How Waypoint works
A managed service in three phases. We run the campaign; you share what you’re learning in your deals.
1. Identify the stakeholders
You bring your target accounts and any contacts you already know. We build out the 6–12 people at each account who influence the decision, confirm the list with you, and match each person online by name.
You provide
- Your target accounts
- Contacts and roles you already know
- Which deals matter most
Waypoint does
- Confirms the list with you before launch
- Matches each stakeholder online by name
- Reports match rates, so you know your real reach
What you get
A confirmed audience of the people who decide, without the waste of a broad account list.
2. Launch the campaign
We write creative for each stakeholder role and run it across the channels they use, on every device.
Waypoint handles
- Creative for each persona
- Setup across all channels
- Audience matching and launch
- Performance monitoring
Your stakeholders see
- Display ads while browsing
- Online video
- Connected TV and streaming
- Digital audio and podcasts
The approach
Each role gets its own message. A CFO sees business impact. A CTO sees technical capability. Same product, different doors in.
3. Adjust as the deal moves
As your deals progress, you tell us what you’re hearing. We update creative and targeting to match, typically within days.
You tell us
- Which stakeholders are engaged
- What they actually care about
- Who turned out not to be an influencer
- New stakeholders and timeline shifts
We adjust
- Shift messaging to what’s landing
- Stop spend on non-influencers
- Add newly identified stakeholders
- Extend the campaign if the deal runs long
Why this matters
If you learn the CFO and CTO care more about implementation speed than security, their ads change to lead with speed. The campaign follows the deal.
You bring deal visibility. We handle the rest.
A 30-minute call to look at your target accounts and whether precision advertising fits your deals.