A signal-driven demand engine
The problem
A growth-stage software company had everything you'd want at the top of the funnel: a strong product, a clear buyer profile, and 14,000 dormant accounts sitting inside their own platform data. What they didn't have was a system to act on it. Sequences were built and sent manually, behavioral signals from their own product went largely unused, and pipeline coverage swung month to month depending on who had bandwidth. Sales was working downstream of where buyers were actually showing intent.
The engagement
Build the outbound engine they didn't have. A signal-driven system that turns their own platform data into qualified pipeline, tuned by persona, intent signal, and lifecycle moment, with the workflows around it to keep pipeline coverage consistent rather than spiky.
What we did
We started by mapping how their three buyer personas actually behave, not how a generic ICP doc described them. From that foundation, we built the signal architecture in Clay: scanning each account continuously for hiring momentum, growth indicators, technographic shifts, and platform-usage intent in real time. The output landed as ten segmented lead lists, ~2,000 contacts bucketed by signal type and ready to sequence.
HubSpot anchors the data and the workflows. Every sequenced contact, every signal that fires, every handoff event flows back to the CRM as a structured record, so sales and marketing operate from the same view. The outbound itself runs through Smartlead, with sequences tuned to cadence, sender, and offer by persona. Engaged contacts hand off to sales automatically with full context attached, so the rep walks into a warm conversation instead of a cold one.
On top of that, we built two adjacent workflows that compound the engine. Closed-lost reactivation fires 90 days after a no-decision, scoring re-engagement signals before any outbound goes out, so the team only re-engages accounts where something material has changed. Closed-won lookalike outreach models on the customers who actually converted, not the generic ICP, and targets accounts that match. A real-time dashboard tracks reply rates, signal firing, and sequence performance per persona, so the team tunes weekly instead of guessing.
The impact
14,500 accounts continuously scanned for signals. ~2,000 leads pre-qualified, segmented, and sequenced across three personas. In the first 90 days, 45 meetings booked and $620K in pipeline generated, at a ~7% reply rate against a cold-outbound benchmark of 1-2%. Sales spends its time on engaged conversations rather than building lists. Reactivation and lookalike workflows run continuously in the background.