lot of calls you know intro calls demo calls with customers with prospects and that's where I hear what the problems are and how what words they're using and how are they talking about it so then I can put the exact problem that everyone's mentioning on the creative and it's going to work perfectly I've also um you know what we noticed is that we have different creatives so we would have like a value prop creatives we would have like really top of the funnel funny

creatives some trust creatives um with articles maybe playbooks Cas studies videos and um I wanted to ask because you said that you know different people they um reacted differently to different creatives so what we noticed and I wonder if that's something that you looked at is that we had a lot of stuff that had really high ctrs but that didn't bring conversions into Ops so they wouldn't book to the call they would go there they would engage with the ad they would read the landing page that they wouldn't convert for some reason and then we had some pieces of content that had you know low cdrs I thought I thought there was like almost I was almost ready to turn it off and then I looked at the amount of opportunities that got booked after that creative and that content and I was like okay okay maybe low CTR is not that bad maybe we should really measure and that's how we do it that's how we measure it because um you know when when I have

high CTR I'm like oh I'm really happy but it doesn't mean anything at the end of the day honestly and um we always I always go and I try a look and see what they've engaged with and how they reacted to that um yeah and I really measure the success of a certain creative by looking at whether they've booked after it yeah uh definitely have taken a look not exactly the way I think that potentially you've been looking at it but and just quick return question for you in general as well for your your ABM cohort right like how many total accounts are are within there like are how many are you trying to address and like what's your scale essentially so we have uh we have a certain amount of ICP accounts in our um in our CRM and then we segment them into bunches depending on how many sdrs we have so an SDR would be working with like 70 accounts actively per period of

Engagement that is three months and we would be actively pursuing them with different messages and different sequences and approaches and ads and um even so basically this is where ABM and sdrs are working working in sync uh and then we send them to rest and after them after some time an SDR they look at signals like and well it depends on how many sdrs We have basically so one SDR has 70 accounts per months and for three months sorry and they um then track for any signals like maybe new hire maybe management change maybe investment you know just the regular SDR signals and that means that we research the account again we add new people we update the you know we update the CRM and they try approaching them again using any previous communication that they've had with them or you know just using new sequences does that

answer question yeah yeah definitely uh and are they all new sale or is it cross as well is it new sale only or cross sale as well so for SDR that would be new sale and cross sale um I'm working on that honestly and with cross sale sometimes it's better not to use sdrs and we're looking to work with customer success managers but then getting your customer success manager to do Outreach it's kind of it's kind of um it's kind of hard I'm actually working on this project right now where we identify some of our Champions that worked with um you know a happy customer happy happy user and they for some reason moved to a different account so that's what we after and that's exactly where your customer success manager is going to be to be really key um to learn about this person and to learn about their their previous program and um for

this case I personally think that a onetoone approach would be the most successful because with SAS you don't really have huge well we don't have huge pools of um users we only have like three user per company or something like that and um yeah so going after that particular person and and giving them this this onetoone treatment could really get you could really get you far I'm also considering gifting I'm also considering gifting yes okay so to answer your your original question that helps like me understand a little bit further kind of how your bucket and approaching so for us we have a set cohort of only a couple hundred accounts of what makes it a little bit unique and complicated for us is what I alluded to before where we are a very multi-product platform and therefore our ABM cohort is a mix of new sale and crosso so we have to be dynamic in the way that we are segmenting and then also marketing and then when we do get intense signals how

do we actually enable our teams to have that appropriate touch Point like you alluded to where a lot of times it doesn't make sense to have a I don't want to call it a random SDR because it is a person that's assigned to the account and working with everyone but to the account and to those people that need to reach is a random person so we want to make sure that we're giving the right signals to the people that can quarterback that next step and obviously I'm sitting there and lock step with them to monitor it and make sure that those things are being addressed but the reason that I bring that up is when we were testing all the different things that we did uh last year uh on influ 2 and this is like educating us on how we're using the platform this year similarly to you we were looking at and I'm talking to our sdrs I'm talking to our AES I'm talking to our csms as well and we're seeing when the the creatives and the ads are are definitely resonating the impressions are good the click-through rates are good we're seeing that they're engaging with the new product we want them to be learning

about on our website like we're see seeing all of these right Trends these good things but we aren't seeing necessarily the the immediate um translation into an opportunity now that we have like a proper full 12 months under our belts like what we were discussing earlier in this quarter as a team is like we just need to keep doing those correct things and these accounts that we are approaching for our ABM cohort these are some of the most strategic accounts that we're trying to crack open and for lack of better description we just need to make sure that we're staying top of mind and that we're putting valuable information in front of them so that when the vendor that we're trying to displace makes a mistake or if the person is being challenged to evaluate other vendors because of pricing or reduced headcount and now they need to be more agile individually and managing all the different tools they have isn't working we need that kind of external critical

