ServicesThree pillars, one system

OutboundPipeline from cold↗ABMNamed accounts, warm market↗RevOpsData, routing, reporting↗

OUTBOUND

Pipeline you can plan around

Low volume, high intent, inboxes that actually land.

GTM BrainFOR OUTBOUND

It gets sharper with every reply it reads.

← All case studies

IT SOFTWARE · ABM + CRM INTEGRATION

Built ABM plays that run from Salesforce for a $100M ARR software company

348warm leads sent straight to sales

3.9%reply rate from old lost deals

TECH STACK USED

Who is the client?

Lansweeper is a cyber asset intelligence platform. It finds every device and system connected to a company's network, from laptops and servers to cloud instances and the operational technology in factories, and keeps that list accurate and up to date. IT and security teams use it to secure and manage their network without guesswork.

Nils Macharis, Lansweeper's Senior Manager of Web Strategy, owns the website and its conversion programme, plus the plays that hook into it, including the Clay-based GTM engineering work with Kinetyca.

Context

Lansweeper grew fast on inbound demand alone. It had tried outbound with another agency, and the experience was a bad one: it left the team unsure whether outbound could work for Lansweeper at all. In Nils's words, outbound was “basically nonexistent.”

The team wanted a clear answer: could outbound add to its inbound baseline and help it grow faster? It also wanted marketing to become a signal provider for sales, tracking buying signals at scale and putting them in front of sellers.

Why Lansweeper chose us

Lansweeper spoke to other partners first. Some were strong on strategy but weak on execution. Others were very technical, with no strategy behind the work.

The team was at the very start of experimenting with outbound, so it needed both: a partner to work out the strategy with them, and then do the technical work to put it live.

What was the problem?

1. A bad first experience with outbound

A previous agency's work left Lansweeper with no clear answer on whether outbound could work for it.

2. It had to be proven before it was scaled

The team wanted real tests first. Nothing would be automated until it had shown it worked.

3. Buying signals weren't reaching sales

Website visits, job changes, lost deals and events all pointed to buyers. Nothing tracked them at scale or put them in front of sellers.

4. The sales team works in Salesforce, not across tools

Lansweeper's sellers don't want to jump between tools. Anything we built had to run inside Salesforce, where they already work.

The approach we took

1. Strategy first

Ran strategy workshops to define the audience and ICP, map the market and choose which plays to test first

Agreed the deliverables before every new phase of work, so both teams always knew what to expect

2. Test everything before scaling it

Tested cold email and LinkedIn outreach to IT and security leaders at large companies, across industries such as manufacturing, healthcare, financial services and education

Built lookalike lists of companies that resemble Lansweeper's existing customers

Ran ABM plays alongside, and compared them against cold outbound before deciding where to invest

Kept what worked and stopped the rest: the ABM plays replied far better than cold outbound

3. ABM plays, always on

Closed-lost: once a deal has been closed-lost for six months, its contacts enter the campaign automatically. Each one is checked first (still in the role, email still valid), then enriched and categorised

Past champions: a monthly job-change check finds customer contacts who have moved to a new company

Website visitors: Vector and Clay identify companies researching Lansweeper that are not yet in its systems, then enrich and cross-reference them

Events: LinkedIn sequences to decision makers attending the events Lansweeper goes to, such as Black Hat and Gartner IT Symposium/Xpo, to book meetings before the event

4. CRM integration: the plays run from Salesforce

Clay and Salesforce are fully synced: every play reads from Salesforce and writes back to it

The ABM campaigns run from Salesforce itself, not from our sending tools

Every play checks Salesforce first. Active customers are left out, and existing leads get a different approach from net-new companies

Each lead arrives with a note on where it came from, and Lansweeper's routing sends it to the right rep

5. Sales enablement

Closed-lost emails go out from the mailbox of the rep who owned the deal, so the lead hears from someone they already know

Aligned with Lansweeper's sales leaders in Europe and the US from day one, with a clear owner for every positive reply

Positive replies are flagged in Slack as they land

Guides for the team, including an event playbook and a LinkedIn sending guide

6. Transparent, structured collaboration

Weekly sync calls, with a written update before each call and a recap after

A shared Slack channel for day-to-day questions

Results reviewed every week: plays that worked were automated and made always-on, and the rest were stopped

Results

348 warm leads sent straight to sales, inside Salesforce

3.9% reply rate from old lost deals

Closed-lost, past champions, events and website visitors all produced strong replies, well ahead of cold outbound, with closed-lost the strongest

Those four became Lansweeper's always-on ABM plays, running from Salesforce and sent by its own sales team

Proved that signal-based, context-rich outreach beats generic volume. It is now Lansweeper's operating principle for which plays to scale

The approach has buy-in across the business. In Nils's words, “People are seeing the results.”

"When we spoke to other parties, it was either very strategic but lacking on the execution part, or it was very technical execution without the strategic part. We needed a combination of both."

Nils Macharis · Senior Manager of Web Strategy, Lansweeper