A telecom marketplace that asked its reps to prospect
Connectbase runs a connectivity marketplace for the telecom industry. It sells across North America and EMEA, to several different kinds of buyers.
As more of the prospecting fell to sales reps, the company needed a dependable way to give them good contacts, background on each target company and messaging that fit.
Tens of thousands of contact records nobody could trust
More than 50,000 contact records needed checking. Reps had no reliable way to tell good records from bad ones, see which companies were on the website or notice changes at the companies they were chasing.
Marketing was two people, already covering inquiries, campaigns and events. Building custom lists and research for every rep on top of that wasn’t realistic. Connectbase needed one preparation process that every seller could run with.
Fix the contact data first
The rollout started with the data. MarketBetter checked each record for email deliverability, added LinkedIn details and sorted contacts into five buyer personas.
With the personas in place, the team could write outreach that fit each buyer. Reps got personalized email sequences and could prospect on LinkedIn through the Chrome extension, working the same contacts marketing had prepared.
“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.”
Marketing builds the week’s campaign once
Each week, marketing put together contact batches and messaging for each segment. Reps worked from that shared audience instead of rebuilding their own lists, and followed up by email, LinkedIn and phone.
Signals added website visits, intent scores and ready-to-send email tasks to each rep’s day, with company details and, where available, the person behind the visit. Everything synced to the CRM, so the campaign history stayed visible to the whole team.
Marketing picks the targets, reps have the conversations
The split was simple. Marketing chose the segments and wrote the message. Reps got researched contacts and a sequence ready to use. Website visits, company news and job changes gave them more reasons to reach out.
Every morning the task list laid out the work. Reps said they could finish their outreach in about an hour, which left more of the day for discovery calls and open deals. Nobody had to build a separate setup of their own to get there.
Better contact data and an 11.1% positive reply rate
AI-personalized outreach earned an 11.1% positive reply rate. The data project sent more than 43,000 validated, segmented contacts back to the CRM, giving the team much better coverage of the companies it sells to.
During rollout, each rep added 120–150 new LinkedIn connections a week. That number measures activity. The reply rate measures how buyers responded.
When Connectbase acquired CloudAge, the same enrichment process gave the team a ready way to bring a new set of contacts on board. The lasting change is a weekly handoff: marketing prepares, and sellers act on it.