Air Cover is a marketing strategy where all the members of a buying committee are seeing relevant ads throughout the buyer journey. The goal is for a B2B seller to be omnipresent and to influence all of the different purchasing influencers at target accounts. In order to accomplish this, the B2B seller must have done a good job of creating an Ideal Customer Profile (ICP), used that profile to target the most potentially-valuable accounts (TAL), and have created customer journeys for each member of the buying committee in order to know what messages to publish and where to publish them.
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