Safety software where the first conversation has to fit the buyer
EcoOnline sells environmental, health and safety software, covering chemical safety, lone worker protection, crisis management and more. What a rep should open with depends on how the prospect’s operation runs and what the buyer is responsible for.
About 40 BDRs covered North America, the UK and the Nordics, split between inbound and outbound. For any account strategy to work, reps in all three regions had to work accounts the same way.
Thousands of old leads and no agreed way to sort them
The Nordics alone had piled up more than 5,600 marketing-qualified leads. Each rep researched accounts their own way, and nobody had a standard for deciding which contacts were worth reaching out to again.
The volume-heavy cadences were hurting deliverability, too. Emailing old leads again and again ate up time without making the messages any more relevant. EcoOnline wanted to confirm a contact fit, research the account and have a useful message ready before handing it to a BDR.
Start with 1,900 leads and show the reasoning
The pilot started in North America with 1,900 existing leads. MarketBetter checked each contact’s current role, read their LinkedIn profile and scored them against EcoOnline’s ICP and seniority rules. Every score came with reasoning the team could check.
120 contacts made the cut. For those, MarketBetter researched each company (its website, hiring activity and public safety information) and built four-touch sequences around what that buyer was dealing with.
The pilot looked at website behavior as well. Demo-page visits and interest across product pages picked out 84 high-intent accounts from about 43,000 visitors, one more input for deciding which accounts came first.
Plug the results into HubSpot, Salesforce and Gong
The HubSpot integration handed the work off to the rest of EcoOnline’s sales tools. Sequence activity updated a custom field, which triggered Salesforce campaign membership and a Gong calling follow-up.
From there the scope grew to closed-lost reactivation, 6sense account surges and matched ABM audiences. The 60-day pilot turned into an annual engagement, built on a qualification process the team could run again and again.
The next accounts show up on the BDR’s Today page
BDRs get a prioritized list of accounts to follow up with on their Today page. The research and prepared outreach arrive as work assigned to a specific rep, so marketing’s account plan becomes something a BDR actually does that day.
Kyla Bell described what that can look like. A prospect replied to a MarketBetter email at 6 a.m. and asked to meet at 8:30. Kyla and her AE met with him that morning and came away with a multi-product opportunity.
Once the email landed, it came down to people. Kyla and her AE answered quickly and worked through the buyer’s needs together. That opportunity is counted separately from the closed business below.
Over $350K closed across enterprise accounts
MarketBetter helped EcoOnline close over $350K in business. The accounts involved included a large industrial distributor and a large engineering and infrastructure firm.
The pilot laid the groundwork: 120 qualified contacts picked from 1,900 leads, each with account research and a scoring rationale the team could read. A later Lone Worker campaign went to 127 contacts and got three positive replies, from buyers in public works, mechanical contracting and health and safety.
The Today page puts that preparation into the BDR’s working day. Kyla’s same-morning meeting shows what happens when a relevant email reaches a buyer and a rep follows up fast: one reply turned into a conversation about several products.