Running Ads to Active Email Outbound Prospects
Play Objective: Increase the reach of desired messaging to qualified prospects currently being served email via outbound efforts.
Required Tools/Permissions: N/A
Estimated Time for Completion: 20 - 25 minutes
Step 1: Gather a list of current outbound prospects
This list can exist either in 1). a CSV or 2). a campaign in your CRM.
Primer connects to Salesforce using a Read-Write integration. Ensure you have successfully connected your Salesforce instance with Primer. With this integration, you can layer on the ability to update or create both Accounts, Contacts, and Leads.
Step 2: Build your audience
From here, you can 1). Import audience via CSV or if the audience lives in your CRM (or an existing Primer audience), you can select it here.
Step 3: Sync to ad platforms
Once you’ve uploaded your list or selected your prior built audience, navigate to the destinations tab and select your desired platform for paid ads.
Step 4: Launch with custom creative
Because you hand-selected prospects you’re serving ads to up front, you have the latitude to make your creatives as specific as possible. Beyond providing ad network matching data, Primer also enriches your leads with data from 12+ vendors.
Richer data enables richer creatives. Here’s an ad we ran to founders and marketers at Series B+ startups, the specific ICP we were looking to target:
Aim to hit these decision-makers on multiple channels so you can build awareness and consideration for your product in parallel to sales outreach.
Expected Results
Increased conversion rates on outbound – Positive reply rates increase when a prospect recognizes your name, especially if you can hit them on multiple ad platforms at once.
Maximized ad spend – Budget is limited. Focus your ad spend on those most qualified leads (i.e ones that your sales reps are spending time on) and target them through multiple channels to increase conversion rate.
Easier to measure ROI: Last-click conversions are hard to come by for most B2B products. But ads help. Measuring ads' exact lift/impact is almost impossible if you don’t know exactly who goes into your audience.
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