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Gather AI: Building A Demand System

Gather AI, a Series B physical AI company, brought in Moving Parade to build and run its demand gen system and reach more warehouse operators. The program was new, so the job was a growth plan that could scale and a way to measure what it did for pipeline.

Client

Gather AI

Role

Demand Gen Strategy, Audience & ICP, Messaging, Paid Media, Tracking & Attribution

Demand Gen

GTM

Three Gather AI ads, one for each buyer role: executive, technical and operations.

Key Takeaway

Gather calls its category Physical AI, but its buyers search for the job they need done, like cycle counting and inventory accuracy. Its three buyer roles each have different concerns and uses. So we built ABM targeting and a messaging hierarchy that match Gather’s product to each role.

Context

Gather was scaling its go-to-market and needed a demand system.

Gather gives warehouse operators the true state of every product and every movement, built into the systems they already run.

Gather is expanding to more buyer roles, more industries and new markets. It brought in Moving Parade to reach more of that market, get more from every media dollar, and see which campaigns produce demo requests.

Solution

The system we built with Gather's team.

Define and reach the TAM

We enriched Gather's contact list and named accounts and synced them through Primer into LinkedIn, with Meta on the same list. Google now bids on the problems buyers search for, like cycle counting.

Define and reach the TAM

We enriched Gather's contact list and named accounts and synced them through Primer into LinkedIn, with Meta on the same list. Google now bids on the problems buyers search for, like cycle counting.

Define and reach the TAM

We enriched Gather's contact list and named accounts and synced them through Primer into LinkedIn, with Meta on the same list. Google now bids on the problems buyers search for, like cycle counting.

Define and reach the TAM

We enriched Gather's contact list and named accounts and synced them through Primer into LinkedIn, with Meta on the same list. Google now bids on the problems buyers search for, like cycle counting.

Write a message for each buyer role

Each buyer role gets its own message at each buying stage, written to Gather’s voice guide, and every ad maps to one role.

Write a message for each buyer role

Each buyer role gets its own message at each buying stage, written to Gather’s voice guide, and every ad maps to one role.

Write a message for each buyer role

Each buyer role gets its own message at each buying stage, written to Gather’s voice guide, and every ad maps to one role.

Write a message for each buyer role

Each buyer role gets its own message at each buying stage, written to Gather’s voice guide, and every ad maps to one role.

Tie each demo request to its campaign

Demo requests on Gather's Salesforce form arrive with the campaign that sent them, where they used to carry only the source. Weekly reports read each channel against plan. Salesforce captures source attribution and carries it through the sales pipeline.