Name: Booooo-t Camp
Uploaded: 2026-03-05T18:16:07.467Z
Duration: 32 min 29 s
Description: Booooo-t Camp

Transcript for "Booooo-t Camp": Hello, everybody. Thanks for joining us today. We're gonna start in a couple minutes. Let people come on. Feel free to stretch. Work it out a little bit before boot camp gets started. How's everyone doing? Where is everyone coming in from? Light up the chat so I don't feel like I'm alone talking to myself, working out alone. That's true. Do you see that shine? See that shine? Oh, we got people from overseas. I love it. Seattle. First thing in the morning. New York City doesn't sleep. It doesn't matter what time it is. Thanks for the folks on the West Coast who are starting our day and the people on the overseas coast who are ending their day with us in this nice boot camp today. Lisa, going walking on the treadmill. I love it. That's some dedication. Now I feel bad that I'm just, like, dressed for the occasion and not at the actual gym. Next time. Next time. We'll get going in a second here, but I'm curious for the people on the call. Who or is anybody Vector customers already brand new to Vector? What's the experience level? We're gonna go through it regardless. Brand new Vector customer, my favorite. I love it. I love it. Lisa, we'll make you a super user in the next sixty minutes. You want onboarding? Oh my goodness. Yeah. Jess. Thank you. She's a she's a power user too. So if anybody has questions, we got we got the real celebrity cast here. Both on stage, obviously, and backstage, ready to ready to answer some questions. Oh, hold on. Here's a here's a great intro to Vector for you. This is what we're all about. It's about what you're about to see in the next sixty minutes. So thanks everybody for joining. Hopefully, the chat keeps lighting up as much as it is. We're super excited for everyone to be here. Let's get started. Let's get going. Alright. Welcome to Vector Boot Camp, everybody, where we're gonna work out all of your Vector needs today. For those of you all for for those of you who don't know me, I'm Ally. I lead our solutions team here at Vector. Our solutions team does presale, post sale, onboarding engagement. Anytime anyone wants to know what we do as a platform and what we do, to help our customers, Me and my team are here to help and support you. Normally, I don't show up with sweatbands, but it's a boot camp. I'm ready to get going. We're gonna work this out together. So I wanted to start with a little bit of a story. When I was thinking about this webinar, I thought quite a bit about, how I could really resonate what I would do with Vector if I was only gonna do three things. And, naturally, when I was thinking about it, I was watching love is blind. Who's with me? Who else is watching it? Anybody else? I'm gonna take that as a yes. Very likely you are. And so when I was watching Love is Blind, I thought to myself, well, I could think about, you know, what Love is Blind has taught me about b to b marketing and post about it on LinkedIn, but I thought, nah. I'm not gonna do that. Instead, I'm gonna do a webinar about it. So for those of you that watch it, you know that on this cinematic masterpiece of love is blind, strangers fall in love through a wall. And not ironically, it kinda got me thinking that, like, sometimes marketers do the same thing. They fall in love through a wall a little bit because they don't really know who's on the other side of the traffic that we're driving to the site. We know we're driving the traffic, but who's on the other side? We run ads, but we don't really know, like, who's engaging and who's clicking on them. So strangers falling off through a wall is super cute for Netflix, but, like, really bad for pipeline. And so today, I thought we're gonna break the wall down. We're gonna work out. Get it? The three things that we would do inside Vector if we could only do three things. And I don't know about you all, but I got goosebumps. In reality, I just wanted to share this GIF because I thought it was cute, and the timing worked. Alright. But before we get into it, I I do wanna just spend a couple minutes because my team at Vector talks to customers and marketers every single day about what's working, what's not, what are the challenges, and how can we help and support you. Because these three use cases that I that we picked today came from the value that our customers are current driving. It's not just how we want you to use the tool. It's how they're actually using it and how they're driving a ton of value. So let's talk about why for a minute before we get into it. I think that some of this might hit a little bit of a nerve, maybe be a little triggering, so tell me in the chat if it is. But for all of you on here, inbound volume is down, and conversion rates are really challenging right now. Outbound responses are in the total basement. Spend is up, but efficiency is down. Traffic and click through rates look really healthy, but pipeline just doesn't. Who's with me on that? Did I hit a nerve for everyone on here? Does anybody disagree with any of that? Anything you would add of, like, the challenges that you're seeing? Talk to me in