So, you’ve evaluated and said “yes” 💍
Now it’s time to turn that honeymoon glow into real‑world campaign wins.
This is where the real magic happens:
Making your newly exclusive data relationship actually work for you across every channel.
Whether it’s pinpointing your next best prospect through paid ads, creating magnetic events that your audience flocks to, crafting emails that feel personally written for each recipient, or stitching it all together through powerful modelling.
You’re about to unlock a whole new level of marketing precision.
Here’s some of what’s coming up:
Let’s dive in.
It’s time to model your audience so you’re always speaking to the right people, at the right time, in the right way. 🧩
Solid data modelling isn’t just about sorting names into neat little piles. It’s about truly understanding who your audience is, what makes them tick, and how ready they are to hear from you.
Let’s break it down:
It’s not enough to know someone’s job title or the size of their company. 📈
A real Ideal Customer Profile (ICP) needs firmographics (like company size and sector), technographics (what tech they’re using), and intent signals (what they’re researching right now).
Think of it like setting up a dating profile:
It’s not just your height and eye colour that matter; it’s your hobbies, your goals, and the way you think.
Rather than just dumping data into your CRM, model your profiles around behaviours and buying signals.
Build your models with these behavioural clues in mind. 🕵️♂️
For a deeper dive into identifying your perfect ICP, take a look back at this guide from earlier in the honeymoon phase.
Once you’ve built those profiles, it’s time to group them.
Segmentation is your version of speed dating: quick rounds to see who’s a match and who’s not.
Segment by:
But be careful not to overcomplicate it. 🛑
If your segments get too narrow, you risk burning resources on micro-campaigns with no scale.
Aim for groups that are distinct enough to personalise, but big enough to make an impact.
No one likes awkward silences, and enrichment fills in the gaps, giving you the perfect icebreakers to start real conversations. 🎁
Look to append:
This richer picture helps you move from generic blasts to meaningful engagement.
Finally, not everyone is ready for a big romantic gesture.
Prioritisation ensures you focus on those most likely to say “yes”. ❤️🔥
Model your audience by:
You don’t want to light candles for every match, only the ones ready to say “yes!”
That’s why we validate and rank our signals before we ever hit “go” on campaigns.
Liam Collins, Cognism’s VP of Paid Acquisition, says:
“We correlate the signals to all accounts to prioritise spend for ICP fit accounts, while we continue to provide air cover for the remaining accounts until we have further insights.”
Set up lead scoring to surface your hottest prospects, and just as importantly, filter out the ghosters who’ll waste your time. 👻
By the end of this stage, you’ll know exactly who to focus your ads, events, and emails on, setting you up for a multi‑channel strategy that delivers real results.
So, you’ve got your type, and the data to prove it. Now it’s time to make your move.
With paid ads, data modelling lets you ditch the spray-and-pray approach and go full rom-com protagonist: confident, charming, and totally focused on the right audience. 🤴
Here’s how to make sure your ad spend goes toward people who might actually say yes, not just swipe past.
You’ve already scored a few matches, customers who love your product, renew without blinking, and even bring mates along. These are your VIPs.
Modelling lets you take those best-fit accounts and build lookalike audiences that actually look like them, in firmographics, technographics, and intent.
🎯 Seed smart:
Start with accounts that aren’t just high-value but high-fit. The ones who were most likely to convert and most likely to stick around. Use your ICP modelling to define the data points that matter most.
Of course, you can’t just grab every lookalike and hope for the best, you need to know which signals actually move the needle.
Liam says:
“We track each signal, validate its impact on revenue, then continually test and refine our seed lists, so our audiences are precisely targeted.”
💡 Top tip:
Your lookalike audience shouldn’t just be based on revenue. Include signals like:
💷 Budget wisely:
Lookalikes tend to outperform cold audiences but still sit a tier below retargeting. Use mid-funnel budgets here and monitor closely. Tweak seed lists monthly to keep things fresh and relevant.
It’s not just who you target, but how often. We’ve found a sweet spot for ad exposure that drives real action.
Liam says:
“We know that when an account sees an ad between nine and fourteen times, they generally convert to an MQL, so we model our frequency targets around that window.”
Would you turn up at a vegan dinner party with a steak? Exactly.
If your solution complements specific platforms or tools, or even replaces them, you need to be using technographics to focus your invites.
🛠️ Find your stack soulmates:
Use data modelling to pinpoint which CRMs, analytics platforms, or cloud providers your top customers use.
And it’s not just about what tech they run, it’s about double-down investing where you’ll get the biggest uplift.
Liam says:
“Enrich your master account list into four tiers, then allocate a large portion of your budget to the biggest two. That way, the majority of your ad spend goes straight to your best-fit accounts, and the rest warms up future targets. By sharing the better fit account lists with sales it allows then to be more focused in their outreach.”
Make it personal:
Write copy that references their known environment:
“Already using HubSpot? Here’s how to double your ROI with [Your Product].”
🎨 Creative cues:
Consider visual cues in ads, like UI callouts, logos, or product comparisons (carefully and respectfully). You want recognition to spark interest, not panic.
