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

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 ran a live workshop about the technical side of modern demand gen.

Not strategy. 
The actual builds.
The actual AI workflows.

What I covered:

→ Signal-based segmentation 
→ Signal stacking and priority 
→ Gong lookalikes
→ AI email personalization
→ CRM account stage scoring
→ Multi-channel retargeting 
→ AI creative testing 
→ PLG expansion workflow
→ Buying group expansion
→ Account progression measurement system

This is for demand gen leaders, RevOps people, and marketers who want to understand how modern AI ABM systems actually work.

You will see live examples. 
Real use cases. 
Actual AI prompts.

You can catch the replay 👇🏼

https://lnkd.in/gzbE5sPh

Head of ABM @ twelfth agency ⚡ ABM systems for B2B ⚡️ ex-Google

Common Room just launched their Anthropic Claude integration—there's some interesting stuff in here for ABM teams.

Two key things to know: 

1️⃣ an MCP Connector for integration 
2️⃣ Claude Plugin for workflow execution

Where and how does this help GTM teams? 

We're in an environment where we have buyer signals scattered all over the place. Product data, intent data, and enrichment. AI can run on all of this but with partial context only produces hallucinations.

With this integration, Common Room can solve the intelligence layer while Claude provides the execution.

Here's 3 ABM workflows to give you some ideas:

1. Signal-Based Account Prioritization 

Ask Claude: "Which accounts in my top 50 target list are showing buying signals this week?"

Common Room surfaces: job changes, product usage, website visit, dark funnel engagement, and 3P intent.

Claude can score this on the fly and provide a prioritized list with recommended next actions for each account.

2. Multi-Threaded Outreach Sequencing 

Ask Claude: "Build me outreach sequences for each persona in the buying committee at [Account Name]."

Common Room complete persona profiles with engagement history, job changes, content consumption, product interactions, and social signals.

Claude drafts role-specific sequences that reference actual engagement that are different for each persona.

Then send those emails to Smartlead, Outreach, or HubSpot.

3. Account Health Monitoring & Expansion Plays 

Ask Claude: "Show me expansion opportunities across my book of business."

Common Room unifies: product usage trends, engagement drop-offs, stakeholder changes, competitive signals, and expansion indicators.

Claude can generate a weekly account health report with recommended plays, and expansion opportunities with the insights to truly personalize.

I firmly believe the primary use case for marketing with AI is stitching together all the fragmented data we have and making it operational. 

This is a step in that direction.

#notanad just a fan of MarTech, GTM, and AI.

I've noticed the speed of features being launched by AI, GTM, and adjacent MarTech companies is A LOT. 

I was thinking about doing weekly recaps with my spin on it from an ABM perspective—thoughts?

LMK if I should do this more often.

Cheers,

In 2025, we worked on 21 different ABM programs. I often got this question: "do we need an ABM platform?"

The answer is always... it depends.

Some platforms intend to bring your entire GTM together in one platform. Others are point solutions that provide specific customizations.

Each can absolutely have their purpose. But for some of our clients, these platforms simply aren't a justifiable expense.

So, about 8 months ago we built something different in Clay. 

With a Pro subscription and $720/month you can run your own completely customizable ABM scoring system:

→ Intent is customizable (first-party + third-party signals) 
→ Scoring is unique to YOUR industry  
→ Lists route (for free) to campaigns, Slack, CRM, etc 

Total cost: 10% of a "platform"

With this system, you can build:

↳ Intent scoring across 120+ signals
↳ Automated Slack alerts for any kind of account intent 
↳ Conditional CRM syncs 
↳ Custom scoring that reflects your ICP, industry, etc 

Any Seed — Series C company can run this and compete with the Fortune 500.

I documented this entire process.

It includes:

— 5-table Clay architecture  
— How to ingest 3rd-party signals 
— Webhook setup for 1P signals  
— Statistical scoring model with decay and custom weighting
— CRM sync logic
— Slack routing logic
— Conditional run strategies to control Clay credit use

Want it?

1️⃣ Connect with me (do this first!)
2️⃣ Like this post
3️⃣ Grab the link below

https://lnkd.in/er9wh7jw 

This one is 🔥

20 MILLION inbound calls were analyzed surfacing an interesting stat most  will overlook...

AI search tools — ChatGPT, Perplexity, Gemini, Claude — are driving REAL phone calls to REAL businesses.

Not clicks. Not impressions. PHONE CALLS.

Right now, according to the research from CallRail, 0.073% of all inbound calls originate from AI search.

I know what you're thinking. That's a small percentage.

But at the massive scale of AI searches, this percentage represents MILLIONS of leads. And these aren't your typical top-of-funnel tire kickers who take 9 months and 42 touchpoints to get to sales.

These are people who asked AI a question, got a direct recommendation, and picked up the phone. PICKED UP THE PHONE.

No browsing. No comparison shopping. No bouncing between tabs.

This changes how we think about brand and product discovery.

But here's where it gets interesting.

Not all AI platforms behave the same. The data shows clear patterns by industry, and the differences are worth paying attention to:

ChatGPT drives 90% of all AI-referred calls. Strongest pull is in healthcare and automotive — industries where people want an answer and want it now.

