EasyBillboard.co
Billboard Advertising Expertise
Meet Your Billboard Advertising Expert
When I was 17 years old I worked for a company that sold truck parts, they were frustrated by their advertising and ran into blocks, they allowed me to take charge of their advertising campaigns and within 14 months I increased the revenue by over 5x and generated over 1.4 million dollars on a 112,000 dollar advertising spend.
This enabled me to get jobs with several agencies and then the times where I found out truly how much profit is baked into these digital services as well as middle men, I made it my mission to figure out how to get rid of middle men and cost drivers by getting directly to the source or publisher of the content.
I was mentored by a VP of a top 2 media company of the inc5000 list, one of the fastest growing agencies in the country. With him in my corner as well as some other connections from Silicon Valley I was able to get my own advertising seat allowing me to bid on TV ads like stocks and allowing me to buy inventory in advance saving tremendous amounts.
Other proceeds I got from my mentorship and relationships with Silicon Valley were unprecedented super powered data licenses. High intent powered data, meeting the exact need and the exact time is the most poignant way to extract market value, combining this with reduced advertising costs can synergistically create the highest possible ROAS or ROI. This has been central to my philosophy and career in technical marketing.
Building Smarter Audiences for Marketing & Sales
The IQS Framework is a strategic approach to audience building that balances three critical dimensions: Intent, Qualification, and Size. This methodology helps marketing and sales teams make informed trade-offs when constructing targeted audiences for campaigns and outreach.
Measures prospect readiness, motivation, and likelihood to engage or purchase
Assesses how well prospects match your ideal customer profile (ICP)
Represents total addressable audience volume for campaign scale
The Trade-Off Principle
"You rarely have all three at their highest levels"
You cannot simultaneously maximize Intent, Qualification, and Size. As you increase precision in one or two dimensions, you inherently reduce the third. Understanding which two to prioritize depends on your goals, resources, and stage in the buyer's journey.
Immediate sales opportunities and high-value deals
Top-of-funnel awareness and lead generation
Long-term ABM and relationship nurturing
How to Apply IQS: Step-by-Step
Follow this systematic process to build audiences aligned with your campaign objectives
Define Your 'Who' and 'What'
Identify who your ideal customer is (qualification criteria) and what behaviors indicate readiness (intent signals). Document your ICP attributes and prioritize which intent signals matter most.
Layer Qualification & Intent Filters
Use platform filtering to combine qualification criteria (company size, job titles, industries) with intent signals (keyword activity, competitor visits, content downloads).
Adjust Size by Loosening or Tightening
If your audience is too small, expand geographic reach or broaden job titles. If too large, add more specific filters or increase qualification requirements.
Activate and Measure Results
Deploy your audience across channels—email, ads, direct mail, sales outreach. Track engagement rates, conversion metrics, and pipeline contribution to refine your IQS balance.
Common Mistakes to Avoid
Learn to recognize and correct these issues before they impact your campaign performance
Trying to maximize all three factors simultaneously
Ignoring intent signals entirely in audience building
Using overly broad qualification criteria
Not testing or iterating audience segments
Ready to Build Smarter Audiences?
Contact Will Pettinato to apply the IQS Framework to your billboard advertising campaigns and maximize your marketing ROI with strategic audience targeting.
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