Sync audience of accounts hiring for your product implementation to ad platforms

Overview

Sona identifies companies at the perfect buying moment by detecting job postings that indicate product adoption or implementation needs, then automatically syncs these high-intent audiences to advertising platforms with messaging that positions your solution as a workforce optimization tool. This workflow targets prospects when they're already budgeting for team expansion in your category.

How it works:

Step 1: Build ICP segment definition

Under Workflows, configure Implementation Hiring Ads. Define your target account criteria including company size and growth metrics (e.g., 500+ employees), industry vertical focus (e.g., B2B SaaS, technology companies), geographic targeting preferences (e.g., US/Canada markets), and business model alignment indicators. These parameters guide the hiring signal detection process.

Step 2: Spot implementation hiring signals

Sona monitors job posting platforms and company career pages to identify positions that suggest product adoption including roles requiring skills in your product category, job descriptions mentioning implementation or optimization projects, hiring patterns indicating team scaling, and positions that could be eliminated or optimized by your solution. The system flags companies showing these implementation signals.

Step 3: Find and enrich decision-maker contacts

For companies with relevant hiring signals, Sona identifies key personas including hiring managers and department heads, decision-makers with budget authority, IT leaders overseeing implementations, and C-level executives involved in workforce planning. Contact information is enriched using CRM data, ZoomInfo, and professional networks.

Step 4: Sync audiences to advertising platforms

Qualified audiences are automatically pushed to LinkedIn, Google, and other connected advertising platforms with campaigns featuring messaging that demonstrates how your product reduces the workload of roles being hired, ROI calculations showing cost savings versus hiring additional staff, case studies from companies that optimized similar positions, and calls-to-action for implementation consultations. Audiences refresh automatically as new hiring signals are detected.

What you'll get:

• 4× higher ad engagement rates

  Accounts identified via intent data are significantly more likely to convert, driving higher engagement with tailored ads. (RollWorks, 2023 – Crash Course on Intent Data)
• Reduced cost-per-acquisition

  Intent-driven targeting lowers customer acquisition costs by focusing budget on in-market buyers. (G2, 2023 – Intent Data Report)
• Strategic positioning

  Framing campaigns around workforce optimization outcomes strengthens positioning beyond tools to solutions. (McKinsey, 2023 – B2B Personalization & Sales Impact)
• Perfect timing alignment

  Intent signals sync campaigns with active buying cycles, improving efficiency and win rates. (Salesforce, 2023 – State of Marketing Report)