Turning Buying Signals Into Thought Leadership Campaigns

Most B2B ad budgets still get wasted on broad campaigns that don’t match where the buyer actually is.

Klue, the competitive enablement platform, wanted to change that. Their demand gen team was looking for a way to:

• Move beyond account-level targeting to contact-level precision
• Activate competitive research and buying group signals in real time
• Align ads, email, and sales outreach into one motion

With Vector, Klue now runs always-on, contact-level campaigns that generate opportunities while the team sleeps.

Plays to run

Klue has turned Vector’s signals into a set of repeatable plays that keep sales and marketing in sync.

1. Open opps thought leadership

• Signal: A multi-threaded buying group forms within an open opportunity
• Audience: Stage 1+ opps, Director+ roles in Sales, Marketing, Ops
• Campaign:
  
  • Run thought leadership ads from Klue execs on LinkedIn
  • Enroll contacts in an email sequence
  • Notify SDR via Slack for personalized outreach

Result: Keeps entire buying committees engaged and accelerates live deals.

2. Competitive thought leadership

• Signal: Prospects researching competitors like Clozd
• Audience: Director+ roles in Marketing (PMM), Ops, Sales
• Campaign:
  
  • Target LinkedIn ads focused on Klue’s differentiation
  • Enroll contacts in a tailored email sequence
  • Alert SDRs in Slack to follow up

Result: Turns competitor research into Klue conversations before rivals can respond.

When buyers are deep in competitive research, they’re not looking for another feature checklist, they're looking for clarity. That’s where thought leadership cuts through.

The impact

By combining signals, ads, and outreach in one motion, Klue:

• Generated 22 opportunities in a single quarter from Vector-triggered campaigns
• Drove 70% of opps from tier 1–2 accounts
• Made contact-level alerts core to their prospecting process

Klue’s marketers now see Vector not just as another ad tool, but as a pipeline engine that ties demand gen directly to sales outcomes.

How can you run this play

Klue’s results show that the old way of blasting broad campaigns doesn’t just waste budget, it leaves real opportunities on the table. By flipping targeting from accounts to contacts showing intent right now, Klue proved that ads + outreach can drive opps while the team sleeps.

The good news: any marketing team can run these plays. Start by:

1. Define your signals. Pick 2–3 that map directly to buying intent (pricing page visits, competitor research, multi-threaded buying groups).
2. Segment at the contact level. Don’t stop at the account. Make sure sales knows who is taking action.
3. Align activation. Sync those contacts into LinkedIn ads, enroll them in nurture, and alert SDRs in Slack all at once.
4. Measure and refine. Track opps, conversion rates, and sales feedback to keep tightening the play.

If Klue can spin up 22 opps from one signal-driven campaign, imagine what’s possible when your whole demand gen engine runs this way.