the chat, y'all, because, you know, I'm alone up here, and I really just wanna hang out with you and talk about, you know, Vector and love is blinds, Jess. I know you do, but it's not a personal attack because we're about to talk about how Vector can help solve all of this. So when we think about all of these things with inbound being really challenging and outbound not working anymore and click through rates looking healthy, but pipeline not, we at Vector feel like there's a massive gap here. And we personally feel like that gap is identity. There's this missing layer. Right? We're we're waiting for people to fill out a form, but we know we've got traffic coming to the site. Like, there's gotta be a better way. I personally call this, like, the half hand raisers. Right? People are coming to the site and clicking on the ads, but they're not quite ready to fill out a form. My marketing team is a lot more strategic, and they look at it as using paid as nurture as the middle layer, which is essentially how can we know who these people are before they fully raise their hand and fill out a form. And how can we make sure that we get in front of them when they're ready to fill out a form and ready to raise their hand? And so let's turn those pods into pipeline, work it out, and get into the three use cases that we would do in Vector if we could only do three things. Alright. We're ready to pump up our marketing. I'm gonna go through the three things that we're gonna do, and then we're gonna get into the tool itself and look through how we'd actually set these things up. Three things I'm doing in Vector, if I can only do three things. The first, we know that Vector helps to deanonymize people who are coming to our website, but there's a lot of trash that comes to our website sometimes. So how can we make sure that we're only looking at people that we care about from our target accounts coming to our website? Use case number one. Use case number two. I wanna know who is clicking on my ads, but I really only care if they're clicking on my ads if they fit a mold of somebody that I actually sell to. I don't care anybody else. You know, if they're engaging with me, that's cool, but I wanna know if they're ICP. Number three, I'm making sure that my ICP is actually getting my ads, and they have the opportunity to click on them. So we're gonna talk about how Vector can help make sure that that happens. Any customers on the call excited about these use cases? Any new folks on the call more excited about one or the other? Guys gotta give me something. You know? I'm here on my own. Let me know. We're gonna go through it anyway, but I would love to hear any feedback. Oh, I love the ShockShake. Okay. Let's get into it. Alright. I know y'all are thinking. Well, I think I know what y'all are thinking. You can tell me in the chat if I'm wrong, but you're freaking out a little bit that you can see which contacts are going to your website that are only from your target accounts. I that was a little bit of a stretch, but I also really liked this GIF. So, you know, I was trying to fit it in. So, anyway, the reason why we're really focused on this is because a lot of people will look at all the people that are going to their website. Right? It's awesome that we can deanonymize at the contact level. But let's talk, like, real here. There's a lot of people going to your website that you would never actually sell to. SDRs are trying to sell to you. Right? BDRs are trying to get in and, you know, start a sales process. Competitors are doing research. Job candidates are looking at career pages. Maybe your uncle or aunt is trying to figure out what you do. So they go to your website to look through it. And let's be honest, if you look at everyone, you really prioritize no one. It's very similar to starting out the dating and the pods. You're getting a little overwhelmed. They've got a notebook writing down their notes of, like, who they like and who they don't. If you prioritize no one, then you're you're really going after the wrong people and not, not spending your time as efficiently as you could be. So instead, in Vector, what we're going to do is look at everyone that's going to your website only from your target accounts. Let's get into it. Alright. For those of you who have never seen it, this is Vector. I know what you're thinking. It's beautiful. Did she design it? I didn't, but, I think it also is, such a fun experience. So, yes, I'm doing it live. I think everything is gonna go my way, but you'll bear with me if we if we click into the wrong thing for a second. But let's get started. In Vector, the first thing you're gonna do to look at only people going to your website that are within your target accounts is tell us who your target accounts are. Within the platform, you can upload as many lists as you want, whether they're from your CRM as a dynamic list or from a a standard CSV file. If you integrate, we'd love to look dynamically to see who your target accounts are. Within there, you'll tell us these are people we really care about. There are some other use cases that you can do with target accounts, but today, we're focusing specifically on