Perplexity shows nearly 1 in 10 AI leads from travel, hospitality, and manufacturing industries come from Perplexity. That's roughly 10x higher than other sectors.  

Gemini is gaining ground in manufacturing and business services — likely tied to Google Workspace integration and technical search behavior.

Claude is carving out a niche in agencies and real estate. Industries where the buying decision is more naturally B2B and the research is nuanced.

This matters because it tells us something important about where AI and discovery is heading.

Think back to the early days of mobile search. 

Search > Recommendation > Phone Number > Call (completely on the go)

The initial numbers were modest but then skyrocketed as mobile phone usage took over our lives. This feels like that moment.

Customers are trusting AI to tell them more than just informational research — but who to call. That's a fundamentally different kind of intent.

So what does this mean for marketers and owners right now?

Your online presence isn't just about ranking on Google anymore. It's about whether an LLM can read, interpret, and confidently recommend your business when someone asks for help.

That means a few things matter more today than they did six months ago:

↳ Accurate, consistent business information across every platform
↳ Structured service descriptions that AI can actually parse
↳ Fast response times — because callers are ready to buy, not ready to wait
↳ After-hours coverage for time-sensitive inquiries

AI search volume is massive today and the trajectory is only going to increase.

If you want to dig into the full report, it's worth your time. Link below.

https://sta.mx/0eyl

I watched Clay's Ads Integration announcement today like it was the Superbowl.

I immediately understood what this unlocks for ABM campaigns.

What would you give to move audiences between funnel stages with super precise control and then orchestrate your ad platforms in real-time?

I'd give up an limb. I've been trying to do this for years with a house of cards, API connected, human in the loop workflow.

The biggest problem with ABM is usually can't see who's actually engaging at the account level. Can't adjust messaging based on behavior. Can't create the feedback loops that turn campaigns into systems.

Clay's new integration changes this entirely.

Here's how we will be building ABM workflows with this feature:

Initial Setup:

↳ Build account list with buying groups mapped
↳ Layer enrichments  
↳ Index accounts by stage: Unaware → Aware → Engaged

Push to Ads:

↳ Sync audiences to LinkedIn, Google, Meta 
↳ Launch stage-specific messaging

Bring Engagement Data Back:

↳ Pull ad interaction data into Clay
↳ Score engagement by account and persona
↳ Reassign accounts to new stages based on behavior

Retarget with Precision:

↳ Build new micro-audiences from engagement signals
↳ Push Round 2 to engaged accounts 
↳ Push Round 2a to non-engaged  

We will literally watch accounts progress through funnel stages. We can adjust creative in real-time based on who clicked what. Managing the funnel at the account level with super precision.

Clay has been running a bunch of tests and shared early results:

→ LinkedIn CPL dropped from $250 to $25 
→ Meta went from super high CPL to $10 CPL 

I'll be sharing a full ABM specific case study once I can get this going.

ABM. PBM. CBM.

Three acronyms. Very different levels of precision.

Understanding the difference — and knowing when to use each — is one of the most underrated opportunties I see right now in B2B.

1️⃣ Account-Based Marketing (ABM)

You're targeting a defined list of companies. Every ad, every email, every sales touch directed at those accounts.

This is the widest net. You're building awareness across multiple buyers, multiple functions, all at once. It's powerful for big deals where you need to warm up before delivering the next sequence. 

ABM works best when: your deal size justifies the spend, you're trying to create broad organizational awareness, and your buying committee is large enough.

2️⃣ Persona-Based Marketing (PBM)

Now you're getting more specific. You're not targeting an account — you're targeting a type of person within accounts. A function, a title cluster, a seniority level.

Think: all VP-level Finance leaders at your target accounts. Or every Head of IT across your top 500 companies. You're still working at scale, but you're getting more personalized. Your messaging can actually speak to something real — a specific pain, a specific job to be done for that function.

PBM works best when: you've identified the personas most likely to initiate or influence a purchase, your product has clear functional ownership, and you can write a message that genuinely resonates with that role.

3️⃣ Contact-Based Marketing (CBM)

This is precision marketing. You're not targeting a company or a job title — you're targeting a specific person who has already done something. Visited your pricing page. Replied to an email. Downloaded a report. Opened three emails in two weeks.

You know who they are. You have a signal. Now you act on it. CBM is the most resource-intensive approach and requires real data infrastructure to execute well. But the conversion rates are in a different league. 

CBM works best when: you have strong first-party data, a clear signal infrastructure, and the ability to act on those signals quickly across multiple channels.

So how do you decide which to use?

It comes down to two things: data availability and orchestration systems.

If your data is thin — limited first-party signals, no contact-level tracking — start with ABM. Build awareness. Get accounts into your ecosystem.

As engagement data accumulates, shift to PBM. Identify which personas are actually responding. Tighten your targeting around them and build messaging that speaks to their specific reality.

When you start seeing contact-level signals — repeat website visits, email engagement, content consumption — move to CBM. This is where your sales team should be prioritizing outreach. 

These are not separate strategies. They're actually a progression. ABM creates surface area. PBM increases relevance. CBM drives action.

Run all three. But know why and what each one is supposed to do.

taplio

The Battle

Christopher Rack

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