Where it matters
Match rates on B2C channels
Higher match = more of your ICP actually sees ads.
Audience sourcing (net-new)
Built-in B2B database (~268M people / 16M companies)
No prospecting DB; bring your own lists/CRM segments
You likely don't have a contact list of your addressable market
Audiences run in your ad accounts
Runs ads from Influ2’s accounts, limiting visibility
Verify delivery, spend, and brand safety
Customer Match unlocks Search/YouTube/Display
Unclear whether Customer Match is used
Enables plays like anti-ICP suppression in Search
Focus on audience performance + lift
Strong contact-level engagement info for SDRs
Sales needs signals to time outreach
Holdout/incrementality to quantify lift across channels
Meta, legally, cannot expose individual level impressions
You need statistical, trustworthy ways to measure
Tiered, transparent, spend-based pricing
$5 per contact; expensive for broad TAM
Cost model must fit your TAM and ACVs
Case-study & channel transparency
Shares channel-specific plays and guidance
Case studies rarely specify channels/campaign types
You should know which channels drive results
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