event to happen and then because we positioned ourselves properly across ads that create that awareness engaging with them in person in events and throwing basically the whole ABM Playbook at them that's where we're seeing like our opportunities really generate and what you brought up as far as new like decision makers and economic buyers moving across companies that's definitely something that we're refining our focus on this year as well because it's number one a great acquisition signal for our team to be aware of and number two it's also a really important thing for our CS team in retention as well so bunch of different things that you're working on and looking at sounds very similar to us slightly different with based on like the cohorts and the focuses but a lot of the same tactics and you know evaluation uh analysis what um what I've also done so influ is like well we do we do like things that no other vendor does basically so it's

really hard to Define like a competitor because a lot of our customers use sixense and influ to they use demand base and influ to so we don't really want to go like head tohe with those companies because we could really complement each other and you know they lack some of the capabilities that we have but we are not you know we are not giving you third party intent for instance um and so different different accounts that we're going after they use different terminology and um when ever I'm trying so I've recently I've been trying to address the accounts that are um really into ABM and what shows the ABM in like the ABM indicators for us would be having an ABM manager or having an ABM position being open or them manage you know mentioning marketers mentioning ABM tactics in the LinkedIn um and I also what I've done I created a very top of the final ad about ABM platforms basically and I targeted

all of the marketers I targeted all of them with this ad and then I collected those who engaged with this ad and I collected their accounts and I'm now going to run a separate um set of creatives talking about influ 2 and influ 2's role in the ABM to them because this is you know the language that they use this is the terminology that they use and especially when you are explaining certain things you have to fall into a category so that's that's how we get them to understand what influ is and that also shows intent you know if you show them you know a listic of five best influ to five best ABM platforms and they engage with it it means there searching for it it's basically you are creating your own intense data but with first party signals from them yeah no it's you and I are living parallel lives it sounds like uh because right before jumping on the webinar today it was just meeting with our team on our basically we have a team

that's focused on our very very top of funnel brand marketing like the big splashy stuff that's just huge Investments lots of time all that good stuff um and essentially those campaigns some of them are just about yo in general and then some of them are about specific products some of those specific products are also the ones that we're trying to either net new sell or cross sell with within the ABM cohort and were analyzing from these really nice campaigns these really wellone professional campaigns that they spent a lot of time and effort I over the past couple of days have been analyzing all right cool from like this tight cohort that I had who are the accounts that are actually digging into this stuff that are curious about it that are learning from us or interested in it like that to me is a leading indicator that they are thinking about how they can improve or are hungry for more information that we be able to

serve them so taking that early intense signal and now building out appropriate Journeys within ABM like again that whole campaign was one to literally the entire universe or at least the yacho universe as far as we could reach and seeing how it started to land with our group and then building out more customized Journeys based off of that initial intent is something that we want to refine our Focus because again we want to continue to help educate and give value at every single touch point and not hit them with stuff that's really not relevant at the time or they're not really in the appetite for so that's something that we're we're working on over here as well which influ to will be obviously playing a a part in uh as well once we have once once we have a an established uh okay this is what we want to do for this nice really tight group here this is what we're going to design and we'll definitely be using the platform to get out to them and um Kevin just a quick question

I just I just want um I just want to say for the audience how do you guys how do you guys uh work with your sales with your sdrs because when you're using person-based ads you know showing the ad to the person um is great right you know that you've serve the ad to the exact person but you also get this whole other level of value when you get the notification when the person had the impression when they had the click when they did the visit um and that's and that's something really important because we don't want to use person based ads for people to fill out forms because you know that's that's inbound this is an outbound tool honestly and yeah so I wanted to ask you guys how do you how do you do that yeah and I think probably I think everyone that's that's here um would agree that it's always an evolving process the handshake between Marketing sales and even other components with an organization for us partners plays a huge role CS obviously

plays a huge role like there's so many contributing teams but to to answer your question we're trying to improve that every single month every single quarter every single year but the way that we've done well the way we did last year was pretty straightforward there was really no true visibility and handshake from our sales side like our what we kind of consider our revenue or go to market teams to the actual marketing organization and what was being distributed and how that was making an impact on their accounts so one of the first things I did last year as we first started ABM was building that bridge so giving them visibility first to the sdrs and the sales people hey these are the campaigns that are going to be running to this particular audience these are the folks that it's going to be going to these are the creatives like this is the purpose this is the landing page this is what it looks like so this is what is coming and you should be receiving intense signals off of so go ahead and prepare drafts and follow-ups and things that are easy

