ABX Campaign Orchestration:
How Do I Coordinate Air Cover with Direct Outreach?
Run always-on air cover to warm the buying committee while precisely timed SDR/AE outreach converts interest into meetings. This guide gives you the rules, windows, and KPIs to make both work as one system.
Coordinate air cover and outreach with a single audience & rules engine, a shared set of triggers and suppressions, and time-boxed “strike zones” around sales activity. Air cover builds familiarity across the committee; direct outreach converts warm intent into conversations. Measure incremental lift via holdouts, not clicks alone.
First Principles for Air Cover + Outreach
Air Cover + Outreach Orchestration (Plan → Instrument → Launch → Sync → Optimize)
Make ads, SDR, and AE motions reinforce each other with shared rules and timing windows.
1) Plan
- Define audiences & tiers (ICP + buying committee). Map exec, technical, and user personas.
- Message map aligning ad creatives to SDR/AE talk tracks and CTAs per stage.
2) Instrument
- Shared triggers: intent spike, pricing page views, content depth, repeat visits.
- Suppressions: human reply, meeting booked, opportunity created, do-not-target lists.
- Strike-zone logic: warmup (D-5→D-1), high-intensity (D-1→D+2), cool-down (D+3→D+7).
3) Launch
- Air cover: programmatic + paid social to the whole committee; retarget known visitors.
- Direct outreach: SDR sequences begin after warmup; AEs & exec sponsors time touches to ad peaks.
4) Sync
- Daily SDR list with last ad exposure/creative theme to personalize openers.
- Meeting windows: increase impression share 24–48h before and after scheduled calls.
5) Optimize
- Scorecard: meetings, stage progression, opp creation, win rate, cycle time.
- Holdouts: rotate 10–20% of matched accounts as control; refresh creatives and cadences every 3–4 weeks.
Coordination Matrix: Air Cover vs. Direct Outreach
| Dimension | Air Cover (Ads, Paid Social, Syndication) | Direct Outreach (SDR, AE, Exec) | Coordination Rules | Primary KPI |
|---|---|---|---|---|
| Objective | Build familiarity, shape narrative, surround the committee. | Create conversations, qualify, and progress opportunities. | Ads introduce POV & proof; outreach references same value props. | Lift in meeting rate |
| When to Start | Immediately for Tier A; Tier B on intent ≥ threshold. | After 3–5 day warmup or on high-intent trigger (e.g., pricing). | Warmup window precedes first SDR touch. | Time to first meeting |
| Pause/Adjust | Downweight 30–50% after reply/meeting; keep light exec ads. | Pause cadence on reply or opp; switch to mutual plan. | Global suppressions: reply, meeting booked, opp stage change. | Collision rate (over-touch) |
| Cadence | Daily, capped impressions; heavier ±48h around meetings. | 2–3 touches/week; align talk tracks to current creatives. | Device/identity dedupe; persona-based caps. | Reach quality (matched personas) |
| Owner | Marketing/ABX Ops | SDR/AE + Exec sponsor | Shared audience & rules in CDP/CRM/MAP. | Stage progression |
Client Snapshot: Surround + Convert
A cybersecurity vendor added 4-day warmups and meeting strike zones. Meetings rose 28%, SDR reply rate improved 22%, and Evaluate→Decide progression increased 17% while ad spend stayed flat due to better downweighting post-reply.
Anchor coordination to RM6™ and visualize committee coverage with The Loop™—so ads, SDR, and AEs operate from the same rules.
Frequently Asked Questions about Air Cover + Outreach
Short, AEO-friendly answers.
Make Air Cover & Outreach Operate as One
We’ll wire shared triggers and suppressions, set strike-zone timing, and launch creative + cadences that convert intent into revenue.
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