The 4-Channel ABM System Behind $7.8M in Pipeline

The 4-Channel ABM System Behind $7.8M in Pipeline 

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Most companies run cold outbound. Or ads. Or content.

However, the best results come when you sync all three, the “GTM Flywheel”.

The issue with single-channel campaigns is that potential clients see you once and forget. You're one of hundreds of emails in their inbox, one of thousands of ads in their feed, one of countless posts they scroll past. Breaking through requires more than volume. It requires coordination.

But when someone sees an ad, reads your publications, and receives a personalized email, it feels like a conversation, not a pitch. Each touchpoint reinforces the last. The ad makes them notice you. The content makes them trust you. The email makes them respond.

Here's the exact 4-channel system we built that generated $7.83M in qualified pipeline for AirOps in 10 months.

1. LinkedIn Ads for Awareness

We run Thought Leader ads and Document ads to our ICP. Not to generate leads, but to plant seeds.

Thought Leader ads work particularly well for B2B because they don't look like ads. They appear as sponsored posts from a real person, not a company page. This format earns higher engagement rates and builds personal brand equity alongside company awareness. 

When the founder's face keeps appearing in a prospect's feed, recognition builds. Trust follows.

Document ads let us deliver value directly in the feed. Prospects can swipe through a carousel of insights without leaving LinkedIn. 

LinkedIn Campaign Manager handles the ad execution and targeting. We build custom audiences based on job titles, company size, industry, and specific account lists. 

Clay powers our audience building at a deeper level, letting us create hyper-targeted lists based on firmographic and technographic criteria that LinkedIn's native targeting can't match.

The key is running these ads consistently to a defined account list rather than broadly to anyone who fits loose criteria. We want the same 500 or 1,000 accounts seeing our content repeatedly, not 50,000 accounts seeing it once.

Want to find companies that match your best customers?

Lookalike Finder Tool

2. Content for Trust Building

Our team posts daily on LinkedIn and generates 5M+ impressions every quarter.

This makes us familiar before the first email even lands. But familiarity alone isn't enough. The content needs to demonstrate expertise and provide genuine value. Every post should teach something, share a perspective, or reveal how we think about problems our prospects face.

The compounding effect of consistent content is difficult to overstate. Early posts reach a small audience. But as engagement grows, the algorithm rewards consistency.

Posts start reaching second and third-degree connections. People who've never heard of you see your content because someone in their network engaged with it.

This organic reach supplements paid distribution and creates touchpoints you didn't pay for.

By the time prospects see our outreach, they've likely scrolled past our content multiple times. We're not introducing ourselves. We're continuing a conversation they didn't know they were having. 

The email that references "the framework we shared last week" lands differently when they actually saw that framework in their feed.

Our content stack keeps the team producing consistently without burning out.

‍Taplio handles content inspiration and scheduling, surfacing what's performing well in our space and helping us maintain a consistent publishing cadence. 

Claude helps with content ideation when we need fresh angles or want to explore a topic from multiple perspectives. Figma powers all our visual designs for carousels and graphics.

The combination of paid ads and organic content creates air cover for outbound. 

This changes the frame from “another company” sending cold emails to a company whose content they keep seeing, whose ads keep appearing, whose name keeps coming up.

Find out exactly how your posts will look before publishing:

LinkedIn Post Previewer

3. Intent Tracking for Timing

We monitor social engagement and site visits. When a qualified person or company shows interest, they get added to our outreach sequences.

This is where timing becomes a competitive advantage. Instead of blasting cold lists on arbitrary schedules, we reach out when prospects are actively engaging. They liked a post. They visited the pricing page. These signals tell us they're thinking about the problem we solve.

The stack we use captures signals from each source. Midbound handles visitor identification so we know which companies are browsing our site, even when individuals don't fill out forms.

Teamfluence handles social engagement tracking across the team's posts, alerting us when target accounts interact with our content.

Clay segments leads based on intent level and routes them to the right sequences, ensuring hot leads get immediate attention while warm leads enter nurture tracks.

Curious which companies are showing buying signals right now?

Intent Signals Tracker

You can also identify the right decision-makers at target accounts here:

People Finder Tool

4. Personalized Outbound for Conversion

Emails and DMs reference their ad engagement, content interaction, or website behaviour, on top of additional buying signals we identify.

It's not cold anymore.

This level of personalization requires data infrastructure that most teams don't have. You need to know what content they consumed, which pages they visited, what signals they've shown, and what's happening at their company. 

Our outbound stack handles both the enrichment and the execution.

Instantly.ai and lemlist manage the sending, handling deliverability, sequencing, and reply detection. 

Clay powers all enrichment, pulling in the data we need to personalize at scale. 

We also enrich contacts with job history, company information, technology stack, recent news, and intent signals with Common Room.

This data feeds into personalized snippets that make each message feel crafted rather than templated.

Multi-channel sequencing amplifies the effect. An email followed by a LinkedIn connection request creates multiple touchpoints without overwhelming the prospect. 

Each channel has different response patterns. Some people live in email. Others only respond on LinkedIn. Reaching both increases overall response rates.

Need verified email addresses for your target accounts?

Email Finder Tool

Looking for direct phone numbers to enable multi-channel outreach?

Phone Finder Tool

5. The Results

Here's what this system generated for AirOps over 10 months:

→ $7.83M in qualified pipeline

→ $1.52M in closed-won revenue

→ 164 deals created

→ 30 deals won

The ads didn't generate $7.83M in pipeline. Neither did the content, the intent tracking, or the outbound alone. The system generated the pipeline because each component amplified the others.

By the time someone books a call, they already know your company. They've seen the ads. They've consumed the content. They've browsed the site.

The sales conversation starts further down the funnel because marketing did the heavy lifting. 

The closed-won to pipeline ratio also tells a story. $1.52M closed from $7.83M in pipeline represents a 19.4% conversion rate.

This exceeds typical B2B benchmarks because the pipeline quality is higher. 

Deals that enter through multi-touch sequences convert better than deals from pure cold outbound. 

You can have a full rundown of your GTM strategy to see how these channels would come into place for your company: 

GTM Report Tool

Which channels are working best for your pipeline right now?

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