With buyers using AI to create shortlists, they only research brands they already recognize. This makes brand visibility and affinity the primary drivers of demand, shifting focus away from traditional performance marketing tactics designed to manufacture familiarity from scratch.
The ABM agency prioritizes building trust over generating leads. Their key metric is "hours watched" of their video content, with a goal of getting a prospect to consume seven hours. They believe this level of engagement is what's required to build sufficient trust to convert a buyer.
In an A/B test comparing a gated versus an ungated product tour on their marketing persona page, ConsenSys found that the ungated version doubled the number of meetings booked. This provides a tangible data point for marketers hesitant to ungate content, proving it can directly increase high-intent conversions.
On their call booking page, Scrappy ABM features a video that explicitly details the types of customers they are not a good fit for. This proactive disqualification weeds out poor-fit prospects before they ever book a call, resulting in higher-quality meetings and faster sales cycles.
ConsenSys treats social engagement as a first-party intent signal. They use tools to pull LinkedIn reactions and comments from posts mentioning their brand into their CRM. While not an MQL trigger, this data enriches AI research tools, providing context for the outbound SDR team's outreach.
To improve AI engine optimization (AEO), TechMetric builds "LLM visibility pages." These pages are stripped of flashy design elements and use plain language to directly answer questions buyers ask AI. They are structured specifically for easy parsing and quoting by AI models, distinct from consumer-facing pages.
The agency records and sends a full sales pitch to prospects as an async video. This allows buyers to review it on their own time and easily share it internally. The subsequent live call is reserved purely for Q&A with all stakeholders, streamlining the sales cycle and improving close rates.
Recognizing that LinkedIn content leads were low-quality, ConsenSys replaced that tactic with conversation ads focused on booking meetings. This, combined with boosting influencer posts as thought leader ads, doubled their meeting set rate from qualified leads originating from the platform, improving funnel quality.
Mason Cosby suggests transforming the script from a deep-dive sales call into a self-serve audit or diagnostic tool on your website. This allows prospects to self-identify their problems, providing you with rich, first-party intent data that can be used for highly targeted, value-added follow-up.
After switching to a more advanced chatbot tool (Qualified), TechMetric went from seeing virtually zero closed-won deals from web chat to it accounting for nearly 13%. The change didn't just improve a channel; it effectively created a new, high-performing one that now rivals paid channels in SQL contribution.