Vector 👻

Sales: "Why aren't our ads generating more pipeline?!" Meanwhile: Thought leader and TOFU ads are popping off. Look, I'll admit I'm like most CEOs. I scrutinize spend, question ROI, and have recurring dreams that all marketing investments are last-click attributable. But then I wake up. Marketing's a long journey. Not every ad is designed to push to a lead form. 👆🏼👆🏼👆🏼 If this sounds like you, today's product launch at Vector 👻 was built for you 🫵 🥁 Introducing, Social Signals! Have you ever screenshotted a qualified buyer commenting or liking your paid or organic posts then pasted it in Slack for sales to outbound? Or worse, is the only one engaging with those interactions your poor social media manager? (Oh wait, your budget got cut... you don't have a social media manager... YOU are the social media manager now — among other things...). Well, not anymore! Now Vector can automatically capture social engagement, bring it into your ABM program, leverage it for scoring, and turn it into pipeline. 🔥 At Vector, we're using this to make (what used to be) TOFU ads, more like MOFU/BOFU! Come check it out!

Introducing, agentic intent signals! Our engineering team's been on a tear lately and they asked "what's the most annoying thing about legacy ABM platforms?" Beyond black box scoring (stay tuned 😏), it's always bewildered me that we buy $100k+ platforms and are told we only need two archaic signals: account-level website de-anon and account-level publication-based "research" intent. It's 2026. Those signals are as old as the dinosaurs. Everyone has them. And are people really going to Forbes to read an article about your category...? Some of the best ABM/DG operators in B2B (Fingerprint, Goldcast, Profound) are using Vector 👻 to find unique, bespoke signals that matter most to them and their sellers. And it's way more powerful than I originally imagined: - "Are they hiring X role?" - "Do they have a 6sense contract coming up for renewal?" - "Did they mention anything in their earnings call that could be relevant to us?" - "Have they listed any Tier 2 research trials with the FDA?" - "Do they have more than 50k followers on Facebook?" Combine that with Vector's contact-level advertising and sales activation and you're printing pipeline. Our engineer Nick Rachielles walked so GTM teams could RUN! 🏃♀️

unbound. booth 74. come and get ’em.

Seriously, B2B marketers aren't asking for much. They just want to: Know which human clicked their ad Have their audiences build and update themselves Create their own damn signals Know 𝘸𝘩𝘺 an account progressed to the next stage Sync to ad platforms without downloading and uploading a bunch of CSVs See the actual story of how a deal happened, from beginning to end Say "this campaign drove this amount of pipeline" without three caveats Not pay $80k for a black box score 𝗔𝗻𝗱 𝘄𝗲 𝘀𝗮𝘆: 𝗴𝗶𝘃𝗲 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁. The all-new Vector is here. See it for yourself at vector dot co

ABM’s promise: if you go after the right accounts, everything else will follow. Is that the reality though? We’re running a survey to uncover how ABM’s grand vision holds up in practice, and benchmark things like: • whether marketers can identify the right people inside target accounts • how well teams can explain why an account looks ready to buy • how confident marketers feel proving what influenced pipeline Your answers will help us put together a baseline on the day-to-day gaps between what you 𝘸𝘪𝘴𝘩 you could do with ABM and what you actually can. As a thank-you, we’ll send you early access to the spiciest results, so you can be the first to see how the data compares to your lived experience running ABM. Take the survey: https://lnkd.in/eNNyWKjm

Pop quiz, hotshot: someone clicks through an interactive demo on your site. What do you do? Natalie Marcotullio, Head of Growth and Product Marketing Navattic joins me on an all new Vector 👻 Booooo-t Camp with a bold answer: 💡 Target them with contact-level ads Come hang with us tomorrow, August 21, at 12:30 pm ET, to see how Natalie and her team: • Built audiences based on behavior instead of job function and industry filters • Matched their ad creative to three distinct funnel stages • Used outbound to give the program a one-two punch If you have product tours on your site, you NEED to see this: https://lnkd.in/gAyZfXag (And if you knew the hook was a line from the movie Speed, we are friends.)

I recently sat down with Vector 👻 to discuss how my approach enterprise ABM (everything from account selection to sales handoff to measurement), and they turned it into a step-by-step playbook that I think is worth a read (mostly because Annalisa Rodriguez turned my ramblings into something coherent): 1. Account Selection The score/fit important, but rep buy-in for accounts matters just as much. If a rep doesn't believe in an account, no amount of signal data will make demand capture possible. 2. Signal Strategy Cast a wide net, then test ruthlessly. Collect signals like baseball cards, then compare accounts that flag for a signal against accounts that don't. If the flagged ones outperform, it's real. If not, it's useless, but you won't know that until you collect it. 3. Find your "Signal Alpha" (in the brendan short parlance) This should be an event specific to what you sell that competitors can't replicate. For example, a spike in Snowflake-related job postings tells us something specific about infrastructure decisions coming, in a way generic hiring data doesn't. 4. Micro Plays Inside the broader campaign, build smaller plays that fire on specific triggers like a job changer, public incident, or sign of infrastructure strain. The broad campaign keeps accounts warm. The micro plays create the moment of relevance. 5. Sales Handoff Reps don't need another dashboard. One weekly email with their top 15 contacts, scored with an AI model that already knows the account, is enough. 6. Close the Reach Gap A meaningful chunk of the accounts you're targeting have zero ad penetration on LinkedIn alone. Contact-based marketing lets us push the same scored lists across LinkedIn, Google, Meta, and YouTube. 7. Start Manual, Scale with Proof Don't stand up the full program at once. Solve one pain point first, manually if you have to. Try direct mail, manual list pulls, outbound sequences, and let the results earn you the budget, sales trust and headcount to scale it. Get the full breakdown here: https://lnkd.in/gVan6H45

Fingerprint's old ABM motion had a gap account-level tools couldn't close. Meta and Reddit weren't even in play. Our tools couldn't match a contact list to real people there, so targeted work stayed on LinkedIn. For broader campaigns, we ran Salesforce account lists against LinkedIn's title-based matching. The volume was there, but the quality wasn't. Most tools we looked at to fill the gap were built for sales outreach, just surfacing a visitor and routing them to a rep. We wanted something built around the full marketing motion instead, something that could help us build better audiences and understand who was actually engaging. Since rebuilding on contact-level data with Vector 👻 ~80% match rate on LinkedIn, up from 40-50% with our old Apollo CSV uploads $0.11 CPC on Meta vs. ~$15 on LinkedIn for the same personas, on our first brand campaign there 4.2% CTR on that same campaign, against a ~1% benchmark 14 days to scale a campaign instead of ~30 Reps now get a Slack alert the moment a director-level contact hits the site, with the specific page they visited. BDRs pull outreach lists straight from intent signals, so they're reaching people already researching us instead of cold accounts. Read the full breakdown: https://lnkd.in/g3BM_ftd

Thursday OpenAI launched the ability to import your own audiences. By Friday, we'd built an integration. Today it goes GA. 🏎️ Let's be honest, when ChatGPT Ads was announced we all got a little excited. Then the excitement quickly faded. Outside of targeting on a user's prompt, building B2B audiences was impossible. And even with the new audience launch, it's tough: - You need to match at least 25,000 (!!!) people minimum - Which means you need over 100,000 emails - And oh, they need to be _personal_ emails - Ideally, you'd refresh them monthly 😬😬😬 With Vector, it's now 2 steps: - Export an ICP audience in our native ChatGPT Ads format - Import into ChatGPT Ads ✅ Live now for all customers!