November 6, 2026
Case Study: A Routing Matrix That Matched Every Account to the Right Service
Seven data columns, seven campaigns: how a multi-service marketing agency sent each company to the offer that fit, and booked about 50 meetings in three months.
By AthonBound Team
A marketing agency with many services had the opposite of the usual problem. Finding companies was easy. Knowing which service to offer each one was not. So instead of one campaign, we built a routing matrix that sent every company to the offer that fit it.
Quick answer: For a marketing agency selling several complex services, we mapped large companies and built one data column for each thing that decided which service fit: B2B or B2C, ad spend above 500k a year, size of the marketing team, Criteo in the tech stack, TikTok presence and quality, manufacturer or not, and past TV or video campaigns. Each combination routed the company to a different offer, with its own campaign. The system produced around 50 meetings in three months, through three different entry points: TikTok ecommerce, video, and Criteo.
The client and the problem
The client is an agency with many different services. The usual outbound question, "who do we contact?", wasn't the hard one: large companies with marketing budgets were easy to find.
The hard question was what to offer each of them. The right answer changed from company to company. A single campaign would have had to pick one service and lose every company that needed a different one.
The decision: build a column for every question
Instead of filtering, we mapped the large companies and built a column for each thing we needed to know. Each column opened a different service.
| Column built | What it decided |
|---|---|
| B2B or B2C | Which family of services made sense |
| Runs advertising, and with what budget (threshold: 500k a year) | Whether the company qualified on size |
| Size of the marketing team | Whether an external agency was probably already in place |
| Criteo in the tech stack | The agency had a winning solution specifically on Criteo |
| TikTok presence, and its quality | Whether to offer TikTok ecommerce |
| Manufacturer or not | Whether to offer Amazon campaigns |
| Past TV, YouTube or display campaigns | Whether to offer the video service |
A routing matrix, not a filter
This isn't a list split in two. It's a matrix: seven columns, and each combination sends the company toward a different offer.
Some combinations carry more than one meaning. A small marketing team with a high ad budget isn't just a size qualifier: it says an external agency is almost certainly already there, which changes the tone of the conversation entirely.
You don't sell lead generation. You sell the service that solves that problem for a company with those characteristics.
Selling more than one service? We'll show you how a routing matrix would match each account in your market to the offer that fits. Get a free GTM assessment →
How the campaigns were written
Not one campaign. Seven, one for each entry point, and each company entered through the one it fit best. When a company qualified for more than one, scoring decided which door to use first.
What the system produced
| Columns built | 7 |
| Campaigns | 7, one per entry point |
| Result | About 50 meetings in three months |
| Entry points that performed best | TikTok ecommerce, video, Criteo |
The three that worked best, and why:
| Entry point | Why it worked |
|---|---|
| TikTok ecommerce | The agency was among the first partners in its country: a true claim no competitor could make |
| Video | Opened by the signal on past TV campaigns |
| Criteo, on large companies | The agency had a winning solution there, and the signal said exactly who used it |
What this case shows
The signal can choose what you sell, not just who you contact. Here the columns didn't filter the list. They routed it.
One campaign would have lost two of the three winners. With a single message, the agency would have had to pick one argument and give up the others. The seven columns weren't there to filter better: they were there so the agency didn't have to choose.
Combinations carry meaning. Team size plus budget told us about the competition already inside the account, and that changed the message.
The system outlives the campaign. Once the matrix exists, every new company that enters the market gets routed automatically, and new services become new columns.
Who this applies to
Any company selling more than one service or product line to the same market: agencies, consultancies, platforms with multiple modules. If your sales team has to guess what to pitch on each call, the guess is a column you haven't built yet.
For the signal method, see how to build a B2B lead list no database has. For how the system around it runs, see what is market intelligence infrastructure.
FAQ
What is a routing matrix in outbound?
A set of data columns where each combination sends a company to a different offer and campaign, instead of sending every company the same message.
How many campaigns did this need?
Seven, one for each entry point. Each company entered through the one it fit best.
What were the results?
About 50 meetings in three months, through three main entry points: TikTok ecommerce, video and Criteo.
Why not run one campaign with the strongest service?
Because each of the three winning services fit a different set of companies. One campaign would have lost two of them.
Can this work for a company with only two or three services?
Yes. The matrix scales down: even two columns can route a list better than a single message.
Want every account matched to the offer that fits it? We'll map your market and build the routing for your services. Get a free GTM assessment →