Intercom: 1.1M+ impressions across a 10-placement quarterly campaign

The goal

Intercom aimed to lift awareness of its AI customer service product among founders, product leaders, and support operators. Techpresso's audience profile was a close fit: 16.8% founders, 20.3% executives, and 29.6% in marketing & design (the functions that typically own customer messaging).

The campaign

• 10 placements mixed between Primary and Spotlight formats over 13 weeks.
• Rotating creative: three distinct messaging angles tested across placements (AI-first, CS productivity, self-serve deflection).
• Native copy written by Dupple, adapted to Techpresso's direct, operator-first editorial voice.
• Dedicated landing page per angle with UTM tagging for mix attribution.

The numbers

The 10-placement cadence reached 1.1M+ unique impressions. The $2 CPC reflects a blended rate across Primary (higher intent, higher cost) and Spotlight (lower intent, lower cost) placements. The effective CPM of $11.45 sits below the Intel campaign's $15, consistent with the lower-cost Spotlight component of the blend.

The surprise finding

Intercom's team reported that the third creative angle (self-serve deflection) outperformed the other two on click-through by 40%, even though it had been considered the weakest by the original brief. This is one of the strengths of sustained multi-placement campaigns: they generate the sample size needed to learn which angle actually resonates with the audience.

Multi-placement newsletter campaigns function as low-cost creative testing. By the fifth placement you know which angle converts best and can concentrate subsequent placements on the winner.

ABM output

The corporate-domain report from the campaign included hundreds of B2B SaaS companies that clicked through. The list powered Intercom's ABM outbound for the two quarters following the campaign.

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