knowing who's coming to our website from target accounts. Once we know who those people are, we'll begin a segment. In vector, a segment is basically our workflow. This is where you're gonna spend most of your time telling us the data that you want to understand and what you actually want to do with it. In this case, we're gonna want to know who's coming to our website. But, again, like I said, there's a lot of people coming to our website that we just don't care about. So let's filter out some of the noise and tell Vector, I only want to see people who are coming to my website if they're from one of the accounts that I deem as a target account. What this is doing is looking at all the contacts and matching their email to the domain in the target account list. It's as simple as that. Of course, some of our target accounts are really large. If you're selling to massive companies or in general, sometimes they'll even have people, right, that are still trying to sell to you. Maybe we wanna take it a step further and say, I wanna know if they're coming from my target account list, but only if their drive job title does not contain maybe BDR or SDR. No shame to BDRs and SDRs. We love them, and we want to support them, but not in our marketing efforts. And so we can always make sure that we're only seeing people who are coming that aren't actually trying to sell to us. It's as simple as that. Once we do that, it's really important to now start thinking about how are we gonna actually action this data. Essentially, it's just as important, right, to know what you're gonna do with the data to actually having the data itself. So I want to break this out in actually three different ways because, ultimately, just because we know that we want to go after these folks doesn't necessarily mean that they're quite ready for us. Anybody wanna give any recommendations or thoughts? What would you do with contacts that are coming to your website if you knew who they were at the contact level from your target accounts? I'm giving it ten seconds, y'all, if anything comes into that. Retargeting, Kara. Enrich them. Haya, I love it. Yes to all of you so far. Telling sales test spot on. Luckily, all three of you are actually correct because I would set this up in a couple of different ways. My recommendation here would be three things. The first one is if it's a known contact from an account with an open opportunity that sales is already working, sales should own it. This is really helpful to help them get wider within the account. So if it's somebody that they don't know that's browsing the account, browsing the website, right, in an account that they're already working, this is a great way to expand their reach within the accounts that they're working. But what about if they're from an account that's, like, shown some engagement before? Maybe we're seeing a little bit more, them show up around, our site, but they've never filled out a form. They've never they've never really responded to sales. Like, they're engaging with us, but they're not quite ready to move to the sales team. We're gonna educate them. We're gonna invite them to boot camp. We're gonna invite them to a webinar. We're gonna invite them to an event that's coming up. We're gonna send them a help article or, a publication of some sort that is educating them a little bit more about what we do. There's still these contacts that aren't quite ready to engage with sales should still live with marketing. Kara mentioned this before, retargeting chef's kiss. That's spot on. If there are contacts that are coming to your website from a target account that you've never seen before let's be honest, marketers. You probably have your sales team telling you, I'm trying to get into this account, and they're not replying. And I'm doing everything I can, and they're not getting back to me. Well, it's super exciting and really tempting to go after these contacts as soon as they land on your website. But if they are unengaged and this is the first time you're seeing them, you gotta earn them still. These contacts should still live with marketing. Just because you're right for they're right for you doesn't mean they're ready for you. And so you need to engage them a little bit more and make sure, that they're ready to talk to your sales team. Whoo. I don't know about you guys. I need some water. Who's ready for use case number two? We know who's coming to our website from target accounts. Are we ready for ICP engaging with our ads? Yeah. Everyone take a water break. Take a little stretch break. If I had my, like, bands here, I'd do it, but I don't think that far ahead. Alright. Let's keep going. We're shifting from our website to our paid media. A lot of teams will go on dashboards, and they see things alright, like impressions and clicks and click through rates. And maybe we've been looking at conversions. But question poll for the audience. If you got a thousand clicks on an ad yesterday, would you care about that if zero of them were your ICP or none of them are people that you would actually sell to? Anybody? No. Test depends. Okay. We'll talk more about that. I'd love to hear it. It's I I'm seeing