You want to be shortlisted by your ideal clients. Logically. But let’s be honest: what good are stories about CTR percentages, impressions and clicks if you don’t know which companies are showing interest? The traditional performance marketing approach simply no longer works as we are used to.
At Boosters we do things differently. We believe in delivering value instead of billing hours. Insight into purchasing intention instead of separate metrics. And in sales and marketing that are finally on the same page.
Signals as a key driver
Where we previously talked about attribution models and relied entirely on input and data from advertising platforms, this now requires a shift. As far as we are concerned, clear signals are especially useful for specifically tailoring your marketing.
Our approach? Signal-based marketing. We capture signals everywhere, collect them in a central database and use them to recognize purchasing intentions.
Because that’s what B2B is all about: which companies are active? Which organizations are interested?
That’s how we approach it
1. Defining Total Addressable Market (TAM)
Together we make a list of all companies that meet your ideal customer profile. This list will become the central starting point for everything that follows.
2. Targeted ads
We exclusively target these companies on LinkedIn Ads. Concrete targeting for concrete messaging.
3. Collecting intent signals
We collect signals via tools such as Leadinfo and other data sources:
- Which companies from your TAM list visit your website?
- Which pages do they view? (pricing, product features, links)
- Who within those companies is active on LinkedIn?
- Are they already in your CRM? Has sales action already been taken?
4. Merge everything into one dashboard
We connect all data to one company name via BigQuery. The result? A dashboard where you can see at a glance:
- 50 companies from your TAM list were active in the last 30 days
- Which companies have viewed the pricing page
- Where no commercial proposal has yet been made
- What LinkedIn interactions there have been
It becomes crystal clear for sales: something is happening here. These companies show purchasing intent. Time to get in touch.
Why it works for our customers
1. Marketing becomes tangible for sales
No more vague metrics. Instead: concrete company names with clear intent signals. Sales knows exactly where to invest their time and why.
2. Focus on value
We don’t report: “The CTR rate went from 3.1% to 3.6%!” Because that doesn’t matter.
We show: “These 15 companies from your TAM list are now actively showing interest. No sales action has yet been taken at 5 of them. There are opportunities here.”
3. Efficient budget deployment
By only targeting your ideal customers, you don’t waste your budget on companies that never become customers. Every euro is used strategically.
From theory to practice
One of our customers from the region has six or seven sales colleagues who work with our dashboard every day. The result? Sales no longer has to cold call. They can make warm calls to companies they know are interested.
Please note: sales must be ready for this. The road to such a dashboard can be a bumpy ride. But once you arrive? Then it’s a smooth ride.
Control over your own data
Advertising platforms all claim attribution and say that more budget is the solution. But the reality is different.
The future of B2B marketing lies in taking back control:
- Working with your own data instead of depending on platforms
- Working with your own insights about purchasing intention
- Decide for yourself what is valuable for your sales team
Choose concrete steps
We still see many companies drowning in data. They spend hours in dashboards and then report internally on metrics that mean little to colleagues outside of marketing. Sales can’t do anything with it. As far as we are concerned, there are two options.
Option 1: Continue reporting on clicks and impressions. Hope it leads somewhere. And keep explaining to sales why marketing “does add value.”
Option 2: Start the conversation where it should start. Not with “which campaign do you want”, but with “which customers are you looking for”. Build a system that captures intent signals and provides sales with concrete tools.
Start the conversation where it should start. Not with “which campaign do you want”, but with “which customers are you looking for”.
We and our customers choose option 2. Focus on concrete signals. Let marketing and sales work with insights that contribute to conversion. Whether that concerns a first interaction or a concrete sale.
