How Bonterra Used Contact-Level Ads to Drive Sales Alignment and 2x Win Rates

Smaller teams. Bigger goals. Bonterra’s ABM team was under pressure to prove marketing impact, accelerate pipeline, and keep Sales tightly aligned—all while supporting a mission-driven organization serving the public good. 

With Influ2, Bonterra made the shift to contact-level advertising, giving its team the ability to reach real decision-makers, deliver timely buyer signals, and execute full-funnel campaigns that drive measurable outcomes across Sales and Marketing.

Bonterra is a leading social good software company serving nonprofits, corporations, and public agencies. Bonterra needed a way to prioritize the right prospects, prove influence, and enable sales to move quickly.

Before Influ2, Bonterra’s ABM team struggled to answer a fundamental question: Are we reaching our buyers?

Bonterra's targeting served ads at the account-level, and while web traffic rolled in, there was no clear way to measure if the right people (the actual decision-makers) were engaging. 

“What kept me up at night before Influ2 was not being able to confidently say to leadership that we were reaching our decision-makers.” — Justin Lopez, ABM Manager at Bonterra

The turning point came when Bonterra’s leadership noticed a hyper-personalized ad. "We saw our company name on an ad—that kind of personalization immediately piqued our interest,” said Justin. “Once we saw the demo, it was clear this was a gap in our tech stack.”

From that moment, Bonterra began building its contact-level engagement engine using Influ2.

With Influ2, Bonterra moved beyond broad account targeting and built a contact-level engagement engine that focused only on actual decision-makers and key influencers. The shift made every step—from ad click to outreach—measurable, coordinated, and fast.

Step 1: Targeting people, not just accounts

Bonterra funnels 6Sense accounts lists into Influ2 to prioritize accounts based on buying stage, then builds high-value segments with 5–15 stakeholders per account.

The team uses Influ2’s Cohort Designer to build precise audience segments from tailored account lists designed to meet specific outreach goals.

In the first half of the year, they focused on three high-value cohorts:

• Customer expansion
• Competitive knockout
• Live events

Campaigns were launched with tailored messaging for each cohort, at each stage of the journey, and the data spoke for itself.

“We reached 80% of the buying committee,” said Justin Lopez, ABM Manager at Bonterra. “We knew we were getting to the right people with the right message.”

Step 2: Campaigns that click, from first glance to closed won

Bonterra didn’t just hit “launch” on campaigns. They built intentional, full-funnel strategies with Influ2 that turned attention into action, and clicks into pipeline. Each campaign was designed to meet prospects where they were in their journey and move them closer to a conversation with a team member. 

Here are a few that stood out:

Customer Expansion Campaign: Ran targeted campaigns to deepen relationships with existing customers. Over four months, the campaign generated nineteen influenced opportunities, including four closed-won deals.

Competitive Knockout Campaign: Built competitor-focused ads that cut through the noise and engaged hard-to-reach buyers.

Event Activation Promotion Campaigns: Activated campaigns around key in-person events to boost brand awareness, drive booth visits, and extend engagement beyond the show floor.

“I’m going all-in on using Influ2 for events this year. We target attendee lists to boost awareness, get people to our booth, and ultimately generate more pipeline.” — Justin Lopez, ABM Manager at Bonterra

Step 3: Why Sales never misses a signal

Alignment is part of Bonterra’s entire ABM workflow.

When a contact engages with an Influ2 ad, that signal flows directly into a dedicated Slack channel monitored by Sales. They’re able to see who engaged and what they engaged with, so reps can tailor their outreach with precision. If a rep doesn’t follow up within 24 hours, Sales leadership steps in.

“Prospects who clicked on an ad were much more likely to respond to an SDR’s outreach,” Justin shared. “That kind of engagement made a huge difference.”

Once a prospect shows meaningful engagement – defined by Bonterra as a click of an ad or viewing all ads in the ad journey – they are added into the Salesloft sequence with messaging mapped to their interactions. No cold emails. No guesswork. Just a timely, relevant follow-up that moves deals forward.

Step 4: How alignment fueled full-funnel results

After each campaign, Bonterra's marketing team delivers a full performance review to Sales, Marketing, and senior leadership. These include:

• Influ2 ad metrics (reach, impressions, clicks)
• Sales follow-up data from Salesloft
• Handoff rates and meetings booked

“We report a 90–95% handoff success rate directly to leadership. That level of Sales follow-through just wasn’t happening before Influ2.”

These campaign results didn’t just influence pipeline—they influenced the business. Bonterra now uses Influ2 performance data to align quarterly ABM priorities, secure budget for future initiatives, and demonstrate cross-functional success to senior leadership.

“Influ2 helped our marketing team earn the trust and respect of Sales,” said Justin Lopez, ABM Manager at Bonterra. “I didn’t just loop Sales in—they had a seat at the table. From ad messaging to which job titles we targeted, they were involved at every step. That level of collaboration built stronger buy-in and alignment. As a result, we now have a steady stream of in-ICP prospects coming in 7 days a week."

With Influ2, Bonterra built a connected, scalable GTM motion. Contact-level advertising gave both Sales and Marketing the clarity, confidence, and momentum to move in sync.

Now they’re scaling that success with campaigns that convert, create deeper engagement, and give both teams a clear view of what’s working.

Here’s how you can apply Bonterra's playbook:

• Prove ROI with contact-level ad engagement 
• Trigger fast follow-up with real-time Sales alerts
• Prioritize the right buyers—not just the right accounts
• Align ad journeys to funnel stage for stronger conversions
• Turn top-performing ad messaging into Salesloft follow-ups

By aligning Sales and Marketing around contact-level engagement, Bonterra unlocked measurable, repeatable success across the funnel.

“Influ2 isn’t just a marketing tool,” said Justin Lopez, ABM Manager at Bonterra. “It’s how we get Sales in front of decision-makers who actually want to talk.”

And the numbers back it up:

• 91% sales-marketing handoff rate
• 80% of buying committees reached
• 39.7% increase in opportunity conversion rate
• 2x higher win rate compared to cold outreach
• 2.5x increase in deal value
• 907% ROI, $9 return for every $1 spent on Influ2 ads

Bonterra is a leading social good software company empowering nonprofits, public agencies, and impact-driven organizations with technology that fuels their missions. With Influ2, Bonterra added a precision layer to their ABM strategy—helping Sales and Marketing work in sync, accelerate pipeline, and engage the right stakeholders at key accounts.

• Location: Austin, TX
• Industry: Technology, Nonprofit SaaS
• Size: 1,001-5,000 employees