Collaboration software for hardware design teams
AllSpice makes collaboration software for hardware and PCB design teams. Its buyers are electrical-engineering managers and senior leaders at consumer technology, networking, autonomous-vehicle and industrial companies.
Even at a large enterprise, the group that matters may be a small engineering team. Selling well means understanding how that team designs hardware and finding the right people on it.
A $20M pipeline goal and prep work scattered across tools
AllSpice started with about $4.2M in pipeline, most of it from inbound, and set a target of $20M a year. Two BDRs were covering inbound demand and the first outbound efforts.
Their prep work was split across Apollo, Bird Dog, HubSpot and manual LinkedIn activity. Hitting the target meant researching and contacting engineering accounts far more consistently. More contacts alone wouldn’t help. Each buyer needed a reason to care.
CRM, research and signals in one place
The rollout connected HubSpot to MarketBetter, along with the BDRs’ Gmail and Calendar accounts. Website tracking picked up more than 235 visitors early on, and fit scores showed which of them mattered.
Signals covered hardware-engineering job postings, company news and relevant community mentions. Account size decided routing, so the right rep got the account as a task.
To build new audiences, BDRs could pull Sales Navigator research into MarketBetter through the Chrome extension, or describe the audience they wanted in plain language. MarketBetter then researched each prospect’s company website and LinkedIn profile and wrote personalized email sequences.
Adding LinkedIn, closed-lost accounts and call follow-up
The team added LinkedIn connection requests and follow-ups next to email, giving each campaign a second way to reach the people it picked.
HubSpot filters helped the team go back to dormant closed-lost accounts. Call recordings from Fathom fed follow-up tasks, so the work after a buyer conversation ran through the same system as prospecting.
Each BDR gets an account with the homework done
What the BDR receives is an account with context: what the company’s engineers work on, the right contact and a drafted message. The rep reviews it and opens a conversation about how that team collaborates on hardware design.
For Cuong, AllSpice’s Head of Sales, it means the whole team prepares and works enterprise accounts the same way, while HubSpot still holds the CRM record.
Over $130K across opportunities and a Fortune 10 win
AllSpice reports more than $130K across opportunities and a Fortune 10 customer win. These are separate results. The $130K+ is opportunity value, and the Fortune 10 deal isn’t counted in it.
The 235+ visitors captured at the start were the first account data to come in. From there, signals, research and ready-made campaigns gave the BDRs a clear way to work the engineering accounts that mattered.
The $20M annual pipeline target is still a company goal. The opportunity total and the enterprise win are the results AllSpice reports so far.