Kampaign.ai for Chief Marketing Officers
Prove marketing's impact with signal-to-revenue attribution
The CMO's Challenge
"MQLs Don't Convert"
Sales complains your leads are low-quality. You're judged on form fills, not revenue. Attribution is a black box.
Marketing-Sales Misalignment
Marketing generates demand, sales ignores it. No shared definition of 'ready to buy.'
Account-Based at Scale
ABM works for 20 accounts, but breaks at 200. Personalization doesn't scale.
Content ROI Unclear
You create content, but which pieces actually drive pipeline? What triggers should launch which plays?
How CMOs Use Kampaign.ai
Signal-Based Lead Scoring
Replace demographic scoring with intent-based Hotness Scores:
- Old way: Title + Company Size + Industry = MQL
- New way: Funding + Hiring + Tech Change + LinkedIn Activity = 82/100 Hotness Score
- Result: Leads scored 75+ convert at 4x the rate
Sales now trusts marketing leads because they're based on buying signals, not form fills
Multi-Touch Attribution with Revenue Proof
Stop arguing about first-touch vs. last-touch. Track the full signal journey:
- Signal detected (your intent data/monitoring)
- Content consumed (blog post on topic)
- Spear sent (personalized outreach)
- Meeting booked → Opportunity → Revenue
Example: 'Regulatory Signal' campaigns drove $180K revenue at 3.2:1 ROI
Account-Based Marketing at Scale
Personalize for 500 accounts, not 20:
- AI researches each account (signals, pain points, initiatives)
- Generates personalized emails, LinkedIn, call scripts
- Coordinates multi-stakeholder outreach (3-7 contacts per account)
- Tracks engagement across all channels
No more manual 1:1 emails that don't scale
Content Triggered by Market Signals
Launch plays automatically when signals appear:
- Funding signal detected → Send case study on 'How to scale with new capital'
- Hiring spike detected → Send guide on 'Onboarding sales teams fast'
- Regulatory change → Send compliance checklist + expert consultation offer
Right content, right time, driven by market events
Metrics CMOs Track in Kampaign.ai
Marketing-Sourced Revenue
Prove which signals/campaigns drove actual revenue
Lead-to-Opportunity Rate
Signal-based leads convert at 18% vs 4% for form fills
Content Performance
Which content pieces appear in closed-won journeys?
ABM Account Coverage
500 accounts monitored, 127 show hot signals this month
Marketing ROI by Play
"Funding Response" play: $4 spent per $1 returned
Sales Accepted Leads (SAL)
95% of signal-based leads accepted by sales (vs 40% old MQLs)