Turn your Media Spend into Sales Outcomes, not Marketing Outcomes

Successful B2B Demand Generation faces several challenges

• Only around 5% of potential buyers are currently in market: with maybe a further 20% doing early research
• Media investments are often focused on driving brand awareness: messaging is top of funnel
• KPIs are mostly marketing not sales focused: success is measured based on the number of clicks and form submissions rather than actual buying intent
• New leads are typically early stage: they require nurture to quantify interest, and many drop out within 90 days

Introducing MIDAS: Media Investment Directly Accelerating Sales

A four-step approach that transforms media spend from siloed awareness building to direct sales pipeline development:

1. Accounts potentially in market for relevant products or services are identified by 3rd party intent. Surging accounts are precision targeted via account-based advertising / paid social, with messaging tailored to keyword topics
2. Advertising drives contacts to relevant pages on a dedicated content hub with ‘choose your own experience’ links to supporting assets (blogs, whitepapers, videos, etc.)
3. AI chatbot proactively recommends case studies, assets and solutions based on browsing behavior, capturing prospect information naturally through conversation with the goal of qualifying and identifying next steps including scheduling BDR appointments
4. BDR conducts further qualification in a 1:1 call to determine sales-readiness. For qualified opportunities, BDR schedules a 3-way call with the prospect and appropriate client AE and transitions the call to the AE in a ‘warm handover’

Why MIDAS?

• Shift your KPIs: from marketing metrics to sales metrics
• Break down organizational siloes: adopt a ‘Brand to Order’ approach and align media spend to sales
• Get more out of existing tools: leverage your existing martech stack where possible through a platform-agnostic approach
• Drive higher, measurable ROI from media: focus your investment on accounts with a higher propensity to buy
• Provide a better buyer experience: align your messaging closely to prospect interests

Want to learn more about how you can improve the return on your media investment?