Selling to government buyers who don't raise their hands
AidKit helps government agencies and nonprofits modernize how they deliver cash assistance and public benefits — a mission-critical product in a market where buying decisions move at government speed. The average deal requires many touchpoints over two years. Disaster-recovery programs compress that to six months, but only when you reach the right person at exactly the right moment.
The marketing team's core problem was invisibility on both sides. On inbound, website visitors from city agencies, United Way chapters, and emergency-management offices arrived anonymously and left without filling out a form. On outbound, AidKit's SDR agency was working from static lists with a 5–7% response rate on cold calls.
Conference attendance was a major channel — AidKit sponsors events and sends staff to dozens of govtech gatherings each year — but enriching attendee lists was entirely manual. AidKit's VP of Demand Generation described the process as 'painful enough that I don't do it often enough to remember the steps.'
A real-time signal layer that turns traffic and lists into ready-to-work leads
AidKit started with MarketBetter's Visitor ID, which identifies the companies — and, via the Vector integration, the individual people — behind anonymous website sessions. The team configured Slack channels to surface high-intent visits in real time. Within weeks, the signals page was surfacing visits from entities like the U.S. Senate, the City of Chicago, and large nonprofit agencies.
The team layered in Signals to turn those visits into outreach tasks. The AI evaluates each inbound visitor against AidKit's ICP — filtering out irrelevant traffic — verifies contact emails, and drafts a personalized multi-email sequence grounded in the specific pages the prospect viewed and the company's recent public news. Existing customers are automatically excluded from outbound tasks.
For conference preparation, the Conference Pack workflow became the team's most-used feature. AidKit uploads a CSV of attendees — or, when official lists aren't available, extracts names from conference app screenshots — and the AI agent visits each prospect's website, pulls recent news, and outputs enriched profiles with conversation starters in roughly five minutes per batch.
“Conference prep that used to swallow days now runs in the background while we're in other meetings — and that data drives real pipeline for the team.”
The AEO module added a third layer. At onboarding, MarketBetter's analysis showed AidKit appeared in fewer than six in ten relevant AI-generated responses. The content team refined prompts across organic, brand, and competitive-comparison categories and built content briefs targeting the gaps.
Finally, Market Intel was configured to scan weekly for disaster-recovery news — FEMA announcements, state emergency declarations, and disaster-grant launches. When a match surfaces, the platform auto-drafts a contextual outreach email referencing that specific event, ready for an SDR to review and send within the hour.
A pipeline signal layer built for slow-moving, hard-to-reach buyers
In the first 90 days of active use, MarketBetter captured more than 1,800 intent signals from AidKit's target audience — government agencies, nonprofits, and emergency-management organizations — giving the sales team visibility into buyer interest they had never had before.
The AI task feature identified 16 qualified disaster-recovery leads in under four days during its initial run, each with a verified contact email and a contextually personalized draft referencing the specific funding program or emergency event that triggered the signal.
For one conference, an AE used MarketBetter to send a two-touch personalized sequence to approximately 325 attendees before the event — outreach that previously would have required days of manual research. For another, MarketBetter processed screenshots of a gated conference app to extract and enrich 1,000 attendee records. By April 2026, AidKit had evolved the integration into a continuous enrichment workflow that passes ICP-matched website visitors directly into the CRM as leads.