a lot of no's. Maybe a couple depends. But I think it's the it's a it's a probably mostly not. Right? Of course, if you're putting all this money into advertising and your ICP is not engaging, it doesn't really give you much. It's really a blind spot for us. Right? So, like, instead of answering how many clicks are we getting, let's talk about how many people are clicking that are the right people to click on and how can Vector help us do that. Let's get into it. Back in Vector, we're going back to our settings. And first things first, we need to define our ICP. Now there's a couple of different ways that we can look about doing this, but, essentially, what we want to do here is tell Vector who are the people within potentially which accounts we want to go after. We'll start with, say, for example, job title. Maybe we want to know anybody that is engaging with any of our content that has a marketing title. Let's say maybe we also wanna know if they have brand in their title. Maybe we care what industry they're in or department. A lot of times, seniority matters. Right? Maybe we only wanna know if they're coming to us from manager or above. We do have the opportunity here also to add. We care if they're coming from a specific account, or maybe we just wanna know if the company itself is from a specific size. But for now, let's just say we wanna know if anybody is engaging with our brand, with our content, with our paid ads, who are, have marketing or brand in their title and are managers or above. That's our ICP. That's our buyer persona. Let's see how we can look at who is engaging with our ads, that meets this ICP and only this ICP. So we're going back to a segment. Again, it's our workflow. This is where we're gonna do all of the the hands on work to understand the data that's coming in and we wanna push it. So here, we're gonna again go to all site visitors. But this time, we're gonna filter, by seeing the ad platform that they're coming on coming from rather. Right? So if they're coming from Google, they're coming from Meta, they're coming from LinkedIn, if you're getting fancy and doing something on x or Reddit, this essentially tells Vector, I only want to know who's visiting my website if they came to us from a paid ad. Again, that could be a thousand people. That doesn't meet our ICP. I'm not gonna say boo because, Tess, I wanna hear from you where it depends, right, because there could be some outliers here. But for the sake of this use case, we're gonna talk about only seeing people if they meet our ICP. In this case, we're saying, tell me anyone that's a manager or above with marketing or brand in their title that's clicking on my paid ads. You can take it even further if you want to and add things like, and I want to know if they are from a target account or a specific account list, etcetera. Again, as simple as that. Then you'll decide where you wanna push the data, which we'll talk about in a moment here of how to actually action it. What do we do with this information? But it's as easy as this to say, define your ICP. Tell me, Vector, who's visiting my website from a paid campaign only if they meet our ICP. How are we doing when we talk about what's next y'all? Anybody need a break? Everyone hydrating, stretching, getting ready to watch love is blind after this like I did? Alright. Like we've been talking about, having the data is one thing. Doing something with it is just as important. So somewhat similarly to the target accounts visiting our website, you gotta know. Do we add expand them? Do we educate them, or do we earn them? It's one of the three, right, depending on who these contacts are. But in this situation, marketers, like, ears come up. I'm not gonna use the a word attribution, but I am gonna talk a little bit more about how we can use this information to really understand more about our paid ads by evidencing them. You like it? See what I did there? Cool. This essentially can tell you by knowing who's clicking on your ads, but not necessarily converting, especially filtered by seeing, like, which of your ads in general are getting the most ICP engagement, which creative lands the most, maybe with executives, Which accounts have open opportunities with ad engagement even if it wasn't first or last touch? Really exciting. So you'd be able to see in the journey where your contacts are engaging with your ads, whether or not they're the the first or last time that they engage with your brand. Is the chat going off? Because I'm really in my element here, y'all. Like, I am I am in it. I'm excited about it. I'm ready for the the next and final use case, and I'm excited for q and a after this. But how's everyone feeling? What's everyone up to? Vibing? Lisa's in it to win it? I love a good pun. If you can't tell, it's my favorite. Okay. Alright. Let's get into use case number three. This is now where we get to be proactive, y'all. In the last two use cases, we were pretty reactive. We're waiting for someone to come to our website. We're waiting for someone to click on our ad. In use case number three, if I was gonna do three use cases, this is one of the most exciting ones because this is where we make