Christopher Rack

♟️CEO @ pharosIQ | Challenging the Status Quo, Lego Collector, Speed chess fan♟️

I specialize in taking small companies and helping them to scale into big ones without burning and churning millions. 
 
A strategic GTM executive, I've participated directly in the 10x+ growth of four different early stage businesses as an individual contributor, middle manager and executive leader (the largest being $6m to $140m)  My selling and leadership methodologies are built on a strong foundation of process building, execution, and building and nourishing winning cultures footed in accountability - while still remembering to #behuman. 

I love complex puzzles that most GTM leaders run away from, I'm the first one in the office and the last one to leave - and I'm perfectly ok with that. I have high expectations for myself and those I work with, and thrive in environments where the status quo is consistently challenged. 

I am a competitive chess player, Lego collector and father of four.  Fascinated by the idea of flawed heroes and collect memorabilia associated with these portrayals in TV and movies.  (Iron man, Dr. Gregory House, Andy Sipowicz, Dr. Sheldon Cooper, Elliot Stabler, Darth Vader, Walter White, Dexter) 

Work hard....Be kind, and the rest will take care of itself. 

"If you are good at something, you'll tell everyone, if you are great - people tell you" - Walter Payton

Chief Revenue Officer

Linkedin in 2026. 

"Good sir, you've done well. 15,913 have agree to connect with you.  They think you could bring value to their feed.  So much so, that we will ensure that 112 of those people see what you post regularly". 

Wait for it.......
Hold.......


"Click here to boost this post"

Challenging the B2B Demand Generation Status Quo #Trusttheduck

B2B marketing in 2026. (and 2025....and 2024.....and 2023.....and so on). 

When all else fails, lets make up a NEW acronym, people love these things. Acronyms sell! 

ABM
ABX
MQL
SQL
SSQL
SQA
MQA 
CPL
AAL 

All of these things are basically the same shit, in a different spin to sell more marketing solutions or SaaS - but hey if its not broke keep on churning out the same shit.

Thoughts I've had this week I thought I would never have......

1) I'm glad I don't have to plan (and babysit) and SKO/RKO this year.  I can just focus on what matters the most, customers and generating revenue. 

2) It was nice to sleep until 8am. 

3) I'm looking forward to B2Bmx this year, and being able to showcase what we do here at Demandview at scale to our ideal customers. 

4) I feel good about the Bears chances in the playoffs this week.

Steve Armenti

Head of ABM @ twelfth ⚡ ex-Google

Pipeline gap?

You're in the right place. I operate twelfth agency where we build revenue-focused ABM systems for clients:

- Intelligent targeting systems using Clay
- Data-driven segmentation for ICP-fit
- Multi-channel marketing campaigns 
- LinkedIn, Paid Social, Google and Bing Ads  
- Email copywriting and content marketing
- Marketing operations and automation 
- Reporting and analytics 

It's like having your own in-house demand generation team, except 40% cheaper and 80% faster.

Join marketing and sales leaders from SaaS and technology companies like Watershed, Integrate, Browsi, Cohere, Compa, Promowise, Cartwheel, CallRail who trust us to deliver their pipeline goals.

See for yourself: https://twelfth.agency

Group Marketing Manager, Global Demand Generation

- Lead a team of 10 marketing managers and 16 contractors responsible for high-performing integrated demand generation programs that drive $XXXm in pipeline
- Develop, mentor, and establish an equitable culture for a team of high performing humans that deliver best-in-class field marketing, paid media campaigns, website, marketing operations, and data analytics programs
- Drive the overall demand generation and growth marketing strategy by partnering with GTM, sales, and ops for Chrome Browser Enterprise, ChromeOS, and Android Enterprise

steve armenti

I've set up this exact LinkedIn ABM system for 21 B2B companies.

From Seed Stage to Series C. 

Every. Single. Time. It works.

Here's the type of results we're seeing:

↳ 9% CTR on thought leadership ads (industry average is 0.5%) 
↳ < $2 CPC when most teams are paying $8-12 
↳ 60%+ account saturation with only $3-5K in ad spend
 
In one case, client got 17 highly qualified inbound opps in the first 2 weeks.

Most B2B teams think they're "doing ABM."

They're not.

They have: 

– Random LinkedIn ads that aren't connected to mid-funnel 
– Cold outbound blasted to TOO MANY contacts 
– Content produced a year ago 
– No systematic, FULL FUNNEL way to target accounts

ABM is a unified series of systems, not tactics.

It's 6 systems working together:

1. ICP Development System Build 

→ segmented account lists and index your entire buying group

2. Automated Connection System Place 

→ your SMEs reaching target account ICPs at scale 
(50-150 connections/week per executive)

3. Thought Leadership Content System 

→ persona-specific content that speaks directly to each role in the buying committee, from your SMEs

4. LinkedIn Advertising System  

→ thought leadership that validates messaging, deploys robust A/B testing, before scaling to conversion campaigns

5. Retargeting Audience System 

→  intent-based audiences (high, mid, awareness) with customer messaging that moves them further into the funnel

6. Outbound Email System 

→ reinforce LinkedIn touchpoints with value-first (ask me about this) sequences tied to engagement signals

Most teams try to piece this together themselves.

It takes 6-8 months and $50K+ in wasted ad spend to figure out.

We've built this system 27 times.

