When it fires
Several people from the same account visit your site in the same week, or the account keeps coming back. An evaluation is likely underway.
How the play runs
Map the committee. Breakout groups the visitors by account and shows who came from which team, such as Sales, RevOps or Finance.
Message each role. Each person gets outreach shaped to their role, by email and LinkedIn, from the user of the product to the person who signs.
Back it with ads. Run ads to the whole account so everyone involved keeps seeing you while they evaluate.
What the outreach should do
Speak to what each role cares about, not one generic pitch.
Give your champion something easy to share inside, like a short summary or a business case.
Keep the messages consistent, so the account hears one story.
Why it works
Deals are rarely decided by one person. Reaching only the first visitor leaves the rest of the committee to form opinions without you. Multi-threading early builds support across the group and protects the deal if one contact goes quiet.
Make it stronger
Prioritize accounts where the committee also visited pricing or comparison pages, or where a past champion now works.
What you need
Breakout website tracking installed
Your CRM connected
Ad audiences connected for account-based ads
