Campaign Targeting

What this channel does

Decides who we go after, when, and with what — replacing everything-is-a-launch-event and ad-hoc email blasts with signal-triggered programs. Find the accounts already in market, treat them by stage, and surface who to follow up with.

The play

• 6sense as the signal backbone — 100 segments, account scoring, in-market visibility at subregional / regional / territory level. Approved; purchase moving through Zip. Starting small: visibility, MQA, and automated campaign triggering.
• Triggers execute through the Lead Agent — the integration with the inbound agent endpoint (Keith + Andy's team) is verified, making the Lead Agent the mechanism that acts on what 6sense surfaces.
• Journey-stage buckets — scored enterprise-interest accounts get one treatment; trial-page bounces get another. The buckets aim both paid retargeting and outbound plays.
• Redis500 ABM — 1:1 personalized pages per target account on the campaign directory, assembled as content passes on the template system.
• A full-team motion — starts as Nash + Reet + GTM with Josh; expands to AEs and CSMs as the playbook proves out.

Standing rules

• ICP locked, exclusions enforced in every platform; the same three personas as email (builders, executives, customers).
• MQA definitions land with sales language — the linear-funnel MQL story is retired in favor of account-level signals.

Measured by

In-market account coverage worked vs. surfaced, trigger-to-touch time through the Lead Agent, scored-account progression to opportunity, and the SDR follow-up SLA once the connected plan lands.

Current state

6sense in the Zip workflow; the trigger blueprint is being dialed in; day-to-day ownership lands with the Growth Sr Manager backfill (JD approved Sep 1, high priority).