To remember
- Giving sales people full ownership of their own sourcing only works if marketing is building the infrastructure behind them. The two motions need to run together, not in parallel.
- Intent signals change who you reach out to and when. Folding them into outbound campaigns improves targeting without increasing spend.
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Challenge
Building a scalable prospecting engine and improving intent detection international
iBanFirst had recently reorganized their sales team, turning Account Executives into full-stack salespeople responsible for their own prospecting. Marketing wanted to build an outbound engine to back them up. They brought us in to audit what existed, find what was broken, and put together a clear plan to improve volume, intent signal detection, and international campaign performance.
Strategy
External analysis, internal insights and full-stack outbound optimization roadmap
- External audit of IBanfirst's public presence to map the business model, value proposition, and existing acquisition channels.
- Kick-off questionnaire to fill in the gaps the external audit couldn't reach.
- In-depth internal interviews to get the full picture from the people running the campaigns day to day.
- Full audit report covering CRM hygiene, growth stack, lead generation and enrichment, outreach sequences, and intent signal integration.
Results
Higher conversion, better targeting and cleaner CRM operations
- Better qualified prospects and higher conversion rates from the outbound channel.
- International campaigns became more effective through improved intent detection and more relevant messaging.
- CRM cleanup and restructuring gave the sales team cleaner data and faster prospecting workflows.
