Stop advertising to strangers

Your ABM ads are “reaching” Acme.

That includes the head of demand gen you want. It can also include the facilities team, a summer intern, and someone who evaluated you eight months ago and bought something else.

Right account. Wrong people. Or the right people, long after the moment has passed.

Even when you get targeting right, keeping it right takes work. Buyers change roles. Accounts move into evaluation. Deals close. The audience you built last quarter keeps running until someone remembers to update it.

Your ad budget shouldn’t depend on someone remembering to clean up a list.

Vector’s new Personas, Audiences, and CRM sync connect who you want to reach with what’s happening at their account, so your ads and sales follow-up can keep up.

Personas: define the people who matter

A good-fit account can have a dozen people involved in a deal. They don’t all need the same message, and they don’t all show up at the same time.

There’s the marketing leader who champions the purchase. The ops lead who has to make it work. The finance or procurement team that gets involved toward the end.

With Personas, you define each role once and use it across Vector: to build ad audiences, watch for relevant activity, and choose what reaches your CRM.

You don’t need to rebuild the same definition for every play.

Audiences: keep your targeting in step with your buyers

Most audiences tell you who qualified when you built the list. Audiences in Vector keep checking who qualifies now.

Reach beyond the people already on your list

Target marketing leaders at the accounts in your CRM list, including people who have never visited your site or filled out a form. Or reach buyers at accounts that are just starting to research.

Pick the accounts and personas that matter. Build from Vector’s database instead of waiting for another form fill.

Match the message to the moment

Combine personas with account stage and recent activity.

Build an audience of marketing leaders at accounts that are actively evaluating. Or buyers at target accounts who compared you with a competitor in the last 30 days.

The account tells you where to focus. The persona and activity tell you who to reach and what to say.

Let people leave the audience, too

Every week, Vector rechecks who matches your criteria. People who qualify are added. People who no longer qualify are removed.

Set up audiences for different buying stages, and buyers move between them as their accounts progress. Your awareness ads don’t have to follow them through the entire deal.

For global teams, account list audiences also support domain-based targeting outside the US, using the same account stages.

CRM sync: give reps something to act on

A signal is more useful when your rep can see it where they work.

Vector now syncs account activity directly to Salesforce and HubSpot. Job changes, LinkedIn engagement, and high-intent page visits land on the relevant contact or account, alongside the account’s current stage and a plain-language explanation of why it’s there.

You choose which activity to send and whose activity matters. That could mean only your champion persona at tracked accounts.

Turn on the sync. No separate list to build.

From seeing the activity to doing something with it

In September, we brought account stages, the Account Journey, and Account Stories together so you could see who’s engaging and why an account is worth your attention.

This release puts that context to work.

Use Personas to define the buyers. Use Audiences to reach them with a message that fits their stage. Give reps the activity and context in their CRM. Then use Account Stories to see which people marketing reached on each deal, and when.

The same context carries through from the first ad to the sales conversation.

Three plays to run first

1. Let your ads follow the account

Build an audience for each stage, with a message to match: a point of view for early research, proof for active evaluation, and a meeting offer for accounts choosing a solution.

As the account progresses, its buyers move to the next audience at the weekly refresh. No rebuilding the list every time a deal moves forward.

2. Watch for the people who show up late

Create a Procurement persona covering finance, legal, and purchasing.

You might never run an ad to them. But if someone from procurement at an active account starts reading your terms of service, your rep should know.

CRM sync puts that activity in Salesforce or HubSpot. It’s a reason to check in, with context for the conversation.

3. Reach the buyers your CRM is missing

Pick your target accounts and build an audience around your marketing leadership persona.

You can reach people who fit the role even if they’ve never visited your site and aren’t in your CRM. Your coverage grows beyond the handful of contacts you already know.

Available now

Personas, Audiences, and CRM sync are rolling out starting today, beginning with new Vector customers. If you’re an existing customer, your Vector team will share what’s next for your account.

Your accounts move. Your buyers change. Your audiences should keep up.

So you can win accounts, person by person.