for you to quickly personalize and follow up on that early intent signal so the first thing we did was just create that visibility give them the awareness get them prepared to be able to personalize an Outreach at scale and once they got those intent signals they would take a look at it do a little bit of homework on the back end and then ultimately identify how they were going to make that that next step to to follow up with that particular person and that particular account our team shared with us and so by the way like we weren't really sure and we weren't convinced on Impressions being a good threshold to make an Outreach so we were focused on the higher intent signal being a clickthrough and we were producing enough of those to like kind of help our team and they said to me and and our group like what it definitely helped them do was number one prioritize their time actually spend time investing on accounts that have been showing some level of heat number two is knowing what

to actually talk about to help increase their response rate so we saw that we were able to through like that just general framework Improvement make an incremental difference on their response rate and then the Sal uh creation uh from those accounts now we're trying to get a little bit bit better we're starting to use your uh Journey capabilities where it's like a story Board of you know let's take them on a journey that tells the story through ads and start supplementing that Journey if they get to 20 Impressions 40 Impressions on certain different creatives having that be an additional trigger to put a soft Outreach to give them some sort of value ad so you know hypothetically they're getting information about product X they've gotten a ton of Impressions about it uh that triggers it to go to the top of their priority list cool now's probably a good time to send them some other value offering in an Outreach email that

ties that particular creative and see how that does not just relying only on the click-throughs in the website business so that's how we're trying to get more sophisticated now the team is in the habit of prioritizing influ to Notifications because we we've seen that it definitely does it does help we just want to get better about making that conversion rate even more Crystal Clear yeah you you you mentioned that you guys are starting you're starting to use Journeys right you haven't used them before we tested it not in the best way last year we actually kind of to the question I think someone had earlier we did for five specific accounts only to those accounts completely one to one creative that were on the journeys um which was like really interesting to see live uh but now we're moving into a more one to few and one to many approach uh using the journeys to see how we can test and iterate and improve off of

that is um the way because when that feature was introduced um our our department because my department we basically use in fluu almost only in fluu to promote ourselves and of course we had to be the first ones to build the journeys and the way we approached it is we divided our audience into personas and basically what we did is for each Persona we would create a narrative of creatives that would the best you know um explain what influ is what it does and what are the main values and we've separated like we've created different content for different personas for instance to marketing leadership we would be showing more top of you know higher level stuff like you know it helps you line it helps you report on revenue and pipeline influence and for the lower positions we would talk more about how easy it is the automation part how it takes a lot of

manual work from you and then the Ops again would show them more of like the product part and we also had campaigns for sdrs and sales which was tricky because it's not a product that is going from their budget right they're just getting the benefit and the marketer is doing the jobs um so yeah it was more like tell your marketers about influ too because you will really benefit from it and this is like a very easy explanation of how it works because we know you don't care kind of thing um yeah so um so we did we did those narratives and I've tried out a bunch of ways I tried moving them after getting you know after clicking and then I tried moving them based on the time that they've spent on a certain creative um and depressions as well and I don't know right now I keep it at time I keep it at time because that's just I have a lot of content to manage but Impressions or

like a mixture of signals is definitely is definitely something that I want to try out yeah we have it set right now I think it's actually going to go live next week so I'll be able to report back to you on how it goes it's more of a general awareness uh campaign that we're going to be running for one of the the target products like we took our ABM cohort and using some of the analysis that I just talked about prioritizing accounts for this particular Target product based off of like kind of what we see as their interest and also what we know is our best fit to be able to offer to them and we have new positioning for that particular product so we're trying to get overall awareness and just test out this journey to see like hey like how does our team react to triggers off of time or Impressions we have it set for impression so we have it set for Impressions and clicks um right now um and we're going to see like how that works but I definitely want to get it to the point where it's more sophisticated on all right cool now that

the awareness is there how do we dice it down even further uh and give the people exactly what they need from us for that solution quick question um Kevin you mentioned one to one ads and personalization in all of this with influ 2 being able to get really granular in terms of contact level targeting you can position or you can push ads straight to the buying group members have either of you used onetoone style ads where it's you know hyper personalized creative for that one specific company goes to content that's personalized for that one specific company as well um yeah Kevin if you want you you can go first I was I was just I was just about to say the the work that like you know the our conversations leading into to doing this session today has given me like more it's always been something I've wanted to get to um and we hadn't quite gotten to over the first year of

