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Article
Turning account engagement into buying momentum with Custom Audiences
Account engagement rarely fails from lack of activity. It fails when you see activity at the account level but miss who is driving it, how interest is spreading, and when to act. That gap slows follow-up, weakens targeting, and leaves pipeline exposed.
If you want stronger account engagement, you need more than account coverage. You need Custom Audiences built from buying-team signals. That gives you a way to move from broad account reach to coordinated influence across the people who shape a deal.
That shift matters because B2B buying is already group-driven. According to 6sense research, 92% of B2B purchases involve groups of three or more people. A lead-centric model misses that reality. Your targeting should reflect the full buying team.
Article
From static segments to living audiences: why custom audiences and technographics now drive intent marketing
Your market does not stand still. Your audience should not either.
Yet many revenue teams still build outreach around static lists, old firmographic filters, and one-time TAM exercises. That model breaks fast. Accounts shift priorities. Buyers move roles. Tech stacks change. Intent rises and fades.
If you still treat segmentation as a reporting task, you miss the point. In outbound TAM development, segmentation works best when you frame it as enablement. It gives sales and marketing a shared way to act on change.
That is wherecustom audiences and technographics start to matter. Together, they help you move from fixed segments to living audiences that reflect what is happening inside target accounts right now.
Sidekick
Article
Which Job Change Signals Predict a Buying Window?
Your best-fit account went quiet six months ago. Then the VP of Revenue Operations you never reached moves to a new company. That single move is a job change sales signal, and it opens two doors at once. One at the old account, where a seat just emptied. One at the new account, where someone with budget wants to prove themselves fast.
Most reps see the notification and scroll past it. The ones who hit quota treat it as a timer starting.
The problem is that not every job change matters. A lateral move between two mid-level analyst roles rarely changes anything. A new CRO with a mandate to rebuild the tech stack changes everything. Knowing the difference is what separates a busy pipeline from a real one.
