Guild (Paid Media)

Guild was founded in 2015 with one simple belief: when opportunity is as evenly distributed astalent, everyone benefits. Individuals rise, companies grow, and our economy thrives. As AI andevolving technologies disrupt the very nature and future of work, that belief is stronger than ever.The pace of change is accelerating, and the need for opportunity is only greater. Targeting mostlySenior Leadership at Fortune 500 companies as clients, Guild was struggling to reach and nurturetheir addressable market. Part of this stemmed from a struggle to clearly articulate who they wereand what they did, as well as challenges with proper data collection and attribution.

Since the client had a fairly up-to-date contact list of their very niche total addressable market andtheir sales cycle was extremely long (1+ year), it was even more imperative to break them furtherinto segments based on key milestones and layer the right messaging to keep leads nurtured.

- Used LinkedIn's granular targeting of seniority, company size, job function, job titles, and industryto reach the target audience not currently captured in their CRM

- LinkedIn & Meta ABM: segmented users who reached initial crucial milestones: Downloaded a −whitepaper Newsletter sign-ups + engagers −

- Utilized Google and Microsoft Search to reach in-market decision makers not currently in theircontact list

- LinkedIn & Meta ABM: segmented those who reached the following milestone: Requested Demo −

- Targeted users who had reached the following milestone and/or were in the following segment:− Completed Demo, but still in the early stage of sale cycle Closed-lost contacts

- Reconfigured their CRM to track attribution for new leads and create key segments based onmilestones to track lead journey and measure ROI