Selling benefits software to government
AidKit helps government agencies and nonprofits run cash assistance and public benefits programs. Deals usually involve several stakeholders and take around two years to close.
Disaster-recovery programs are the exception. They can move in about six months, so spotting the funding event and reaching the responsible organization quickly matters a great deal.
Too much research, too little follow-up
Organizations browsed AidKit’s website without filling out a form, so the team rarely knew who was interested. An outside SDR agency worked static lists and got cold-call response rates around 5–7%.
Events were the other big channel. AidKit attends and sponsors govtech conferences, but researching attendees took a lot of manual work. A strong attendee list didn’t turn into something an AE or SDR could actually work from.
Do the research before sales picks it up
AidKit started with Visitor ID and Slack alerts for relevant website visits. Company identification, plus whatever person-level data was available, showed interest from government agencies, emergency-management organizations and nonprofits.
MarketBetter scored that activity against AidKit’s ICP, checked contact emails and drafted sequences based on the pages people viewed and public company news. Existing customers were left out of outbound tasks.
Conference Pack handled events. The team could upload an attendee CSV or pull names from screenshots of the conference app. Company research, recent news and conversation starters then came back in batches that took about five minutes.
Watching for disaster funding
Weekly Market Intel scans tracked FEMA announcements, emergency declarations and disaster grants. When something relevant came up, an email draft tied to that specific program went to an SDR to review.
Reach people while the reason to call is fresh
Before an event, an AE could use the enriched attendee list to write personalized outreach. After a funding announcement, an SDR could review an email about that program instead of opening with a generic introduction.
The starting points differ, and the process stays the same. Marketing spots the event, organization or funding news. MarketBetter does the research. Sales reviews it and has the next conversation. CRM enrichment keeps ICP-matched website leads in that same flow.
More signals, better-researched contacts, more event conversations
MarketBetter captured over 1,800 intent signals in AidKit’s first 90 days of active use. The first disaster-recovery run found 16 qualified leads in under four days, each with a checked email address and a draft written around its context.
At one conference, an AE reached about 325 attendees with a personalized two-touch sequence. At another, the team pulled 1,000 attendee records from conference-app screenshots and enriched them.
The team no longer rebuilds its research from scratch for every event or funding program. When a timely audience comes up, the prep work is ready to use.