One marketer. Fifty thousand contacts. Zero automation.
Connectbase operates one of the most comprehensive connectivity marketplaces in the telecom industry — but its go-to-market motion hadn't kept pace with its market position. When the company shifted prospecting responsibility onto its sales team, reps found themselves without the tools or data infrastructure to execute consistently.
The marketing function was a two-person operation, with one marketer described internally as 'doing five people's job' — manually managing website inquiries, chat responses, email campaigns, and event marketing simultaneously, with no capacity to build the prospecting engine the sales team needed.
Meanwhile, a database of 50,000+ contacts sat largely unvalidated. Sales reps couldn't trust the data, couldn't identify which website visitors were worth calling, and had no systematic way to track job changes or company news. The team knew what they needed — but adding headcount wasn't the answer.
Signals, sequences, and a CRM integration that actually works
Connectbase rolled out MarketBetter across its North American and EMEA sales teams, beginning with a full contact enrichment and validation initiative. MarketBetter's AI processed and verified the entire contact database — enriching records with LinkedIn data, validating email deliverability, and segmenting contacts into five defined buyer personas.
With the data foundation in place, the team activated MarketBetter's outbound engine. Each sales rep was set up with AI-powered LinkedIn prospecting workflows and personalized email sequences triggered directly from the Chrome extension.
“Our reps can knock out their entire day's outreach in about an hour. The platform handles the research, writes the email, verifies the address, and logs everything back to the CRM automatically.”
Rather than having each rep build their own lists, the team centralized campaign management — assigning weekly contact batches with tailored messaging by segment, with MarketBetter executing automated multi-touch sequences across email, LinkedIn, voicemail, and follow-up call.
MarketBetter's Signals feature replaced the manual website-monitoring workflow entirely, identifying company- and person-level visitors in real time, scoring intent, and surfacing prioritized outreach tasks each morning with AI-generated emails pre-loaded. Every email, connection, call, and signal flows back into the CRM automatically — giving the team a single source of truth for attribution.
A database of 43,000 verified contacts — and a sales team that uses it
Within weeks of activation, Connectbase's Sales Navigator outreach was hitting the platform's maximum connection limits — 120 to 150 new LinkedIn connections per week — a volume the team had never approached manually.
AI-personalized email sequences delivered an 11.1% positive reply rate, well above industry benchmarks for cold outreach. Reps reported completing their full day of outreach tasks in approximately one hour each morning, freeing the rest of their time for discovery calls and deal progression.
The contact-enrichment project delivered 43,000 verified, segmented records back into the CRM — replacing an untrustworthy database with actionable, persona-tagged contacts. When Connectbase acquired CloudAge, the team had the infrastructure to absorb and activate an entirely new contact universe without additional headcount.