like setting ABM fundamentals but as we've been talking about this session together like it really has motivated and inspired me to push for like that next level and we are in the process right now of for a select group to to test it building out specific onetoone uh approaches like using logos and images of their CSM and a strategic account executive that's associated with the account and and and building that because again we have a lot of we have a lot of cross out opportunities where we're we're really pigeon hold with one particular group within the organization we know we need to expand we want to use this like personalized approach to help that like our PC's on our side help expand within the account as well um I can say that I've done one to ones and what I want to say is that it's really important that you understand the

amount of work that it's going to take that's one and then it's very like I think what crucial is is selecting the right accounts because if you just randomly get that was my first idea I was I was thinking I'm going to take the best accounts that I want to sell to I'm going to put a lot of work into it and they are going to buy no they will not honestly you have to you have to look for signals you have to look for like new hire signals especially you know hiring new leadership because they are then swiping away everything and getting new stuff in um investment but well they will be hit with a lot of products when they get investment um around uh so yeah really really getting those intense signals and making sure that there is a certain level of intent there um will definitely Define your success rate I think it will definitely I think uh you brought up

some important things right there that were definitely uh learnings for me uh as a first year abmr and it's um you know what I can see and think or have prioritized from our top brass at yo uh isn't necessarily the best place to spend the time it's a buy in across like Tech obviously the technology tools that you have to be able to pick up on those intense signals and then I've been leaning much more over the past uh quarter leaning into the sales folks and the csms to be like who from your experience from what you can just feel you like you're professionals right like you're on our top teams like what do you sense as like the ones that we should be prioritizing and getting that input has been good because number one to your point like they're probably the ones that are in best position and then also number two is that they are definitely going to get the appropriate followup because those reps are equally as

committed to seeing that go through the hoop when you're just picking other ones they're not necessarily as focused so that alignment has been really really important as a play for us amazing I know we're uh just at time here but want to make sure that we get any last minute questions answered and we had one come through about influ 2 and they were asking can you chat a bit more about how influ 2 works and I think one of the really interesting pieces here is the contact level targeting what's what's the big differentiation between a sense demand-based level targeting versus actually using the influ 2 and why you'd purchase that in compliment yeah so with influ to you get the level of precision where you can Target an exact person at the account we don't use IP we don't you use cookies and that means when when you're doing account based targeting you are

targeting a location basically so you're targeting people who are going to their office but with influ two you are targeting the exact person again um when we're saying you're targeting the exact person you have to know who you want to Target first rather than you're targeting a whole bunch of people and that de anonymize them de anonymize those who've seen your ads um and the way we do it well it's um uh it's an algorithm and I have I've prepped for this I was I was thinking maybe someone will ask this and it's a it's a tough question for me so what we do we collaborate with first party platforms um that serve ads to individuals and um this is like an exclusive partnership with us and users voluntarily provide their personal information to the platforms and opt in to see um ads upon signing up so basically whenever you sign up for something and you give your consent you share your information so the the

platforms then know that they can serve ads to you personally and then then report back to us and um we also have like an algorithm that um determines who clicked on the ad and who engaged with the ad specifically so that's that's like if it really like generic explanation but if someone wants to learn more I'm really happy to share information in depth explaining how this works and then just to help you out a little bit as far as our side it's uh how use it on a day-to-day is quite straightforward we basically are able to push uh either from Salesforce or HubSpot a list of who we want to Target we segment them up push them over like with their actual CRM information and then influ 2 goes out and and matches it for us so for for us it it that's super helpful we're able to just upload that list creatives that we want to go to

them and then the platform goes out and matches up to the best of its ability and ser them up then we had another question as a followup is it possible that the ad would get served to the wrong person no never happened never never happened so but again what I'm I'm curious like what would be on that ad that it would be so bad that it could serve to the other person but no that actually that actually never happened and some things that we do um you know people when people get skeptical and we have prospects and they would be like I have to sell this to the team right I have to sell this to to the team so they give us their own images their pictures and we put their pictures on the ad and we target just their team with a personalized message and for instance like a link to their slack Channel and then the team is then all targeted with the ad and they're like hey I've seen it okay I'm sold so you

can actually test it out basically in the buying process if you want that's really cool I like that that would be fun yeah yeah um Anna Kevin thank you so much for joining this was awesome thank you all for attending and we're pych to see you on the next one thank you thanks for organizing Davis see you everybody