sure that that defined ICP that you have worked on and you know who you're selling to and you're waiting for people to engage with your ads from your ICP, this is where we make sure that that ICP sees your ads. We are going to take that entire definition of your ICP, match it to Vector's identity graph, and tell you who those people are, whether or not they engaged with your your data or engaged with your website, showed any sort of intent or not. We're just gonna take that whole group, and we're gonna turn them into an advertising audience. Let's see how it's done, shall we? I didn't I didn't plan for the timing between switching from the the presentation to the to the demo org here y'all, but, hopefully, you're still with me. So let's see it. This is where in the workflow, in the segment, we can say, hey, Vector. I wanna take my whole ICP, and I wanna build an ad audience in LinkedIn, and I wanna build an ad audience in Google, and I wanna build an ad audience in Meta or Reddit or X, anywhere you like. You do have the ability, of course, to say, I wanna specifically build my ICP ad audience if, these contacts are from a specific account or if these contacts are part of an opportunity or deal at a certain stage. You can certainly filter it further. But for the sake of this one use case, I would say take your whole ICP, everybody, whether they've engaged with your content or they haven't, and build an ad audience from there. Let's talk about what to do with it, though, y'all, because that could be a lot of people, and that could be a lot to do. And there could be different ways that we actually action that, and it's really important that we know how to actually use these folks. There's a couple ways to do it. First and foremost, I hope it's obvious, but go where your customers are. If your customers are on Reddit, have your ad show up on Reddit. If your customers are on Meta and they scroll through Instagram at night like I do, throw it up on on Meta and social media. Obviously, they're they're likely searching at some point. But if your customers are not on LinkedIn, don't put these ads on LinkedIn. But for the sake of the this boot camp, let's let's say, for example, that your customers are everywhere. They're everywhere. They're on all social media platforms. Let's talk about the specifics of how I'd recommend actioning this group of people. First and foremost is Google. We all know Google is a b to c platform while we live in a b to b world, and that can be really challenging. If you use this massive audience of all of your ICP, to create an audience on Google, let's make sure that you're bidding maybe more aggressively. So when these contacts are searching the key terms that you're trying to go after, your ad shows up first and foremost front and center for them. If you think your audience is on YouTube, that's awesome for a more long form attention ad. Let's say for, like, thought leadership or customer proof or maybe some deeper category framing, YouTube is a great place for customers, to see your brand in a little bit more of, like, a laissez faire laid back. They're probably watching or listening to music or something like that, watching some videos at night, and your brand can show up right in front of them. Meta is really good, of course, for lower CPM. Let's all be honest. We scroll a lot. If your ad shows up, on Facebook Marketplace when I'm scrolling at night for La Crucette on sale or L. L. Bean bags, you know, the vintage ones, I'm looking at it. Okay? Likely, you have some customers that are doing the same. So Facebook is really, really good if you're wanting to just build familiarity and have your brand stay top of mind. And then, of course, LinkedIn, the tried and true, making sure that your brand is visible when those decisions are being discussed. So really, really different use cases and really great ones, but, essentially, this is an awesome way for you to take your entire ICP, bundle it up with a in a beautiful package, and put it on the different platforms whether you know those contacts or not. I need some more water, y'all. That was a that was a quite a boot camp workout. Yeah. Alright. Let's recap really quick in our cool down. Great job, everybody. Three things we're doing in Vector if we're doing three things only. We're only looking at people coming to our website from our target accounts. We're focusing specifically on our ICP that are clicking on our ads, not converting. We're making sure that ICP even sees our ads, and we're spending really, really well to make sure that we're not putting dollars behind people that we don't actually sell to. And if we do these three thing these three things, our campaigns are just gonna be shredded, y'all. Thanks for coming to the boot camp. Thanks for being an awesome partner of Vector. I'm here to take questions. I'm here to answer thoughts. I'm here to chat about love is blind, talk about boot camp. We have questions from the audience. Do we have thoughts? How about broadening lookalike campaigns? Is that possible? Jennifer, great question. You certainly can. You would do that directly in the ad platforms themselves. The one thing I would say, though, is