The ad for the moment

The ad for the moment / Contract awards

A plant wins defense work

A company on your list is named as the awardee on a defense contract.

This page shows what we would do about it for you in one week: the ad we would run, who sees it and who is kept out, and the email and the call that go to the same companies. Nothing runs until you have approved it.

The ad, and the email and the call the same week.

The same week the account is matched. The email goes first and the rep calls a day or two later. The ad is shown to the whole group and names no one. The email and the call go to one person at a time. They name the news, because it is public, and never the ad. Words in square brackets are filled in for each company before anything is sent.

Sample ad, written by WarmUp for a made-up company. It is not a client's ad.

The ad, shown to the whole audience

Where it runs
LinkedIn. A document ad: a short list of flowdown clauses shown in the feed. The first pages read free in the feed, and the full list sits behind a form.
Headline
New defense work comes with clauses your quality team inherits.
Text

A defense contract passes the clauses that apply down to suppliers in their purchase orders, and quality often finds out last. This list shows what the common ones ask a quality team to keep, before the first article inspection.

Picture

Described, not drawn: The list's first page in the client's colors: the title, What the flowdown clauses ask of quality, over a plain page with a few lines ticked. No photo of a factory and no row of logos.

Button
Download
Goes to
The full list on the client's own site, behind a short form: name, work email, company and role.
Your yes Waits for: the ad, word for word with its picture, before it runs.

The email, first

Subject

Flowdown clauses on the new defense work

The whole email

When a company wins defense work like the [the department and program] award this month, the quality team often learns about the flowdown clauses last, once the purchase orders go out. Who is sorting those out on your side?

Held to our own message rules: three sentences at most, a question, no link and no pitch.

The call, a day or two later

Made by a rep on our payroll, in your company’s name.

The first line

“Hi, it's [the rep] at [the client]. I read about the [the department and program] award this month. When a company wins work like that, quality usually inherits a stack of flowdown clauses once the purchase orders go out.”

The question after it

“Who's sorting those out on your side?”

What our rep never does

Never mentions the ad or the list, and never asks whether they read either.

Who sees the ad, and who is kept out.

Accounts on your list named on an award in the last month, checked for fit before anything is spent. The record names the awardee, not its suppliers, so a supplier is reached when its own signal fires.

Sees the ad

  • The quality lead, who inherits the new requirements.
  • The operations lead, who has to make the parts.
  • The owner or general manager, who signs.

Kept out

  • Your customers. They hear from the person who looks after them, not from an ad aimed at strangers.
  • Accounts with an open deal. The rep who owns the deal decides what they see, so nothing lands in the middle of a negotiation.
  • Anyone who asked not to be contacted. A request to be left alone covers ads as well as email and calls.
  • Awards outside what you sell into. An award for services or software is a different plant with a different problem.
Where the moment is seen
The public record of government contract awards, read each morning in your Clay workspace and matched to your account list.
How long it lasts
The weeks after the award, while the clauses that apply are passed down in purchase orders and before the first article inspection on the new parts.
The examples
The examples are written for a made-up company that sells quality and compliance records software to manufacturers.

Why this ad, for this moment.

A company that has just won defense work takes on clauses it must keep and pass down to its suppliers, and the quality team inherits them on both sides. A list of what each clause asks for answers the question they already have, and it is useful even to a reader who never buys, which is what the business ads that ran for months in our research had in common. The ad never mentions an award: it is shown to a group of companies, and nobody trusts an ad that seems to know their business.

What waits for your yes, and what you keep.

You approveYour yes

  • Which awards count as a signal for your market, before the feed runs.
  • The audience and the list of who is kept out, before it is uploaded.
  • The ad, word for word with its picture, before it runs.
  • The call script and the first email, before anyone is contacted.

You keep

  • The award feed and every match, in your Clay workspace.
  • The ad account, the audience and the log of what ran, in your name.
  • The clause list, on your own site.
  • Every call note and outcome, written to your CRM with the signal attached.

The one number it is judged on.

Opportunities created in your CRM from the accounts in this audience.

What we watch on the way

  • Whether matched accounts take the rep's call more often than the rest of the list.
  • Who downloads the list: people at accounts on your list, or people from outside it.
  • Which role answers. If the quality lead never does, the audience is reaching the wrong people.

When it changes

If matched accounts talk to the rep but none becomes an opportunity, the angle changes before the budget does.

Where it goes wrong, and the rule that stops it.

  • The ad never names an award or an account. Only the email and the call name the award, and only because it is public.
  • Every clause the list describes is checked against its published text by someone at the client who has run a quality department.
  • LinkedIn will not run an ad to an audience below its minimum size. In a quiet month the ad runs to your wider list with the same angle, and only the call and the email are kept to the matched accounts.
  • A click on the ad goes to the ad click play, which never mentions the click either.

What happens after the ad.

The email and the call above go out whether or not anyone responds to the ad. When someone does respond, a signal play picks it up. A signal play is our name for one thing a buyer does and the call we make on it, and each has its own page.

If someone responds
The signal play: A click on your ad, with the first line of that call.
Our services that run it
GTM engineering, then Paid media, then BDR
What it costs
Each service has its own published price. The ad spend is paid by you, straight to the platform, on top. See pricing
The market it is for
For SaaS selling to manufacturers, where this signal sits in a table with the others.

The other moments.

Have us run this for your market.

Tell us the moment that matters in your market. We write the ad, the email and the call for it, run them from ad and CRM accounts that belong to you, and nothing runs until you approve it.

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