So everyone, thank you for joining. I'm super excited to have this last webinar of the summer for me. This is the last one we're hosting. And I'm also really excited, really excited. So today we're going to talk about two things, the buyer signals and ads basically, and how that all makes up a new B2B formula, which I think is a bunch of huge words, but we'll walk you through what we mean by that. And today you'll have two speakers. The first one is me. I am the Head of ABM here in Influ2. And for Influ2, ABM is a synonym to outbound. And that's a channel that has been growing greatly in the last three years. And that's basically because we do everything that's out there. We've tried a lot of stuff and I am really happy to share it with the world and for you to use it. And today I'm joined by Chris Willocks. Chris is the Head of Strategy at Radish and we are super lucky to have him because he is a multi-award-winning strategist for best of everything, best ABM, best ads, best B2B agency. Hi, Chris. Thank you for joining.
Hello everybody. Nice to be here. I quite enjoyed that intro. Thank you very much.
Cool. Right. So what are we going to cover? I'm going to cover the first part about science. It's going to be pretty brief, but I'm going to walk you through why signals are rewriting the GTM and how they're doing that and what that actually means for our ads and for our programs. And Chris will use his expertise to share how to use signals to guide creative strategy and really give us like a small masterclass of how to make really good ads because we work in the ad industry and that's something all of our customers keep asking because everyone wants this guidance. Everyone wants the insights of what works and what doesn't. And I think Chris and I combined, have the expertise to share some stuff on that. All right. Another thing that we have for you today… Don't need to worry to scan it right now, but if you want, you can. Two pieces of content. The first one is in Signals. We're following the duality of this webinar. The first one is on signals. What are they telling you? How to use them? How to interpret them? And the second one is basically a summary of what Chris is sharing with us today. It's just a summed-up scroll-stopping ad checklist. And obviously, we're going to be emailing that to you. So don't worry about it right now.
Signals — or “digital body language” — are essential for making sense of complex buying behavior. Not all signals are equal, and interpreting them through sequence, recency, consistency, and relevancy enables better timing and more relevant outreach than static lead/account scoring models.
To get noticed and remembered, ads must be clear, distinctive, and emotionally engaging — avoid vague B2B clichés, focus on one clear message, stand out visually, use faces, incorporate motion, and trigger emotions such as joy or surprise to build lasting brand recall.
