How Stampli Reinforced Active Accounts and Prospects through CRM Retargeting

"We wanted to improve match rates and get in front of a larger percentage of our ICP, especially as we moved into a brand awareness and a sales ‘air cover’ program. There just wasn’t a way to do that effectively through Meta’s native tools.” — Sutton Ryan, Demand Generation Manager, Stampli.

Stampli sells into finance and AP teams with long evaluation cycles and multiple touchpoints. LinkedIn remained a strong channel for engagement, but scale was limited. Internal research showed that much of Stampli’s ICP also spent time on Facebook and Instagram, where reach was higher but precision was lower.

As Stampli began investing more in brand awareness and coordinated sales air cover, the challenge was not simply reaching more people. It was maintaining visibility with accounts already in motion — without diluting targeting or losing alignment with the sales process.

The Challenge: Controlled expansion without ICP drift

LinkedIn delivered relevance but limited coverage. As Stampli expanded into broader awareness and sales support efforts, they needed to reach more of their ICP across additional channels.

Meta offered reach, but native targeting tools struggled to isolate high-value finance and AP professionals tied to real buying activity. Generic remarketing pools lacked the contextual grounding necessary to support live sales conversations.

The risk was clear: expand reach and lose precision, or protect precision and remain constrained in scale.

How Stampli structured CRM retargeting

Stampli approached retargeting as a coordinated system, not a generic remarketing tactic. Their framework followed three core pillars.

Pillar 1 · Constrain: Make CRM audiences addressable

Instead of basing campaigns on anonymous site visitors or broad interest segments, Stampli focused on known prospects already classified in the CRM. This included both B leads (low to medium intent) and A leads (demo requests) actively progressing through the evaluation journey.

These CRM segments were activated through Primer, making those contacts reachable across Meta and other channels where they had previously been difficult to target.

"We wanted to surround our ICP across multiple touchpoints. Primer made that possible by making our audiences more addressable.”

This ensured reach expansion remained confined to real ICP accounts, not generalized audiences.

Pillar 2 · Signal: Coordinate air cover with sales motion

Advertising was layered directly into the existing sales process. As reps continued outbound activity, paid media reinforced visibility and recognition in parallel.

Campaigns were aligned around key contextual factors — including specific ERP systems — ensuring messaging reflected what prospects were already discussing with sales.

Rather than replacing sales outreach, advertising functioned as persistent reinforcement through the channels where prospects spent time.

Pillar 3 · Sustain: Validate influence through measurement

Stampli avoided assuming impact based on visibility alone. Controlled incrementality tests were run to understand how CRM-driven exposure affected movement through the funnel.

Early indicators showed meaningful shifts. Prospects exposed to ads attended more discovery meetings. Conversion from discovery to demo improved. Opportunities influenced by ads showed increased win rates, though still considered early-stage data.

"People are actually mentioning our ads in sales conversations. We’re starting to hear things like ‘I saw your ads on Facebook’ — that’s exactly what we wanted.”

This feedback confirmed that CRM retargeting was reinforcing familiarity and confidence during live evaluations.

Expanding the system beyond Meta

Although Meta was the initial focus, Stampli extended the same CRM-based structure into Google Display and YouTube, where previous campaigns had struggled with volume thresholds.

Primer allowed Stampli to maintain consistent addressability while preserving the same CRM logic.

The Outcome

By structuring retargeting around CRM stages and real account context, Stampli strengthened visibility with accounts already in motion and reinforced decision momentum through each phase of evaluation.

Rather than simply increasing impressions, the system improved continuity between marketing and sales activity and produced early signs of improved down-funnel performance.

The result was a more disciplined presence inside active buying journeys and clearer alignment between awareness, engagement, and revenue activity.