We know exactly what works.

And I created a complete workbook showing exactly the same system we deploy for twelfth clients.

It includes the complete workflow diagram showing how all 6 systems connect.

Want it?

→ Connect with me
→ Like this post
→ Comment "SYSTEMS"

I'll send you the full workbook in your DMs.

P.S. If you're still running LinkedIn ads without a systematic approach to account saturation, you're burning budget. 

This fixes that.

Head of ABM @ twelfth ⚡ ABM systems for B2B

I was talking to a Director Marketing prospect at a $1B company last week when my eyes lit up to what I heard…

"ABM isn't a strategy anymore. It's just how we go to market."

YES. Finally.

I’ve known this for the last 10 years but now the numbers back it up.

Outcomes Rocket just released their State of ABM 2025 report and ABM 2.0 2026 predictions, surveying 771 marketers across B2B. 

The data shows that ABM has moved from "experimental tactic" to "proven growth engine."

Here's what jumped out to me in the report:

→ 71.2% of organizations are running ABM programs right now.
→ The average return from ABM programs is 137%. This is what really matters.
→ Nearly 50% of organizations say ABM delivers their highest ROI compared to any other channel or strategy.
→ 99.3% report their ABM efforts are successful. 
→ 38.6% are seeing significant returns.

This is legit. 

These organizations are putting 27% of their total marketing budgets into ABM because it's generating more revenue.

But adoption by marketing alone doesn't guarantee results.

I spent 7 years at Google building ABM programs that drove 9-figures in pipeline. What I learned is that ABM success comes down to execution.

The quality of your data, precision of your targeting, how well you orchestrate across channels, and whether sales and marketing are actually aligned.

Everyone's doing ABM now. But what separates the teams seeing 137% ROI from those just going through the motion?

Over the next few weeks, I'll be breaking down what actually worked in 2025, including how AI is changing the game and what "ABM 2.0" looks like in 2026.

If you want the full report on the state of ABM—go here to download it 

https://bit.ly/4jMMlKo

I think building account lists is becoming a commodity. Know what's important?

Building account 'segments' instead.

It's too easy to FIND companies.
Finding companies was never really a problem.

Most GTM teams already do this well: 

→ Build lists  
→ Use Clay, Unify, CommonRoom, ZoomInfo (there's a bazillion tools)
→ Enrich with data 
→ Add technographic signals

But, then they stop.

They push these "good" account lists straight into: 

→ LinkedIn ads 
→ SDR outbound 
→ Email nurtures

With the exact same message for everyone.

At twelfth we run a completely different process.

It's all about SEGMENTATION.

Not just grouping accounts by industry or company size.
But clustering them by actual perceived or predicted behavior.

Why is this account showing intent right now? 
What problem are they trying to solve? 
How urgent is their need?

When you segment by these types of signals, everythingggggg down-stream changes (for the better):

↳ Campaign messaging is ACTUALLY personalized
↳ Ad messages are super dialed and custom
↳ Landing page messaging feels like a love letter to your ICP
↳ Email messages sound like HUMANs

We answer the fundamental question:

"What is happening at this account right now?"

We use a custom segmentation GPT that: 

→ Normalizes the signals 
→ Runs multi-method clustering 
→ Identifies accounts with shared buying behavior 
→ Translates clusters into GTM-ready segments

Each segment gets its own narrative: 

→ What problem they're solving 
→ Why they're buying now 
→ Which message will land

Segmentation = good to exceptional.

Anyone else doing this?

After running ABM for 21+ B2B companies, I finally cracked the segmentation problem.

MOST teams stop at account lists.

They enrich with Clay: 

↳ Intent signals 
↳ Tech stacks
↳ Job descriptions 
↳ Website activity

Then deploy these lists straight into campaigns.

That's why your CTRs suck at 0.4%.

The missing step? AI-powered segmentation and clustering.

Here's what we built at twelfth:

A 5-step segmentation system that transforms Clay lists into intent-driven micro-audiences for bespoke ABM campaigns.

We've deployed this for Seed Stage through Series C companies. Even the big $1B+ companies want to run this.

What you typically see: 

→ 5-10% CTR on LinkedIn Ads 
→ $2-5 CPC on LinkedIn Ads 
→ 2-3% reply rates on outbound vs .1% standard 

The system does the hard work for you:

Why is this account buying right now?
What problem are they actually trying to solve?
Which message will break through?

I'm releasing our Account Segmentation Workbook, including:

➡️ How to prepare Clay datasets for AI clustering
➡️ Signal normalization techniques (intent vs. technographics)
➡️ Multi-method clustering workflow
➡️ Translating clusters into GTM-ready segments
➡️ Validation framework before activation

➕ the exact Segmentation Agent prompt we use inside our custom GPT.
Copy-paste ready for ChatGPT or Claude.

This is the system we run for clients that are producing 7-8 figures in pipeline.

Want the full workbook?

1️⃣ Connect with me
2️⃣ Like this post
3️⃣ Comment "agent" below

I'll send it to you directly. Only available for 48 hours.

If you're still deploying Clay lists as-is in 2026, you are already behind.

This is how you catch up.

OpenAI announced ChatGPT is testing ads for U.S. users starting in 2026.

That's 800 million weekly active users 🤯

Are we witnessing the next Google Ads being built?

B2B friends, what are you thinking?

taplio

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