Get more from every placement.

Top of the funnel: you're buying familiarity with readers who will shortlist you months from now.

The ad

• Give value as soon as possible, not a product tour: an insight, a piece of research, a story worth reading on its own.
• Ground every claim in real names and numbers. "Boost productivity" means nothing; "used by teams at Stripe, Vercel and Notion" or "cuts build times 40%" earns the click.
• Give a light reason to click now. "New for 2026," "just launched," "free to try": a nudge lifts click-through without feeling salesy.
• Avoid a hard "book a demo" ask (it burns reach on the 1% in-market today and teaches the rest to skim past you), opening with the payoff before you've set the scene, and cramming several products into one ad. Awareness = one message the reader remembers.

Real examples

Two brand-awareness Primaries as they actually ran in Techpresso — the image first, then what makes each work:

IBM — "Who's accountable for your company's AI outcomes?" Hook: a pointed question, not a product pitch. Proof: an insight rather than features — that AI decision-making is fragmented across the C-suite — pulled from IBM's article "Fix decision rights or fail at AI," with three bulleted takeaways (what true ownership entails, how to adapt incentives and metrics, when to embed governance into workflows). CTA: "Read about the 5 leadership missteps to avoid."

Slack — "AI without context isn't working." Hook: a bold, contrarian claim. Proof: hard numbers — 88% of organizations have introduced AI but only 31% scale it effectively, employees lose 4.5 hours a week hunting for information, and teams using Slack report up to a 47% productivity increase. CTA: "Download now" (with "Read the report" below).

Both follow the same pattern: specific claim → quick proof → one clear action.

The page

• Ungated and genuinely useful. A blog post, a product announcement, a video, a benchmark or an interactive tool all work here. Ask for nothing, except maybe a newsletter signup at the end; a long form on awareness content kills the click.
• Mirror the ad's exact language in the headline so the transition feels seamless, and focus the page on one action (read, watch, explore) with competing nav stripped.

The flight (4–5 weeks)

One ad doesn't build recall; a sequence with varied angles does.

1. Week 1: Primary Ad. Your strongest hook, named companies or a concrete number.
2. Week 2: Spotlight. A new angle: if week 1 was product, try a customer story or an industry trend.
3. Week 3: Primary Ad. Layer in urgency or FOMO now that they've seen you twice.
4. Week 4: Quick Link. A 30-word text link keeps you visible between Primaries.
5. Week 5: Primary Ad. Close with your strongest social proof: logos, hard metrics, customer count.

What Dupple runs for you

We can run the same story across our 5 newsletters to multiply touchpoints, and our per-send report shows which corporate domains engaged each time.

You're trading your asset for the reader's email. The campaign lives or dies on whether that trade feels fair.

The ad

• Lead with the asset, named and free. A benchmark, a template, an ROI calculator, a checklist: "Get the 2026 API benchmark for free (40 tools tested)."
• Bullet what's inside and what the reader will learn. "The ABCs of LLMs," "40 tools compared," "the 5 prompts we use daily." Readers trade their email for a specific outcome, not for a title.
• Pair "Get" or "Download" with "for free" in the CTA. "Get the free playbook," "Download the report for free," "Grab your free copy": this combination consistently outperforms everything else.
• Avoid asking for the email before showing value, over-promising (a "deep dive" that's a one-pager burns the lead and the trust), and walls of form fields.

Real example

"AI Mastery: From Tech Buzzword to Business Booster" (partner eBook in Techpresso): a concrete asset ("a 4-step crash course on using AI"), bulleted contents, light urgency, and "Grab your free copy now" as the CTA. The pattern: name the asset → show what's inside → make the exchange feel free.

The page

• Form above the fold, 1–3 fields (email, maybe name/company). Qualify later; enrich the lead afterward.
• The button must be impossible to miss. If the goal is signups, nobody should hunt for where to click: one obvious button in the first screen, repeated once at the end. A CTA the reader has to look for is a lead you already lost.
• Show a preview (table of contents, a sample chart) so the value is visible before the email is typed.
• Deliver instantly, and don't auto-enroll downloads into a hard sales sequence. Nurture, don't ambush.

The campaign

1. Launch: Primary Ad or Lead Magnet. Your strongest asset front and center. The Lead Magnet placement is a custom interactive tool (calculator, quiz, analyzer) built by Dupple for your offer: it generates leads and personalized data, far higher intent than a static PDF.
2. Reinforce: Spotlight. A second angle on the same offer for readers who skipped it.
3. Convert: Retargeting Sequence. A 3-email follow-up to everyone who clicked but didn't fill the form, at peak interest.

