We've run these programs at enough companies to know the failure modes. Most aren't strategy failures — they're structural ones.
When pipeline is tight, brand investment gets paused. Then a quarter later, pipeline gets tighter because no one knows who you are. The cycle repeats. We break it by connecting brand investment directly to pipeline metrics — so the CFO can see what they're buying and what it costs to stop.
You've invested in 6sense or RollWorks but the play library is thin. The platform is doing what platforms do; the program isn't doing what programs do. Intent signal is surfaced but not actioned. Tier-1 accounts are getting the same touch as tier-3. We build the full play library and wire it to your SDR motion.
Marketing is reporting on lead volume. Sales is hunting in cold accounts that marketing has touched 14 times. The middle isn't happening — engaged accounts aren't being routed to the SDR pod fast enough, and the SDRs aren't using the content marketing built. We close the loop. One shared account engagement score, one handoff threshold, one Slack channel.
CMOs lose brand budget battles because they bring vibes to a forecasting meeting. We bring lift studies, MMM, and sales velocity deltas. Engaged accounts close 42% faster on average — that's a number the CFO can model. We instrument it from day one so the data exists when budget season comes.
Three phases. Each one builds on the last. No brand spend before the infrastructure is in place to measure it.
We don't touch a single ad unit until the foundation is solid. That means building or pressure-testing your target account list, segmenting into three tiers by revenue potential and intent score, and aligning the SDR pod on the play library. We also instrument account engagement scoring in 6sense or your ABM platform of record — so every brand impression we buy has a measurement home before we spend a dollar. In parallel, we map the content assets that exist against each tier and buying stage, and identify the gaps. By the end of month two, you have a tiered TAL, a play library, and a measurement framework. Then and only then do we turn on spend.
With the infrastructure live, we activate the brand layer. Tier-1 accounts get the full treatment: targeted CTV on Hulu and Roku against the buying committee, YouTube pre-roll against job titles, and LinkedIn Conversation Ads to specific personas. Tier-2 gets broad-reach LinkedIn Sponsored Content and retargeting. Digital PR runs across all tiers — category-level bylines, original data studies, and executive profiling that shows up when a prospect Googles your CEO before a deal review. Every placement is tagged back to account-level engagement so the signal feeds the play library in real time. SDRs get a daily digest of accounts that crossed the engagement threshold overnight.
Each quarter we run a brand-lift study — aided recall, unaided recall, purchase intent — against the account cohorts we've been running brand against. More importantly, we pull the sales velocity comparison: accounts that received brand exposure versus those that didn't. Median deal cycle, close rate, and ACV, broken by engagement tier. This is the data that ends the brand budget argument. When the CFO sees that tier-1 engaged accounts close 41 days faster and at 18% higher ACV, the budget conversation changes. We put that dashboard in front of the executive team quarterly — with the prior quarter's actuals, not projections.
"Enterprise pipeline doubled, CAC halved."
A Series D B2B fintech running an enterprise SaaS motion with a 6–18 month sales cycle. They had 6sense in place but no play library, and brand spend was off because no one could prove it worked. We ran an integrated brand + ABM program: CTV against their top 200 enterprise accounts, LinkedIn Conversation Ads to CFO and VP Finance personas, digital PR to own the category narrative, and a full 6sense play library wired to their SDR pod. Within 90 days, engaged accounts were routing to SDRs 3x faster. By month six, the numbers were clear: sales cycle dropped from 187 days to 109, enterprise pipeline doubled, and CAC fell by nearly half. The CFO approved a 40% brand budget increase at the next planning cycle — not because we asked, but because the model justified it.
Composite of CTV view-through, LinkedIn impressions and clicks, site visits, and content downloads — weighted by recency and buying stage. Updated daily in 6sense.
Deals sourced from brand-touched accounts vs. unengaged accounts — compared on close rate, sales cycle length, and ACV. Updated quarterly with statistical controls.
Quarterly brand-lift studies measuring aided and unaided recall, net positive sentiment, and purchase intent shift against your ICP panel — benchmarked against category baselines.
Cold outreach reply rate to accounts in active brand exposure vs. unengaged accounts. The number your SDR leaders care about. Brand-touched accounts reply at 2.8x baseline on average.
Cost per 1,000 impressions against your actual target account list — not broad audiences. We track saturation by tier so you never over-spend against a tier-3 account at tier-1 rates.
ARR from accounts that were in an active brand exposure window at any point during the sales cycle. Tracked in your CRM, reported monthly with a 90-day rolling view.