02: Ads + Outbound: How to Stack the Channels?

Hi folks!

In the second edition of Pipeline Pursuits, I wanted to share a specific play that’s helping clients at Spear Growth get the maximum out of their ad budgets. This is great for B2B SaaS teams who:

→ run ads on LinkedIn→ have an active SDR/Sales team→ have a considerable Serviceable Addressable Market (SAM)

Why and When Should You Use This?

Most of the time when you run ads for a channel, your ad budget is uniformly divided across accounts/prospects.

First Case:Let’s say you are running both - ads and outbound. Now your ad budget is spread across accounts. Simultaneously, your outbound team reaches out to 500 prospects a month. Not everyone who clicks the link on the ad/in the email is going to convert. Prospect A is seeing your ads. 5 days later, the Sales team reached out to Prospect A. He booked a demo 15 days from the present day.

Prospect B is seeing your ads. The sales team reaches out.He doesn’t respond or open the mail.

In the gap of 15 days, showing ads to Prospect A will give you a better chance at conversion than spending more ad budget on Prospect B.

Second Case:There’s another case where Ads + Outbound go hand-in-hand. You could deanonymize prospects who are engaging with your ads, and unlock their engagement frequency. When you see the intent is high enough, you can pass this list to your Sales team.

Both are great opportunities to grab if you’re building a pipeline for any B2B SaaS company.

How I Do This

Factors.AI is doing something cool in this space. They are B2B intent data tools. For most accounts, I set up Factors.AI + Smartlead + LinkedIn

Case 1: Retargeting the Accounts

Their Audience Builder feature targets the right accounts according to campaign objectives. Maybe you want to show a sequence to an account’s buying committee while your Sales team is busy winning the account.

Similarly, you can create a different cadence for accounts that book a demo v/s accounts that received your second email.

Case 2: Deanonamyzing Visitor Data

We generally add Factors.AI to our (client’s) website and create a Slack channel to send the alerts.

Once the identified visitor is in ICP, Sales teams reach out to them using outbound, and Marketing identifies the top accounts to run ads.

You can also use their CAPI integration to send conversion data from your website and CRM to LinkedIn. For example, you can send data of users who respond to sales emails to optimize your campaigns better:

Test Now

That’s all for today! If you’d like me to critique your outbound system, feel free to reach out on LinkedIn.

If you found value here, please take a moment to share it with the community.