What Dupple runs for you

Our Lead Magnet placement is a custom interactive tool built by Dupple for your offer, and the Retargeting Sequence add-on follows up readers who clicked but didn't fill the form.

The campaign is a countdown: one send rarely fills a room, and urgency is honest here.

The ad

• Lead with date, time, format, timezone. For example: "Live webinar · Thu Aug 14, 11am ET · 30 min" tells someone everything they need to decide.
• Name the speakers and their credibility. "With the VP of Eng at Datadog" is a reason to attend; a session with no named host is a session no one prioritizes.
• Spell out three concrete takeaways, not a vague theme: "You'll leave with a triage framework, a live tuning demo, and a Q&A."
• Put a price on what's free. "A $500 masterclass, free for readers" reframes registration from a time cost into a deal. Benefits + speaker quality + free value is the strongest combination we see.
• Give a reason to attend live (Q&A, hands-on demo, attendee-only resource), use the built-in urgency ("limited seats," "registration closes Friday"), and close with "Save your seat": it outperforms "Register."

Real example

"🔒 Live: how three security teams cut alert fatigue in half · Thu Aug 14, 11am ET (30 min). With the Head of Detection at [Company]. You'll leave with a triage framework, a live tuning demo, and a Q&A. Seats are limited, save yours."

Every element pulls its weight: topic emoji, unmissable date, credible speaker, sold takeaways, urgent close.

The page

• Repeat the date and put Save your seat in the first screen, before the agenda and the speaker bios. A registration button the reader has to scroll for costs you attendees.
• Add add-to-calendar on confirmation, with a calendar invite and a one-line "what to expect."
• Email-only form (or email + name). Phone, company size and budget to hold a free seat is a lead-gen form, not a registration; the qualifying happens in the room.
• Link straight to this event's registration, never a generic events hub, and send a same-day reminder: most no-shows are just forgetful, and that reminder is the single biggest lever on live attendance.

The campaign

1. Announce: Primary Ad, 2–3 weeks out. Topic, date, speaker. Builds the registration base.
2. Remind: Spotlight, ~1 week out. A fresh angle: a specific takeaway or the live Q&A.
3. Last call: Quick Link, day before / day of. "Starts tomorrow: last seats" converts the procrastinators.

What Dupple runs for you

We can schedule the announce, remind and last-call touches for you, and re-promoting the replay to no-shows routinely doubles the campaign's real reach.

Bottom of the funnel: you're asking a decision-maker to book a demo, start a trial, or move a deal forward. Our audience skews senior (founders, executives, managers with budget authority), so the reach is there; the ad has to carry the proof.

The ad

• Lead with proof, not features. "How [Company] cut cloud spend 32%," "trusted by 4,000+ engineering teams." Skeptical buyers move on evidence, not adjectives.
• Speak to the decision-maker's outcome in the terms they're measured on: revenue, cost, risk, time-to-ship. Not your product's mechanics.
• Make the ask a high-intent action. "Book a demo," "Start your free trial," "Get a custom quote." If you have a free tier or trial, lead with it; "book a demo" as the only path filters out most of a technical audience, and generic "contact us" is too vague and too high-friction.
• Use a case study or ROI asset as the hook when the direct ask feels early: it gives a serious buyer a reason to engage now.
• Don't hide pricing when it's a strength. Transparent or usage-based pricing pre-qualifies and speeds the deal.

The pattern: named proof → decision-maker outcome → one high-intent action.

The page

• Land clicks on the demo or trial page, with the button in the first screen. A ready buyer should never hunt for it below three scrolls of features.
• Mirror the ad's logos and metrics so the momentum carries, show the product doing the work (GIF, short demo, clean screenshots), and state pricing or at least its shape.
• One singular CTA (book / start / request), and only the form fields you need to route the lead; qualify the rest in the call.

The campaign

1. Open: Primary Ad. Your strongest customer result or logo wall drives the first demos.
2. Deepen: Dedicated Send. A standalone email with the full story, the numbers, and a clear demo CTA for readers who need more before committing.
3. Close: Retargeting Sequence. The reader who clicked but didn't book is your warmest lead; a short follow-up to just those readers beats another cold impression.

Pair it with an awareness or lead-gen flight that ran first: warm pipeline asks convert multiples better than cold ones.

What Dupple runs for you

Our per-campaign report lists the corporate domains that engaged, which your sales team can work directly.