Some prospects are just browsing. Some are actively Googling “alternatives to [your competitor]”.
Guess which ones you want to be in front of?
⏳ Model for readiness:
Use intent signals in your prioritisation models to surface accounts showing increased research activity, surging interest in your category, or engagement with bottom-funnel content.
💍 Make the move:
Create ad journeys that reflect the stage of intent:
📊 Example:
A B2B SaaS company might run this ad progression over a two-week surge window:
Intent-driven modelling means you’re not just guessing when to pop the question; you’re showing up exactly when they’re ready to be asked.
You’ve invested in data modelling, enriched your lists, and crafted clever ads; now it’s time to work your magic at real-world (or virtual) events. 🌟
Events are pure gold for engagement, but only if you activate your data properly before, during, and after the big day.
Let’s turn casual glances into meaningful conversations...
Before the first handshake or virtual wave, data can help you curate the perfect event experience.
Imagine your prospect thinking, “Wow, they really get me” before you’ve even met. 😍
Once the event is underway, it’s time to listen for the sparks. 🔥
It’s like speed dating, but with badges and coffee instead of roses and awkward silences. 💍
The event may end when the booths close, but your data-driven romance is just getting started. 🎉
The goal?
To make your new prospect feel seen, remembered, and understood, as opposed to being just another scanned badge. 💖
You may have charmed them through ads and wowed them at events, but now it’s time to slide into their DMs with the same winning energy. 📬
Email remains one of the most powerful channels for turning interest into lasting engagement, but only when approached with care, creativity, and compliance.
Here’s how data modelling helps you craft irresistible messages that feel personal, timely, and impossible to ignore. 💌
Before you start pouring your heart out, make sure you’ve been properly introduced.
In today’s world, regulatory compliance isn’t just a box-ticking exercise, it’s the foundation of trust.
💡 Top Tip:
If you’re using intent data or third-party enrichment, double-check their compliance stance too; you’re responsible for the company you keep…
Not every prospect is ready for a grand declaration of love, some need a few more coffee dates first. ☕
Data modelling lets you dynamically segment your audience based on real-time signals like:
By grouping contacts according to emotional intensity and context, you can avoid the classic mistakes of over-eager (or underwhelming) messaging. 💔
Example:
Here’s the secret: with the right data models, you can make thousands of prospects feel like they’re the only one. ✨
When done right, it’s not creepy, it’s courting. It shows you’ve paid attention and genuinely care about what they need. 🥰
You’ve sent the love letters, made the grand gestures, and impressed at the big events.
Now it’s time to bring it all together into a single, unforgettable experience. 💃🕺
Cross‑channel synergy ensures your brand feels present, relevant, and irresistible, without becoming overwhelming.
Here’s how you can orchestrate a seamless multi‑touch journey that moves prospects from mild interest to full-blown commitment. 💍
Not every open or click turns into immediate action, and that’s okay. It just means you need a gentle reminder. ✉️➡️🎯
When you really like someone, you don’t just rely on text messages; you call, you meet up, you plan special dates. The same goes for your top prospects. 📞🎯📬
Account-Based Marketing (ABM) lets you tightly align multiple channels into a powerful, multi-threaded approach:
No one channel can carry the show alone. You need share-of-voice everywhere, but with one clear story.
Liam says:
“Our omnichannel approach is all about share of feed, deploying ads across every available format, but governing creative so our core message is consistent. Whether someone sees us on LinkedIn, YouTube or Meta, it all feels like the same conversation.”
How do you know if your date night went well?
You check for all the little signs: laughter, eye contact, plans for a second date... ❤️
Similarly, cross‑channel marketing needs consistent metrics to tell you if it’s working.
Track opens, clicks, event attendance and ad interactions across all channels. Engagement isn’t about a single campaign; it’s about the full experience.
Use multi‑touch attribution to understand how each channel contributed to moving a prospect forward. No one likes to be the forgotten wingman.
Measure how quickly prospects move through stages after multi‑channel exposure. A well-choreographed sequence should shorten your sales cycle significantly.
Top Tip:
Dashboard your metrics in one place to spot gaps or channel imbalances early. A strong romance needs good communication and so does your marketing engine. 📈💬
You’ve collated your data, wooed your audiences and orchestrated a multi-channel romance that turns prospects into partners.
Let’s cement that relationship with a simple, repeatable checklist, your blueprint for sustaining pipeline month after month.
|
👞 Step |
💥 Action Item |
| ICP + Definition |
Refine firmographics, technographics & intent signals |
| Segmentation |
Build micro-segments by persona, region & behaviour |
| Enrichment |
Append contact details & engagement data |
| Prioritisation |
Score and rank prospects by intent strength & fit |
| Channel Activation |
Push lists into ads, events & email workflows |
| Measurement |
Track pipeline impact and measure frequently |
How to use it:
With this checklist in hand, your data model becomes a living love story, one that evolves, deepens and drives revenue.
Here’s to a long and prosperous partnership between your team, your SDRs, and the perfectly modelled prospects you’ll delight next.