Frequency + Fatigue Controls
The engineering of Buyer Trust—applying global caps on ad impressions and email frequency by journey stage to prevent message saturation and brand fatigue.
The "Stalking" Sentiment
There is a fine line between "Ubiquity" and "Annoyance." If an account sees your ads 50 times a week while getting daily SDR emails, they don't feel "marketed to"—they feel stalked. Without Fatigue Controls, your ABM spend actually creates negative brand equity. We fix this by hard-coding suppression rules that automatically throttle intensity once a specific threshold is hit.
Negative ROI Factors
- Unsubscribe Spikes: Burning your best leads because of high-frequency automation.
- Ad Saturation: Paying for impressions that are being mentally filtered out by the buyer.
- Trust Erosion: Sales reps losing credibility because "Marketing won't stop bugging my prospect."
Stage-Based Frequency Caps
2 Ads/Day.
1 Email/Week.
5 Ads/Day.
2 Emails/Week.
1 Ad/Day.
SDR-Only Outreach.
Rule: Scale intensity with intent, then pull back during the "Commit" phase to protect the AE's relationship.
Environment Implementation
6sense / Demandbase ON
We configure Global Frequency Caps within the ad platform. We build "Fatigue Segments" that automatically exclude accounts from display tracks once they hit a predefined 30-day impression limit.
Platform Off (CRM/MAP First)
We build Communication Limiters in your MAP. Every automated flow checks the 'Emails_Sent_Last_7_Days' field; if the limit is reached, the record is "Held" until the window resets.
Artifacts You Receive
- Frequency Governance Matrix: Defined caps for every channel and journey stage.
- Suppression Segment Specs: Rules for auto-ejecting accounts based on fatigue.
- Brand Health Dashboard: Monitoring of opt-outs and ad CTR decay over time.