Go-to-market and demand generation, for an enterprise software company.
An enterprise software company was spending on outbound and paid against an audience too broad to convert, with no line from first touch to closed deal. We narrowed the target to roughly 10,000 real-fit accounts, coordinated cold email and LinkedIn into CRM nurture and SDR sequences, and wired attribution end to end.
We replaced the broad LinkedIn target with a technographic account list built in Clay, filtering on firmographics and the tools each company already ran. The result was roughly 10,000 accounts that matched the real ideal customer profile, so every downstream dollar pointed at a company that could actually buy.
We ran cold email through Instantly and LinkedIn outreach through HeyReach against the same account list, with shared messaging and exclusion logic so a prospect never got hit by both channels at once. Both channels fed the CRM directly instead of living in their own disconnected tools.
Every reply and engagement landed in HubSpot with the right lifecycle stage and owner. We built SDR call-task workflows and sequences so a positive reply became a booked meeting instead of a note someone forgot, and post-event and partner leads entered the same structured follow-up.
We set UTM discipline across paid and outbound and modeled lifecycle and reporting in HubSpot so the path from first touch to closed deal held together. Marketing and sales saw the same pipeline number, sourced and measurable, which made forecasting and spend decisions defensible to the board.
For the first time we could point at a pipeline number and trace every dollar of it back to a first touch. The audience went from a phone book to a list of accounts we actually wanted, and the meetings followed.
We build a technographic account list in Clay, filtering on firmographics and the tools each company already runs, so the target is companies that match the real ideal customer profile rather than a broad title-and-geography blast. In this engagement that took a roughly 95 million-person LinkedIn audience down to roughly 10,000 real-fit accounts.
We run cold email through Instantly and LinkedIn through HeyReach against one shared account list, with exclusion logic so a prospect is not contacted on both channels at once, and both channels feed the same CRM. That coordination is what produced a 4.7% reply rate here.
Every reply lands in HubSpot with the right lifecycle stage and owner, then enters an SDR sequence with call tasks so a positive reply becomes a booked meeting. Post-event and partner leads enter the same structured follow-up, which is how this motion booked 112 qualified meetings in two quarters.
We set UTM discipline across paid and outbound and model lifecycle and reporting in the CRM, so marketing and sales see one pipeline number sourced from a traceable first touch. That is what made the roughly $38.4M defensible to the board.
In this engagement first pipeline appeared in the CRM 9 weeks after kickoff, with attribution wired in from the start rather than bolted on later. Timing depends on list quality, sales process, and deal cycle, so we scope it against your real motion.