Adding direct sales to a channel business
APX Net provides enterprise connectivity in a market where channel partners carry a lot of weight. The company wanted a direct route to buyers as well.
When the work started, marketing was getting ready to hire a dedicated direct-sales rep. The first job was to build the account research and prospecting process that person would use.
Website interest stopped at the analytics report
Visitors read connectivity guides and contact pages, but the team couldn’t tell which organizations they came from or whom to approach. Website analytics showed activity without the context a sales conversation needs.
Prospecting by hand on LinkedIn meant a lot of guesswork with little to go on. Before APX Net could keep direct outreach running, it had to define its buyers, recognize the organizations that matched and research the contacts.
Define the buyers, then rank the accounts
MarketBetter’s tracking script turned on visitor identification, and Signals scored accounts against APX Net’s ICP. The early rollout produced 54 scored prospect signals, each with an explanation of why it was relevant.
The team defined two to three personas, including network managers and administrators in telecom and broadband. Those personas filtered the website activity, and built-in enrichment supplied contact details for the accounts that made the cut.
“The AI does first-pass filtering so only qualified leads appear in my task queue — companies that don't fit our profile are excluded before I ever see them.”
Getting ready ahead of the sales hire
Marketing used those scored accounts and personas to set up outreach tools ahead of the dedicated hire. With the account queue and contact data already in one place, one marketing generalist could handle the preparation while the company built up its direct-sales capacity.
Emailing 10G and IT infrastructure buyers
Later campaigns put that preparation to work. APX Net published audiences of 10G and IT infrastructure buyers and sent 205 emails to 205 recipients between July 23 and August 26, 2026.
That is the step after identifying accounts: pick the audience, prepare the outreach, send it. The 205 figure counts emails sent. It does not mean every recipient became a meeting or an opportunity.
From account research to live campaigns
In its first rollout, APX Net set up visitor identification, a scored account queue and buyer personas, all before its direct-sales hire was in place.
The 54 initial prospect signals gave sales specific accounts to work on. Built-in enrichment also cut the need for a separate process to find contact data.
The later 205-email campaign cohort shows that groundwork carrying through to live outreach. APX Net now has a practical way to move the account segments it picked into everyday sales work.