that Vector value add and really awesome addition to customers building audiences is that they're really specific and really targeted. And so if you wanted to do a lookalike campaign, you, of course, you can, and you could do that directly in the platforms themselves. But the value of Vector audience is it's is that it's the specific people that you want to go to, and it's the specific titles and the specific companies. So just keep that in mind when you're thinking about your campaigns is that this is really for those very targeted campaigns to know exactly who you're putting your ads in front of. Great question. How can we see creative level ICP visitors? Mary is the question there wanting to know, people with the like, a creative in their title. Am I understanding the question properly? While while I get a a response there, I don't know if you guys have ever worn these sweatbands, but, oh my god, they're tight. I have a headache. But I'm dedicated. By creative, I mean, ad level. Meaning, you want to see, like, who the the ad the specific ad that they're clicking on. This was ICP is clicking on specific ads. You absolutely can. Vector will look at the UTM that you set up, and we have a direct path pass through. So if you have a campaign equals competitive or campaign equals, you know, MOFU case studies, whatever it might be, we can absolutely tell you not only the ICP clicking on the ad, but which ad specifically they clicked on. Definitely, Mary. Great question. Is there an I API key available for vectors we can integrate with all LLMs for more complicated ICP filtering? Mary, another really good question. We we have we do have the ability to push data outside of the platforms that we offered here, generally via a webhook. We have API keys for specific customers, but this might require maybe more of a a one to one, conversation of what you're looking to do because there are options there. Mary, I'll jot your name down. Let's chat one on one if you like. Oh god. You guys, I'm I'm so excited about the questions. I was fifty fifty. I was like, is are people gonna do this or not? Alright. I was de anonymized in Vector and showed up with as my spouse. Is that common for shared household household home IPs? How to how to fix that? Still need to filter out internal traffic in Vector, but I'm wondering if that could happen for external dean on contact. Yes. Great question. Okay, Ali. This, unfortunately, can be common sometimes. Historically, I've shown up, as my brother-in-law. It's the reason for this is because our site deanonymization works on a technology called device fingerprinting. Don't We use cookies, and that's the reason why we can look at it at the contact level. It is a little bit of a newer technology. Right? And so the way that it works without getting too too deep into it is that you filled out a form and you share a platform, especially with somebody in your household. Occasionally, you can deanonymize as them. The reason that one of the biggest recommendations of using vector and filtering out the people on your site is because it's very, very unlikely that we'll deanonymize somebody incorrectly from a target account or from a very specific job title, that you're looking to capture. And so when you look at just everybody, right, occasionally, people will be deanonymized incorrectly as somebody in a household. This can be common sometimes. But if you use those filterings, as I showed in the initial use case, it's really uncommon for us to de anonymize somebody incorrectly from within an account that you are trying to go after. When choosing ICP as a source, does it go beyond our website visitors, or is it limited to them? Great question, Mary. It has nothing to do with those contacts going to your website or not. When you choose ICP as a source, essentially, what Vector is doing is taking your definition, the people that you are looking to go after, right, their titles, their seniority, even the the department or the industry, the the, companies that they're going after, and we will look to see who fits that ICP criteria in our identity graph. And all the data that Vector owns, who meets that criteria so those contacts never have to go to the website. They never have to show any sort of intent. Never have to click on an ad for us to service them up to you to build an ad audience. Great question. I'm sorry. I have to take this off. It's killing me. Oh my god. I still have these, though. Putting me in the hot seat with these questions. What else we got? Anything. Any customers on the call that are using any of these use cases have recommendations or feedback or ideas? Anyone watching Love is Blind? Alright. We are here if you need us, if you wanna talk to us, if you wanna review things with us. If you wanna bounce ideas off of us, we're here for you. I thank you all so much for spending the morning with us, the afternoon with us, the middle of the day with us. Hopefully, everybody enjoyed the very first boot camp. More to come, and appreciate you all. Hopefully, you're leaving knowing the three things that you would do if you would only do three things with Vector. Have a great day, everybody. Thank you.